Extra Gum has unveiled ‘Support Acts’ to aid Australia's grassroot musicians by transforming pre-roll ads on YouTube into a digital stage.
The Support Acts program consists of 16 Australia’s upcoming musicians being paired with Aussie music royalty, Five Seconds of Summer, Alison Wonderland, The Rubens and 360, promoting the grassroots talent involved in the program.
The headline artists, before their videos on YouTube, will have the pre-roll ads of the grassroot artists involved in the program, quite literally taking the concert format to YouTube via media buying.
Clemenger BBDO Sydney chief creative officer, Ben Coulson, said: “Turning ads in to a stage for emerging artists seemed like an interesting idea, and fit nicely with Extra’s brand position.”
MediaCom head of strategy and planning, Dan Connor said: “This is a brilliant example of how you can innovate and change the way you partner with platforms like YouTube – building reach and using real music discovery data to bring the idea to life.”
Universal Music Australia, managing director, new business, Roddy Campbell said: “We’ve seen all manner of branded music platforms and really feel this will be one of the best – an authentic role for the brand that creates value for consumers and artists alike. Our acts have been so passionate about supporting the next generation of talent and I think that shines through in the engaging content we’ve created with them. We can’t wait to see how the journey unfolds."
