More and more frequently, Vida is convincing clients of the importance of having music as part of their communications strategy. Through sister company, Perfect Pitch, Vida introduced renowned animal lover and legendary Australian guitarist, Peter Northcote to our non-profit client, Animals Asia Foundation. The rapport was instantaneous and Peter was appointed an official Ambassador.

Animals Asia’s main project is the rescue of Moon Bears from the bile farms of China and Vietnam. Peter was invited to visit China and see firsthand the amazing work conducted by this wonderful organisation. On his return, he met with Vida to determine his first involvement and the resulting concept was a 1st class quality benefit concert to be called Bands for Bears.

Peter quickly pulled together an amazing line-up featuring 25 of Sydney’s best musicians including Barry Leef, Brydon Stace, Louise Anton, Darryl Beaton, Dario Bortolin, Andre Kaman, Adrian Keating, Lloyd G, Paul Gray, Virginia Lillye, Dauno Martinez, Danny Marx-Young, Victor Rounds and many more. We booked Notes at Newtown to host the show on Monday August 1st – only a week off the 12th anniversary of Animals Asia.

Despite being held on a Monday night in Winter, the venue was filled to overflowing with a mix of music fans being exposed to Animals Asia’s work for the first time as well as the organisation’s Sydney-based supporters. Animals Asia Founder, Dr Jill Robinson flew in from Hong Kong to give a brief presentation between sets and Peter Northcote showed a short video of his time on the Animals Asia sanctuary.

There was an amazing sense of warmth and empathy in the room, people gave generously to the cause, bidding on some great auction items and the night raised around $20,000 for the cause.

More importantly, the link with music – in itself such a passion-filled medium – helped Animals Asia to spread its message to a whole new audience. There is no doubt Bands for Bears will become an annual event and is very likely to grow in size and stature over time.

Animals Asia Foundation

Bands for Bears news article