AI is moving from a talking point to a practical industry issue

AI was everywhere, but the conversation felt more nuanced than previous years. It wasn’t simply “is AI good or bad?” It was:

BIGSOUND backed that shift structurally, introducing an Ideas & Innovation Hub in 2026 that brought technology, education, government and music stakeholders together.

Music is becoming increasingly valuable outside the traditional music industry

One of the strongest themes was the continued crossover between music and other industries. Music is increasingly being used to create:

This really resonated with my work, because music isn’t just something that sits in the background anymore. It’s becoming part of the experience architecture.

Brands need to move from sponsorship to genuine participation

A big theme for me personally was the evolution of brand and music partnerships. The strongest ones feel less transactional and more like a shared build.

Audiences can tell when a partnership is authentic. The opportunity for brands is to contribute something meaningful to the music ecosystem, funding, platforms, experiences, amplification, access, or genuinely supporting artists.

Discovery is changing, but taste still matters

With endless content, endless releases and algorithmic discovery, curation becomes more important, not less. There was a recurring tension all week between algorithmic discovery and human taste. Technology can help us find things, but humans still create the cultural context around why something matters.

For music curation, the value isn’t just in finding the song. It’s in understanding:

Australian music needs to think globally

Export was another major theme. There was a real emphasis on Australian artists being globally ambitious, rather than treating international success as something that happens after breaking locally.

BIGSOUND continues to position itself as a bridge between Australian talent and international markets, bringing international labels, publishers, media, promoters and industry figures into Brisbane.

The live music ecosystem needs investment

There was a lot of conversation around the health of the live music ecosystem, particularly venues, nightlife, regulation and the broader economics of live music. The Brisbane 2032 Olympics adds another layer: one session focused specifically on improving Queensland’s nightlife and live music infrastructure ahead of the Games.

The broader point: you can’t have a thriving music industry without a healthy live ecosystem.

Artist wellbeing is becoming an industry responsibility

There was a stronger focus on artist wellbeing, sustainability and support. This matters, because the industry often celebrates the output without acknowledging the infrastructure required to sustain the people creating it.

BIGSOUND also expanded artist support in 2026, including travel contributions, direct artist payment mechanisms and greater access to conference programming.

Creativity is becoming a competitive advantage

As technology makes music easier to create, distribute and discover, creativity, taste, relationships and cultural understanding become more valuable.