How Playlunch, the Band Behind “Keith”, Built Success Through Authenticity
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
More episodes of The Mentor with Mark Bouris
Explore listener stats, chart rankings, contacts and more on the The Mentor with Mark Bouris podcast page.