What is Umbrella Festival and where does it take place?
Established in 2016, Umbrella is an open access contemporary live music festival in South Australia that activates the state in Winter, Umbrella primarily takes place in live music venues but we have seen Umbrella events in other unique locations such as warehouses, carparks, trams, parklands and hospitals. 2021 will be the first year that Umbrella officially launches in regional South Australia, and the festival continues to activate the Adelaide CBD and metropolitan suburbs and council areas.
Who can register an event with Umbrella Festival?
Whether you are an artist, an event manager, a council, a promoter, agency or venue, everyone is welcome to register their event with the festival.
What are the key dates in 2021 that I need to know?
Here are all the Umbrella Festival 2021 key dates that you need to know:
Venue Registrations Open: Monday 25 January
Event Registrations Open (Early Bird fee $25): Monday 15 February
Early Bird Event Registration Fee Ends: Wednesday 31 March ($40 registration fee applicable from Thursday 1 April)
Venue & Event Registrations Close For Printed Program: Monday 3rd May (11.59PM)
Venue Registrations & Event Registrations Close for online: Friday 9th July (5PM)
Umbrella Festival 2021 Program Released (Printed and Online): Wednesday 26 May
Umbrella Festival 2021: Friday 16 July – Sunday 8 August
What kind of shows will there be?
It’s a celebration of all forms of contemporary live music – from orchestras and choirs, folk, hip hop, metal, pop, acoustic, punk, electronic, metal and everything in between. Expect new artists, original music, tribute acts and more.
Does my gig need a COVID Safe Plan and a COVID Marshal?
If your gig is in a traditional venue, the COVID safe plan , COVID management plan and COVID Marshal will be provided by the venue.
If your gig is taking place in a non-traditional space and have questions about this, please refer to the COVID-19 resources page on the Music SA website.
To keep up to date with South Australian updates on COVID-19 please visit SA Health.
What is an Umbrella Curated event, and can I apply?
One of the attributes Umbrella gives to the music community is the development of a strong selection of featured events within the program. The Umbrella Programmer collectively seeks local creatives and experienced event producers to take part in the curated program of Umbrella Festival across the City of Adelaide and the City of Port Adelaide Enfield specifically. You will notice these events as the half page features at the beginning of the printed program.
The curated program is not open publicly to expressions of interest. It is an internal research process by the Umbrella team and programmer. Having said this, you can reach out to email@example.com if you are an experienced event producer with a unique event idea. Please feel free to get in touch. Please not that not all applicants are successful.
What does it cost to include my event in the festival?
We have introduced an early bird registration fee of $25 that will apply between 15th February 2021 and 31st March 2021.
On 1st April the registration fee increases to $40 and will apply until registrations close at 11.59PM on Monday 3rd May.
I'm looking for other artists to join my event/I'm looking for a venue for my event!
Music SA has both an artists directory and a venue directory available on the website for your perusal:
Music SA does not provide a venue/artist matching service. It is up to you to plan, register, promote and run your own event. We are always happy to chat about ideas for your event and point you in the right direction.
Is Umbrella Festival exclusive to South Australian music only?
Absolutely not! Interstate and International artists are welcomed (and encouraged) to register their event with Umbrella, if they have an event in South Australia within the festival dates. If you are a South Australian artist/promoter/venue who wants to have an interstate or international artist perform at your Umbrella Event (COVID-19 permitting), you are absolutely encouraged to do so.
Do I need to do my own marketing and promotion?
Yes, absolutely! Umbrella Festival aims to amplify the voices of those running live music events, and promote them wherever possible, including major print, online and outdoor advertising, but you will also need to do your own promotion. Often, the more promotion you do the easier it becomes for us to further promote your show, so please keep this in mind as an incentive!
Can I offer tickets to my gig for online Umbrella giveaways and competitions?
Yes! By doing this we can promote your event on Umbrella Festival social media platforms. Please liaise with our Umbrella Festival Marketing Coordinator at firstname.lastname@example.org
Can you sponsor my event?
Umbrella Festival is a festival presented by Music SA who are a not for profit organisation, and are unfortunately not able to offer monetary sponsorship to any live music events. As an open access festival, artists pay a fee to be registered in Umbrella and use their own funds to stage their productions and/or run their venues and receive their own ticketing income. You are however more than welcome to bring on any external sponsors, both cash and in-kind. Feel free also to apply for any grants you can find too!
What does my registration get me?
Over 30 000 copies of the free printed program with your event listing will be distributed across South Australia and as an insert inside the NSW, QLD and WA Scenestr editions. Additionally, your event will be listed in the online program on our website, which will go live on 26th May 2020. Umbrella Festival will be supported with a huge marketing campaign led by Music SA. On top of the printed guide, key marketing initiatives include venue packages, city dressing and a far-reaching general publicity campaign with digital promotion across various Social Media and other digital channels. General promotion of the festival will also occur through TV, Radio, Online and Print Media.
I missed the cut off date to register my event for the printed program, can I still register my event to be featured in the online program?
Yes you can, registrations for the online program will remain open until 5PM on Friday 9th July. We highly recommend registering your event by the print deadline (11.59PM Monday May 3rd), as it is definitely more bang for your buck.
I'm looking for a venue for my event, what sort of things should I be considering?
Capacity – This is pretty essential; you don’t want to book a venue too big or too small. If you are realistically expecting 50 people at your event it’s not a good idea to book a venue with a 300 capacity. This works in reverse also, as a room that no one can move in is not ideal either. Please also consider any current capacity restrictions due to COVID-19.
Cost of Hire – Is it within your budget? What does the hire cost cover? Is it an upfront cost, or a cut of the ticket sales? Do they have a PA equipment and stage, a dressing room etc. On the other side of this, if the venue you want to perform at is one that regularly programmes live music, will they pay YOU a guarantee so that you can cover artist fees?
Location – Is there parking available? Is it wheelchair accessible? Is there public transport close by? Is the venue suitable – Does the venue provide staff? Is it licensed? Does the existing clientele suit your event? What genre of music does well at the venue?