Thelma Plum and Keli Holiday Lead New Movement to ‘Ausify’ Australia’s Music Algorithms

Two of Australia’s most beloved artists, Thelma Plum and Keli Holiday, are joining forces to lead a new nationwide movement called AUSIFY, encouraging Australians to take control of their music algorithms and fill them with homegrown talent. Launching in line with Ausmusic Month, the campaign urges music fans to “Search. Listen. Defy.” — by discovering, streaming, and sharing more Australian music across all platforms.

Despite the incredible diversity and talent of the local scene, less than 10% of music streamed by Australians comes from local artists. The #AUSIFY movement aims to change that by inspiring people to actively seek out Australian acts, attend gigs, buy merch, and champion homegrown sounds both online and offline.

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Led by artists and powered by a united front of labels, festivals, venues, industry bodies, and streaming platforms, AUSIFY will roll out a month-long campaign celebrating hundreds of Australian artists — from A to Z — through playlists, digital activations, and surprise live moments.

Speaking on the initiative, Thelma Plum shared: “Everyone knows how good Australian music is, and the more you explore it the more it gives back. 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!”

Keli Holiday added: “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.”

At AAA Backstage, we couldn’t agree more. Our entire platform exists to champion Australian talent — the artists, producers, and creatives who make this country’s music scene so special. Without local acts taking creative risks and sharing their stories, AAA Backstage wouldn’t exist, and movements like AUSIFY remind us just how vital it is to keep supporting homegrown music every single day.

To help fans get started, the AUSIFY website offers guides, playlists, and a live recommendation generator showcasing emerging and established Aussie artists.

Find out how you can #AUSIFYYourAlgo and make a difference for Australian artists today at ausify.com.au