FROM BUSKER TO BREAKTHROUGH: SYDNEY MUSICIAN FINDS NATIONAL STAGE

Caleb Foster is taking his music further than ever

For Sydney musician Caleb Foster, the road from busking on city streets to his breakthrough in finding a national audience has been paved with passion, persistence, and no shortage of hurdles.

Like many emerging artists, he has faced the realities of breaking into an industry where three out of four Australians believe newcomers encounter significant barriers, from a lack of industry connections to limited opportunities to perform.

Now, thanks to East Coast Car Rentals’ I’m With the Band campaign, Foster is taking his music further than ever.

The grassroots initiative provides financial support, transport to gigs, and national exposure for artists, creating a platform that helps turn talent into opportunity.

A breakthrough rising voice

“What draws me to performing is the rush of being on stage, having people connect with the words I’m singing or the lyrics I’ve written, and then giving everything I have to that song. There’s truly nothing like it,” Foster says.

His musical journey began in church, singing at Sunday services and youth group, before a single track shifted his path.

“After hearing Ed Sheeran’s ‘Lego House’ in 2012, I was inspired to start writing for myself,” he recalls. “Over the years, I went from playing open mics to landing my own gigs, and now, in 2025, I’m releasing studio-produced tracks and performing regularly across the Sydney music circuit.

"My dream of making music the way I support myself and my family is becoming closer to reality. Singing about love, loss, faith, and mental health, I carry a guitar on my shoulder and my heart on my sleeve.”

For Foster, the campaign is more than just exposure. “Being part of I’m With the Band and making it as a finalist is another exciting milestone for me.

Today it’s I’m With the Band, next week it’s Australian Idol, and next year, why not the ARIAs? Lofty goals, I know, but if you shoot for the stars, you just might land on the moon.”

The bigger picture

The program taps into what Australians already value about live music. Research commissioned by East Coast Car Rentals shows:

• 77.4% of people say they would stop and explore a town if they noticed live music or street performers.

• 76% believe emerging musicians face significant barriers in breaking into the industry.

• 59% identify lack of industry connections and support as the biggest hurdle.

• 54% point to limited performance opportunities.

• In NSW, 56.9% of residents say they discover new music while driving.

• Two-thirds (66%) of NSW residents say local arts and music, including buskers, are essential to their road trip experience.

These findings highlight both the appetite for live music and the gap between audiences and emerging talent.

Why it matters

Ben Whitmore, CMO of East Coast Car Rentals, says the campaign is about tackling those challenges head-on.

“We know how tough it can be for talented musicians to get their start in the industry. There are numerous barriers, including finding gigs, connecting with the right people, and having the necessary resources to pursue their passion," he says.

"This campaign is about giving them a real chance to grow their careers, share their music with more people, and take meaningful steps toward achieving their dreams.”

He adds that grassroots support is at the heart of the brand’s approach. “We’ve always loved supporting grassroots programs around the country.

Whether it’s community sports, local music events, or youth initiatives, we’ve seen firsthand how much these opportunities can transform someone’s journey.

Being able to back local talent and give them the support they need is incredibly rewarding.”

That support comes in tangible ways.

“What excites us most about this campaign is that it provides practical, hands-on support for artists. That might mean financial backing to fund their next project, access to a car to get to gigs and destinations, or exposure through media that helps people hear their music.

"These small things can make a huge difference early in their careers.”

And ultimately, Whitmore says, it’s about providing a stage: “Being able to provide a platform for emerging artists to perform, connect with fans, and reach new audiences is really exciting.

"It’s fantastic to see their talent shine, their confidence grow, and their dreams start to take shape. That’s why we love being part of this journey.”