As Australia’s live music industry grapples with rising costs, changing audience habits and the challenge of creating sustainable opportunities for musicians and venues alike, Berry NSW has secured NSW Government funding through Round 4 of the Uptown Grant Program to build on encouraging early results from its collaborative regional live music model.
The funding will support the delivery of three new A Day Well Spent events this spring, beginning with the Reggae & Roots weekend on 22–23 August. Early results from the first series have been encouraging, with independent data showing hospitality spending increased during every themed activation, including an 86.3% increase during the most recent Funk & Soul weekend. Across the series, hospitality spending was up by 34% overall, while accommodation spending was 37% higher than the corresponding periods the previous year.
The initiative forms part of Berry’s Extend the Weekend campaign and is supported by the Uptown Grant Program, delivered by the NSW Government through the Office of the 24-Hour Economy Commissioner. It brings together venues, musicians and local businesses to encourage longer stays and strengthen Berry’s visitor economy.
“Live music is under pressure across Australia, and this funding gives us the opportunity to keep testing a collaborative model that brings venues together, creates more opportunities for musicians, supports local businesses and encourages visitors to extend their stay in Berry,” Precinct Coordinator Kate Dezarnaulds said.
“The early results have been incredibly encouraging. Alongside increased hospitality spending, we’ve also seen destination search interest in Berry increase by eight per cent and visitor sentiment improve by 10 per cent. While we’re still learning, those results give us confidence the model is heading in the right direction.
“Even a Hall of Fame Top Tourism Town like Berry isn’t immune to the pressures facing live music and hospitality. Programs like this aren’t just an investment in our economy – they’re an investment in creativity, connection and community.”
Reggae & Roots combines a ticketed Saturday night event at the Berry School of Arts with a free Sunday music trail through the village.
Curated by Holy Pavlova, Saturday night’s lineup on 22 August features internationally acclaimed reggae powerhouse The Strides, South Coast favourites Mac Tango and internationally experienced DJ Groove Sister. The event will also activate the historic Berry School of Arts while exploring how ticketed events can help support free community programming and a more sustainable future for live music.
The weekend continues on Sunday 23 August, when Newcastle groove outfit KRISP will headline the free village-wide music trail from 1pm until 8pm. Joining them are Fiji-born island reggae duo Liven Roots, Sydney’s all-female reggae collective The Lady Beans, plus acclaimed local performers Kane Calcite, Ren Steele and The Beatmeisters. Together, they’ll bring a vibrant mix of reggae, groove, soul and local talent to venues across the village, encouraging audiences to wander, discover new music and enjoy Berry’s unique live music scene.
Holy Pavlova programmer Harrison Hall said the series reflected a broader shift in how live music was being presented.
“The economics of putting on live music have changed dramatically. Costs continue to rise, traditional revenue streams have softened and everyone in the industry is having to rethink how we create sustainable opportunities for artists while keeping live music accessible for audiences,” Mr Hall said.
“Reggae & Roots reflects that thinking. We’ve brought together internationally recognised artists, outstanding regional performers and emerging talent, while the School of Arts event helps activate an important community space and explore how ticketed experiences can support free community programming. We’re hopeful it’s a model that creates more opportunities for artists while keeping live music accessible for audiences.”
As one of the key participating venues, the Great Southern Hotel’s new owners said they were excited to be part of a weekend that showcased Berry’s collaborative approach to supporting live music.
“Live music has always been central to the Great Southern, and we’re proud to continue that tradition under new ownership,” Co-owner of the Great Southern Steve Redman said. “It creates a great atmosphere, supports talented musicians, and gives locals and visitors another reason to spend time in Berry.”
