Spotify doubles-down on Australian music with new initiatives

Digital service providers are responding to the record industry’s push to boost Australian music during the pandemic with new initiatives designed to encourage local consumption.

The world’s largest streaming platform launched #ListenLocal on Monday (May 18), designed to draw attention to “the best and brightest local talent” across Australia and New Zealand.

Spotify launched a microsite for the initiative, where Aussies and Kiwis can connect their accounts, or take a short quiz, to generate a personalised playlist of local music.

The DSP says the effort is part of Spotify’s long term commitment to surfacing, supporting and encouraging streaming of homegrown creators in the region.

“It goes without saying that the Australian and New Zealand music industries have been significantly impacted over the past few months,” the company said in a statement.

Alicia Sbrugnera (pictured, above), Spotify’s head of music for the ANZ market, said the #ListenLocal campaign will support both emerging and established acts.

“This initiative gives fans yet another platform and opportunity to continue celebrating the local music they know and love, and maybe even discovering new local gems along the way.

“We hope it will reinforce the message that music is a source of strength, inspiration and connection between us,” she said on Monday.

The campaign follows the recent launch of Spotify’s Listen Local playlist, where a different local artist picks 30 songs each week to showcase homegrown music.

This week Baker Boy has picks from Sampa the Great, Flume, Kaiit, Lime Cordiale, Sia and more.