Mentos has partnered with Rolling Stone Australia (via Havas Play) to launch Mentos Fresh Sounds, a national campaign supporting up-and-coming Australian musicians.
The initiative invites independent artists to submit their music via the newly launched Mentos Fresh Sounds Portal.
Submissions will be reviewed by the Rolling Stone editorial team, offering emerging talent the chance for industry exposure without traditional gatekeeping.
Luisa Dalli, Strategy Director at Havas Media, highlights the importance of timing for the campaign.
“This campaign lands at a pivotal moment for Australia’s music scene. While 71% of the Mentos audience is eager to discover new artists, the reality is, it’s never been harder for local talent to cut through the noise.
“Over 80% of artists on Spotify never even reach 1,000 monthly listeners, underscoring how tough it is to get heard in today’s oversaturated market.”
Selected artists will be featured in the Mentos Fresh Sounds Hub, a dedicated content section across Rolling Stone and Vinyl Media platforms. The hub will showcase artist profiles, interviews, and performances.
Luisa Dalli: ‘This campaign lands at a pivotal moment for Australia’s music scene. While 71% of the Mentos audience is eager to discover new artists, the reality is, it’s never been harder for local talent to cut through the noise.’
Nikolah Gibson, Perfetti Van Melle Senior Brand Manager, said: “Mentos Fresh Sounds is our way of stepping into music culture with intent.”
“Guided by our ‘Yes to Fresh’ brand positioning, we’re committed to unearthing and championing new Aussie artists, helping them break through and bring truly fresh talent to audiences everywhere.”
The campaign kicks off with a spotlight on genre-crossing artist Fool Nelson and will continue over the next three months with rolling content.
“Partnering with Rolling Stone was a deliberate move to embed Mentos in the heart of music culture, not just as a sponsor, but as a genuine supporter of emerging talent,” explained Megan McMurdo, from Havas Play.
“It’s through partnerships like this that we create genuine moments of discovery for fans.”
A live performance event is scheduled at Rolling Stone House during SXSW Sydney in October. The broader campaign includes digital, social, and outdoor media.
CREDITS
Client: Perfetti Van Melle
Strategy and Media: Havas Media
Partnership Management: Havas Play
Campaign Creative: The Idea Shed
Publisher Partner: Vinyl Media Group