Photo credit: Mackenzie Sweetnam

Want to play Spilt Milk and win $10k in merch? American Apparel’s StAArt Up Fund is for you!

This is not a drill! Emerging artists could score $10,000 in merch and a Spilt Milk 2026 stage slot.

The next wave of Australian music talent is getting another major boost, with American Apparel bringing back its StAArt Up Fund for 2026, offering emerging artists the chance to take their projects to the next level.

Following a huge debut in 2025, the initiative returns with its biggest prize pool yet, delivering $40,000 worth of custom merchandise grants and the opportunity for one standout artist to perform at Spilt Milk 2026.

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Applications for the fund are now open until Friday 28 August, with four lucky artists to be unveiled across the year. Artists must simply complete the StAArt Up application form and submit their chosen design.

This year’s festival moment comes with an exciting new chapter for Spilt Milk, as the beloved festival finds its new Victorian home in Geelong, bringing its signature celebration of music and culture to a fresh location. This years lineup boasts international superstars Lewis Capaldi, RAYE, Maisie Peters, and local megastars DMA’s and so many more. Your name could be among them!

Four winning artists will each receive $10,000 worth of premium custom-printed merchandise, including a range of t-shirts and hoodies featuring their own designs. Beyond the merch, each winner will gain a valuable platform to build their identity, connect with fans and grow their creative careers.

The four artists will then go head-to-head in a public vote, with the winner earning a coveted spot on the Spilt Milk Gold Coast 2026 lineup in what could be a career-defining festival appearance.  T&Cs apply.

The American Apparel StAArt Up Fund launched in 2025, seeing four artists – BIRDEE, THIRST TRAP, Paulina x Tom Thum and Maina Doe – secure the $10,000 merch prize each. Adding to the initiative, THIRST TRAP and Paulina also performed at American Apparel House @ SXSW Sydney 2025 amongst a mix of buzzy local names and international stars who took the stage across four nights of boundary-pushing programming – among them including Zion Garcia, Sollyy, Sonic Reducer, JUPiTA, Swapmeet and none other than ARIA-Award sweeping, Coachella breakout producer, Ninajirachi.

More than just merchandise, the StAArt Up Fund recognises the important role artist merch plays in building a lasting connection between musicians and their communities. It gives artists the tools to strengthen their brands, create new income streams and share their work beyond the stage.

Applications are now open until Friday 28 August. Whether you’re an emerging artist making waves or just starting out, the StAArt Up Fund offers a rare opportunity to turn your ideas into something tangible and take your music further.

How to Apply

Artists can apply via the StAArt Up Fund application form. No lengthy proposals are required, just an original design and a vision for where your music can go.

Terms and conditions apply.

Begin your application here. Further information on the initiative can be found here.