MUSO
'RISE OF THE PUB GIG'

[YEAR]
[CLIENT]
[DISCPLINES]

2022
Muso
Art Direction, Graphic Design, Motion Design (2D)

[YEAR]

2022

[CLIENT]

Muso

[ROLE]

Creative Direction, Motion Design (2D), Graphic Design

[BRIEF]

Create a national campaign to help rejuvenate Australia’s local live music scene by returning live music to its roots. The campaign needed to reignite the pub gig, support local artists and venues, and rebuild music culture at a grassroots level following the impact of COVID-19.

[OVERVIEW]

Once the heart of live music culture, pubs were where artists built their craft, found their audience, and shaped their identity. Streets like Acland Street thrived with nightly performances, becoming launchpads for generations of musicians. Over time, that culture faded, and the closure of iconic venues marked a broader decline in original live music at a local level.

The Rise of the Pub Gig reframes this loss as an opportunity. Built on the belief that live music can only truly survive by returning to where it was born, the campaign aims to restore energy, originality, and community through live performance.

Rolled out nationally, the initiative activates 500 gigs across 100 venues, championing local artists at local pubs. By putting live music back into neighbourhood spaces, the campaign helps rebuild culture from the ground up, reconnecting audiences with emerging talent and reaffirming the pub as a vital part of Australia’s music ecosystem.