GRID Series Geelong

City of Greater Geelong in partnership with GRID Series, supported by Creative Victoria.

Background

In 2023, the City of Greater Geelong partnered with GRID Series to deliver a transformative program for emerging musicians in the region. Four local artists were selected to receive intensive mentoring, professional production support, and performance opportunities that would accelerate their careers and connect them with wider audiences.

The free program was designed as an end-to-end artist development journey, giving participants access to world-class producers, industry mentors, video directors, and live platforms. The initiative aimed to cut through barriers young musicians often face, while spotlighting Geelong as a hub for creativity and music.

The Challenge

Emerging artists in regional areas often face three key challenges:

1. Access: Limited opportunities to connect with industry professionals and resources outside of metropolitan centres.
2. Visibility: Difficulty gaining exposure to new audiences and industry networks.
3. Pathways: Lack of structured programs to build long-term careers in the music industry.

Objectives

• Provide emerging musicians with industry-level mentoring and production resources.
• Showcase local artists to wider audiences through digital storytelling and live performance.
• Strengthen Geelong’s reputation as a creative city supporting contemporary music.
• Build pathways for young people in the region to pursue sustainable music careers.

Program Highlights

Each of the four selected artists received:

• A fully produced track – four full-day studio sessions with a leading producer to create a professional, mixed, and mastered song that reflected their sound and story.
• One-on-one mentoring – intensive sessions with leading music industry professionals to shape their artistic direction and career strategy.
• Artist documentary film – a short film produced by leading directors to showcase their creative journey and introduce audiences to their work.
• Live performance opportunities – appearances at the Geelong Arts Centre and Pako Festa, along with promotional exposure across multiple channels.

Marketing Strategy

As Marketing Lead, my work focused on working closely with the GRID Series team and City of Greater Geelong Music & Arts Development Officer to build hype and audience engagement at every stage of the program:

1. Expressions of Interest Campaign
   • Promoted the program to young people across Greater Geelong through owned social media channels, community networks and engaged with interest groups such as local music and music production organisations.
2. Artist Storytelling
   • Created promotional content spotlighting the four selected artists and their mentoring journey.
   • Shared behind-the-scenes updates from studio sessions to build anticipation.
   • Coordinated a photo shoot with all four artists. Photos were used as marketing assets across all stages of promotion.
3. Video & Track Promotion
   • Launched the artists’ documentary films and newly produced tracks across social and digital channels.
   • Collaborated with local media to expand reach.
4. Performance Promotion
   • Drove hype for live showcases at the Geelong Arts Centre and Pako Festa through social media campaigns.

Results

• Artist Development – Four local musicians gained professional tracks, films, and career mentoring, removing barriers to industry access.
• Digital Reach – Artist stories and tracks reached new audiences across Geelong and beyond through coordinated campaigns.
• Community Engagement – Performances at flagship events like Pako Festa amplified cultural vibrancy and showcased Geelong’s support for young creatives.
• City Profile – Reinforced Geelong’s positioning as a city that invests in youth, creativity, and contemporary music pathways.

Conclusion

GRID Series Geelong 2024 provided four emerging artists with unprecedented access to industry mentorship, production resources, and performance opportunities. Through integrated marketing and storytelling, the program not only elevated the profiles of the four musicians but also strengthened Geelong’s reputation as a vibrant, creative city nurturing the next generation of talent.

Acknowledgement

The above video EOI was created for GRID Series.

The 2024 team of producers and mentors included award-winning songwriter and producer Joel Ma (Mo’ju, TZU), critically acclaimed songwriter and producer Beatrice (Haiku Hands, Kardajala Kirridarra), producer and multi-instrumentalist Anthony Liddell (Kaiit), artist manager and consultant Adam “Weez” Booth (Telenova, KYE, and Grammy-nominated, multi-platinum, ARIA/APRA award-winning producers Styalz Fuego), Sweetie Zamora (Director of Labels & Project Management at Remote Control Records), N’fa Forster-Jones (Cool Out Sun), and director of Broken Leg PR, Monique Matosic.

GRID Series Geelong 2024 was supported by the Victorian Government through Creative Victoria and the Community Support Fund, in partnership with the City of Greater Geelong.