Spotify Australia launches new ‘Turn Up Aus’ brand platform via Christopher Doyle & Co., Mushroom Creative House and Zenith

Spotify Australia is turning up the volume on the local music scene through a new brand platform via Christopher Doyle & Co., Mushroom Creative House and Zenith, set to redefine how Aussies celebrate and champion Australian music.

Turn Up Aus is more than a campaign; it’s a long-term, business-wide program designed to make Australian music unmissable, undeniable, and inarguable. Whilst Spotify has a long history of championing local artists over the 13 years they have been active in Australia, this represents its most ambitious local brand and music initiative yet.

Turn Up Aus will live across Spotify’s highest-impact marketing channels, including out-of-home (OOH), social, digital, and on-platform experiences.

Key marketing elements include:

• A bold new brand identity developed by Christopher Doyle & Co. that will be activated across Spotify’s most visible assets, ensuring Turn Up Aus is instantly recognisable.
• A brand-new editorial hub, set to function as a dedicated, multi-shelf destination featuring nothing but Australian music, easily accessible via the Spotify search page.
• Integrated content and storytelling to amplify Australian artists across social, editorial, and strategic partnerships.
• A high-impact marketing rollout featuring key visual assets, hero campaigns, and immersive consumer touchpoints.
• Exclusive artist-fan experiences in 2025, creating deeper engagement between audiences and Australian talent.

“Turn Up Aus is much more than a marketing campaign, it’s a highly coordinated cross functional effort that will touch every part of the Spotify business locally,” says Rosie Rothery, Spotify’s Head of Marketing.

“As a local team, we live and breathe Australian music and are always looking for ways to innovate within this space. With the launch of this bold, colourful new visual identity you’ll see a proud homage to gig posters and music street press that elevates and champions Australian music. Turn up Aus will spotlight a stack of exciting Australian artists, and I can’t wait to share the breadth of our ambitions across the rest of 2025 into the future. Watch this space.”

Client – Spotify AUNZ
Rosie Rothery – Head of Marketing
Taylor Best – Marketing Manager
Steph Gray – Marketing Lead
Laura Heydon – Marketing Executive
Haydn Hickson – Social Marketing Manager

Agencies
Christopher Doyle & Co. – Brand identity & creative direction
Mushroom Creative House – Experiential and event production agency
Zenith – Media agency

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