14th April, 2007: 12 noon - 4pm, Hordern Pavilion, Sydney
Australia's hottest new musical export, The Rogue Traders and home grown DJ powerhouse TV Rock will be the headline acts at the inaugural "FRESH PARTY" featuring four hours of non-stop entertainment on 14th April at Sydney's Hordern Pavillion.
Music industry heavy-weights Nova 96.9, Channel V and Mushroom Marketing are combining their muscle with the fashion industry via IMG Fashion, the global leader in the management and production of fashion weeks and designer fashion events. The event will establish a fresh concept in entertainment - aimed at offering 18-24 year-olds a new way to party.
An initiative of national not-for-profit group, the Alcohol Education & Rehabilitation Foundation (AER), FRESH PARTY is a fusion of music, fashion and fresh living concepts within the one venue - offering four hours of non-stop entertainment. The April launch event will be the springboard for an ongoing annual calendar of FRESH events - mostly daytime parties centred around music, fashion, food and sporting themes. Developed out of extensive research into the activities and aspirations of the 18-24's market, the aim of the experience is to create a cool alternative to binge drinking as a focus of youth partying and entertainment.
The energetic and explosive live performances of the Rogue Traders combined with the edgy new and old school dance flavours of TV Rock will offer a powerhouse Australian music line-up, for those who like to party the 'Fresh' way! Fresh Party will also feature performances from Nova's unsigned artists as well as live catwalk shows, multi-media experiences, celebrity acts and café culture.
Since affirming their presence on the Aussie music scene, winning an ARIA for Best Dance Release in 2005 for 'Voodoo Child', the infectious rock energy of the Rogue Traders is synonymous with Australian music, making them a perfect fit to launch the new 'Fresh' culture of fun and excitement.
Rogue Traders Natalie Bassingthwaighte, James Ash, Tim Henwood and Cam McGlinchey are preparing to launch their third UK single 'Way To Go' in March, having just wrapped shooting of the music video on Sydney's Cockatoo Island in early February. They will be heading over to the UK to promote the single and tour with UK band Girls Aloud in May.
TV Rock famously kicked off their career spending the longest time ever in the Top 10 ARIA charts with their single 'Flaunt It' featuring Seany B, with the single selling double platinum and spending five weeks at the #1 position in the country.
These two fast-paced musical acts form the musical heart of FRESH PARTY. Further details of FRESH PARTY fashion and multi-media activities will be released in March, and will include Australian and international brands featuring leading models and celebrities.
FRESH PARTY tickets are $26 (including booking fee) and will go on sale from March 9th via Ticketek (www.ticketek.com.au)... Get in early to win tickets the event and other FRESH prizes by registering on the fresh party website (www.freshparty.com.au).
"The Fresh Party concept is aimed at showcasing all the benefits of being "fresh". It's fun, youthful, vibrant and healthy and will be a great example of how much you can get out of life when you're fresh," said Carl Gardiner, Managing Director, Mushroom Marketing.
"The Fresh event concept is taking a unique approach by creating fun, entertaining events, different from other youth focused alternatives.
"We will be providing a space for young people to enjoy themselves while raising awareness of problems associated with binge drinking amongst the 18-24 year old age group, which we have identified are considerable," said Cheryl Bart, AER Director. "We know from extensive research that there is a large section of the 18 - 24's market seeking alternative and safe partying options."
"We are really looking forward to playing the first ever Fresh Party event in Sydney. It should be an exciting day - we are going to show people the Fresh way to party!" says Natalie Bassingthwaighte and James Ash of Rogue Traders.
A parallel cause marketing campaign will run through March - May 2007, featuring an online support service for youths who want to explore binge drinking or alcohol issues. For further information or support around binge drinking log onto www.reachout.com.au
AER and FRESH PARTY foundation partners support the responsible use of alcohol. The first FRESH PARTY will be an alcohol free event; future FRESH PARTIES will include a mix of alcohol free events as well as those which advocate the responsible service of alcohol.
The proceeds from FRESH PARTY ticket sales will go towards prevention programs for youths building on the Fresh Party concept.Background on FRESH PARTY Foundation partners:
Since December 2001, AER has been working to reduce the toll alcohol misuse has on Australian communities. AER has invested in hundreds of community projects based around harm reduction initiatives across Australia. The results in education, prevention, research, workforce capacity, treatment and rehabilitation are testimony to their contribution. AER works with governments, organisations and individuals to make communities safer for all Australians. Already, the AER contribution has resulted in reduced violence, crime, vandalism, delinquent behaviour and deaths. Annually, the economic impact of alcohol misuse is more than $ 7.6 billion, and our challenge has been to implement measures to alleviate this burden on the Australian community. AER believes in youth empowerment and life skill enhancement, and many of our programs reflect this commitment. The newest research findings commissioned by AER identified that one in three 18-24 year-olds consider themselves "binge drinkers" (drinks to get drunk or continuously drinks excessively) and two in three 18-24 year olds have friends who regularly binge drink.
About Mushroom Marketing:
Mushroom Marketing provides direct access to the combined resources and experience of the Mushroom Group of Companies, ensuring marketers from other industries can effectively harness the power of music.
Mushroom Marketing works directly with the key players in the music industry locally and internationally delivering effective results from music based marketing programs.
IMG FASHION, a division of international sports, entertainment and media giant IMG, is the global leader in the management and production of fashion weeks and designer fashion events. Its portfolio of events in the United States includes Mercedes-Benz Fashion Week in New York, Mercedes-Benz Fashion Week at Smashbox Studios in Los Angeles and Mercedes-Benz Swim Shows in Miami. Outside of the U.S, IMG FASHION produces, manages and/or represents fashion properties including Rosemount Australian Fashion Week in Melbourne and Sydney, the Singapore Fashion Festival, Lakme Fashion Week in Mumbai, Fashion Fringe in London, Milan Fashion Week, Fashion Week in Moscow and Pakistan Fashion Week. IMG FASHION's international network also includes IMG Models, the world's number one modelling agency with offices in New York, London, Paris, Milan and Singapore.
NOVA is part of the dmg Radio family and is Australia's leading Radio Network under 40. Launched in April 2001, NOVA 969 plays the hits, champions new music and 'sounds different' ... NOVA has also addressed the issue of advertising clutter with their promise of playing 'never more than 2 ads in a row' - a unique and powerful world first environment for advertisers and listeners.
About Channel V:
Playing the music that inspires the youth of Australia, Channel [V] gets you out to the gigs and the festivals, past security to see what's going on. If you want a channel you can interact with; on line, on screen and on your phone, you can get it with Channel [V]. Its interactivity is combined with a cast of presenters who know and love their music. Five days a week Channel [V] turns it over to the viewers as they play 'whatuwant'. Think Australian youth, think Channel [V].