Melbourne is cementing its position as the live music capital of Australia, thanks to a partnership which will see live performances broadcast to audiences around the world.
Under the partnership between Visit Victoria and MTV Unplugged, Australian musicians and Melbourne venues are being featured in a series of hour-long MTV Unplugged Melbourne episodes.
For the next episode, Melbourne’s own Courtney Barnett was this week captured live at Howler in Brunswick.
The specials highlight Melbourne’s identity as Australia’s home of live music and one of the world’s leading cities for gigs – one of many attributes that inspires people from around the world to visit the state.
MTV Unplugged Melbourne is the first time a destination has been associated with the iconic MTV Unplugged global brand.
The partnership includes the production, distribution and promotion of performances at Melbourne venues and supporting content that showcases some of the edgy, creative cultural experiences the city has to offer visitors.
Previous episodes have featured performances by Gang of Youths, Amy Shark, DMA’s and the Rubens alongside destination footage showcasing hidden gems around Richmond, the inner north, the CBD and Prahran.
The series has reached an audience of more than 4 million Australians, with select shows also aired in the US, UK, China, Asia and on in-flight entertainment channels.
Melbourne is home to 553 music venues, the most live venues per capita of any city in the world. More than 100,000 people attend live music performances every Saturday night in Melbourne, equal to the attendance of the AFL Grand Final at the Melbourne Cricket Ground.
Over the past four years, the Andrews Labor Government has made an unprecedented investment in the local music industry through its landmark Music Works initiative, recognising the importance of live music to the Victorian community and economy.
The 2019/20 Victorian Budget provided $14 million for Victoria Live, a major new festival to showcase Victoria’s live music scene. Victoria Live starts in 2020.
The episode of MTV Unplugged Melbourne featuring Courtney Barnett will air on Foxtel, Foxtel Now, Fetch and MTV.com.au on Sunday, 17 November at 6:30pm.
Quotes attributable to Minister for Tourism, Sport and Major Events Martin Pakula
“Live music is part of our fabric and while enthusiastically embraced by Victorians, it also attracts thousands of visitors to the state every year.”
“We don’t have venue lockouts in Melbourne and music fans have shown they appreciate being treated as adults.”
“By joining with MTV Unplugged, we’re showcasing Melbourne as a vibrant, vital and creative city to a national and global audience.”
Reviewed 19 August 2020