Amplified was established in Tasmania in 2005 as a contemporary music initiative of the Tasmanian Government through Arts Tasmania. It was developed as a strategy for industry development to the contemporary music sector.
The event continued again in 2006, 2007, 2009, and 2010 with the 2011 event being transitioned to industry and delivered by Contemporary Music Services Tasmania, the peak industry body for contemporary music in Tasmania. This enabled the Tasmanian contemporary music industry to determine the drive and direction for the event, ensuring ownership by the industry and offering a strategic transition from government to the sector.
Amplified events have featured music industry conferences, forums and workshops, a number of targeted professional development opportunities, live showcases, master classes, compilation CDs, networking opportunities and in later years, a showcasing funding program.
Over the years, the festival attracted leading music industry personnel (such as renowned international promoter Michael Chugg, CEO of MGM Distribution Sebastian Chase and founding member of the Violent Femmes, Brian Ritchie to name a few) and many music related organisations (such as APRA, AMIN, and national broadcaster Triple J) to Tasmania as well as significant sponsorship dollars and partnerships to the sector. The event achieved a number of important outcomes for contemporary Tasmanian music including:
- After the 2006 event, Hobart two-piece electronic act The Scientists of Modern Music signing substantial national recording and publishing contracts and were offered international tours to the UK, US, Lithuania and Korea in 2008;
- Jordan Millar, the winner of the major Amplified Award Wrest Point’s Tasmania’s Most Promising Act, was the only Tasmanian act chosen to perform at ‘East Coast Blues and Roots Festival 2007’ one of Australia’s largest live music festivals. The Amplified recording package that Jordan won during the awards was used to secure him the Perisher Blue ‘Launch Your Band’ competition with his song being used by Perisher Blue in its promotion campaign of the 2007 ski season;
- Beatrix Bae Bouwman - featured on the Amplified CD and a finalist for an Amplified Award - won a national Triple J competition to perform with Missy Higgins in 2007;
- discussions during Amplified between promoters Charles Touber and Michael Chugg, Amplified’s patron, led to the implementation of the ‘Southern Roots’ live music event attracting over 8,000 people over Easter at the Royal Botanical Gardens in Hobart in 2007;
- Hobart acts Ballpoint and The Scientists of Modern Music were highlighted in November 2006 during Triple J’s ‘Next Crop’ focus on Australian up and coming acts during Ausmusic Month and received significant national radio exposure.