Spotify Launches ‘Turn Up Aus’ to Champion Australian Music

Billed as the next evolution of Spotify’s music DNA, Turn Up Aus is a long-term program designed to make Australian music “unmissable, undeniable, and inarguable."

Spotify has championed local artists for 13 years, but this marks its most ambitious move yet.

The initiative will run across Spotify’s highest-impact marketing channels — from out-of-home and social to digital and on-platform programming.

As part of Turn Up Aus, Spotify will roll out:

• A new visual identity across its most high-impact channels, including out-of-home, social, and in-app programming.

• A dedicated editorial hub — an all-Australian music destination, front and centre on the Spotify search page.

• Three exclusive artist fan experiences in 2025, starting with indie favourites Spacey Jane.

• Industry-focused events like open-door manager sessions and scaled-up community meetups.

• Youth music education programs, aimed at fostering the next generation of artists and leaders.

“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,” says Rosie Rothery, Spotify’s Head of Marketing.

“As a local team, we live and breathe Australian music and are always looking 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 into the future. Watch this space.”

“Spotify has proudly supported Australian artists for 13 years, and Turn Up Aus is our most significant step yet,” adds Ben Watts, Spotify’s Head of Music AUNZ. “This isn’t new for us - supporting local music is in our DNA. We’ve always believed in the power and potential of Australian artists and now we’re building on that commitment to continue elevating their visibility both at home and on the world stage.”

“With Turn Up Aus, we’re bringing together the full strength of our platform — editorial, marketing, social, partnerships, and more — to champion local talent in a way that’s never been done before. It’s about raising the bar, creating more opportunities, and making sure Australian music continues to thrive.”