#VAXTHENATION – LIVE Alliance launches national vaccination campaign

VAXtheNATION-TVC-stillThe COVID-19 vaccine rollout is ramping up across the nation. Australia’s Live Entertainment Industry is speaking out. No more virtual performances – it’s time for real life!

More than 400 of Australia’s biggest artists and performers (see list below) have joined forces with leading tour promoters, music festivals, venues, ticketing agencies, record labels, comedy producers, theatre, opera and dance companies, media outlets, industry associations, peak bodies and global brands like YouTube and TikTok launch #VAXTHENATION – a new campaign asking Australians to help ‘stop the interruptions’ and get vaccinated… now!

Spearheaded by the newly established LIVE Alliance (Live Industry Venues + Entertainment) – which includes representatives from organisations Association of Artist Managers (AAM), Australian Live Music Business Council (ALMBC), Australian Music Industry Network (AMIN), APRA AMCOS, Australian Recording Industry Association (ARIA), Australian Festivals Association (AFA), Frontier Touring/Mushroom Group, the Live Entertainment Industry Forum, Live Nation, Live Performance Australia (LPA), Secret Sounds and TEG – #VAXTHENATION has brought our country’s Live Events Industry together as never before.

Lending their names to #VAXTHENATION are over 225 performers including Powderfinger, Jimmy Barnes, Tim Minchin, Courtney Barnett, Celeste Barber, Vance Joy, Paul Kelly, Archie Roach, Em Rusciano, Guy Sebastian, Dave Thornton, Adam Harvey, Amy Shark, Iva Davies, Gina Jeffreys, John Williamson, Courtney Act, Birds Of Tokyo, Tom Gleeson, Amyl & The Sniffers, Hilltop Hoods, Nazeem Hussain, Marcia Hines, Midnight Oil, Judith Lucy, RÜFÜS DU SOL, Christian Hull, Troy Cassar-Daley, Nina Las Vegas, Briggs, Judith Lucy, Daryl Braithwaite, Human Nature, Melinda Schneider and countless more.

#VAXTHENATION aims to remind all Australians of the magic of live events. It kicks off today with a national television campaign – watch the TVC here – soundtracked by multi-Platinum ARIA winners Powderfinger, who donated the use of their iconic hit single My Happiness.

Launched under the guidance of advertising guru Russel Howcroft, the TVC was created by agencies Mushroom Creative House and Good One Creative.

“With an awesome idea generated by Good One Creative and the incredible creative direction and production capability of Mushroom, we have managed to pull together a powerful campaign via generosity of spirit and a burning desire to rock on. Huge thanks in particular to Powderfinger and the inspired leadership of the LIVE steering committee,” said Howcroft.

Australia has one of the world’s leading music and entertainment sectors. It’s not just vital to our economy and jobs; it provides a rich cultural fabric that connects us all.

From sweaty pub gigs to crying with laughter at a comedy show; being moved by an opera aria or diving into the festival mosh; taking your child to their first live show, marvelling at an intricate ballet, or sitting with loved ones in an ornate theatre… these are the moments we all want to get back to.

Vaccination is the only way to ‘stop the interruptions’ and break the cycle of lockdowns. With a target of 80% agreed by National Cabinet, the LIVE Alliance says vaccinations are not only important for overall public health but an essential step in stopping the ongoing and devastating effect to our live entertainment and events industry.

Australia needs to get vaccinated, so we can all get back to doing the things that we love. The Live Entertainment Sector has been dealt a massive blow over the past 18 months, with thousands of performances disrupted, postponed or cancelled, and tens of thousands of workers stood down (or unable to work at all).

Billions of dollars lost to the Australian economy – no shows means no fans spending at nearby restaurants, bars, retail or accommodation, or booking flights just to make a weekend of it.

Prior to the most recent lockdowns, live music activity was at just 12 per cent of pre-COVID levels as larger shows and tours remain uneconomic without full venue capacities and uncertainty around both domestic and international border restrictions.

Two thirds of industry jobs (79,000) were gone by the end of 2020* – plus $23.6 billion of economic output and $10.7 billion of added value also lost.

“A vaccination certificate should be the hottest ticket in town because the sooner we’re all vaccinated, the sooner we’ll be getting together again everywhere from the smallest gig to the biggest festivals,” said Australia Council CEO, Adrian Collette AM.

“Getting vaccinated now is a great way to show you’re there to support our artists, roadies and production crews who want to get safely back to work bringing us the performers and shows we’ve all been missing so much during lockdowns and other restrictions.”

Help us stop the interruptions and get vaxxed as soon as you can. Every jab makes a difference, and every Australian can play their part. Let’s get our live industry back on the road!

For more information on #VAXTHENATION, visit: www.vaxthenation.com.au for details.

Image: #VAXTHENATION TVC (still)

Note: * Live Entertainment Industry Report (2020)