By Susan Schwartz
The Australian music industry has suffered a drastic decline in audiences, and Aussies have been called on to help by publicly playing, loving, and sharing local music.
Streaming of Australian tunes has dropped dramatically from 31 percent less than five years ago, to a new low of just 8.5 percent.
This is expected to fall further to just five percent by 2030, according to figures from the industry’s performing rights association – APRA AMCOS’ Year in Review of the audience for Australian-made content.
The situation has prompted a second year of Ausify – a national campaign to support the local music industry this November.
Ausify ambassador and Australian music legend Ben Lee said Australia produced some of the best music in the world, punching well above its weight in terms of international success, global influence, and underground artists at the forefront of culture.
“There has always been something magical about the music that comes out of this country,” Mr Lee said.
“The Ausify campaign isn’t about convincing people that Aussie music is incredible – everyone already knows that. It’s about being loud and proud about the music we listen to and love.”
Australian artists’ share of the 10,000 most-streamed acts in Australia fell from 12 percent to eight percent from 2021-2024, with the number of Australian acts in that list dropping from 932 to 773, according to Ausify.
Yet 71 percent of Australians feel pride hearing local music, 62 percent feel a connection to it and think it is as good as international music, and 66 percent want more of it, according research by Music Australia.
And around 84 percent of Australians say a defining life moment brings an Australian song to mind, and two-thirds could name the song.
But only 27 percent say they’ve streamed an Australian artist in the past 12 months.
Ausify said in a statement that the positive attitudes were not translating into listening, sharing, attendance and advocacy of local music.
“Availability, discoverability, and default listener behaviours – often influenced by streaming algorithms and dwarfed by artists from larger English-speaking markets – are holding local music back,” Ausify said.
The campaign is being backed by artists including Fanny Lumsden, Astrid Jorgensen, aleksiah, Ayesha Madon, Becca Hatch, Budjerah, Conor Jacob Smith (Midnight Til Morning), Georgia Maq, ISHAN, Missy Higgins, Nooky, Ruel, Vv Pete, and many more.
