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Registrations are now open for the 2025 10×10 music video project!

In this third annual event, we’ll team ten bands with ten filmmakers to produce ten music videos in just ten days! We’re calling on bands (and solo artists, of course) and filmmakers with a DIY spirit to come together and collaborate to celebrate South Australian music!

10×10 is an Adelaide Fringe event, delivered by C44 in collaboration with filmmaker and 10×10 creator Norwood Cheek, supported by the Community Broadcasting Foundation.

How does 10x10 work?

Ten bands and ten filmmakers will be chosen to participate, starting with a workshop at The Mercury on 26 February with Norwood Cheek, C44 general manager Lauren Hillman, The Mercury exhibitions manager Ryder Grindle and Adelaide UNESCO City of Music general manager Joe Hay.

At the end of the workshop, participants will mingle, learn more about each other’s music and filmmaking, and form ten teams. Each team will choose which of the bands’ songs they’ll use and get to work straight away on planning how they’ll shoot and deliver a music video in ten days.

Teams will deliver their videos to C44 before the deadline and then get together for a public screening at The Jade on 25 March to watch all the teams’ videos, plus live sets by three of the participating bands.

After the screening, the videos and a mini-doco following the 10×10 project will screen on Channel 44 and community TV streaming platform CTV+.

Key dates

16 February

Registrations close

19 February

Successful participants notified

26 February

Team-pairing workshop

9 March

Video delivery deadline

25 March

Public screening at The Jade, Flinders Street, Adelaide

Who is Norwood Cheek?

10×10 is an initiative of US-based filmmaker Norwood Cheek (IMDB) to promote emerging local bands and filmmakers and foster creative collaboration. It has since become a feature of film festivals across the US and Canada, and at the Adelaide Fringe since 2023 in a unique collaboration between Cheek, the Adelaide Fringe and C44.

In the early 90s, Norwood Cheek began making music videos on Super 8 film for local bands in Chapel Hill, North Carolina. Since relocating to Los Angeles in 1997, Cheek has directed more than 60 music videos for bands including 12 Stones, AFI, Ben Folds Five, The Beths, The Donnas, Eels, Five-Eight, French Kicks, Soul Coughing, Superchunk, Squirrel Nut Zippers, Toenut and Tsunami.

Where can I watch previous 10x10 videos?

You can watch previous years’ 10×10 videos on community TV streaming service CTV+, including the 2023 videos here and 2024 here.

Supported by

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Partners

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Bands

Filmmakers