Customers contacting Newcastle Permanent could soon be making the unusual request to remain on-hold a little longer, after the leading customer owned financial institution refreshed its hold music in support of local Australian artists and a long-time Newcastle Permanent Charitable Foundation partner Musicians Making A Difference (MMAD).
The music track titled 'For The First Time' was produced by a group of young artists brought together through MMAD and Universal Music Australia and is performed by MMAD Ambassador and 2016 Australia’s Got Talent winner Fletcher Pilon.
Supporting the call from the Australian music industry for businesses to support Australian artists, Newcastle Permanent turned to MMAD to help with the search for a local artist to support. Under the agreement, the associated music licensing fees have been covered by Newcastle Permanent enabling any revenue made from the use of the song over its telephone network to go straight back into the charitable programs and services MMAD provides young people throughout Australia.
Newcastle Permanent Chief Customer and Product Officer James Cudmore said the opportunity to recognise and support local artists in a meaningful and enjoyable way was an easy decision.
“We aim to support and make a difference for our customers and our local communities each day at Newcastle Permanent. We’ve wholeheartedly embraced the opportunity to support the local artists who’re being mentored by one of our Newcastle Permanent Charitable Foundation partners, MMAD, and we can do so simply by asking our customers to go ‘on-hold’,” Mr Cudmore said.
“It’s a unique way to recognise and reward these local artists, many of whom are from the Central Coast and Hunter regions. And while I’m confident our customers won’t be on hold for long, with this partnership they’ll be listening to a very good song for a very good, local cause.”
Co-founder of MMAD Dominic Brook welcomed the partnership and encouraged more local businesses to support, recognise local charities and musicians however they can.
“When we were approached by Newcastle Permanent with their idea to use one of our tracks as their on-hold music I was blown away. What an incredible opportunity to showcase our artists. I immediately had a number of possible artists and tracks come to mind, but the track by Fletcher Pilon is perfect.
“We have a long-standing relationship with the Newcastle Permanent Charitable Foundation, so to extend this to the Building Society was a natural and welcomed progression.”
“We’re thrilled that we’ve been able to show support to extend our partnership with MMAD through this innovative agreement and, particularly during this challenging time for local artists, I challenge other Hunter businesses to show their support of the local music industry by using local artists in innovative ways such as this,” said Mr Cudmore.
MMAD recently launched a creative online youth centre – Access All Areas (AAA). The creative wellbeing platform is aimed at empowering young people aged under 24 to access all areas of their potential by providing a one-stop-shop for exclusive opportunities, information, mentoring and support networks. It is believed to be the first creative online youth service of its kind in Australia and was made possible by a $50,000 grant from Newcastle Permanent Charitable Foundation.