Music industry campaign Music Matters has launched in Australia and New Zealand, following its debut in the UK in March 2010. Backed by labels, publishers, artists, songwriters, managers and music services/stores, its aim is the same: to promote the value of music. Down under, this includes launching a range of animated short films about local artists including Nick Cave, Oh Mercy, Eskimo Joe, Graeme Connors and Dave Dobbyn. There will also be an animated film for The Go Betweens, premiering in September. The campaign also includes blog posts from artists and industry figures, as well as the Music Matters logo, which will be shown prominently on a number of legal stores and services. “The creativity and stories in these lovely clips bring such strong emotions and pride about being part of the music industry and the impact music has on us all as individuals and passion it creates,” notes Beth Appleton, director of marketing at Warner Music.