Australia’s music industry is taking its algorithm problem head-on, with a new campaign urging fans to “Ausify Your Algo” and intentionally feed streaming platforms more homegrown talent.
Fronted by Thelma Plum, Keli Holiday and a run of rising acts, the push was created by Bureau of Everything, alongside partners Versus, Love Media and Thinking Loud, following a competitive pitch win in August.
The work taps into a familiar frustration for artists and fans – the algorithm loves global hits, often at the expense of Australian voices.
The creative flips that annoyance into action, encouraging listeners to Search. Listen. Defy. and actively reshape their feeds. In the hero film, Ben Lee doesn’t shy away from the point: “…this machine is obviously rigged.”
Bureau of Everything founder Cam Blackley said the idea leans into the national instinct to push back when systems feel stacked.
“The ‘Ausify Your Algo’ campaign is designed to appeal to the anti-establishment nature of Aussies; to get them up and about actively listening to and exploring homegrown artists,” he said.
“Searching the A-Z of Aus Music is the first step to unclogging the arteries of our airwaves in favour of local sounds.”
A movement dressed as a music drop
Rolling out across November for Ausmusic Month, the campaign pairs digital content with artist co-signs, surprise live moments and a daily alphabet parade of local creators.
Everyone from managers and festivals to labels, venues, streaming platforms and brands is joining the amplification effort.
Music Australia director Millie Millgate framed it as both cultural and behavioural: “We are launching #Ausify to encourage Australians to take back control of their algorithms and feed them with local sounds. Every local artist you seek out, play, follow, save, share, request and see live helps our musicians rise.”
A central hub at ausify.com.au houses how-to guides, curated playlists and a live recommendation generator built by ED Studios and powered by DISCO, essentially a discovery engine for people ready to clean up their algorithm diet.