How Playlunch, the Band Behind “Keith”, Built Success Through Authenticity
From The Mentor with Mark Bouris by Mentored.com.au
June 1, 2026 · 47 min
About this episode
Liam Bell discusses how his band Play Lunch achieved success through authenticity and innovative marketing strategies during the COVID lockdown.
Liam Bell turned a COVID lockdown into a seven-piece band phenomenon called Play Lunch. Now he's taking his "bogan funk" sound to America. This episode dives deep into the business of music, from building a seven-person creative team to mastering social media without losing authenticity. Liam breaks down how Play Lunch cracked the code on modern music marketing, built a devoted fanbase through deliberately imperfect branding, and turned merchandise into their financial lifeline. Plus, how they're preparing to export Australian culture to US audiences. • Building a seven-piece band during the COVID lockdown • Creating the "bogan funk" genre and Australian identity in music • Managing personalities and delegation in creative businesses • Social media strategy that prioritises authenticity over polish • Revenue models: why merch outsells streaming in modern music • Preparing Australian acts for international markets Join my exclusive Mentored+ community: https://mentored.com.au/become-a-member/ Subscribe to the Mentored newsletter here: https://mentored.com.au/newsletter See omnystudio.com/listener for privacy information.
People in this episode
Host: Mark Bouris
Guest: Liam Bell
Topics covered
- music business
- authenticity
- social media strategy
- band management
- Australian culture
- international markets
Keywords
- Play Lunch
- bogan funk
- music marketing
- merchandise
- fanbase
- social media
- Australian music
- COVID lockdown
Mentioned in this episode
Organizations: Play Lunch
Books & works: Keith
Places: America, Australia
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