Music, made collectable.
Music Made Collectable
Liquid Sounds produces limited edition art and wine objects for the world's most significant touring artists.
Original commissioned artwork. Premium wine. An extended reality layer built into every bottle. Made in editions small enough to matter, and built to outlast the tour.
Start with the Art
The centrepiece of every Liquid Sounds release is an original commissioned artwork. The image operates simultaneously as a wine label, a tour poster, and a standalone collector's print — without losing resolution or intent at any scale.
The work is rendered in dense, hand-drawn detail. It references the tradition of rock poster art but stands apart from it. It does not look like merchandise. It looks like something you frame.
For multi-venue tours, we commission a series — one design for each city, each rooted in the place where the artist will play. Architecture, weather, local symbols, the geography of the venue itself — all of it folded into the work. A Melbourne print is recognisably Melbourne. An Auckland print is recognisably Auckland.
Each city's edition becomes a record of the tour as it actually happened, not a generic image stamped with a date.
Leading local Winemakers
A premium collectable has to be a premium wine. If the bottle gets opened — and the best ones always do — what's inside has to live up to what's outside.
The Liquid Sounds wine program is led by Wine to the Stars, who bring over four decades of relationships with leading winemakers across Australia, New Zealand, and internationally. Every release is matched to a winemaker chosen specifically for the project — the region, the tour, the artist, the vintage available — and produced under Wine to the Stars' supervision from grape to bottle.
We don't bottle the same wine under different labels. Every Liquid Sounds release is its own production.
Scan. Point. Watch. Listen.
Every Liquid Sounds bottle carries an extended reality (XR) component built directly into the label.
How it works
A QR code printed on the label opens a web-based XR viewer in any modern phone or tablet. No app to download. No login. The viewer uses the device camera to detect the artwork, then overlays a full animated sequence directly onto the bottle — frames ignite, weather moves, figures animate — set to an artist track selected for the release.
The experience is built to be filmed and shared. The animation is short, repeatable, and designed for vertical video.
Why it matters
The XR layer transforms a static collectable into a repeatable, shareable live experience. It gives fans a reason to engage with the object long after the tour ends. And because the XR experience is delivered through a web platform we control, the content is updateable — new animations, new audio, new content tied to anniversaries or future tours can be pushed to existing bottles in the wild.
A bottle bought in November can carry new content the following November. The object stays alive.
Scan the QR and point at the wine label for a demo
The Liquid Sounds model
Liquid Sounds was built to solve a specific problem in the music industry: the gap between the merchandise table and the museum gift shop. Tour merchandise has become an afterthought — high-volume, low-craft, designed to be worn for a summer and forgotten. Meanwhile, the fans who actually carry an artist's catalogue through their lives have nowhere to spend on something they'd be proud to keep.
We build for those fans.
Every Liquid Sounds release is a single, dedicated collaboration with one artist or touring act. We commission original artwork specifically for the release. We partner with a leading winemaker — chosen for the region, the tour, and the artist — to produce a wine that earns its place on the table.
We integrate an extended reality layer into the label, turning a static object into a live experience. And we present the whole package in premium packaging built for the long term.