Music SA launches GO LIVE program to kickstart the State’s music scene in the COVID age

With 2020 being an exceptionally difficult year for the music industry, Music SA has announced the launch of GO LIVE – an initiative to reignite the SA music scene in a COVID-safe way for musicians and gig-goers alike.

The campaign addresses the cancellation of the annual winter Umbrella Festival which was unable to go ahead in its traditional format due to COVID-19.

With the ilostmygig Australia website estimating that 65,000 job opportunities have been lost and over 380,000 people have been impacted as a result of COVID-19, the GO LIVE campaign aims to draw attention back to SA’s existing live music scene.

The campaign will be highlighting the excitement, fun and community aspects involved in local live music, and will allow audiences to safely attend live music shows with the hope of facilitating financial support to the industry.

“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.

Through a range of advertising, promotion and publicity, live gigs will be held in a wide range of locations in SA, including trams, buses, billboards, radio, and online.

The three-plus month campaign launches on 18 September and will run until the end of the year.

The gig guide for Umbrella Festival Presents: GO LIVE cab be found via

Ed Hirst

I'm either listening to music, writing about music, or writing my own music! Keep up to date with my latest projects @edhirsty

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