Ausify, the national campaign to raise the visibility of Australian music at home, launched its second year on Monday, Nov. 2, against a declining share for local content. According to APRA AMCOS's latest Year in Review, released in October, Australian music now accounts for 8.5% of all audio streamed in Australia.
That figure represents a 37.5% decline over five years, down from 13.6% in FY21. APRA AMCOS CEO Dean Ormston has warned the share could fall to about 5% within five years without intervention, and the campaign notes that Australian music's share is even lower on user-generated content platforms, at 3.6%.
A separate analysis published by the Australia Institute last year, using IFPI data, found that Australian artists' share of the 10,000 most-streamed acts in Australia fell from 12% to 8% between 2021 and 2024. The number of Australian acts on that list dropped from 932 to 773.
The campaign describes the issue as one of discovery rather than demand. A nationally representative survey of 1,018 Australians conducted by Pureprofile for Music Australia in October found that 84% say a defining life moment brings an Australian song to mind, and two-thirds could name the song. Yet only 27% said they had streamed an Australian artist in the past 12 months.
Earlier research in Music Australia's Listening In series found that 71% feel pride hearing local music, 62% feel a connection to it and rate it as good as international music, and 66% want more of it. In its launch material, the campaign said these positive attitudes are not translating into listening, sharing, attendance and advocacy. It pointed to availability, discoverability and default listener behaviors often influenced by streaming algorithms and dwarfed by artists from larger English-speaking markets.
Where last year's campaign asked listeners to 'Ausify' their algorithms, this year's pitch focuses on visibility. Ausify is calling for 'Public Displays of Ausify,' from social posts and tour merch to singing along in public. The month-long run launched with seven Australian artists performing a karaoke version of 'Love Is in the Air.'
Artists backing the campaign include Ben Lee, Fanny Lumsden, Astrid Jorgensen, aleksiah, Ayesha Madon, Becca Hatch, Budjerah, Conor Jacob Smith of Midnight Til Morning, Georgia Maq, ISHAN, Missy Higgins, Nooky, Ruel and Vv Pete.
Lee, an ambassador for the campaign, said the goal has shifted. 'The Ausify campaign this year isn't about convincing people that Aussie music is incredible — everyone already knows that,' he said. 'This year it's about being loud and proud about the music we listen to and love.' He called on people to show their support in whatever way they like, including telling a friend, getting a tattoo or playing a favourite local track loudly on the bus.
Ausify is run by Music Australia, the contemporary music body within Creative Australia. It launched in 2025 during Ausmusic Month with Thelma Plum, Keli Holiday, G Flip and Ben Lee among its first backers.
The campaign runs alongside APRA AMCOS's policy push, which includes advocating for a federal live music tax incentive and minimum Australian music requirements across platforms. APRA AMCOS also reported that Australian music continues to perform strongly offshore: its international revenue topped $100 million for the first time in FY26, with total group international revenue reaching $107.3 million.
Sources: Billboard.