Local Legends Thelma Plum & Keli Holiday Lead The Call For Australians To #ausify Your Algo

The campaign is all about getting more people to listen to Aussie music.

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The Australian music scene is chock full of incredibly talented artists, but you might not know it when listening to your preferred streaming platform. Less than 10% of music streamed by Australians comes from local acts, which is devastating, but the #AUSIFY movement aims to change people’s listening habits and empower the nation to take control of their algorithms and celebrate the diverse voices in Australia’s music scene.

Led by two of the country’s favourite artists, Thelma Plum and Keli Holiday, the #AUSIFY campaign is all about getting punters searching, listening and defying the programmed algorithms that more often than not feature the same songs over and over again.

Launching as Ausmusic Month and SA’s own Good Music Month kicks off, the campaign includes digital content, artist co-signs and surprise live events happening across November, intending to bring more Aussie music to people’s feeds. #AUSIFY will highlight local talent from A-Z daily with support from the entire Australian music community, with artists, managers, labels, promoters, festivals, venues and industry partners and bodies all involved in spreading the message.

“Everyone knows how good Australian music is, and the more you explore it, the more it gives back,” explains 15-time ARIA nominee Thelma Plum on the campaign’s purpose. “There are so many incredible stories and artists that reflect who we are. This campaign is about reminding people how easy it is for people to discover and champion that, by simply choosing to search for those stories and making sure local artists get the attention they deserve!”

Peking Duk’s Keli Holiday adds, “We have the power to change our personal algorithm and support great Aussie music - no matter the platform. It’s not just about streaming your favourite artists - it’s repping them by going to shows, putting them in your playlists, merch, telling your mates, purchasing physical records, making requests to radio and word of MOUTH! This all helps Aussie artists get heard. Let’s get together to keep our Australian talent in the conversation and make local music impossible to be ignored because we as Australians have SO much beautiful art to share with the world - we just gotta get it heard, seen and felt.”

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There are a host of things everyday Aussie music lovers can do to #AUSIFY their algo, including creating an “Ausify” playlist, sharing their favourite local artists across social media, attending local gigs, buying merch and listening to and following Aussie music content, including podcasts and blogs. It might not seem like much, but even these small everyday actions can help spread Australian music and reward aspiring artists who are putting in the hard work to make it in the industry.

Kick things off by visiting the #AUSIFY website where there is a handy step-by-step guide on how to AUSIFY your algo, along with “Ausify” playlists and a list of Aussie music recommendations that continues to update.

To coincide with the launch of #AUSIFY on Saturday 1 November, Keli Holiday and Aussie music advocate Ash McGregor are hosting Ausify The Aux, an interactive installation in the streets of Sydney. Head down to the Bondi Beach Promenade from 8:30am and get involved.

Find more information and resources to #AUSIFYYourAlgo via ausify.com.au.

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