Some of Australia’s hottest acts including Remi, Meg Mac and SAFIA rocked the crowd at the AIR Independent Music Awards in Melbourne in early October. Indie pop band, Sheppard, performed an electrifying live rendition of their multi-platinum hit song, Geronimo, hitting a high note with the industry leaders and delegates who’d come to see them take centre stage.
The Awards, which were the brainchild of the Australian Independent Record Labels Association (AIR), recognise and reward emerging independent musicians across Australia. Past winners such as Gotye have gone on to achieve international success and no doubt this year’s performers will also be making headlines in the months ahead.
We were amongst the exclusive guests, rubbing shoulders with Australia’s best indie musicians, and proudly participating for the first time as a Supporting Partner of the Awards.
Our (Australia and New Zealand) Marketing Manager Nicky Rowsell said the brand was “super excited” to be playing its part in the Awards.
“It’s great to be in a position to support the homegrown Australian music scene through being involved with this prestigious industry event,” Ms Rowsell said.
“We look forward to having a long term partnership with AIR and assisting to foster emerging Australian talent.”
Melbourne MC Remi scored big time on the night. Not only did he win Best Independent Hip Hop Album for Raw x Infinity, he also picked up the second-ever Global Music Grant, worth $50,000. It’s cool cash that will help take his music to the international scene.
Courtney Barnett won the Best Independent Single/EP Award for Avant Gardner, her single about a backyard panic attack.
Levi’s® presented the award to Australian singer-songwriter Jen Cloher on Barnett’s behalf, who was playing a gig in Sydney.
The competition was fierce, with Barnett knocking out both Sia and Sheppard to win the honour, who had been nominated for their respective hit singles Chandelier and Geronimo.
But Sheppard didn’t go away empty-handed, picking up the gong for Breakthrough Independent Artist of the Year.
Held at North Melbourne’s historic Arts House Meat Market, the night was hosted by the eternally-funny Dylan Lewis who ensured plenty of laughs for the crowd.
We were very happy to be hosting the Official Awards Afterparty at Ding Dong Lounge, where the celebrations kicked on til the wee hours – we wish we could tell you more about it.
Levi’s® has historically had a close and mutually respectful relationship with rock and pop music, with Levi’s® denim icon musicians including Kurt Cobain, Mick Jagger and Bruce Springsteen.
“We have always had such a strong brand association with both the music industry and its various artists on a global scale,” Ms Rowsell said.
It was another success for us, but the biggest winner on the night was the Australian independent music scene.
Here’s the full list of winners:
Carlton Dry Global Music $50,000 Grant Winner – Remi
Best Independent Artist – Courtney Barnett
Best Independent Album – Violent Soho – Hungry Ghost
Breakthrough Independent Artist Of The Year – Sheppard
Best Independent Single/EP presented by Levi’s® – Courtney Barnett – Avant Gardener
Best Independent Label – I OH YOU
Best Independent Hip Hop Album – Remi – Raw x Infinity
Best Independent Country Album – Halfway – Any Old Love
Best Independent Blues And Roots Album – Dan Sultan – Blackbird
Best Independent Hard Rock, Heavy or Punk Album – Violent Soho – Hungry Ghost
Best Independent Jazz Album – Paul Grabowsky Sextet – The Bitter Suite
Best Independent Dance/Electronica or Club Single – Peking Duk – High
Best Independent Dance/Electronica Album – RÜFÜS – Atlas
Best Independent Classical Album – Gurrumul / Sydney Symphony Orchestra – His Life And Music