Commuter newspaper mX is being revived for RISING, Melbourne’s festival of new music, art, and performance.
News Corp and the festival are teaming up for two special editions, which will be distributed to commuters and city-goers in the lead-up to, and during, RISING 2024, which runs from 1-16 June.
The strategic collaboration aims to leverage the iconic mX brand to enhance festival visibility and engagement among Melbourne’s commuter population.
mX returns after ceasing publication in 2015 with a remastered masthead across two 16-page issues. The issues will feature favourites such as Overheard, Here’s Looking at You and What The? alongside special festival content designed to surprise and engage readers.
RISING co-artistic directors Hannah Fox and Gideon Obarzanek said: “We were looking for a high-impact activation to mark the festival’s opening and introduce RISING to new audiences. Collaborating with News Corp to revive mX aligns perfectly with our mission to celebrate Melbourne’s identity and ensure art remains accessible to all.
“The two special print editions allow us to unpack the program through engaging editorial content, which aims to differentiate RISING in what some might perceive as an homogenous arts festival landscape.”
Hannah Fox and Gideon Obarzanek
The publication will be handed out by activation staff to 60,000 city workers and visitors across hotspot train station areas in Melbourne’s CBD, including Flinders Street, Southern Cross, and Melbourne Central. Distribution dates are set for today and tomorrow, 29 and 30 May, plus 5 and 6 June, from 3pm each day.
Writer, editor, and podcaster Brodie Lancaster has been tapped by RISING to curate the editions.
Issue one includes insights on Yasiin Bey (FKA Mos Def) by journalist Mahmood Fazal, reflections on Counting and Cracking by Miles Franklin winner Shankari Chandran, Marieke Hardy’s perspectives on art, and a curated night of city dining and entertainment by Good Morning.
Carina Shearn, marketing director at RISING, said: “mX was always a paper made by, for, and about Melbourne and like mX, RISING is all about participation and interaction and reflecting Melbourne’s vibrant identity.
“mX was an afternoon ‘Pick me up,’ that surprised and delighted readers on a daily basis. Our aim is that this co-branded activation will deliver the same to commuters and help dissolve barriers to accessing art, music and performance.”
RISING has a program of more than 120 events and 650 artists. The event will feature large scale installations, free public events, and contemporary music, theatre and dance.