British Cider brand Bulmers has launched Bulmers Underground, inviting up-and-coming British artists to Australian shores.
Bulmers Underground is a new music platform created to support new established British artists, and is an extension of the outdoor, online print campaign Born British, which launched earlier this year.
The event will hit Australia in mid-June and British indie, psychedelic rock band TOY will be first in the series to play. “Bulmers bringing out a band like TOY not only gives Australians a taste of authentic British talent, it brings the Bulmers brand to life," Craig Maclean, General Manager for Cider at Carlton and United Breweries.
The five piece band consists of Dominic O'Dair, Maxin "Panda" Barron, Tom Dougall, Charlie Salvidge and Aleksandra Diez. While being compared to bands such as Stereolab, Pulp, Jesus And Mary Chain and My Bloody Valentine, TOY has proven that they have developed their own unique kaleidoscopic sound.
Since the debut of their self-titled debut album in 2012, they've toured with big bands such as The Horrors who described them as "the most exciting band to come out last year".
TOY play the following shows as part of Bulmers Underground:
Mon June 17 - The Zoo, Brisbane
Tues June 18 - Corner Hotel, Melbourne
Wed June 19 - Oxford Art Factory, Sydney
