Aussie Music 'Central' To AFL's Future Plans

On Saturday afternoon, the millions of people around the country – and, indeed, the world – who tune in to the AFL Grand Final will witness an all-Australian musical celebration as the pre-match entertainment. Always a matter for debate, criticism and occasionally praise, the Grand Final will this year feature entertainment provided by The Temper Trap, Paul Kelly and Tim Rogers at different stages of the day.

The relationship between music and sport can be a complicated one, but AFL General Manager of Marketing, Strategy and Club Support Andrew Catterall says its one the league wants to foster.

“Over the last two years we have been encouraging the connection between Australia's game and Australian music,” he tells theMusic.com.au. “For 2012, AC/DC's Long Way to the Top has been our soundtrack all year, Australian music has been prominent at all our major events, and we put on 14 Live at the Footy gigs across the season with an entirely Australian line up. So it was a natural extension for us to partner with Australian music again on our biggest day, Grand Final Day.”

The feedback thus far has been positive for the most part, with the partnering of music and football relatable for a wide audience.

“We've had great feedback on Long Way to the Top,” Catterall says. “Australian music was central to our themed rounds strategy and was very successful; we celebrated 30 years of Goanna's Solid Rock for Indigenous round, and worked with Public Opinion Afro Orchestra for Multicultural round. Our fans have loved the fusion of Tim Rogers and Long Way to the Top in our This is Greatness Finals campaign."

Public Opinion Afro Orchestra perform Future Africa at the MCG in Round 14

Rogers, frontman of You Am I and prominent solo artist in his own right, has been the subject of great praise for his work in the recent AFL advertising campaign.

“Tim is an icon of the music scene and a true footy fan – he is a passionate North Melbourne man,” Catterall says. “We really respect his emerging acting career – he provided the voice over and score for or 2011 finals campaign and his to-camera performances in the 2012 campaign are first class. It's important to us to build lasting relationships. Tim has built some solid friendships in here, and won a lot of regard, and I hope we will find ways to keep working together beyond 2012.”

Tim Rogers in the This Is Greatness Finals AFL Finals Advertisements

While the AFL is no doubt looking at using music to help expand the game's appeal, Catterall is very adamant that they do it properly.

“We are really proud of how much we have been able to achieve with Live at the Footy over the past two years, and have had a terrific response from our younger audience,” he says. “We have also had a terrific response from the Australian music industry which is really pleasing and encouraging. It was important to us that we work with the music industry – artists, labels, publishers, booking agents, managers etc – in a credible and authentic way and hopefully this sets us up for the future.”

Live At The Footy launch, featuring Lanie Lane and Money For Rope

This means that the relationship between Australian music and the Australian Football League is likely to continue to build as time goes on.

“Yes, I'm confident that working with Australian music in an authentic way will continue to be central to our marketing and events strategy in 2013, especially as we continue to build 'Australia's game' .”

Back to Saturday 's festivities; part of the entertainment planned is what is being dubbed a “Premiership Party”, which will see live music performed on the MCG, as it becomes open to the general public after the siren.

“Grand Final day is the best day of the year, and it's really important to us and the clubs that we give as many footy fans as possible the chance to be part of it,” Catterall says. “The real strength of The Premiership Party is giving fans that haven't been lucky enough to get a Grand final ticket the opportunity to celebrate with their team inside the MCG on the day.

“It's also the perfect way to end a season long music program with The Temper Trap and Paul Kelly giving a free concert on the MCG from 6pm to 8pm. We're hoping that The Premiership Party will build over the next few years to become one of the really iconic parts of the day.”