Australia Rocks the Pier 2017
Australia Rocks the Pier is held on Santa Monica’s iconic pier as part of the annual Twilight Concert Series – one of the largest and most successful free festival-style concert series in Southern California. The 2016 Australia Rocks the Pier featured 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 showcases Australian food and wine to US buyers and highlights Australia as a luxury tourism destination.