04 November 2021
To celebrate Australian music month, 7-Eleven Australia has launched a national campaign that will see its 700+ stores country-wide exclusively play Aussie music for the month of November.
The initiative is part of 7-Eleven’s ongoing commitment to the Australian music community, which kickstarted with Jack River’s call out in August for commercial businesses to better support local artists.
At the time, 7-Eleven was an early yes to the plea, immediately increasing its Australian artist lineup with help from its in-store commercial streaming partner, Qsic.
Curated by Qsic on 7-Eleven’s behalf, the Australian music month playlist features a number of up and coming and established artists including Jack River, Baker Boy, Ocean Alley and Client Liaison.
7-Eleven and Qsic have been working on the initiative for several months, ensuring that the playlist not only covers a diverse range of artists but also resonates with customers as they visit 7-Eleven stores across Australia.
In addition to streaming, Qsic is a leader in intelligent in-store connectivity. Their platform enables physical retailers to better connect with their customers through hyper local content delivered at the right time — creating an in-store experience that brings a brand's voice to customers as they move through venues and retail spaces.
Making the most of this technology, both Jack River and Baker Boy have recorded special announcements for 7-Eleven customers that will play in-store across the month.
Knowing the impact royalties have on an artist’s income and the potential exposure its 700+ stores could provide, the 100% Aussie playlist was a natural fit for Australian music month, according to 7-Eleven Australia General Manager – Customer, Julie Laycock.
“We are very proud to continue celebrating Australian artists in November. Australia has such a wonderful music culture, and getting out to enjoy gigs and venues, with perhaps a sneaky trip to 7-Eleven on the way home, is something our team and customers have really missed in the past 18 months. Being able to give Aussie artists more airtime and help with some extra income is something we were happy to support.”
“Our November playlist has some amazing artists, and the Qsic team has done an incredible job at curating the mix customers will hear in-store. We’ll also be featuring some of these songs on our socials in the coming weeks, so the love can continue from in-store to online. It’s going to be a great Summer of Aussie music!” Laycock said.
In response to the initiative, Australian artist Jack River said, “I’m pleased to see Qsic and 7-Eleven take the industry’s call out and put it into direct action so definitively. Taking this simple step has a huge effect on local and emerging artist discoverability.”
Qsic’s curation team, which includes former Temper Trap guitarist Lorenzo Sillitto, has always placed a strong focus on championing local artists. It’s fantastic to see that effort amplified through 7-Eleven, said Qsic CEO and Co-Founder Matt Elsley.
“Music is an integral part of any in-store experience. It not only creates a welcome environment, but enables customers to feel safe and familiar. As the Christmas rush builds in retail, now is the time for Australians to continue rallying behind each other as we recover from COVID as a community.
“We love helping brands tell their stories through music. Working with 7-Eleven to create an Aussie music experience that reflected their brand is something that resonated deeply with us. We’re excited to be helping Australians experience new artists through their in-store experiences, so they plan out their gig list for what is hopefully a fantastic summer ahead.”