Australia Rocks the Pier 2016
Australia Rocks the Pier 2016 was held on Santa Monica’s iconic pier featuring contemporary Australian rock artists RÜFÜS DU SOL and Marc Baker and attracted an estimated 40,000 cheering fans!
More than a promotion of contemporary Australian music in the US market, Australia Rocks the Pier is an end-to-end promotion of brand Australia, including, food, tourism, wine and film. As the only nation to host a dedicated pier concert, this event provides a unique platform for organisations to promote their Australian identity to an influential California audience. Previous Australian performers have included Missy Higgins, Ben Lee, Kasey Chambers, Xavier Rudd, Ben from Cut-Copy, the DMAs and Jagwar Ma.
The Australian Consul-General, in association with Ausfilm, Wine Australia and Destination NSW, hosted a VIP backstage reception attended by key Californian music and film executives, US media reps and tourism operators. The exclusive event showcased Australian food and wine to US buyers and highlights Australia as a luxury tourism destination.