EXTRA® partners with YouTube to Support Acts

EXTRA® Support Acts, a collaboration between EXTRA® Gum, YouTube and Universal Music Australia, gives Australia’s emerging artists more time to shine in an Australian-first.

EXTRA® Gum, in collaboration with YouTube and Universal Music Australia, has launched EXTRA® Support Acts, an innovative new platform designed to give up-and-coming Aussie artists time to shine, and more opportunities to be discovered by audiences.

EXTRA® Support Acts will pair 16 of Australia’s emerging musicians with local music royalty – 5 Seconds of Summer, Alison Wonderland, The Rubens and 360. In an Australian-first twist to the pre-roll ad format, the emerging artists’ tracks will play as pre-roll at the beginning of YouTube music videos from the Australian legends. This will see the emerging talent go view-for-view with the established artists, exposing them to global followings.

Leading Australian band and Support Act partner, 5 Seconds of Summer, said, “As an Australian band, we are incredibly proud to be involved in EXTRA® Support Acts. To be able to support new emerging talent from Australia is something we are both excited and passionate about. There’s some great artists involved and we’re looking forward to seeing these musician’s careers develop.”

EXTRA® Gum’s Marketing Director, Alison Levins, said, “Every day, EXTRA® helps give Australians the confidence they need to be at their best. The Australian music scene is filled with so much great talent, so we wanted to help give these up and coming stars of the industry a well-deserved boost by helping them shine on the big stage. We can’t wait to introduce Australia to the next big acts in Australian music.”

The campaign features over 60 pieces of original content from the headline artists and their support acts, as well as a suite of out-of-home and social assets.

Fans can vote for their favourite act at the dedicated YouTube channel EXTRA Support Acts. Four lucky winners from the line-up of 16 artists will be fast-tracked to success with mentoring from their hero artists and the chance to work with a renowned producer on a new track, as well as performing at the Universal Music ARIA Week Showcase in front of some of the industry’s biggest execs and talent.

Stay tuned for the winners to be announced on 15 October 2018.

For more information, please contact:

Nick Zonnios | [email protected] | +61 421 663 442