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Brunswick East Entertainment Festival. Image credit: Theresa Harrison

    The Building Audiences Fund provides support for new marketing projects which build, expand or re-establish audiences or customer bases for creative businesses. If you have an idea that explores different approaches to engaging audiences, building brand awareness and increasing income for your organisation, we want to hear from you.

    Applications are sought from Victorian independent professional creatives and micro-to-small Victorian organisations (no more than 10 FTE staff). Applicants can apply for marketing projects operating between 1 July 2022 and 30 June 2023.

    Applications must clearly identify the marketing challenge faced by your creative business and demonstrate how the new marketing activity will address or remedy the issue.

    The program has two streams:

    1. First Peoples stream
    Applications by Victorian First Peoples creative practitioners or First Peoples-led micro-to-small organisations will be assessed by a First Peoples Assessment Panel to ensure Aboriginal self-determination.

    2. General stream
    All other applications will be assessed by a panel made up of a diverse range of marketing experts across the creative industries.


    Funding available

    Applications will be accepted for requests between $2,000 - $20,000.  The total grant pool for this program is $100,000.


    Who can apply

    • Victorian independent professional creatives/artists and partnerships
    • Victorian micro-to-small sized Victorian organisations spanning the creative industries (less than 10 FTE staff)
    • Victorian regionally based creative Industries organisations owned and run by a Local Government Authority in Regional Victoria

    Creative Victoria will only accept one application per applicant (including under auspice). Auspice bodies may apply on behalf of multiple applicants. Please speak to a program officer, listed below, to confirm your eligibility before applying.


    The program will not support

    Organisations/entities receiving Creative Victoria multiyear funding (i.e. Creative Enterprises Program, Creative Ventures Program, Regional Partnerships Program) during the activity period of 1 July 2022 and 30 June 2023

    • 2021 recipients of the Building Audiences Fund
    • Business as usual or existing marketing activity
    • The development or presentation of artworks or products
    • Ideas that are principally focused on content or product creation
    • Business start-up costs, capital purchases or recurrent administrative, infrastructure and other organisational costs not directly associated with the project/program.
    • Equipment purchases
    • Reimbursement for expenses already incurred, or other retrospective funding
    • Amateur or hobby pursuits.

    Please speak to a program officer or refer to the program guidelines for further detail.

    Key dates

    Round opens: 31 January 2022
    Round closes: 3pm, 24 February 2022

    Please note: It takes approximately 12 weeks from the closing date until funding results are available.

    Following notification, all successful applicants will be required to provide a detailed project plan for the proposed activity. Proposed activity must take place between Friday, 1 July 2022 – Friday, 30 June 2023.

    Applications Closed

    Building Audiences 2022 applications are submitted via the Department of Jobs, Precincts and Regions Grants Portal.

    General information on how to access the Grants Portal, including how to register and FAQ about the Portal, can be found here.

    You will need to determine which stream you are applying to:

    • First Peoples Stream: APPLICATIONS CLOSED
    • General Stream: APPLICATIONS CLOSED

    To open saved applications and drafts please click here to return to the Grants Portal.

    Who to talk to

    For more information contact Creative Victoria's Strategic Marketing team:

    Laura Perini on 8683 3213 or email at

    Katie White on 8683 3213 or by email at

    Cameron Swann on 86833211 or by email at

    Links and downloads



    Previous Recipients

    Please note: Prior to 2021, this Program was called The Marketing Innovation Fund

    Two people standing against a video screen

    Photo: Timothy Treasure, Artwork: The Social Studio

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