Josh Abrahams promo card
This card has significance as a record of music in youth culture around the turn of the 21st century. It helps to illustrate how printed graphic material was used to communicate information to a mass audience about rock music performers and specifically to promote concerts and CDs.
Josh Abrahams was one of the most accomplished producers and musicians to come out of the local rave and club scene. For three years from late 1998, his home studio Fishtank was located at Festival Mushroom Records' Sydney premises. His single 'Addicted To Bass', recorded with vocalist Amiel Daemion, was an instant chart success and attained gold record sales for Festival. In 1999 his 'Sweet Distorted Holiday' album won ARIA awards for Best Dance Artist Album and Best Independent Release. Abrahams collaborated with Baz Luhrmann in 1997 on the overseas hit 'Everybody's Free (to Wear Sunscreen)', and later on the top selling soundtrack for the film 'Moulin Rouge'.
Coming from a collection that Peta Wilcox accumulated through her extensive contacts in the music business, this card helps to document the work of the Australian Rock Company (ARC), which Wilcox established in 1984 as a not-for-profit cultural organisation, to develop cultural activities for young people. The ARC has promoted general access performances by professional Australian rock music artists, often in isolated suburban and regional centres that are deprived of cultural activities for youth. Since the 1980s the ARC has presented up to 500 shows and workshops, many for under 18s and all-age audiences, providing entertainment that is both contemporary and relevant. These have taken place in community venues around the country, in association with schools, community groups and local councils. Wilcox worked with a public-spirited, entrepreneurial passion to create entertainment opportunities for young people and to generate gigs for local bands. The ARC's initiatives developed leisure activities for young people in a non-alcohol environment. This has helped many young music fans experience the excitement of rock 'n' roll concerts without the presence of alcohol as a signifier of cultural status.