National campaign puts local bands on the map

Emerging Central Coast musician LACE and his band have secured a top eight spot in East Coast Car Rentals’ I’m With the Band – a national campaign celebrating grassroots Australian music.

As one of only eight acts recognised as part of the I’m With the Band campaign across the country, the band understands only too well the barriers faced by new musicians including lack of industry connections, funding, and performance opportunities and how initiatives like this are helping open doors.

East Coast Car Rentals is tackling these barriers head-on by supporting LACE and other up-and-coming artists through the national campaign, offering financial support, a car to get to gigs, and media exposure to reach wider audiences.

For LACE, the campaign feels like a pivotal moment in their journey.

“(It’s) of being able to express yourself freely and share an experience with the audience,” lead singer songwriter LACE of Umina Beach said.

“It also challenges you and leaves you in a vulnerable state, which although daunting is also addictive.”

The other band members are Leon Parsons of Avoca Beach on drums, Liam Thomas of Terrigal on bass and Jamie Bailey of Narara on electric guitar.

Breaking into the Australian music industry is no easy feat and research carried out as part of the Ecampaign found 76% of Aussies believed emerging musicians faced major barriers to entry, with many citing the challenges of building a career from the ground up.

Among these obstacles, 59% highlighted the lack of support, while 54% pointed to limited performance opportunities as a significant roadblock.

The I’m With the Band campaign is tackling these challenges head-on, offering artists like LACE not just financial support and transport to gigs, but also the platform and exposure to reach new audiences. 

For LACE, the journey from busking on the streets to finding a national audience has been marked by passion, persistence, and plenty of hurdles.

Having already captured an audience online with their performances, the campaign represents both recognition of their journey and an opportunity to take their music further than ever before.

“I’ve been writing songs and performing gigs since I was 14 years old,” LACE said.

“It’s always been a passion of mine.

“I’ve spent the last few years alone in the studio creating, so getting a band together this year to perform the songs together has been a blessing, embarking on a new chapter. 

“Being a part of I’m With the Band is a great way to showcase the music and our talents.”

East Coast Car Rentals CEO Ben Whitmore said the business knew how tough it could be for talented musicians for get a start in the industry.

“There are so many barriers – finding gigs, connecting with the right people, and just having the resources to pursue their passion,” he said.

“This campaign is about giving them a real chance to grow their careers, share their music with more people, and take meaningful steps toward achieving their dreams.

“We’ve always loved supporting grassroots programs around the country.

“Whether it’s community sports, local music events, or youth initiatives, we’ve seen firsthand how much these opportunities can transform someone’s journey.

“Being able to back local talent and give them the support they need is incredibly rewarding.

“Being able to provide a platform for emerging artists to perform, connect with fans, and reach new audiences is really exciting.

“It’s amazing to see their talent shine, their confidence grow, and their dreams start to take shape.

“Supporting emerging talent is about more than just music, it’s about fostering creativity, community, and opportunity.

“If we can help even one artist overcome the barriers that so many face and take the next step toward their goals, then it’s absolutely worth it.”