YouTube and Going North launch BlakStage, a social-first series with Jessica Mauboy

Indigenous-owned Northern Territory creative agency Going North has partnered with YouTube to launch BlakStage, a social-first content series celebrating First Nations artistry and timed to YouTube’s sponsorship of the 2025 National Indigenous Music Awards.

The series follows Jessica Mauboy, inducted into the NIMAs Hall of Fame and releasing her new single While I Got Time, as she mentors two emerging First Nations women: Kulkalgal artist Pele Savage from Darwin and Yolngu artist Maggie Garawirrtja from Elcho Island. Viewers follow the trio from first rehearsals to their joint performance at the NIMAs, now streaming on YouTube ANZ.

“BlakStage is not just about celebrating my own journey, but about shining a light on the next wave of incredible First Nations talent,” Mauboy said. “Pele’s raw lyricism and Maggie’s blend of music and community work made sharing the stage a proud, intergenerational moment.”

YouTube ANZ head of marketing Leah Ferris said the platform’s mission to “give everyone a voice” made the collaboration a natural fit. “For the first time, Music NT also live-streamed the NIMAs on YouTube to share this incredible First Nations talent with the world,” she said.

This is the third year Going North has worked with YouTube on a campaign platforming First Nations artistry, using an all NT-based cast and crew. “BlakStage is about cultural expression, legacy and connection,” Jack Ryan, agency lead at Going North, said.

“We wanted to show a side of Jess and these emerging artists audiences don’t usually get to see - and YouTube was the perfect way to share it globally.”

The BlakStage series is live now on YouTube ANZ.