Jagermeister deal to lift profile of indie awards, charts

23 August 2010

by Christie Eliezer

The Australian Independent Record Label Association (AIR) received a marketing boost after its major sponsor Jagermeister extended its partnership. The brand signed a three year deal for AIR’s awards and charts. These will be now known as the Jagermeister Independent Awards and Jagermeister Independent Music Charts.

Jagermeister Brand Manager Jonathan Howells said of the deal, “Jagermeister has a long history of alignment with popular and new music, both overseas and in Australia. The independent music partnership is a very natural fit for us and we’re excited about the plans we have to build this strategic alliance over the coming years.”

Jagermeister and AIR general manager Nick O’Byrne declined to provide the financial specifics of the deal.

But O'Byrne told TMN that the awards, now in their fifth year and to be held later this year in Melbourne, “would not exist if It wasn’t for Jagermeister’s involvement.” The brand’s financial involvement allowed the awards to “take more exciting risks on the acts we get for the night — including one hardcore band that wouldn’t be allowed on to any other awards ceremony!”

The awards will take place on October 1 at Melbourne's Forum theatre and feature live performancesw from Sally Seltmann, M-Phazes, Amity Affliction, Cloud Control and British India.

Launched today by AIR will be a new website called ausindies.com, which will house all data on the awards and charts, and bring it to a wider audience.

Also returning to the Jagermeister Independent Awards, for the third year, are Channel [V]. They will film the awards for a delayed special.

Making their bow as media sponsors are Nova — a significant move for both camps in terms of profile for AIR and cool quotient for the radio network — and MySpace Music which will promote the awards and charts to its estimated $1.3 million Australian subscribers.

The brand and media tie-ups were brokered by Sydney brand entertainment company mixitup.