Headline Act PR
Sydney Fringe Festival 2024

Soweto Gospel Choir & DJ Groove Terminator, History of House
Soweto Gospel Choir, Hope

Client: Sydney Fringe Festival
Headline Shows: History of House & Hope
Campaign Duration: July–September 2024 (3 months)
Capacity: 800 tickets per show, 6 shows per week for 4 weeks
Location: Sydney Spiegeltent, Entertainment Quarter, Sydney

Overview

AE Creative Communications was engaged by the Sydney Fringe Festival to deliver the publicity campaign for its headline productions: History of House (featuring DJ Groove Terminator & the Soweto Gospel Choir) and Hope (featuring Soweto Gospel Choir).

These two shows were added as the cultural and musical headline acts of the 2024 Sydney Fringe program — combining cross-cultural collaboration, spiritual energy, and dancefloor joy. AECC was tasked with driving awareness, media interest, and audience turnout through earned media, influencer outreach, and event management.

Objectives

o Build strong media recognition for both headline shows

o Position the shows as feel-good, inclusive, and high-quality festival centrepieces

o Drive attendance and ticket sales through coverage and social media engagement

o Manage red carpet opening nights and the festival media call

o Highlight Sydney Fringe’s commitment to multicultural and high quality artistic programming

Execution

AE Creative Communications led a multi-faceted campaign including:

o Long and short-lead media outreach
o Development of media kits, tailored media pitches, and dissemination of media releases and media alerts
o Talent media management for Groove Terminator and Soweto Gospel Choir
o Event media management for red carpet openings (Sept 1 & 5)
o Guest list creation, influencer engagement, and on-site liaison
o Management of Sydney Fringe’s official media call (Aug 29)

Earned Media Coverage Highlights

Top-Tier Print & Digital

o Sydney Morning Herald – Feature interview with Soweto Gospel Choir (Reach: 7.2M)
o Escape – The Daily Telegraph – Full-page story (Reach: 3.73M)
o Sun Herald – Best of the Week feature
o Australian Traveller, Star Observer, Sydney Travel Guide, Limelight Magazine

Radio & Broadcast

o ABC Radio Sydney (Breakfast), ABC Weekend, Eastside Radio, HOPE 103.2 FM, 2UE, 2SER, BAY FM Byron Bay
o ABC Compass longform episode for History of House - aired in March 2025

Cultural & Arts Media Reviews

o Scenestr

o Irresistible Magazine

o Sydney Arts Guide

o State of the Art Media

o The Beat Kitchen

o Limelight

Influencer Engagement

30+ influencers engaged across both shows, with digital content posted by:

@gracerobinson

@anahi.sanz
@jotigore
@samanthajade
@deauvanne
@aloveleyplanet
@isaiasvego
@michael_ohannes

Posts ranged from red carpet fashion to behind-the-scenes content, broadening exposure across lifestyle, culture, music, and social impact spaces.

Event & Media Call Management

History of House – Opening Night (1 Sept)

o Red carpet event with full media coordination
o Attendees included Osher Günsberg, Bianca Hunt, Brooke Blurton, Darren Palmer, Nicholas Fonseca (Stellar), and more

Hope – Opening Night (5 Sept)

o High-profile media and multicultural guest strategy
o Attendees included Indira Naidoo, Wendy Harmer, Narelda Jacobs, Garry Maddox (Nine), and Tim Douglas (The Australian)

Sydney Fringe Media Call (29 Aug)

o Managed interview flow and logistics with Fringe PR team – Articulate PR
o Featured Groove Terminator and Soweto Gospel Choir across ABC, 2SER, Eastside, AAP and others