To celebrate Ausmusic month, Thelma Plum and Keli Holiday have united with a lineup of local talent and called on Australians to ‘AUSIFY’ their algorithms – by searching, listening and defying. Through championing great homegrown music this Ausmusic month and beyond, Aussies can ensure our artists are being seen and heard across the country.
Rich with diversity, defiance, passion, emotion and energy, Australian music reflects who we are as a country – yet less than 10% of music streamed by Australians comes from local acts. Led by artists, for artists, the #AUSIFY movement is empowering the nation to take control of their own algos and filling it with local sounds that celebrate the voices and communities that make Australian music unique.
Launching in line with Ausmusic Month, a wave of digital content, artist co-signs, and surprise live moments will inspire Australians to seek out local talent and bring more Aussie music into their feeds — with every play, like, follow and share helping to boost the visibility of homegrown artists. Celebrating hundreds of acts throughout November, the campaign will not only highlight the incredible diversity of Australian music by rolling through the A–Z of local talent day by day but be amplified through a collective effort of artists, managers, labels, promoters, festivals, venues and industry partners and bodies — including radio, streaming platforms and some of Australia’s favourite brands — to spread the #AUSIFY message nationwide.
Speaking on the campaign’s purpose, 15-time ARIA nominee Thelma Plum explains, “Everyone knows how good Australian music is, and the more you explore it the more it gives back. There are so many incredible stories and artists that reflect who we are. This campaign is about reminding people how easy it is for people to discover and champion that, by simply choosing to search for those stories and making sure local artists get the attention they deserve!”
Riding high off the success of his latest single “Dancing2”, Keli Holiday adds: “We have the power to change our personal algorithm and support great Aussie music – no matter the platform. It’s not just about streaming your favourite artists – it’s repping them by going to shows, putting them in your playlists, merch, telling your mates, purchasing physical records, making requests to radio and word of MOUTH! This all helps Aussie artists get heard. Let’s get together to keep our Australian talent in the conversation and make local music impossible to be ignored because we as Australians have SO much beautiful art to share with the world – we just gotta get it heard, seen and felt.”
There are countless ways Australians can get involved and #AUSIFY their algo – from creating ‘Ausify’ playlists, sharing their favourite local artists across socials and discovering emerging voices to attending gigs, buying merch and following Aussie music content, podcasts and blogs – these small, everyday actions add up to big impact, helping create extraordinary rewards for local artists while inspiring a shared sense of pride in what’s made here.
To make it easy for Aussies to get started, the #AUSIFY website will feature a step-by-step guide of ways you can AUSIFY your algo, along with links to ‘Ausify’ playlists to listen to, plus a live generator serving up a constant stream of great Australian music recommendations to discover and enjoy.
To celebrate the launch of #AUSIFY, tomorrow Saturday 1st November, Keli Holiday alongside Aussie music advocate Ash McGregor, will host an interactive pop-up Ausify The Aux in the streets of Sydney. Taking place along Bondi Beach Promenade from 8:30am, they will invite the public to step up, plug in and play their favourite Australian track — turning an ordinary morning into a shared celebration of homegrown sound.
Find more information and resources to #AUSIFYYourAlgo HERE. Let’s make a difference for Aussie artists, today, tomorrow and beyond.
Search. Listen. Defy. #AUSIFY.
#AUSIFY
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