• arts & culture
  • music
  • screen
  • games
  • design

20 June 2018

Melbourne Fringe Festival, Kaiela Arts, and Tin Man Games are among six Victorian organisations that will share in $100,000 of funding as part of the 2018 Innovation in Marketing Fund.

A photo from Beyond the Binary at Melbourne Fringe 2017

Beyond the Binary, Melbourne Fringe 2017. Photo by Theresa Harrisonn. Courtesy Melbourne Fringe.

The Fund is designed to support and encourage small to medium arts, cultural and creative industries organisations to develop new and innovative marketing approaches, enabling them to reach new audiences and diversify their revenue streams.

With no shortage of bright ideas among this year’s grant recipients, funding will support a variety of projects including:

  • the online dating game ‘Fringr’ which will encourage customers to book tickets for emerging artists at the Fringe Festival;
  • the launch of Kaiela Arts’ new linen fabric range through an outdoor theatre performance; and
  • an interactive digital installation by Tin Man Games to accompany the release of the new Sony Playstation Virtual Reality game, Table of Tales: The Crooked Crown.

The Marketing Innovation Fund is one of 40 action areas of the Victorian Government’s $115m Creative State strategy which aims to grow the state’s $23b creative and cultural economy.

Marketing & Innovation Fund grant recipients 2018

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.

Read more about the Marketing & Innovation Fund