Aussie artists take on streaming giants to win back local fans
Aussie musos including Keli Holiday, Shannon Noll and Thelma Plum have joined forces urging fans to take on the streaming giants and “Ausify” the algorithms.
Aussie music artists led by Keli Holiday and Thelma Plum have united to fight against the torrent of international music flooding streaming platforms with a new campaign to game the algorithms.
The #AUSIFY Your Algo push attempts to arrest the crisis facing homegrown talent with less than 10 per cent of songs streamed in Australia created by local artists.
Keli Holiday, aka Peking Duk’s Adam Hyde, is currently enjoying a global viral hit with his romantic banger Dancing2, inspired by influencer partner Abbie Chatfield.
The song’s success was kicked off by a TikTok trend where fans used it to soundtrack wholesome videos of special moments in their lives before it started to get traction on streaming platforms.
Hyde said the artists simply wanted local music fans to seek out new homegrown releases online rather than passively listen to curated playlists dominated by international superstars.
The more Aussie music people play, the more the algorithms will serve up our next big hits in your feed.
“Many people don’t know this, but Australian music, as it currently stands, is at an all-time low as far as listening numbers are concerned, which is quite mind blowing when you think of the talent that we have to offer in this country,” Hyde said.
“Just think about the exports that we have; Back in Black by ACDC is the second highest selling record of all time and that comes from supporting a grassroots connection between listener to artist.
“Ausify your algorithm isn’t trying to tell people what to listen to,” he said.
“What it is saying is right now, more than ever, we need to support Australian music and there’s a very easy way that we can do it by adding Australian artists into your playlists, buying their merch, going to shows and telling your friends about the artists and songs you’ve discovered.”
Ben Lee said the reason why local releases are being ghosted on your feed is because “recommendation models love big data sets.”
“That’s why global hits can flood your feed. If you start searching for local artists, you’ll strike gold,” he said.
An explainer video launching the campaign features a raft of artists including Shannon Noll, Nina Las Vegas, G Flip, The Rubens and 3% to highlight the diversity of our local scene.
Plum said reconnecting listeners with Aussie music was imperative to maintaining our cultural voice.
“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,” she said.
#AUSIFY Your Algo kicks off ahead of Ausmusic Month and encourages fans to make and share their own Ausify playlists and post about their favourite songs and artists on social media.
There are more tips on how to get involved via ausify.com.au
This article is part of the Back Australia series, which was supported by Australia Made, Harvey Norman, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, R.M.Williams, Qantas, Vodafone and BHP.
