The program matches emerging musicians with established performers, creating engaging pre-roll ads that let viewers vote to choose the best act

Extra Gum recently launch a new way to support up-and-coming musicians. The program is called Extra Support Acts and replaces pre-roll advertisements with a competition focused on Australian musicians.

This initiative aims to give purpose to the often ignored or skipped advertisements before a video by appealing to viewers’ musical tastes. The ads pair fledgling musicians with well-known musical acts who will help promote the former's talents. Some of the famous musicians that will help foster new talent include The Rubens, Alison Wonderland and 5 Seconds of Summer.

These advertisements not only provide exposure for new talents, but also encourage viewer engagement by providing them the ability to vote. Four out of the sixteen bands with the most views will be chosen as winners of the competition. Prizes for winning include mentorship, studio time and a performance at the 2018 Universal Music ARIA Week Showcase.

Extra Support Acts


Lead image: Japandroids performance stock photo from Christian Bertrand/Shutterstock

Extra Gum recently launch a new way to support up-and-coming musicians. The program is called Extra Support Acts and replaces pre-roll advertisements with a competition focused on Australian musicians.

This initiative aims to give purpose to the often ignored or skipped advertisements before a video by appealing to viewers’ musical tastes. The ads pair fledgling musicians with well-known musical acts who will help promote the former's talents. Some of the famous musicians that will help foster new talent include The Rubens, Alison Wonderland and 5 Seconds of Summer.