Sounds Australia growing the digital footprint of Australian music
Music listening is becoming a digital-first experience, with 89 per cent of people using on-demand streaming services like Apple Music and Spotify to listen to music. Editorial playlists, often curated by the music streaming services themselves, are increasingly influencing which songs become global hits. As are podcasts and new social and content sharing applications like TikTok.
Amid these trends, Sounds Australia is developing new strategies to ensure Australian artists are in the global spotlight.
In 2018, former triple j Home & Hosed host Dom Alessio joined the Sounds Australia team as Digital Export Producer. Within the year, Sounds Australia became a global curator on Apple Music, reaching listeners in over 110 countries. This raised the profile of Sounds Australia’s suite of playlists and placed them as a voice of authority on the platform, making it easier for Apple Music customers to listen to and discover Australian music.
The worldwide reach of services like Apple Music has expedited the path to international success for artists. The chance for the world to hear Australian voices and stories is greater than ever before. However, digital platforms see almost 40,000 songs released each day and getting noticed amid the vast sea of content is challenging. Financial returns to artists and songwriters are also low until they have the fame and market pull to negotiate higher royalties.
As internet speeds increase, and technologies like virtual, augmented and mixed realities emerge, Australian artists have growing opportunities to be seen by a wider audience and be experienced in a new way. It is therefore imperative that Australian artists and their marketing teams have access to the tools and resources needed to best leverage digital platforms and compete on the global stage. This helps to ensure Australian artists are noticed and the growth and success of Australian music continues.