Music Australia Urges Support for Local Artists Amid Audience Disconnect

New research conducted by Music Australia reveals a disconnect between Australians’ love for local music and their actual engagement with it. Despite expressing pride in Australian music and a desire to hear more, the majority of music enthusiasts are not actively seeking out local artists. This gap in audience behavior has prompted Music Australia to urge audiences to actively support and seek out Australian music.

Music Australia recently concluded its three-part investigation, Listening In series, focusing on live music attendance, music discovery, and consumption habits in Australia. Director Millie Millgate emphasizes the importance of supporting local artists for a thriving music industry. The research findings underscore the need for stronger pathways for Australian artists and increased accessibility for audiences to enjoy local music.

Key insights from the research indicate that while Australians express pride in local music, only a third actively seek it out. Streaming services play a significant role in music discovery, with 98% of music-engaged audiences using them. However, Australian artists do not always feature prominently in their choices. The study also highlights a preference for international acts in both streaming and live music attendance.

Despite the dominance of streaming platforms, radio remains a relevant source of music discovery for a quarter of music enthusiasts. Notably, triple j, especially triple j Unearthed, is recognized as a key platform for discovering emerging Australian talent. The research also identifies a demand for dedicated Australian music streaming services, particularly among First Nations, regional, and younger Australians.

International music-tech strategist Cherie Hu provides additional insights, placing the Australian data in a global context. Her essay, ‘Australia’s Paradox,’ delves into the discrepancy between the visibility of Australian music internationally and its reception at home. The research series aims to address this paradox and enhance support for local artists.

The research findings will be discussed at an industry forum hosted by Music Australia, marking two years since the legislation that established the organization within Creative Australia. The study was conducted in collaboration with Untitled Group, The Daily Aus, and The Push, a youth music organization, to provide a comprehensive understanding of the Australian music landscape.

As Music Australia calls for greater support for local artists, the research underscores the importance of bridging the gap between audience sentiment and action. By actively seeking out and celebrating Australian music, audiences can contribute to a more vibrant and sustainable music industry in Australia.

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