Legendary, multi-platinum Australian band Midnight Oil announced in 2022 that they would embark on a final world tour in support of their #1 ARIA album Resist. Having formed in Sydney in the mid-1970s, Midnight Oil were propelled onto the world stage with a mix of ferocious live performances and an unwavering desire to use their songs as a vehicle of change – political, environmental and social with a particular focus on Indigenous Australia having a voice.

Sony Music Australia worked with Midnight Oil and management on a targeted, holistic and sustainable campaign aimed at celebrating the band’s legacy (while also looking forward) to drive fan engagement and catalogue consumption.

Focus 1 – sustainability

• The Resist album was printed on semi-recycled cardboard with zero use of plastic and biodegradable shrink wrapping.

• Cover artwork designed by Juanjo Gasull and featuring Climate Warming Stripes.

• Sustainable and environmentally conscious touring, from waste recycling to merchandise.

• The band has also used its global profile to highlight the plight of refugees, indigenous and First Nations people’s concerns, forestation and corporate greed.

Focus 2 – catalogue consumption

In line with the band’s final ever tour Sony Music delivered a unique digitally driven catalogue campaign.

Spotify 

• Previously unreleased content added to the This Is Midnight Oil Spotify playlist, included playlist Clips and track Canvases, to re-engage fans with the Midnight Oil catalogue ahead of their final ever AU tour dates.

• Support: Premium HPTO, mobile home banner, home collection, social support, editorial support (Throwback Thursday cover, GO-TO Rock cover).

• Artist stats: 2.65m monthly listeners, 7.4m monthly streams, 6.3k additional Spotify followers, new Spotify listeners increased to 857k from 530k the week prior

• Playlist stats: 200% increase in consumption in two weeks following campaign launch.

Apple Music

• World-first re-ordering of Midnight Oil Apple Music Essentials playlist to reflect final ever setlist, with exclusive written note from band member Jim Moginie

about the final show and the band’s imparting legacy.

• Support: banner support across main browse page, Rock page and Local page, editorial support 

Amazon Music

• Support: main browse page profiling point to band’s [Re]Discover catalogue playlist on-platform

YouTube Music

• Support: custom algorithmic shelf served to top fans in Australia/New Zealand housing Presenting catalogue playlist and key album and video content