Awesome Black - a pioneering First Nations creative agency - has announced a collaboration with the Yours & Owls music festival as part of the NSW government's 24-Hour Economy Strategy.

The partnership aims to enhance First Nations representation at the iconic festival with several popular acts set to perform and deepen cultural engagement to celebrate Indigenous storytelling through a series of innovative activations.

Festival co-founder and programmer Ben Tillman shared his excitement surrounding the collaboration.

"We welcome the opportunity to partner with Awesome Black to bolster our established relationships with First Nations artists," he said.

"We are chuffed that Travis identified and selected Yours and Owls as one of Awesome Black's partners for this great initiative in collaboration with the Office of the 24-Hour Economy Commissioner."

Awesome Black and the Office of the 24-Hour Economy Commissioner's contribution has specifically helped get the likes of Kobie Dee, Becca Hatch and Velvet Trip added to the already booked First Nations lineup.

Participating First Nations artists already locked in to perform include, Miss Kaninna, Cyril, Sycco, Dameeeela, Jun Wan, Crescendoll and Sub Tropic. These additions not only enrich the artistic diversity of the festival but also affirm the commitment to showcasing contemporary Indigenous talent on a major stage and music festival.

Creative lead at Awesome Black, Travis De Vries, said the opportunity to work with the festival isn't just about enhancing one festival, but rather setting a new benchmark for how First Nations storytelling can transform public spaces.

"Working with Yours & Owls isn't just about enhancing one festival, it's about setting a new benchmark for how First Nations storytelling can transform public spaces and the night-time economy," he said.

"For me, it's incredibly important to support these phenomenal artists by giving them the opportunities they deserve. Audiences are hungry for authentic, vibrant experiences, and it's truly inspiring to curate a lineup that puts Blackfulla voices front and center. I'm really excited to partner with the festival to get these amazing talents on the bill - it's just brilliant to see this come together".

24-Hour Economy commissioner Michael Rodrigues said that he is looking forward to assisting in the the fantastic offerings and breadth of First Nations talent across our state.

"We know that positive outcomes are possible when State Government, local councils and industry line up behind one plan," he said.

"By working alongside districts, businesses, festival organisers and organisations like Awesome Black, we hope to not only share the stories that make up the fabric of our communities but to enhance and highlight the fantastic offerings and breadth of talent across our state."

"Now that our work has expanded across the StateNSW, it's important that our strategy continues to unite stakeholders across the 24-hour economy sector to ensure NSW is as vibrant at night, as it is during the day."

Awesome Black and the Yours & Owls team said they were also excited to support the creation of a "Respect Country" installation as part of the festival's chill-out/hang-out zone. This space offers festival-goers an opportunity to learn about ways to respect the land they are on, while also providing a culturally safe environment for relaxation and reflection.

Awesome Black will be actively present in this area - engaging with attendees, capturing content about the festival experience, and highlighting the stories behind the art and performances.

Awesome Black's involvement with the Yours & Owls Festival is part of a wider commitment to embed First Nations culture, creatives, and storytelling across four key precincts as part of the Office of the 24-Hour Economy Commissioner's 24-Hour Economy Strategy. With activations scheduled across multiple precincts, Awesome Black is set to deliver culturally resonant programming before June 2025.

The collaboration goes beyond the festival stage. Awesome Black is also reinforcing existing relationships between Yours & Owls and local First Nations communities. In particular, the long-standing partnership with the Dharawal nation - which has provided authentic welcomes and culturally rich experiences - will continue to play a pivotal role in creating an inclusive festival atmosphere.

This arm of the partnership is led by Awesome Black Project Producer and Dharawal man: Tristan Field.

"Being able to collaborate with Mob on Dharawal country and create a space for all First Nations people and our allies to engage, learn and respect as a collective, provides a culturally safe presence at a mainstream festival and facilitates the invitation for everyone to be a part of the journey," he said.

In an effort to broaden participation, Awesome Black is also offering a limited number of free tickets for community members ("mob") to attend the festival; interested individuals are encouraged to reach out directly to Awesome Black.

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