In a move promising to reshape the way Australian music is celebrated, discovered, and shared, Spotify has launched Turn Up AUS — a new brand platform and long-term business initiative that goes far beyond a marketing campaign. Unveiled today, the streaming giant is calling the launch its most ambitious local music push yet, aiming to make Australian music “unmissable, undeniable, and inarguable.”
While the streaming giant has a longstanding history of supporting Australian artists since arriving in the market 13 years ago, this marks a new level of investment.
The program is designed to flood Spotify’s most powerful media and product real estate — from street-level out-of-home and immersive social activations to fresh on-platform experiences. At its core, Turn Up AUS aims to elevate homegrown artists across every touchpoint of the Spotify experience, supported by a bold new visual identity, intimate artist-fan experiences, strategic partnerships, and deep investment in industry and youth music education.
Not Just a Moment, a Movement
“Turn Up AUS is really the latest evolution of 13 years’ worth of commitment to supporting Australian music,” said Rosie Rothery, Spotify AUNZ head of marketing, in an exclusive interview with B&T. “We have been doing a lot of work in this space… but this year we’re just really excited to take it up a notch”.
“This isn’t just a marketing campaign. It’s going to touch every part of the Spotify business locally”.
The campaign includes the launch of a dedicated Turn Up AUS hub on-platform, back-to-back playlists of Australian artists, and premium merchandising placements for frontline releases.
“We know what we’ve done that has worked well for artists, and that’s all being ingested into this program,” she said. “We’ve got a really strong track record of delivering real successes for Australian artists… and we’re continuing to level up and set the bar high”.
Spotify is also investing in the next generation of talent. “Something that I’m really excited about — which is new for this year — is our focus on youth music education,” Rothery teased. “So really supporting the next generation of artists and industry professionals”.
The Look and Feel of a Movement
Real Moments with Real Fans
The platform will also deliver a first-of-its-kind series of intimate artist-fan experiences, kicking off with an exclusive event featuring indie rock favourites Spacey Jane.
“We’ll be inviting top fans, based on Spotify data, to experiences with a handful of Australian artists,” Rothery revealed. “We’re creating those experiences in really tight collaboration with the artists and their teams to make sure it feels really authentic… every fanbase is its own unique little snowflake”.
The fan engagement events are being brought to life by Mushroom Creative House, part of the Mushroom Group. “They’ve obviously got very deep roots within music and know what it takes to create really memorable experiences for fans and artists,” Rothery said. “We absolutely wouldn’t be able to make any of that work possible without them”.
Just the Beginning
While the platform officially launches this week, Spotify hinted that many more announcements are on the horizon. “I feel like I want to tell you all the things,” Rothery said. “But this is just the tip of the iceberg… keep your eyes peeled for a bunch of partnership stuff that we’re doing”.
With music at the heart of its business and a team of “diehard music fans” behind the scenes, Spotify is setting out to not only spotlight Australian artists — but to rewire how they’re discovered, supported, and celebrated at home and abroad.
“This is about showing — as well as telling — how Spotify is turning up for Australian artists,” Rothery said. “It’s why we come to work every day”.
Credits
Client – Spotify AUNZ
Rosie Rothery – Head of Marketing
Taylor Best – Marketing Manager
Steph Gray – Marketing Lead
Laura Heydon – Marketing Executive
Haydn Hickson – Social Marketing Manager
Agencies
Christopher Doyle & Co. – Brand identity & creative direction
Mushroom Creative House – Experiential and event production agency
Zenith – Media agency
