Live Music & Events

Case Studies

In 2014, the Live Music Office ran two pilot events to develop the strategy and methodology of the Live and Local Precinct Model. Both events were financed by ‘matched funding’ from the City of Sydney and supported by APRA AMCOS and the Live Music Office.

Fringe IGNITE: Heat the Street – 31 August 2014

The 2014 Sydney Fringe Festival [1] was the ‘host event’ for Live and Local’s first ever case study. The pilot event took place from 4pm – 8pm on Sunday afternoon on the eve of Spring.

Highlights included:

  • Branded Fringe IGNITE:Heat The Street, the first ever Live and Local activation became the launch event of the 2014 Sydney Fringe Festival.
  • The event took place across a 500 metre stretch of Crown Street in Sydney’s Surry Hills (between Devonshire and Foveaux Streets).
  • All venues along the stretch of road were personally approached to participate in the event by the Live Music Office and the Event Director.
  • No road closures, barricades, power or additional garbage collection or toilets were required.
  • The Live Music Office and Sydney Fringe Festival Director appointed a curator to select musicians for Fringe IGNITE: Heat the Street.
  • 19 artists were selected to perform in nine venues and retail spaces.
  • Participating venues involved restaurants, bars, book stores, boutiques, music stores, a shoe store and a homewares store.
  • 20 posters were printed and distributed to venues.
  • 500 A5 colour flyers were printed and distributed to attendees on the night.
  • 2,807 people were officially counted at venues, with significant pedestrian traffic in the village.
  • The event publicist gained significant media coverage in state and national newspapers including The Daily Telegraph, The Australian, The Sydney Morning Herald as well as street press and a suburban newspaper.

[1] Sydney Fringe Festival is governed by the Newtown Entertainment Precinct Association.

Kings Cross IGNITE: Heat the Street – 23 November 2014

The second pilot event, Kings Cross IGNITE: Heat the Street, engaged ARIA Week 2014 as the ‘host event’ in the lead up to the 27th ARIA Awards. Due to its strong history of entertainment and live music, the second instalment of IGNITE: Heat the Street took place on a Sunday afternoon in Summer from 4pm – 8pm in Sydney’s Kings Cross.

Highlights included:

  • Studio X, ARIA , AHA NSW, Uliveto and Alberts came on board as event sponsors
  • The Live Music Office liaised with the City of Sydney, stakeholders, venues and the community to investigate whether the Live and Local pilot could be accommodated.
  • The event took place along a 300 metre stretch of Darlinghurst Road and a 125 metre stretch of Bayswater Road in Kings Cross.
  • All venues along these two roads were personally approached by the Live Music Office to participate.
  • No road closures, barricades, power or additional garbage or toilets were required.
  • The Live Music Office appointed a curator to select musicians to suit each venue.
  • 35 artists were selected to perform in 10 cafés, hotels, bars and restaurant venues.
  • 30 posters were printed and distributed to venues.
  • 1000 A5 colour flyers were printed and distributed to attendees on the night.
  • Some 2,341 people were officially counted at venues.
  • The postcode data suggests almost one in three people that attended were locals from Kings Cross, Potts Point, Darlinghurst and Surry Hills, with the rest of the audience from across Sydney. 8.6% of attendees were from interstate or overseas.
  • The event gained significant media coverage including a television piece in The 7.30 Report on the ABC.