Studio by Miraval launches campaign to support Sydney’s up and coming musicians

Kicking off the launch of the pop-up studio which is now open, Miraval, the iconic French wine brand, launched its campaign to help support Sydney’s up and coming musicians. In a partnership with Brightside Studios in Surry Hills, Miraval took over one studio to offer two weeks’ worth of complimentary studio time to emerging artists in Sydney.

To launch the pop-up studio, Miraval hosted a cocktail party with an array of Sydney celebrities, as well as established and aspiring music artists at chic rooftop, Zephyr Bar. The evening featured entertainment from DJ Ky, canapes and of course, STUDIO by Miraval rosé.

New data from the Media, Entertainment & Arts Alliance (MEAA) found half of Australian musicians earned less than $6,000 from the music industry in 2023. This research, which surveyed 550 artists in 2023, revealed one in two artists only earned 15% of the national minimum wage from their music. Due to the financial burden for emerging artists, French rosé Miraval decided to support Australian artists by providing this ‘free-to-book’ studio time in Sydney.

The interest to support upcoming artists is as a result of the iconic Miraval Studios in France. Nestled in the heart of the Château Miraval Estate, the estate covers over 1,800 acres of land in the heart of Provence. In 1970, well-known jazz pianist and composer Jacques Loussier took ownership of Cháteau Miraval, giving birth to the iconic recording studio. Since then, the studio has hosted a wealth of music icons such as Pink Floyd, AC/DC and Jimmy Barnes to unleash their artistry, which Miraval successfully expanded to the Australian music scene.

“Music is an integral part of Miraval’s brand history, so it is important for us to be able to support upcoming music artists within the Australian music scene. We look forward to seeing who books the studio time and what masterpieces are created!”, says Emilie Blanc, Country Manager of Miraval for Australia.

To promote the studio time to the right audience, content was shot at Brightside Studios with Take Studios to create content to be used within Miraval’s strategic social media promotion. The promotional content saw both Lucy Lucy and Cxloe engaged on a paid basis to promote the ‘free-to-book’ studio time to their audiences on Instagram.

Following the success of the free-to-book studio time, Miraval has seen the likes of vocalist Lucy Lucy, producer Ben Miller, DJ Bryson Hill, music duo Double Touch, poet Nyaluak Leth, producer Harry Charles as well as Australian singer-songwriter Cxloe, walk through the doors of the decked our Surry Hills Studio.

“The studio session went really well, it was great to get into the studio with Lucy and Bryson. We got our heads down and worked hard for the duration, so watch this space as we might have a song in the works..” says Australian DJ and producer Ben Miller.

Brightside Studio manager Nick Bird shared, “It is great to see brands carrying out projects that work to help the music industry. It has been a hard couple of years for the Australian music scene, so it has been exciting to work with a brand that wants to make a difference.”

The campaign was introduced to raise awareness within the Australian market of the STUDIO sku from Miraval, available from Dan Murphy’s and BWS, whilst also building brand awareness for Miraval’s connection to the music industry.