Australian music doesn’t want to eradicate Taylor Swift or Ed Sheeran. It just wants to be heard. Bureau of Everything and collaborating partners Versus, Love Media, and Thinking Loud have come together to make that happen.
Their campaign, Ausify Your Algo, has been designed to change how the public (and notably those 16-30) engage with Australian music, calling on Australians to support homegrown more actively. The #Ausify campaign provides an entertaining ride through the A-Zs of Aussie music and the call to all to Search. Listen. Defy., fronted by Thelma Plum, Keli Holiday and a host of established and up and coming artists. Because the more people seek out local artists the more they can change the shape of their algorithms to favour the Aussie music scene.
As Ben Lee noted in the campaign film, “..this machine is obviously rigged”.
The campaign achieve more than 400k views in its first two days on Instagram and TikTok.
“It was an honour to collaborate with Music Australia to launch the #Ausify platform. The Ausify Your Algo campaign is designed to appeal to the anti-establishment nature of Aussies; to get them up and about actively listening to and exploring homegrown artists. Searching the A-Z of Aus Music is the first step to unclogging the arteries of our airwaves in favour of local sounds. Industry support has been massive,” stated Cam Blackley, creative founder, Bureau of Everything.
Millie Millgate, director of Music Australia, added, “At Music Australia we support and invest in Australia’s contemporary music industry. We are launching #Ausify to encourage Australians to take back control of their algorithms and feed them with local sounds. Australian artists can be overshadowed by global content, although together we can all help change that. Every local artist you seek out, play, follow, save,share, request and see live helps our musicians rise. By choosing Australian music, we can shift our algorithms, support our artists, and help our local scene thrive.”
The campaign coincides with, and builds on, the activities of Ausmusic Month. A wave of digital content, artist co-signs, and surprise live moments will inspire Australians to seek out local talent and bring more Aussie music into their feeds. The campaign will not only highlight the incredible diversity of Australian music by rolling through the A–Z of local talent day by day but be amplified through a collective effort of artists, managers, labels, promoters, festivals, venues and industry partners and bodies – including radio, streaming platforms and some of Australia’s favourite brands.
To make it easy for Aussies to get started, the #AUSIFY website will feature a step-by-step guide of ways people can Ausify their algo, along with links to Ausified playlists to listen to, plus a live unique generator designed by ED Studios and powered by DISCO, serving up a constant stream of great Australian music recommendations to discover and enjoy.
Bureau of Everyone won the job in August following a creative pitch.
Credits:
Client: Creative Australia
Executive Director, Development & Partnerships: Leisa Bacon
Director, Music Australia: Millie Millgate
Campaign Lead: Emily Copeland
Engagement Manager: Nazlican Eren
Creative Agency: Bureau of Everything
CCO: Cam Blackley
CSO: Emily Taylor
Creative Director: Jardin Anderson
Head of Design: Michael Kleinman
Executive Producer: Roy De Giorgio
Producer: Zorrica Blackley
Group Business Director: Esther Knox
Social Lead: Liana Rossi
Social: Kriti Gupta
Production Company: VERSUSPROD
Director: VERSUS (Tanya Babić & Jason Sukadana)
Producer: Autumn Loveday
DOP: Grégoire Lière
Editor: Sean McDermott
Colourist: Matt Campbell
Sound & Music: Rumble Studios
Executive Producer: Michael Gie
Sound Designer: Dan William
Composer: Rino Darusman
Media Company: Love Media
Public Relations: Thinking Loud
Web Studio: ED.Studio
Ausify Generators: DISCO & Level Two Music
