Primal Creative was engaged by QMusic to deliver strategic marketing leadership and campaign management services for BIGSOUND 2025.
Here’s what we looked after….
Digital Strategy & Campaign Architecture
To support the master strategy, six core planning documents were delivered to unify the full digital and communications approach, including a comprehensive 35-page Digital Marketing Strategy and four targeted campaign plans.
Media Partnerships & Asset Management
Sourcing, negotiating, and managing national and local media partnerships, including scoping, contracting, creative briefing, and delivery oversight across all mediapartner outputs.
Advertising & Art Management
Booking and managing additional advertising placements across radio, online, and out-of-home, including creative briefing, production coordination, and material delivery.
Marketing & On-Ground Signage
Overseeing the design briefing, production, and installation of city-wide signage and event infrastructure, including trifolds, bridge and building banners, street posters, venue posters, and ground decals.
Print Production & Publication
Coordinating the layout, design, copywriting, production and delivery of all major printed materials, including Festival map and timetable, posters, and Conference schedule publication.
Video Content & Production
Managing full lifecycle production of key campaign content, including: launch hype reels, daily highlight reels, BIGSOUND 2025 wrap video, artist content series and co-ordination of on-ground videographers for live and post-event content capture.
Paid Digital Campaign Management
Leading the end-to-end delivery of a three-month paid digital campaign, including channel strategy across Google, Meta, and programmatic platforms, creative asset coordination, and budget allocation management.
Reporting & Post-Campaign Analysis
Delivering comprehensive audience analysis and post-event marketing reporting, alongside the coordination and staged release of conference documentation content.
Our Approach
-
Strategy First, Always
Taking the time to deeply interrogate audience behaviour, ticketing data and cultural trends set the foundation for every creative and media decision. This upfront strategic investment ensured content wasn’t just eye-catching - it was precisely timed, sharply targeted, and built to convert curiosity into attendance.
-
Storytelling Over Selling
Rather than relying on hard promotional messaging alone, the campaign leaned into artist stories, community narratives and industry conversation. This narrative-led approach elevated BIGSOUND from an event to an ecosystem — creating emotional buy-in across both consumer and industry audiences.
-
Platform-Native Creativity
Creative was built for how people actually consume content — not how brands want to present it. Social-first video, short-form artist features and platform-specific edits ensured content felt native, dynamic and highly shareable across Meta, TikTok, YouTube and partner platforms.
-
Precision Meets Scale
By pairing broad national media partnerships with tightly optimised paid digital activity, the campaign achieved both cultural presence and performance efficiency — delivering sustained momentum from announcement through to event week without creative or audience fatigue.
Campaign Highnotes
-
Connections That Count
We developed two defining campaign mantras — Connections That Count and Australia’s Loudest Week in Music — positioning BIGSOUND as more than a festival or conference, but a movement grounded in genuine connection, collaboration, and the energy of Australia’s contemporary music ecosystem.
-
Pitch-perfect Media Partnerships
The 2025 partnership program achieved:
+ 5M+ national impressions
+ $165K+ in combined media value
+ A strong mix of returning and new publishers
+ Expanded editorial storytelling and social-first content
+ Consistent, high-visibility BIGSOUND branding across broadcast, print, digital and social -
Big Reach. Bigger Energy.
The BIGSOUND 2025 digital campaign hit harder, travelled further and converted smarter than ever - delivering 4.4M+ impressions, a 60% surge in clicks, and the strongest engagement performance to date. With TikTok lighting up with a 3.45% CTR and Meta anchoring performance at scale, the campaign proved that when strategy, creative and momentum align, the results don’t just grow — they bloom.
Primal Creative was engaged to oversee and deliver a suite of four key video hype reels aligned with major campaign milestones, designed to amplify BIGSOUND’s 2025 brand narrative and drive engagement across paid, organic, and event channels.
Lights On. Cameras Up. Artists Elevated.
The Final Crescendo
The BIGSOUND 2025 Wrap Video was crafted as an emotional, high-energy tribute to the week that was — celebrating the people, performances and moments that defined Australia’s loudest week in music. Built entirely from on-ground footage coordinated by Primal Creative and shot by Dojo Media, the edit wove together keynote highlights from Tash Sultana, Darcus Beese and Dave Rowntree, electrifying showcase performances, and the streets of Fortitude Valley transformed by music. Layered with authentic vox pops from artists, delegates and fans, the video now stands as both a powerful legacy piece and a forward-looking statement of BIGSOUND’s energy, connection and cultural impact.
BIGSOUND By Night
To extend the lifespan of the BIGSOUND program and showcase emerging artists beyond the three-day event, Primal Creative conceptualised, produced and delivered BIGSOUND By Night - a live-performance content series, shot across multiple venues with multi-cam capture, professionally mixed audio and polished post-production.
Outcome: The BIGSOUND By Night series supports artist careers, delivers lasting storytelling beyond the festival week and reinforces BIGSOUND’s role in global music discovery.