Sprout Launches ‘Homegrown Sound’ Platform with Briggs to Support Australian Music
Sprout, the Telstra-owned brand known for its tech accessories designed for the Australian lifestyle, has unveiled its new creative platform, ‘Homegrown Sound.’ Developed by the creative teams at +61 and Bear Meets Eagle On Fire, this initiative aims to support and amplify the Australian music scene during tough times for local artists.
The ‘Homegrown Sound’ platform sees Sprout collaborate with indigenous rap legend Briggs, who brings his powerful voice and experience to this new campaign. The partnership coincides with the release of Briggs’ latest single, ‘Munarra’, a song inspired by the challenges in today’s music landscape and his personal journey as an artist.
Australia’s music industry has faced significant struggles, with artists having fewer opportunities for exposure due to the cancellation of festivals and the closure of over 1,300 music venues. Despite being one of the largest music markets in the world, Australian artists have found it harder to make their mark, with just a few local albums and singles appearing in the top 100.
‘Munarra’ marks a new artistic direction for Briggs, blending hip-hop with heavy metal. The music video, directed by award-winning filmmaker Tom Noakes of Scoundrel., features striking visuals that reflect Briggs’ own experiences and the resilience needed to succeed in the Australian music industry.
The song will also be featured in the newly launched Homegrown Sound Spotify playlist, aiming to encourage Australians to listen to and support more local music.
Ben Caddy, General Manager of Sprout, shared, “As a brand rooted in music and sound, we want to shine a light on the incredible talent within Australia’s music scene. By launching Homegrown Sound, we hope to inspire the public to discover and support more homegrown music.”
With ‘Homegrown Sound’, Sprout is committed to helping foster the growth of Australian music and giving local artists the recognition they deserve.
Credits
Agency: +61 with Bear Meets Eagle On Fire
Client: Sprout
Chief Marketing Officer: Brent Smart
Head of Creative Excellence: Anna Jackson
General Manager: Ben Caddy
Marketing Manager: Alex Peisker
Marketing Specialists: Kritika Bhatia & Demi Mavroudis
Commercial Operations Manager: Ben Hicks
Digital Marketing Specialist: Lucy Surace
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Robert Aoukar
Media: OMD Australia
Production Company: Scoundrel
Director: Tom Noakes
DOP: Aaron McLisky
Co-Founder & Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Alex Tizzard
Editing: Lucas Baynes @ ARC Edit
Post Production: Fin Design & Effects
Sound Design & Mix: Otis
Photographer: Simon Harsent @ Pool Collective
Music Supervisor: Anton Trailer
Song: Munarra by Briggs
Written and produced by Adam Briggs and Steven Smith
Publishing: Sony Music Publishing (Australia) Pty Ltd
Master: Universal Music (Australia) Pty Ltd
