The Building Audiences Fund provides one-off support for new marketing projects designed to build or re-establish audiences following the coronavirus (COVID-19) pandemic.
Applications will be accepted for requests between $2,000 to $20,000. The total grant pool for this program is $100,000.
Who can apply
- Independent professional creatives/artists and partnerships working in the creative industries, including sectors such as arts, music, design, screen and digital games.
- Micro to medium sized organisations (less than 10 FTE staff) within the creative industries.
- Regionally based creative industries organisations owned and operated by local governments are eligible to apply.
- Please speak to a program officer, listed below, before applying.
The program will not support
- Business as usual or existing marketing activity
- State-owned agencies
- Organisations receiving multi-year funding through Creative Victoria (including Regional Partnership funding)
- Recipients of 2020 Innovation in Marketing Fund grants
- Amateur or hobby pursuits
This program is now closed.
Who to talk to
For more information contact:
Ruth Gormley on 8683 3216 or by email at email@example.com or
Katie White on 8683 3213 or by email at firstname.lastname@example.org or
Cameron Swann on 86833211 or by email at email@example.com.
Links and downloads
- Building Audiences Funding Guidelines DOCX, 185.1 KB
- Building Audiences Funding Guidelines - Accessible version DOCX, 55.2 KB
- Building Audiences Funding Guidelines - PDF Version PDF, 322.1 KB
Explore some of the projects that have received grants from this program.
Please note: Prior to 2021, this Program was called The Marketing Innovation Fund
Photo: Timothy Treasure, Artwork: The Social Studio
Linden New Art, St Kilda $6,000
To partner with international research agency Morris Hargreaves McIntyre (MHM) to apply MHM’s Culture Segments TagTool to Linden New Art’s database, website and social media channels. Once the TagTool is applied, Linden will be able to develop tailored communications for each audience segment. The project seeks to deepen audience engagement to retain audience members and attract new ones.
Lumi Interactive, South Melbourne $25,000
To collaborate with diverse Victorian artists to create four augmented reality 'selfie filters' for social media platforms Instagram and TikTok, to promote Lumi Interactive’s new body positivity game. The filters and game will be available worldwide on Apple and Android devices, through which the project has the potential to reach millions of people.
Melbourne Electronic Sound Studio Ltd, North Melbourne $10,500
To partner with Google to feature MESS collections and activities on the Google Arts and Culture website. The partnership will open-up new audiences around the world, positioning MESS alongside other leading institutions featured in the Cultural Institutions section of the site, plus other opportunities to be featured in curated collections sorted by theme.
Memo Review, $2,000
To grow interest from youth audience members and launch a subscription-based revenue stream via Patreon (a website that processes payments to creative practitioners from fans). The project will also include a re-invigoration of the Memo Review brand and partnerships with Monash University and University of Melbourne to showcase 2020 graduate art exhibitions.
Emma Ramsay – 10Tickles, $20,000
To partner with tourism and education institutions to create ‘True Crime’ online mini-games that can be played by visitors within their premises, helping to draw new audiences and revenue streams. Players will explore heritage sites where criminal events have taken place, along the way collecting clues and questioning witnesses to solve the crime. Development of the games can take place during coronavirus restrictions, readying the technology for release when venue restrictions are lifted.
Sandpit Media Pty Ltd, Southbank $29,910
To develop a new tool that will convey complex data through engaging, easy-to-understand imagery that can be distributed via digital and other communications channels. Over time, this data visualisation tool will be used across all of Sandpit’s exhibition projects, nationally and globally, helping to position them as a leader in the field.
Women’s Art Register, Richmond $4,425
To create an online, interactive map of historic sites of women’s art practice in Melbourne. The tool will act as a register, capturing crowd sourced information to complete the historical ‘picture’. The map will be complemented by a social media campaign highlighting significant stories and encouraging interaction with the map.
Jolt Sonic Arts – $20,000
Let’s Get Strange
For a partnership with SBS which will create and promote a series of sound art videos featuring Strange James and other Jolt Sonic Arts artists. Combined with social media, radio and billboard advertising, Jolt's aim is to set the pace for sound art promotion across the music sector.
