Apple’s big plans for the Australian market and how Amy Shark fits into the plan

The global tech giant has made a major announcement and Australian music sensation Amy Shark is about to get a whole lot bigger.

Tech giant Apple is hoping to take a bigger bite out of the Australian music market and they’re hoping Amy Shark will help them do it.

The head of Apple Music says he wants to do more in Australia and New Zealand after commissioning a second season of Shark’s global radio show, Feeding Time Radio with Amy Shark, that is broadcast to an audience across 167 countries.

“She (Shark) is really shining a light on Australian music, which is awesome,” Oliver Schusser told Confidential from Apple’s Cupertino head office in the US.

Amy Shark records Apple Music podcast in LA., Picture: Apple

“We are always looking (to do more). We would love to have a permanent studio in Australia but nothing to announce today.”

Respected Kiwi broadcaster Zane Lowe is the face and global creative director of Apple Music internationally with major superstars like Sir Elton John, The Weeknd, FKA Twigs, Pharrell Williams and Nicki Minaj also hosting shows.

Former Australian journalist Rachel Newman heads up Apple Music’s editorial content globally.

Amy Shark with Apple Music's Zayn Lowe., Picture: Apple

“We are really the service that is powered by humans that is all about music and our approach is to be very artist first and you can only do that when you are with artists together,” Schusser said.

“First of all, we are totally open, we are looking all around the world and there are only so many things you can do at a given time but I’ve got a lot of Australians on my team and Zane himself is incredibly proud to come from the region. And so, we definitely have the right sort of DNA here.”

Apple Music Radio overnight announced three new stations – Chill, Club and Musica Uno.

That’s in addition to the three they’ve had for some time, Apple Music 1, Hits and Country.

“We wanted to bring the global music community together, which has really never happened and no one else is doing,” Schusser continued.

SYDNEY, AUSTRALIA - NOVEMBER 20: Amy Shark and Missy Higgins perform during the 2024 ARIA Awards at Hordern Pavilion on November 20, 2024 in Sydney, Australia. (Photo by Wendell Teodoro/Getty Images)

“Radio is still important as a medium but for us, it is really about curation, it is more important than ever that you have a service that is not just high quality in a sense of what we build but as experts that are recommending of the millions and millions of songs that get delivered every month and every year that customers know what to pick.”