Thanks again to all the legends that came out to celebrate live music in South Australia. A big shout out to our sponsors Adelaide Fringe, City of Adelaide, Young Henrys, Delinquente Wine Co, Channel 9, Australian Hotels Association – SA Branch, Arts South AustraliaRenewel SA & Scenestr. What a time!

Umbrella: Winter City Sounds key highlights:

  • $1.21meconomic contribution (based on the UTAS model)
  • $390,617 in ticket sales
  • 83 CBD venues, 149 venues in total
  • 383 events across Adelaide and suburbs
  • 45,000 attendances overall, with 138 average attendances for most events
  • 13 curated events in the city
  • 150 media items equally $1,418,616 million in media value reaching an audience of 11,644,487 including Channel 9 TV campaign with 25 spots including 10 daytime and 15 primetime.
  • Distribution of 30,000 free copies of a 56 page printed program
  • Distribution of a 4 page insert into street press magazines in Melbourne , Brisbane, Perth and regional NSW.
  • 1800 musicians
  • National Jetstar Competition
  • 61% of events were free and 39% were ticketed with an average ticket price of $18.95
  • 90% of Music SA survey respondents were satisfied or very satisfied with the overall event experience of Umbrella
  • 10% of Music SA survey respondents stayed nights away from home due to Umbrella
  • 74% of Music SA survey respondents are likely to attend Umbrella next year
  • 87% of Music SA survey respondents spent between $50 – $200 on Umbrella events
  • 90% of Music SA survey respondents were satisfied or very satisfied with the quality of the live music at Umbrella
  • 52% of Indie-Con delegates attended Scouted in the West End and 92% indicated they would attend Scouted next year
  • 94% of Indie-Con delegates indicated that they would attend Umbrella events next year

The Curated Events:
– The Mill hosted an event called “Who Run The World” a celebration of female South Australian artists across one night of Pop Passion and another night of Story and Song
– Stone Pony presented a special evening of Dark Folk amongst the loungy glamour of Vintage Vulture
– An expansive hip hop line up called Basementality featured the talents of the Playback 808 crew at Chateau Apollo
– A powerful celebration honouring SA’s flourishing female aboriginal singers and storytellers at an event curated by Nancy Bates called Because of Her, We Can was held July 13th at Tandanya Cultural Institute
– At a boutique music festival called Universalley, presented by PAK, Swirl Records and 3D radio, audiences got the chance to enjoy the unveiling of a new world of underground, alternative acts, including interstate artists in a spaced out street setting.
– Sconefest is a jam session with scones and cream that shines a light on the original music of South Australia’s older generation. Brought to you by Emma Knights Productions and tied in with the Country Women’s Association (who we all know make the best scones) Sconefest was held at the Estonian Hall on the afternoon of the 22nd July
– The Americana Association of SA brought five exciting local and interstate acts to the iconic live music venue the Grace Emily Hotel on Saturday 28th July for an Americanathon
– There was a unique day time house music party with Day Club co-organiser DJ Ryley spinning tunes alongside WOMAD act Hartway on July 21st
– Jasmyn Birch presented Keys To The City on the 15th July at the Edinburgh Castle Hotel will shine the spotlight on pianos and keyboards with 16 acts presenting diverse genres
– East End Eats and Beats on July 13th. This progressive evening starts at Miss Gladys Sym Choon in Rundle Street and offers culinary delights and talented indigenous musicians both local and interstate
– Southern Twang was so successful last year it returned again this year for audiences to enjoy warm open fires, with BBQ treats and a selection of country and folk tunes headlined by Max Savage
– The Umbrella festival kicked off with an official free Opening Night Street Party on Bank Street in the city, where people took a stroll and enjoyed local music, street vendors and special stage designs. The West End Association, Renewal SA and the Adelaide Fringe are supporting Lewis Brideson to get the Umbrella festival off with a bang.
– And finally the very special Scouted – a showcase of 16 unsigned local bands across 4 West End venues alongside music industry delegates from the AIR Indie Con Conference.

Video by Curtis Brownjohn Films – Music by Zen Panda