Problem
Aussies are thirsty to connect with new music but algorithms, tech platforms and our shrinking local media scene means discovery is dead.
Insight
Discovery is in our blood. There’s an undeniable thrill when you stumble on something original.
Solution
We’ll take Aussies on an adventure to rediscover our music industry by creating a treasure hunt filled with one-of-a-kind memorabilia and moments.
How
We’ll drop clues and location coordinates inside Tooheys bottle caps to start the hunt, categorised by three colour-coded levels.
Orange—think signed AC/DC guitar on the roof of a pub, Crowded House lyrics scribbled on a napkin inside a bar on Smith St, a Nick Cave suit hidden in a regional opshop.
Green—think VIP tickets to Kid LAROI hiding in Redfern Park, unreleased Silverchair demos tucked away in a Newcastle record store, a piece of Guy Sebastian's afro in the Fox Studios car park, drinks with Amyl and the Sniffers.
Blue—think Tame Impala signed vinyl and Missy Higgins signed band tees in a SA op shop, Michael Hutchence’s feather boa, the Wiggles skivvies.
