All eyes and ears on Queensland

Celebrating the brightest in Queensland Music

Aruga was engaged by QMusic to lead a targeted publicity campaign for the 2025 Queensland Music Awards (QMAs), Queensland’s most prestigious night in music.

With a remit to raise the profile of the event and elevate its reputation as a career-defining moment for local artists, our campaign was crafted to drive ticket sales, maximise event coverage, and strengthen the cultural significance of the QMAs across music industry and mainstream media alike.

The campaign spanned three key press moments across eight weeks: the announcement of genre finalists and tickets on sale, the unveiling of People’s Choice and Album of the Year finalists, as well as post-event wrap and winner’s announcement.

Aruga also facilitated a high-impact media call unveiling the Song of the Year plaque in front of Fortitude Music Hall and assisted as on ground media support at the awards night, managing talent interviews and photo opportunities.

The result? Widespread coverage that cemented the QMAs as a must-attend celebration of Queensland’s diverse and exceptional music scene.

Results

756

total clips

8.06M+

potential earned media audience reach

$286,846

advertising value equivalency

81.2%

positive sentiment

Deliverables

Media Releases

Craft three tailored media releases to support major campaign milestones, ensuring consistent messaging across genre finalist announcements, People’s Choice/Album of the Year finalists, and post-event winners wrap-up.

Targeted Pitches

Distribute tailored pitches for each campaign milestone to key national and Queensland-based media outlets, securing interest across music, arts, culture, entertainment and mainstream news verticals.

Media Outreach & Management

Distribute press materials to targeted media lists and actively manage media enquiries, photo requests and interview opportunities to maximise coverage and exposure.

Media Call

Coordinate and attend the Song of the Year plaque unveiling media call, facilitating media access and talent interviews.

QMA Attendance

Attend the Queensland Music Awards to support red carpet and media activity, manage talent access, and oversee media interviews and photography across the night.

Winning tactics

Aruga staggered the campaign across three phases, building consistent momentum in the lead up to the event and ensuring the QMAs stayed top of mind for media and audiences.

Aruga tailored pitches to suit music, lifestyle, arts and entertainment verticals, spotlighting specific artists and stories to secure broader, more targeted coverage beyond the usual music press.

Aruga amplified the prestige of the QMAs by profiling finalists and winners, reinforcing the event’s legacy as a true launchpad for Queensland talent.