Live Nation's Spilt Milk music festival returns for its highest ever attendance per event

Brands, music and culture unite at Live Nation's Spilt Milk with 2023 expected to see the largest per event attendance for a single-day music festival in Australia.

Produced by Kicks Entertainment, part of Live Nation Entertainment, Spilt Milk is one of Australia’s fastest-selling single day music and arts festivals. Since 2016, the festival has sold out within hours and this year expects its largest ever attendance to events in Canberra (Saturday, 25th November), Gold Coast (26th November), Ballarat (2nd December) and for the first time, Perth (3rd December).

In 2022, Spilt Milk generated incredible financial, cultural and social value to the communities it visited, driving a combined total of $54.4 million into the Canberra, Gold Coast and Ballarat economies. A significant driver of inbound and repeat tourism, more than 171,000 visitor night stays were recorded across Spilt Milk’s three events in 2022 with 75% of total attendees travelling from out-of-town.

This year features performances by Post Malone, Dom Dolla, Ocean Alley and Tkay Maidza and welcomes an esteemed line-up of brand partners including Smirnoff, Red Bull, KFC, Rimmel London, Jim Beam, Somersby, Carlton Dry, Tempus One, Balter and more. Each brand offers festival-goers a uniquely immersive activation to enhance the festival experience.

Kristy Rosser, Founder of Secret Sounds Connect, and SVP, Marketing Solutions at Live Nation ANZ shares “at the centre of Spilt Milk’s appeal among young adults is its eclectic mix of global artists, culture and immersive activations by some of the world’s leading brands and creatives. The festival continues to soar to new heights each year, making it one of the most sought-after events, particularly for Australians between the ages of 18 - 24.

“Sentiment among attendees is extremely positive, and in 2022, over 90% shared their experiences online - driving a sense of FOMO across the country. For brands taking part in Spilt Milk, it is a significant opportunity to be part of the social, cultural and economic framework of the festival and local communities, particularly when demand for live music is at its highest.”

The festival promises not only a stand-out live music line-up but a series of brand activation hubs including:

Smirnoff Club Fresh
Club Fresh is making its Hot debut at Spilt Milk Canberra this year. The brand-new destination bar and club will be exclusively serving up the Smirnoff HARD Soda range alongside an action-packed programme of DJs.

Red Bull Bar
Delivering wiiings for your festival. Head to the Red Bull bar to taste the new Red Bull Summer Edition Juneberry with notes of berry and cherry.

Tempus One
To celebrate the launch of its Prosecco Spritzers, Tempus One will be debuting an immersive fruit shop-inspired bar where festival-goers can savour the zesty blend of Prosecco, soda, and juicy fruity flavours. Ideal for scorching days and endless nights.

Carlton Dry’s Drylandia-Land
Featuring everything from attractions to souvenirs and interdimensional beer gear, Carlton Dry’s Drylandia-Land is the ultimate backdrop for a crisp Carlton Dry.

Somersby’s Garden of Wonder
The perfect spot to tantalise the taste buds while enjoying the sweet tunes of DJ Levins on the Guilty Pleasures stage.

Rimmel London Street Party
Rimmel London is bringing its double decker bus to Canberra and Ballarat, complete with free makeovers and product.

KFC Presents Fried Side
KFC joins the Spilt Milk line-up for the first time to bring the Fried Side to the Gold Coast and Ballarat. They'll be serving up fried faves and exclusive KFC merch for free.

Jim Beam Bar
Jim Beam will be rolling into Canberra, Gold Coast & Ballarat serving some of their refreshing serves and spinning great tunes all day.

The festival also includes a vibrant Arts hub supported by Sydney-based Studio A and Perth-based As We Are, both of which tackle the barriers artists with intellectual disability face in accessing conventional education and professional development.

For further information on Spilt Milk and Secret Sounds Connect, visit connect.secretsounds.com/

Image top: Spilt Milk Ballarat 2022. Credit: Jess Gleeson @jessgleeson; Spilt Milk Canberra. Credit: JORDAN-MUNNS @jordankmunns