13th Dec 2016| by Brands to life

Opening up the Australian Music Vault

Mark Gambino's Molly pic

Image by Mark Gambino, courtesy Arts Centre Melbourne.

A new home for Australian Music.

The Australian Music Vault was announced today by the Minister of Creative Industries Martin Foley and Arts Centre Melbourne CEO Claire Spencer… located in the heart of Melbourne and branded here.

The Australian Music Vault has been created to celebrate Australian contemporary music – past, present and future. We’re incredibly proud to have been asked to develop the brand for Australia’s answer to a music hall of fame. The Australian Music Vault is all about opening up the story of Australian music and creating a place where everyone can explore their love of music.

Working with an incredibly talented team from Arts Centre Melbourne and leaders of the Australian music industry, we defined the brand strategy in advance of developing the Australian Music Vault name, creating the brand mark (logo) and the positioning – ‘Open Up Australian Music’.


Australian Music Vault Brand Mark with Positioning line

When it officially opens at Arts Centre Melbourne next year, the Australian Music Vault will be a place to explore your love of music, revisit some of the big music moments of your life, share those memories and discover the exciting new stories of today’s Australian music scene. The current Gallery 1 space will undergo a significant redevelopment and will feature exhibitions showcasing Australian Music including digital experiences, fascinating stories, information,  iconic objects drawn from the Art Centre Melbourne’s amazing Performing Arts Collection and beyond. It will be complimented by an online presence that will become a fully integrated extension of every music fan’s experience. The Australian Music Vault is a celebration of everyone involved in Australian Music. 

There will also be an ongoing calendar of performances, programs and events presented at and with the likes of industry legends like Kylie Minogue, Molly Meldrum, Michael Gudinski and Archie Roach as founding patrons, the Australian Music Vault is set to be an experience not to be missed. The Australia Music Vault will be turning up the volume on its love affair with Australian music and throwing open its doors for everyone to experience late 2017. And you can be sure that the Brands to life® team will be ‘doing ourselves a favour’ (to quote the great hatted one) and lining up along with every other music lover in Melbourne to check it out. Watch video here.

Image by Mark Gambino, courtesy Arts Centre Melbourne.

Image by Mark Gambino, courtesy Arts Centre Melbourne.

“Music is a quintessential part of the Melbourne experience and we can’t wait to unlock the stories of Australian music by giving life to the Australian Music Vault.”

Arts Centre Melbourne CEO Claire Spencer

“Creating a permanent home to honour our rich and diverse music landscape has been a passion of mine for many years and I’m so proud that the Australian Music Vault will be housed in Australia’s undisputed music capital.”

Mushroom Group Chairman Michael Gudinski

“Do yourself a favour….”

Ian ‘Molly’ Meldrum