Every November, AusMusic Month reminds us just how vital Australian music is to our culture, our communities, and our businesses. 

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AusMusic Month is not just a celebration of local talent, it is a call to action. It is about creating intentional space for Australian voices in a global music landscape that can feel overwhelmingly crowded. In an era dominated by algorithmic playlists and international trends, consciously prioritising Australian music is a way to nurture the ecosystem that produces it, the artists, the producers, the soundies, the crews, and everyone working behind the scenes. Supporting them is about sustaining creativity, culture, and opportunity.

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Music as a strategic tool for brands

At QSIC, our work goes beyond simply choosing songs. We think carefully about how music defines a brand’s voice and experience. When curated intentionally, it does not just fill the background, it shapes the emotional journey of every customer who walks through a store, café, or venue.

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Research shows that music can influence consumer behavior in measurable ways. A 2021 study (Daunfeldt et al. 1) on in-store music demonstrated that giving employees the ability to influence music selection increased sales by up to 8 percent and improved customer satisfaction. Music is not just a feel-good addition, it is a driver of engagement, perception, and commercial outcomes.

During AusMusic Month, this philosophy becomes even more purposeful. By curating Australian music across our network, we are not just playing songs. We are showcasing artists’ stories, reflecting the diversity of our culture, and creating moments that customers will remember.

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This year, we have taken it one step further. Across selected parts of our network, customers will hear voice messages from artists themselves, including The Temper Trap, Bliss n Eso, The Grogans, The Rions, Gordi, and Teen Jesus and the Jean Teasers. These messages go beyond music, they share context, passion, and perspective, humanising the artists and strengthening the connection between them and the audience.

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Ausify Your Algo. Search. Listen. Defy 

Did you know less than 10% of music streamed by Australians comes from local artists? That statistic doesn’t sit right with me. At QSIC, supporting Australian music goes beyond a single month. Listening, celebrating, and sharing local artists is something we aim to do year-round. Every time we put Aussie music front and centre, whether in a playlist, in-store, or in conversation, we are investing in the community and culture that make our music scene so vibrant and unique.

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This AusMusic Month, we are proud to support the AUSIFY campaign across our store network. The mission is simple: help more people discover homegrown talent and give Australian artists more space in everyday listening. We’re bringing the campaign to life in a tangible way, with artist voiceovers in-store. Customers hear local artists introducing their own tracks, creating a personal connection to the music while they shop, eat, or spend time in our spaces. Strong local scenes don’t grow by accident, they thrive because people listen, share, experiment, and support.

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Supporting the people behind the music

Another key way we engage during AusMusic Month is through AusMusic T-Shirt Day, an initiative by Support Act that raises vital funds for the people who make the music happen. It is a reminder that supporting music is not just about enjoying it, it is about sustaining the entire industry ecosystem. Every role, from the sound engineers setting up stages and the crews managing logistics to the producers helping artists realize their vision, is critical and deserving of support.

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Why thought leadership matters in music curation

As curators, our role goes beyond playlists. We are cultural stewards, advocates, and strategists. We have the opportunity and the responsibility to champion music that matters, to guide discovery, and to create environments where music can have impact. AusMusic Month is a perfect moment to reflect on this responsibility and to demonstrate how music can connect people, strengthen identity, and amplify culture.

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It is also a reminder that supporting Australian music is not seasonal. It is a year-round commitment. But during AusMusic Month, the conversation becomes visible, tangible, and shareable, a chance to celebrate, amplify, and inspire action across the industry.

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Bringing it back to experience

For me, the most rewarding part is seeing how music transforms spaces and experiences. When someone hears an Australian artist they love or discovers a new favourite, it is a moment of connection. That is impact. That is why we curate. That is why we celebrate AusMusic Month.

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So this November, turn up the volume, listen actively, and celebrate the artists, the crews, and the soundmakers shaping our culture. It is more than music. It is identity, connection, and community.

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Donate, fundraise or purchase merch to support artists doing it tough - https://ausmusictshirtday.org.au/. 

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Discover and support local artists to take back your algorithm - https://ausify.com.au/ 

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Work Cited

Daunfeldt, Sven-Olov, et al. “Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment.” Journal of Retailing and Consumer Services, vol. 59, no. 1, 2021, p. 11. Elsevier. Accessed 27 10 2025.

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Check out Nikki's Podcast, Q'd Up for more insights into the music industry.

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