Keno has partnered with Rolling Stone AU/NZ and dentsu Queensland to launch a campaign championing Australia’s live music scene, focusing on pubs as the cultural cornerstone.
The “Rolling Stone Local Legends, powered by Keno” initiative promotes emerging artists while revitalising the local music experience.
At the centre of the campaign is a dual-location music festival, held at Sydney’s Hotel Steyne and Brisbane’s Stock Exchange Hotel. The events are part of Keno’s longer-term commitment to supporting live entertainment in community venues.
Brisbane’s line-up includes Great Gable, Borderline, Charli Lucas, Molly Millington, and local act Steel Syndicate. Sydney’s festival will be headlined by Blusher, with performances from Borderline and Marvell.
The activations will see artists collaborate on-stage in acoustic sets, aligned with Keno’s brand platform, “Together We Play.” The performances aim to foster unique musical connections and communal experiences.
Scott Colvin, Head of Brand: Keno & Instants at The Lottery Corporation, said, “People don’t go to the pub specifically to play Keno. They go to catch up with friends, have a meal, watch a band or live sport… We love having a seat at the table and wanted to celebrate all that’s good about local venues and live music.”
Cameron Law, Head of Strategy at dentsu Queensland, added, “Festival cancellations and increasing touring costs have have resulted in just three of ARIA’s Top 100 albums coming from Australian artists… iconic local pubs and clubs like Stockies are the original home of music discovery.”
The campaign began earlier in May, with festival dates set for May 24 in Brisbane and May 31 in Sydney. It includes editorial profiles on headline acts and video content showcasing venue stories.