Celebrating #AusMusicTshirtDay

Celebrating #AusMusicTshirtDay

Client Project
Dec 2021
Alyssa Yang

Celebrating AusMusic T-Shirt Day is simple - it’s all in the name! People just put on their favourite aus artist tee this November 19 and signed up to fundraise and donate, or buy a tee off the official AMTD website. We believe that this #AMTD was truly needed for artists and the music industry as a whole, especially after the past two years, so we wanted to help celebrate it as much as we could.

Over the past few months, we’ve had the pleasure of working with Support Act to bring AMTD 2021 to life. Here are some exciting things we got up to:


One of our main methods of engagement for AMTD was creating dialogues and pre-participation with the event. We didthis through social media and creative ideas, all with the purpose of people creating a team, donating or purchasing their Premium T-Shirts.

We asked several Aussie artists to jump aboard AMTD as official ambassadors and champions. We teamed up with some amazing people, such as 5 Seconds of Summer, the OG Wiggles, Lime Cordiale, Jessica Mauboy. So many more legends also recognised the importance of creating authentic dialogue between different artists and their own audiences to create a drive and to extend the voice of Support Act.


For AMTD we shone a spotlight on Bree Buttenshaw, the artist and creative behind AusMusic T-Shirt Day’s logo of a friendly non-binary drumming echidna. On socials we gave a sneak peek of the logo and introduced the AusMusic T-Shirt Day team to create more conversation around the day:


Another way we increased engagement was through the AusMusic T-Shirt Day leaderboard. The idea behind this was to create a friendly challenge that connected the audience to the AusMusic T-Shirt Day website, with rankings posted regularly throughout the coming weeks leading up to AMTD:


Recognising the power of hashtags was essential to this campaign. Using #AusMusicTShirtDay, wecreated a direct link for Instagram users to access content relating to AMTD and encouraged user content - this was particularly vital on the day itself!


These were just some of the things we did to reach the objectives of this campaign. Our strategy for this campaign produced some amazing results and AMTD had its biggest year yet with more than half a million dollars raised for music workers in need!

Over 1,800 individuals, companies and organisations took part through the initiative and you can see exactly who and how much they don't via the final tally leaderboard here.

The website will remain open for the next few weeks, so there’s still time to donate or remit funds from your own fundraising events and merch sales here.

For more information head over to https://www.ausmusictshirtday.org.au/