Spotify has unveiled Turn Up AUS, a groundbreaking initiative that transcends traditional marketing campaigns, aiming to revolutionize the celebration and discovery of Australian music. The platform represents a significant investment in local talent, leveraging Spotify’s extensive reach to elevate Australian artists across various media channels and product placements.
Rosie Rothery, Spotify AUNZ’s head of marketing, emphasized that Turn Up AUS is not just a moment but a movement, building upon the platform’s long-standing commitment to supporting Australian music. The initiative encompasses a dedicated on-platform hub, artist playlists, and immersive experiences to showcase and promote homegrown talent.
With a focus on youth music education, Spotify is also nurturing the next generation of artists and industry professionals. The program’s visual identity, crafted in collaboration with Christopher Doyle & Co., pays homage to music street press and gig posters, reflecting the raw and diverse essence of Australian music.
The initiative is set to offer exclusive artist-fan experiences, starting with an event featuring indie rock band Spacey Jane. These intimate engagements aim to create authentic connections between artists and their fans, curated in collaboration with Mushroom Creative House to deliver memorable experiences.
While Turn Up AUS officially debuts this week, Spotify hinted at upcoming partnerships and initiatives to further support Australian artists. With a team of dedicated music enthusiasts driving the project, Spotify is committed to reshaping how Australian music is discovered, celebrated, and supported both locally and globally.
Rothery emphasized that Turn Up AUS represents Spotify’s unwavering dedication to Australian artists, underscoring the platform’s mission to champion local talent and redefine the music landscape. The initiative marks a significant milestone in Spotify’s ongoing efforts to empower and showcase Australian musicians on a global stage.
As the music industry continues to evolve, initiatives like Turn Up AUS demonstrate the power of strategic marketing campaigns in propelling local talent to new heights. By investing in artist development, fan engagement, and industry partnerships, Spotify is poised to shape the future of Australian music and set new standards for music promotion and discovery.
📰 Related Articles
- Spotify and ARIA Alliance Elevates Australian Music Globally
- Veteran Pacer Turn It Up Triumphs at Albion Park
- Universal Music Group Launches Berry Gordy Scholarship at UCLA
- Triple J Celebrates 50 Years of Australian Music Influence
- Tems Launches Leading Vibe Initiative Empowering Female Music Professionals