APRA AMCOS Comms Team Wins Award for AI and Music Campaign

APRA AMCOS has a winner with its communications and marketing team.

The PRO was called out at the Mumbrella CommsCon Awards, held in Sydney Thursday night, March 27, winning for best use of research and insights on a PR campaign. Also, the team was highly commended for best media relations campaign.

The awards recognise the staff’s outstanding work in launching and promoting the landmark AI and Music report, a campaign that is said to have powered more than 300 news stories around the globe, with over 400 million reach.

Developed in partnership with Goldmedia GmbH, the report gathered insights from over 4,200 APRA AMCOS members, including songwriters, composers, and music publishers, offering a detailed look at the economic and cultural challenges posed by this rapidly advancing technology.

The document found that, without urgent regulation, the widespread copying and reproduction of music by generative AI platforms could lead to a 23% loss in music revenues within just four years, amounting to an estimated $519 million.

Also, songwriters and composers across Australia and New Zealand were found to be early adopters of new technology, but have serious concerns about copyright infringement, creative control, and the future sustainability of music careers in the AI age.

Some 82% were found to worry that AI could threaten their ability to earn a living, reflecting the anxiety that many feel about the future of their careers in a world increasingly shaped by AI-driven content.

“This is one of the most competitive communications awards events in the country, with Australia’s leading PR, marketing and creative agencies in the running,” comments APRA AMCOS CEO, Dean Ormston. “To be recognised in this field is a huge credit to our team and partners.”

The report called for a global policy response that ensures transparency, consent, and fair compensation for creators.

The campaign, reads a statement from APRA AMCOS, was “built on a deep foundation of research and advocacy”, culminating in a powerful public and media strategy that elevated the voices of its songwriter, composer and publisher members, many of whom have had their work “taken without permission or payment”.

APRA AMCOS boasts more than 124,000 members.