Music Australia’s Ausify campaign is back with a simple ask: stop hiding your local-music obsession. In its second year, the national behaviour-change push from Bureau of Everything is giving Australians permission to show some PDA, rebranded as Public Displays of Ausify, across AusMusic Month.
The idea follows last year’s Ausify Your Algo. Where that push asked fans to flood their feeds with local artists, this instalment turns the spotlight on visible fandom: wearing merch, singing at gigs, requesting Aussie tracks at the pub, or hard-launching a newly discovered artist.
A daily drumbeat of prompts
Rather than one hero film, the campaign is built as a calendar. Every day in November, Ausify shares a different invitation, from heartfelt to gloriously unhinged: naming the most iconic Australian song, requesting a local track at the supermarket, or sharing the song that got you through a break-up.
Fans can participate by tagging #ausify and @ausifyau or texting the Love Line on 0400 866 866. The best contributions get amplified across Ausify’s channels, supported by paid social, digital and out-of-home.
Why visible fandom matters now
The stakes behind the fun are real. APRA AMCOS’ Year in Review found Australian-made content fell to just 8.5% of all streaming audio. By 2030, that could slide to 5%, as algorithms make local discovery harder.
That is why the campaign pushes public, repeatable fan behaviour rather than awareness alone. The more listeners share, request and sing local tracks, the more signals they send to platforms that Australian music deserves attention.
What marketers can steal
- Build a daily prompt calendar so participation feels easy and habit-forming.
- Give people a low-friction entry point, like a text line or hashtag.
- Let the community supply the content; amplify the best submissions.
- Close with a live ritual, such as the Pub Choir event on 29 November.
Think of it as a participation ladder. The first rung is almost frictionless: post a song or text a line. Higher rungs include wearing merch, requesting a track, or turning up to a mass choir. That structure matters because each visible act makes fandom show up in a different feed, and each act adds social proof.
Bureau of Everything creative founder Cam Blackley calls it permission to “shamelessly overshare about the gigs that changed your life.” Ausify ambassador Ben Lee pushes the same idea harder: “Be loud and proud about the Aussie music that you love.”
The campaign launched with a teaser on 1 November: seven Australian artists singing John Paul Young’s Love Is in the Air in a karaoke-style public display. A campaign film followed on Monday with Ben Lee, Georgia Maq, Vv Pete, Nooky, triple j’s Abby and Tyrone, and real-life superfans.
The month ends with Pub Choir, led by Astrid Jorgensen, on the Sydney Opera House Forecourt on Sunday 29 November. Tickets go on sale at 9am AEDT on Thursday 5 November.
Source: Campaign Brief