Kaiela Arts – $20,000
Yuri Wala Kaiela – Fresh Water River
For a unique launch event to introduce Kaiela Arts' new screen-printed Design Roots linen fabric range. The Yuri Wala Kaiela (Fresh Water River) event will combine physical theatre with multimedia for an an outdoor theatre event at a secret location on the banks of the Goulburn River. The audience will also be treated to contemporary Aboriginal cuisine as they view an exhibition of the fabrics and products that will be available for purchase and commission.
Melbourne Fringe Festival – $15,571
Fringr – Swipe. Match. Buy.
To create 'Fringr' a game designed to encourage Melbourne Fringe Festival customers to book tickets to events being performed by emerging artists. ‘Fringr’ takes the form of an online dating game and makes recommendations for shows based on the user’s personal tastes and preferences. The Festival will own the intellectual property of the game and will have the potential to on-sell the software to other festivals nationally and internationally.
Melbourne Youth Music (MYO) – $16,800
Visualising Classical Music and Building Young Audiences
To commission Melbourne creatives to create a set of visual listening guides for younger audiences that aim to enhance their enjoyment of four well-known symphonies. The guides will feature original illustrations and graphics outlining key musical markers and allow the listener to follow the symphonies in real-time. The guides will be housed on the MYO website, available for download prior to performances, and available at performance venues. MYO will also develop social media assets and work closely with partners to promote and launch the project.
The Nonsense Maker – $7629
The Nonsense Post
To stage a creative installation that will build awareness of The Nonsense Maker brand through a novelty post box. Illustrated by Emily May of The Nonsense Maker, The Nonsense Post will pop up three times annually at venues, events, or public spaces closely aligned with the brand's target audience. People will have the opportunity to write a message on a Nonsense Maker greeting card and ‘post’ it for free through The Nonsense Post. Email addresses will be collected to engage these new audience members on an ongoing basis.
Tin Man Games - $20,000
Table of Tales – Interactive Arbitrix Installation
To create an interactive digital installation to accompany the release of the upcoming Sony Playstation Virtual Reality (VR) game, Table of Tales: The Crooked Crown. The installation will focus on the game's major character, Arbitrix, a talking mechanical bird that will be controlled by an unseen operator and the viewer using digital puppeteering via VR technology. The installation will be used at future game exhibitions and conventions to magnify marketing activities.
Centre for Contemporary Photography, FITZROY: $10,000
Outer Urban Projects, COBURG NORTH: $15,000
Melbourne Electronic Sound Studio (MESS), NORTH MELBOURNE: $10,500
Next Wave Festival, NORTH MELBOURNE: $19,500
The Listies, SOUTHBANK: $15,000
Katharine Oliver, EAST GEELONG: $5,700
Auspicious Arts Projects on behalf of Sarah Ward, FOOTSCRAY: $6,300
Melbourne Writers Festival, MELBOURNE: $18,000
Case Studies 2017
Outer Urban Projects
This project was an integrated marketing campaign in support of Outer Urban Project's new dance work ‘Vessel’. It targeted disengaged community audiences in Melbourne's outer northern suburbs, spanning across a 1100 km area. The marketing strategy included a plan for multilingual materials.
What Outer Urban Projects said about the Fund:
This Marketing Initiative grant allowed us to undertake work that exceeded our expectations across; community engagement, trialling new collateral, developing new and existing audiences, company profile and box office targets.
Melbourne Writers Festival
Melbourne Writers Festival (MWF) presented a pop-up experience of the Jaipur Literary Festival (JLF Melbourne), as part of Asia TOPA, specifically targeting a new audience for the festival. Based on the learnings from this event MWF developed a Community Engagement Toolkit to provide alternative marketing pathways for people to attend the festival with a focus on specific segments.
What Melbourne Writers Festival said about the Fund:
This project has been invaluable to learn about real and perceived barriers to festival attendance and develop our skills create relevant communications for diverse audiences.
Fringr utilises individualised data - collected from ticket buyers during purchase and digital activity - to gamify the difficult Melbourne Fringe Festival event selection process. It takes the form of a dating profile and exists both online and in person. Fringr is designed to match Fringe Festival events with targeted purchasers based on the participant’s personal tastes and preferences. The purpose of the game is to encourage purchases to unknown emerging artists which is one of Melbourne Fringe’s key goals.
What Fringe Festival said about the Fund:
The Innovation in Marketing Fund is incredibly important in providing arts organisations with the space to take risks and find creative solutions to marketing challenges.