Primal Creative was engaged by QMusic to deliver strategic marketing leadership and specialist marketing 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.

Australia’s Loudest Week in Music

BIGSOUND 2025 marked a defining new chapter for Australia’s leading music industry gathering – not just a festival or conference, but a cultural moment shaped by connection, conversation and creative exchange. With renewed curatorial direction, the event set out to reassert its role as the place where the Australian music industry comes together to discover, collaborate and evolve.

At the heart of the campaign were two defining ideas – Connections That Count and Australia’s Loudest Week in Music – positioning BIGSOUND as both an emotional and cultural touchpoint. The objective was to unify audiences across artists, industry and music lovers, while elevating the event’s presence to a national conversation around music, community and creative future.

Primal Creative led the strategic and creative direction of the campaign, delivering an integrated approach spanning digital, content, media partnerships and on-ground storytelling. From early announcement through to event week, the campaign was designed to build momentum, deepen engagement and create a sense of collective ownership across the industry.

The result was a campaign that not only drove strong attendance and engagement, but reinforced BIGSOUND’s position as Australia’s home of music discovery and connection – a week where the industry doesn’t just gather, but moves forward together.

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

  • People sitting around tables playing cards at an event.

    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.

  • A man being interviewed by a woman at the Rolling Stone Australia event, with the Rolling Stone Australia sign and greenery in the background.

    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

  • Concert scene with a band performing on stage lit with purple and blue lights, audience members standing and watching in front of the stage.

    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.