Australian music is experiencing unprecedented global engagement, according to the latest Global Impact Report from Spotify. Released in Sydney on March 15, 2024, the report reveals a remarkable 37 percent increase in overseas streams of Australian music since March 2021. While traditional markets such as the United States and United Kingdom continue to dominate, Australian artists are discovering significant audiences in emerging markets like the Philippines and Brazil.
These new markets are characterized by their youthful populations, eager for fresh content. As noted by Spotify’s global head of editorial, Sulinna Ong, the ability to cultivate an international audience is crucial for artists. She stated, “What matters to an artist is developing their international audience, because it’s important for touring and it allows them to have a broader fan base.”
Despite the optimistic findings regarding international reach, Australian artists face ongoing challenges at home. The decline in physical record sales has made it increasingly difficult for musicians to rely on streaming royalties alone. Consequently, touring has become a vital component of their income strategy.
In the same breath, Ong emphasized the role of human creativity in Spotify’s operations, even with the rise of artificial intelligence in music discovery. “We see AI as a tool alongside human creativity, but not a replacement,” she explained. “AI can’t go to the club … and understand cultural context.”
While the Spotify report highlights the increasing global footprint of Australian music, research from Music Australia published in June paints a more complex picture. It indicates that engagement with local music is declining, with international artists often taking precedence over homegrown talent. This trend raises concerns about the sustainability of the local music scene.
Ong addressed the idea of introducing quotas to promote domestic acts, suggesting that such measures could hinder the international appeal of Australian artists. “Artists should take advantage of the fact that the world is connected. You have an internet connection, you’ve got social media,” she stated. “The barrier to entry into a new market is as low as it has ever been.”
As Australian music continues to carve out its place on the global stage, the challenge remains for local artists to balance international aspirations with the realities of a competitive domestic landscape. With streaming platforms providing new avenues for exposure, the potential for growth is significant, but artists must navigate the complexities of an evolving industry.
