Copyright Billboard
A new entrant to Australia’s live music market has officially landed, with the inaugural edition of Strummingbird, a touring country music festival presented by Live Nation and Kicks Entertainment, drawing tens of thousands across three cities over two weekends. Held in the Sunshine Coast (Oct. 25), Newcastle (Nov. 1), and Perth (Nov. 2), the multi-date, all-ages event marked one of the most ambitious country-focused touring formats launched in Australia in recent years. The 2025 lineup combined U.S. charting acts like Jelly Roll, Shaboozey, and Treaty Oak Revival with a strong mix of emerging and established domestic talent, including James Johnston, Kaylee Bell, Wade Forster, The Dreggs, and Rachael Fahim. Beyond traditional main stage performances, organizers leaned into fan engagement and social content opportunities, from line-dancing workshops and crowd-wide Nutbush dance breakouts to surprise collaborations — including Jelly Roll bringing out both Shaboozey and Bell during his Newcastle and Perth sets, and Johnston filming a live music video during his Sunshine Coast appearance. The debut comes amid rising interest in country-adjacent genres across the Australian market. Jelly Roll has achieved notable chart success in Australia, with his 2024 album “Beautifully Broken” peaking at No. 19 on the ARIA Top 50 Albums chart. On the ARIA Top 40 Country Albums Chart, “Beautifully Broken” peaked at No. 3 and has maintained a strong presence. Meanwhile, local breakout James Johnston recently scored a top-five ARIA album debut — a rare feat for an independent country act. Programming across cities was localized, with unique artist configurations in each market and strong integration of Māori and First Nations acknowledgments. The event’s Sunshine Coast leg sold out in advance, and Newcastle received strategic backing from Destination NSW as part of its tourism and major events initiative. Festival co-presenter Live Nation, which has been expanding its genre footprint across ANZ through a mix of pop, country, hip-hop and Latin offerings, is already planning a return in 2026. In addition to the core music offering, activations included the “Strummo Bowlo”, a communal dancefloor space where attendees engaged with both country and crossover pop tracks, including viral moments set to Charli XCX’s “Brat” anthems — a programming nod to Gen Z festivalgoers.
