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News June 1, 2021

Moodagent launches in Australia

Senior Journalist, B2B
Moodagent launches in Australia

Australia has a new streaming platforming, Moodagent.

The platform opened for business on Monday (May 31), and is led by former Spotify executive Tom Mee, who takes the role as General Manager of Australia & New Zealand.

Mee is based in Sydney, and will lead a team focused on “driving the local product experience via localised marketing, editorial/curation and working closely with the music industry,” reads a statement.

New Zealand will follow shortly, the press release continues.

Previously, Mee was Head of Artist and Label Marketing ANZ at Spotify, and he had prior roles with Universal Music Australia and Warner Music Australia.

Also on board the launch team is Director of Music and Editorial Toni Pipicelli and Regional Marketing Director Bushra Abel.

“I’m thrilled to be bringing Moodagent to Aussie music fans,” notes Mee in a statement, unveiling its arrival.

“It’s a unique streaming service with a proposition that tackles the challenge of music recommendations and discovery in a very personal and interactive way. With Australia having such a vibrant and diverse music culture Moodagent is perfectly suited to cater to the musical tastes of every fan, no matter what their mood.”

The app is incentivised with a free trial, and is available from the Apple App Store and Google Play for a $11.99 monthly subscription.

Headquartered in Copenhagen, Denmark, Moodagent’s point of difference is its interactive playlists, or “moodagents”, and personalised music recommendations which are reportedly driven by patented AI tech.

The company was founded two decades ago by Chief Product Officer Mikael Henderson, and Peter Berg Steffensen, its Chief Innovation Officer, and currently boasts offices in Berlin, Sydney, Delhi, and Mumbai.

The company’s goal, reads the statement, is to be present in 25-plus countries by the end of 2023.


Moodagent is the second international streaming platform to arrive on these shores in as many months, following closely on the heels of France-based Qobuz.

Australia is already well served by an abundance of digital music services, from Spotify to Apple Music, YouTube Music and others.

New wholesale data published by ARIA reveals Australia’s record business in 2020 expanded by 7.3% to $412 million.

Streaming again provided the gains, with the market powering $275 million, up 14% from the previous year, a slower rate of growth than seen in previous years.

This article originally appeared on The Industry Observer, which is now part of The Music Network.


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