Music Australia encourages the nation to flood their feeds with local artists in new ‘Ausify Your Algo’ campaign via Bureau of Everything
Australia is being called to take back control of its music feeds with Music Australia’s new ‘Ausify Your Algo’ campaign rallying the nation to flood their algorithms with homegrown artists and sounds.
The #Ausify campaign devised by Bureau of Everything with collaborating partners Versus, Love Media and Thinking Loud has been designed to change how the public engage with Australian music and builds on the activities of Aus Music month running throughout November; calling on Australians to more actively support homegrown.
Fronted by Thelma Plum, Keli Holiday and a host of established and up and coming artists, Ausify Your Algo is an entertaining ride through the A-Zs of Aussie music with the call to all to Search. Listen. Defy. Because the more people seek out local artists the more they can change the shape of their algorithms to favour the Aussie music scene. Or as Ben Lee puts it in the film “…this machine is obviously rigged.”
Says Cam Blackley, Creative Founder Bureau of Everything: “It was an honour to collaborate with Music Australia to launch the #Ausify platform. 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. Searching the A-Z of Aus Music is the first step to unclogging the arteries of our airwaves in favour of local sounds. Industry support has been massive.”
Says Millie Millgate, Director of Music Australia: “At Music Australia we support and invest in Australia’s contemporary music industry. We are launching #Ausify to encourage Australians to take back control of their algorithms and feed them with local sounds. Australian artists can be overshadowed by global content, although together we can all help change that. Every local artist you seek out, play, follow, save, share, request and see live helps our musicians rise. By choosing Australian music, we can shift our algorithms, support our artists, and help our local scene thrive.”
Launching in line with Ausmusic Month, a wave of digital content, artist co-signs, and surprise live moments will inspire Australians to seek out local talent and bring more Aussie music into their feeds — with every play, like, follow and share helping to boost the visibility of homegrown artists. Celebrating hundreds of acts throughout November, the campaign will not only highlight the incredible diversity of Australian music by rolling through the A–Z of local talent day by day but be amplified through a collective effort of artists, managers, labels, promoters, festivals, venues and industry partners and bodies — including radio, streaming platforms and some of Australia’s favourite brands — to spread the #AUSIFY message nationwide.
There are countless ways Australians and brands can get involved and #AUSIFY their algo – from creating ‘Ausify’ playlists, sharing their favourite local artists across socials and discovering emerging voices to attending gigs, buying merch and following Aussie music content, podcasts and blogs – these small, everyday actions add up to big impact, helping create extraordinary rewards for local artists while inspiring a shared sense of pride in what’s made here.
To make it easy for Aussies to get started, the #AUSIFY website will feature a step-by-step guide of ways you can AUSIFY your algo, along with links to Ausified playlists to listen to, plus a live unique generator designed by ED Studios and powered by DISCO, serving up a constant stream of great Australian music recommendations to discover and enjoy. Explore it now at ausify.com.au
After a competitive pitch Bureau picked up the Music Australia remit with the #Ausify platform in August 2025.
Client: Creative Australia
Executive Director, Development & Partnerships Leisa Bacon
Director, Music Australia: Millie Millgate
Campaign Lead: Emily Copeland
Engagement Manager: Nazlican Eren
Creative Agency: Bureau of Everything
CCO: Cam Blackley
CSO: Emily Taylor
CD: Jardin Anderson
Head of Design: Michael Kleinman
Exec Producer: Roy De Giorgio
Producer: Zorrica Blackley
Group Business Director: Esther Knox
Social Lead: Liana Rossi
Social: Kriti Gupta
Production Company: VERSUSPROD
Director: VERSUS (Tanya Babić & Jason Sukadana)
Producer: Autumn Loveday
DOP: Grégoire Lière
Editor: Sean McDermott
Colourist: Matt Campbell
Sound & Music: Rumble Studios
Exec Producer: Michael Gie
Sound Designer: Dan William
Composer: Rino Darusman
Media Company: Love Media
Public Relations: Thinking Loud
Web Studio: ED.Studio
Ausify Generator: DISCO and Level Two Music
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