Hilltop Hoods Taps Live Sector For Cancer Kids

Australia’s most successful hip-hop act, Hilltop Hoods, is calling on help from the live music sector for a new initiative.

Side Of Stage, in partnership with Google Play, aims to provide free tickets to gigs ad festivals to 12-to 25-year-olds “whose lives are currently being turned upside down by cancer, whether it’s their own or a close family member’s diagnosis or the death of a loved one.”

Each year, 23,000 Australians in this age category are affected, according to children and youth cancer charity CanTeen.

Major players TEG, Cattleyard Productions (Groovin’ The Moo festival), Lunatic Entertainment (Laneway festival) along with Universal Music Australia and management company Blue Max Music have come on board before the launch date, which is still to be determined.

Side of Stage is the act’s second collaboration with Google. Last October, Hilltop Hoods launched the 3D animated “Through The Dark” interactive film.

Fans who listened to the multi-platinum act’s current album Drinking From The Sun, Walking Under Stars Restrung on Google Play could click on a link that automatically donated $1 to Can-Teen. By early February, it had raised A$34,000 ($25,055).