By Cassidy Parker
For many, these summer months mark festival season, with Greater Shepparton’s music lovers travelling far and wide across the state to see their favourite artists. However, at home, the state of our live music culture remains a question mark.
Over the years, the Goulburn Valley has seen several regional festivals come and go. While some have stuck around and made themselves institutions, local festivals such as Shepparton’s Land of Plenty, or the famous Groovin the Moo (GTM) festival and its Bendigo leg have both disappeared, with the chances of a return looking slimmer as the years pass.
As Greater Shepparton residents can hardly forget, Covid-19 brought public events to a standstill for years. City of Greater Shepparton’s Manager of Economic Development, Anthony Nicolaci attributed the “challenging environment shaped by the ongoing impacts of COVID” to the struggles our local festivals faced.
Land of Plenty, which debuted in 2019, was quickly interrupted by the pandemic, only returning for a single year in 2022. Bendigo’s counterpart appeared for the last time in 2023, with 2024 and 2025 shows both being scrapped due to insufficient ticket sales.
Melbourne based electronic pop artist Matilda Pearl remembers her time in 2022 at Land of Plenty warmly, recalling she and her live band “had a great time” travelling down to Shepparton to perform at the festival, alongside major Aussie names like G Flip, Ball Park Music and Teenage Joans.
Matilda told The Adviser that “It’s easier to fall in love with new music live”.
She emphasised regional festivals as an important step for small artists, helping them earn their stripes on a much bigger stage.
“Being able to be put in front of a bunch of people, people who are potentially a new audience… it’s a great learning curve”.
For both the artists on stage, and the behind-the-scenes photographers, backstage crew and organisers, regional festivals can be an entry point into the world of music. “Festivals were those stepping stones – especially those regional festivals… It’s where a lot of people get their first opportunities”, said Matilda.
Regional music lovers benefit greatly, as well, with Matilda adding, “…it’s important for the culture – not needing to travel to have those nights out”.
A 20-year-old Shepparton local, who attended Groovin the Moo yearly with her friends commented that “…it felt like it was a festival for small towns. Going to Bendigo was always so convenient as a person living in Shepparton.”
Since her time on the Land of Plenty stage at the Shepparton Showgrounds, Matilda Pearl has gone on to tour with Beyond the Valley (BTV), and sign with Dom Dolla and Rüfüs Du Sol’s label among many other achievements as she makes her way in the Aussie music scene.
Nothing has been heard of Land of Plenty since their 2022 show, but after two years of near silence, GTM have announced a small return to the festival circuit. This May, GTM will hold a one day show in Lismore, NSW, the original home of the festival, which will come as a disappointment to the many Greater Shepparton locals who travelled to the Bendigo leg of the festival for its proximity and impressive names.
However, on their recently revived website, Groovin the Moo stated that the return marked, “…the first step in rebuilding the festival sustainably while staying true to its regional roots,” hinting at plans to bring the regional festival back to its former glory.
It may be a long time before Greater Shepparton residents see the return of Land of Plenty, but Council has pointed to the upcoming Shepparton Country Music Festival, planned for October 17 this year. Greater Shepparton has another chance still at making itself a destination for Aussie music.
