“Multiculturalism is the unstoppable global trend that Australia is leading”

MultiConnexions has launched MCX Talent, the company’s new cultural talent arm on the sidelines of the company’s ‘Roostail’ Lunar New Year Asian insights evening held at Melbourne’s Chinese Museum. Sheba Nandkeolyar, CEO, MultiConnexions announced the launch of MCX Talent, which will help marketers and agencies fill the gap existing in the market for culturally diverse talent.

Multicultural audiences make up 27 per cent of Australia, according to ABS Data, and a new audience arrives in Australia every minute. These new audiences are the fastest growing market segments in Australia, controlling close to $100 billion of all household expenditure.

Nandkeolyar said, “Multiculturalism is the unstoppable global trend Australia is leading. The cultural landscape of Australia is changing, and some new audiences are a must-have for marketers in the marketing mix – Indian, and Chinese audiences, among others.”

MultiConnexions Director of Strategy and Insights, Kaiyu Li, highlighted how cultural insights can connect brands more meaningfully with these new audiences. He also discussed the enormous potential for brands in tapping into the feelings of fondness and nostalgia that many new audiences and multicultural Australians have for their country of origin.

MCX Talent, part of MultiConnexions Group, will help brands, organisations and events showcase Australia’s cultural diversity in a more authentic way. The new arm will be headed by Georgina Lionatos, Director of Client Services at MultiConnexions.

Lionatos said, “The face of Australia is changing and marketers need to avoid tokenistic use of talent but rather focus on being authentic and using talent that will resonate with the audiences being portrayed.”

The MCX Talent cast of talent reflects Australia’s cultural diversity, and includes talent for stills and photography; talent for video, television commercials and films; voice over talent in a range of languages; promotional staff fluent in languages other than English; cultural performers for events; event MCs and hosts; and community ambassadors to represent brands or organisations among other talent.

The Roostail evening gave guests a sample of MCX Talent with an authentic Chinese experience wherein they enjoyed listening to the Chao Feng Orchestra, had their fortune told by a Chinese Feng Shui fortune teller, and tried their hand at mah-jong, led by two masters.

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