Hold Aussie Music campaign turns volume up and lobbies brands to get involved

The three-month old Hold Aussie Music campaign – encouraging corporations to use Australian music on their call-waiting systems – has turned the volume up.

To mark Ausmusic Month this month, the campaign will target 30 brands over the 30 days of November.

Supporters of the campaign can nominate which brands should be encouraged to switch to paying for Australian music rather than using royalty-free tunes.

Karen Eck, the entertainment publicist who started the campaign in August, said Hold Aussie Music is an opportunity for any business to create a positive and engaging customer experience.

“It is an extension of their brand,” she said.

“By having their music curated to an all-Aussie playlist, big business and all levels of government are contributing to the livelihoods of local music creators through their OneMusic Australia licence fees.”

Eck explained why it’s such a win-win move.

“Customers can get a better experience. The live performance opens slowly, so you can choose to go see the band you found while waiting for the call. For everyone involved, this is a positive full-circle experience.”

So far, customers have suggested Apple, Australian Taxation Office, Big W, Bunnings, David Jones, Foxtel, Harvey Norman, HCF Health Insurance, ING, Kmart, MYER, News Corp Australia, NRMA Insurance, Optus, Origin Energy, RM Williams, ServiceNSW, Sydney Airport, Target, Telstra, VISA and Westfield/Scentre could be pushed to do more.

Fifteen which play commercial music are being asked to play more.

These are ANZ, CBA, Centrelink, Coles, Dept of Health & Human Services (Victoria), Energy Australia, Medicare, Mid Coast Council (NSW), North Sydney Council, MyGov, Qantas, Red Energy, Waverley Council (NSW), Westpac and Woolworths.

Eck began the campaign after being left on hold for 7 hours and 19 minutes with Qantas while trying to change a ticket.

She thought: Why not encourage companies to provide their customers with a more enjoyable experience listening to emerging and diverse domestic acts than the irritating 15-second royalty-free tune on endless repeat?

A Change-org petition has generated close to the target of 10,000 signatures.

APRA AMCOS and ARIA threw their support behind the initiative.

A number of companies did respond to it. In late September, TMN reported the latest was financial business Newcastle Permanent which took it a step forward by partnering with Musicians Making A Difference to create a new track for its hold music.

And today, Woolworths revealed it had partnered with ARN to revitalise its in-store radio experience Woolworths Radio. The supermarket giant promised it would feature more local music and would spotlight up-and-coming talent.

There is much psychology between a company’s brand value and music choices.

A 2014 UK study published in The Journal of Applied Social Psychology found that listening to pop music left customers less frustrated than repetitive bland or elevator music.

There are music on hold businesses overseas which give customers a jukebox option so they can choose which music they want to listen to. They can also opt for total silence so they can work while they work) or install a mini in-house radio station.

People can continue to nominate organisations by commenting on the Hold Aussie Music Facebook page, plus tagging #HoldAussieMusic and the relevant business.