GO LIVE: Umbrella Festival Pivots To Boost SA's Live Music Industry

Music SA launches new initiative GO LIVE to support South Australia's live music sector. Music SA launches new initiative GO LIVE to support South Australia's live music sector. Image © Morgan Sette

As we adapt to a rapidly changing world in 2020, Music SA's Umbrella Festival has pivoted to present GO LIVE – a new initiative to encourage South Australians to support the live music sector by safely attending shows.

A three-plus month campaign that launches on 18 September and runs till the end of 2020, GO LIVE will feature several Umbrella Festival 'tent-pole events' with locals asked to 'explore live music in SA'.

Parks and Rockreation will feature three parkland picnic events with the likes of Heaps Good Friends and Stellie headlining.

Blak Nite 2020 will be hosted by NAIDOC week and Tandanya, and will feature key First Nations artists including J-MILLA and Katie Aspel.

Noise//Nature will partner with the Botanica Lumina programme, presenting a twilight sonic and visual display of the Garden's natural wonders.


The ilostmygig Australia site estimates that 65,000 job opportunities have been lost and over 380,000 people in the music and entertainment industries have been impacted by coronavirus.

"GO LIVE is a wonderful initiative to encourage people to go to gigs and support our invaluable industry," Music SA General Manager, Kim Roberts says.

"We are proud to be a UNESCO City of Music, so championing the Adelaide music scene is an important step towards rebuilding what has been lost over the last few months."

GO LIVE won't be restricted to urban events either, with regional showcases also planned.

"GO LIVE will also highlight regional events across the state," Ms Roberts says, "supporting intrastate travel during what has been a difficult time.

"It will be an inclusive and exciting period of live music for existing and new music lovers alike."

With an online, weekly gig guide as the centrepiece, GO LIVE is backed up by steps to safely support SA's live music industry through this tough time.

Minister for Innovation and Skills David Pisoni says the Marshall Liberal Government is proud to be a major supporter of this initiative. "GO LIVE will help get people along to gigs and support a sector that has been significantly affected by COVID-19," Minister Pisoni says.

"We encourage people to safely enjoy performances in venues across the state, which will help the music industry as it begins to recover."

GO LIVE runs 18 September to 31 December, 2020. More details here.

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