Aussie music takes centre stage with Spotify's new 'Turn Up Aus' platform

Global audio streaming giant Spotify Australia is tuning into the vibrant local music landscape with the unveiling of Turn Up Aus, a comprehensive brand platform poised to reshape the way Australian tunes are celebrated and promoted.

Positioned as a long-term, cross-functional program, Turn Up Aus aims to make Australian music "unmissable, undeniable, and inarguable," according to the streaming giant, signalling a serious investment in homegrown sounds across its most visible marketing and product channels.

A national platform for local sound

Described as Spotify's most ambitious local initiative in its 13 years of operating in Australia, Turn Up Aus will take over high-impact out-of-home (OOH), digital, social, and on-platform spaces with a distinct new brand identity.

Complementing the visual refresh is the introduction of a brand-new editorial hub, envisioned as a dedicated and comprehensive destination solely showcasing Australian music.

The hub will feature prominently on the Spotify search page, making it simpler than ever for users to discover local talent.

A company-wide commitment to Aussie music

Rosie Rothery, Spotify's head of marketing, described Turn Up Aus as a comprehensive, business-wide commitment that threads local music into every touchpoint.

"Turn Up Aus is much more than a marketing campaign; it's a highly coordinated cross-functional effort that will touch every part of the Spotify business locally," she said.

"As a local team, we live and breathe Australian music and always look for ways to innovate within this space. With the launch of this bold, colourful new visual identity, you'll see a proud homage to gig posters and music street press that elevates and champions Australian music.

"Turn Up Aus will spotlight a stack of exciting Australian artists, and I can't wait to share the breadth of our ambitions across the rest of 2025 and into the future. Watch this space."

With plans already underway for exclusive artist-fan experiences in 2025, Spotify is clearly positioning itself as not just a distributor of Australian music, but a cultural connector, experience-maker, and national advocate.

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