Independent Media Agencies of Australia (IMAA) hosted its first-ever Victorian Sound-Byte event yesterday at the Melbourne office of independent agency Half Dome, bringing together over 80 industry professionals for a deep dive into the Australian audio landscape.
The event featured a line-up of on-air and behind-the-scenes talent from across commercial radio, podcasting and content platforms, aimed at helping independent agencies better integrate audio into their marketing plans.
Nick Riewoldt and Rosie Walton, co-hosts of Mick in the Morning with Roo, Titus and Rosie on SCA’s Triple M Melbourne, delivered the keynote. Walton, a Triple M veteran of nearly 30 years, said connection remained radio’s core strength. “Radio is about connection with the city and connection with the audience, which then allows you to connect with what’s going on in real time,” she said.
Nick Riewoldt and Rosie Walton’s keynote address
Riewoldt added: “I’m constantly surprised by the connection points you experience on a day-to-day basis. It’s a nice feeling to know what you’re talking about is resonating.”
A panel discussion led by Will Harms, Half Dome Founder and Head of Clients, explored evolving approaches to content. Speakers included Joel Creasey (Nova Drive), Ella Mae Ding (podcaster), Craig Huggins (ARN GOLD Network), and Eliza Sorman Nilsson (Mamamia Head of Content).
Sorman Nilsson highlighted the shift from practice to purpose in content. “We’ve gone from chat shows to proper storytelling, where you really develop this intimacy with the content and the listener.” she said. Creasey noted that simplicity often wins: “It’s the content where people can have a chat if they’re listening and say to the person in the car next to them, ‘Well, what do you think about that?’.”
Lizzie Young, CEO of Commercial Radio & Audio (CRA), moderated a discussion on audio’s future with Kim Loasby (SCA), Nicole Bence (NOVA Entertainment), and Ben Campbell (ARN), focusing on AudioID and audience measurement.
Corey Layton, ARN Head of Digital Audio, led a podcasting panel featuring Belinda Cook (Mamamia), Grant Tothill (LiSTNR), and Kim Kerton (NOVA Entertainment), covering growth strategies in the on-demand audio market.
IMAA CEO Sam Buchanan said the event was part of its commitment to upskilling members. “These events are designed to provide our members with real-world experience and a deeper understanding of the national media landscape, allowing them to take their knowledge back to their agencies and clients, and we’ve certainly seen that in action.”
The Melbourne Sound-Byte follows the IMAA’s inaugural Sydney audio event in June. Both were supported by CRA and featured representation from ARN, SCA, Nova Entertainment, Nine, Mamamia, News Australia, ATN, and GfK.