Homegrown heroes: The story of baked
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21.06.2024

Homegrown heroes: The story of baked

Words By Tammy Walters

From content creation through to the creation of community, baked are an agency who value the people, places and purpose of music performance.

“Everyone tries to start something from scratch whereas baked has come out of something organically. Anyone that can think back long enough remembers when we were just a little YouTube Channel that James Morris [Director] had and the first act who ever did it was Didirri who I used to manage. That was when it was Baked Goods, way back when, when it was lower production. And then came 2020,” says one fourth of the directorial team, Larissa Hume (née Ryan).

Keep up with the latest music news, festivals, interviews and reviews here.

baked was birthed as a creative agency with an expansive scope for storytelling. The First Nations co-owned and creator-led social enterprise aims to open doors for creatives from all corners of the cube including visual artists, designers, stylists, photographers, directors, videographers, screenwriters and animators, directly creating a line of collaboration with musicians. The holistic approach to connection, collaboration and creative processes aims to build stories through original music performance content and experiences.

 

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“We’ve witnessed the changing landscape and at some point you actually care about the creativity and you care about the purpose and you find, like us, that you have to do something about it. That’s what happened with baked,” explains Hume.

 

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“We’re at the point where if we get hired by the artist and the stakeholders, it doesn’t have that vision or purpose because it’s just there to sell the artist or the product whereas if it is created around a scene or a vision or a mission, everyone gravitates around that vision or purpose and it becomes a real collaboration. It’s trying to see it as a collaboration where the artist and all of the creative roles get to have that space to get together and have a yarn about what we’re trying to achieve.”

 

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Their scope for storytelling has led them to offer intimate live performances where audiences become part of the experience. From having candles as merch to doing vinyl pressings of live performance that become a keepsake, going DIY with pasteup’s and activating unconventional spaces for live sessions, baked are breaking the mould of performance production and content making.

 

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“What are we doing to try to make each element feel as special as it should feel. It’s been hard because it doesn’t make much sense initially to do small capacity shows, particularly when you want higher profile and higher production, but if we can do lots of things like that and it can be truly homegrown, we can have so much by having homegrown stories and honouring those homegrown stories. I think there needs to be a focus back on that.”

It’s a foundation that keeps the community coming back, continually being moved by and connecting with the most powerful and emotive expressions of our nation’s music. Their collaborations thus far have included RVG, Bumpy, The Rions, DMA’s and Maple Glider to name a few, all being intimate and unforgettable experiences for both artists and audiences.

“We’re doing so much with so little so the more we can connect the better.”

Find out more about baked here