Michael Gudinski's Frontier Touring Company is throwing its support behind another music-led project to raises funds the Victorian bushfires, only this time it's in aid of animals harmed by the disaster.

Frontier Touring has teamed with Australian strategy and design company Bwired for Rockin' Relief For The RSPCA, an online charity auction whose fund-raising efforts will support the RSPCA's Victorian Bushfire Appeal.

More than 80 pieces of memorabilia and rarities are up for sale at www.bwired.com.au, including a Gibson guitar autographed by Kings of Leon and harmonicas signed by Billy Joel and Midnight Oil frontman and politician Peter Garrett. Bids close on April 22.

"There are some special items in there with the acts that I've worked with that, if they don't go for enough money, I'll be putting my hands in my pocket," Gudinski tells Billboard.biz. The Melbourne-based executive, who is founder of the Mushroom Group of Companies, said the inspiration for the RSPCA fund-drive came from within his offices and from the artists his company works with.

"There would have been so many animals [killed in the bushfires], and the RSPCA has been such a legitimate strong organization for such a long time," he says. "Any artist we've asked to be involved on this has just jumped in."

Gudinski and his team conceived and delivered the record-breaking Sound Relief concert at the Melbourne Cricket Ground on March 14, which sold 82,000 tickets and raised millions of dollars to help communities destroyed by the recent bushfires.

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