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.