The annual multi-day music and camping festival, Beyond The Valley, has confirmed its return this New Years with a marketing campaign called Experience Life in Technicolour, highlighting the vibrancy the festival brings to its attendees.
The campaign announces the ninth edition of the festival, organised by Untitled Group and supported by national youth broadcaster Triple J. Untitled Group’s in-house team handled the concept ideation, creative direction, and bespoke BTV objects, while video production and editing were managed by the Group’s long-term production partner, Enamoured Iris.
Experience Life in Technicolour is launching across social media and street posters, paying homage to iconic films like Pleasantville and The Wizard of Oz. The visuals contrast ordinary life in black and white with the bright technicolour of the people and objects connected to Beyond The Valley.
This campaign comes amid a challenging year for Australia’s music festival scene, which has been devastated by the gradual disappearance of marquee events, including Groovin the Moo, Splendour in the Grass, Summerground Festival, and Vintage Vibes. Rising production costs and low ticket sales have contributed to the difficult environment.
“We wanted to take a different approach to launch Beyond The Valley this year,” said Christian Serrao, co-founder and managing partner of Untitled Group.
“Amid ongoing discussions surrounding the challenges festivals face globally, we aim to remind everyone of the joy and vibrancy that festivals bring to people’s lives. Our teaser video encapsulates this by portraying ordinary life as dull and monochrome, which comes to life and colour through Beyond The Valley.”
In June, a panel discussion hosted by The Brag Media to celebrate the launch of Variety Australia saw industry leaders propose solutions for key issues facing music festivals and live music in Australia. These issues include understanding changing audience behaviours and purchasing patterns, focusing on experiences, and addressing problems with insurance and heavy-handed policing. There was also a call for governments at all levels to help reduce operational costs.
Brands are also rallying behind the cause, with restaurant chain Nando’s recently debuting its three-hour ‘micro-music festival’ Chicken Shop Sessions, seeing the integration as a meaningful opportunity to support the local music scene in Australia and New Zealand.
Over the past nine years, Beyond the Valley has evolved into Australia’s largest music and camping festival. Last month, it was recognised as one of the best in the world, becoming the only Australian event to make DJ Mag’s Top 100 Festivals List.
Last year, camping and festival tickets sold out in under a week, with 35,000 attendees enjoying performances by RÜFÜS DU SOL, Peggy Gou, and Central Cee.
Credits:
Concept, Creative Direction, Strategy, Exec Producer : Steph Mrmacoski (Untitled Group)
Creative, Design, Producer: Sam Hayes & Georgia Trelour (Untitled Group)
Videography – Director: Paddy Hassell (Enamoured Iris)
Videography – Producer: Megan Brocco (Enamoured Iris)
Videography – Edit, Audio & Special Effects: Paddy Hassell, Harry Anderson, Alejandro Aristizbal
Prop production: Valley Milk > Plakkit Printing, Nedd’s Milk
Song used: Sammy Virji – ‘If U Need It’