November 4 2026, 12:45 pm | BY Lynchy | No Comments
CB Exclusive – Bureau of Everything’s latest instalment of Music Australia’s Ausify campaign is encouraging Australians to show some serious PDA (‘Public Displays of Ausify’) this November, by making their love for local music a whole lot more visible across AusMusic Month. It follows last year’s ‘Ausify Your Algo’, which encouraged the nation to flood their feeds with local artists.
Whether it’s posting your latest homegrown obsession, wearing your favourite artist’s merch, singing along at a gig or introducing everyone within earshot to your new favourite band, this year it’s all about PDAs.
The national behaviour change campaign from Music Australia was developed by Bureau of Everything in partnership with Subversus, ED Studios, Allegory, Rumble, Involved Media and Level Two Music / DISCO. The campaign kicked off with a teaser: a suitably public display of affection in the form of a karaoke session featuring seven Australian artists belting out the iconic John Paul Young track ‘Love Is in the Air’. The teaser was first posted by Ayesha Madon, one of the seven artists, on her Instagram and TikTok Stories on Sunday 1 November.
It was followed on Monday with the campaign film featuring Ben Lee, Georgia Maq, Vv Pete and Nooky alongside triple j’s Abby and Tyrone and some real-life superfans, all sharing their PDA for the Aussie artists they love.
These were the first of many invitations for people to get involved, setting the tone for a November dedicated to celebrating local music and the fan behaviours that support it. Each day across AusMusic Month, Ausify will share a different post inviting Australians to show their Public Displays of Ausify. These range from the heartfelt to the gloriously unhinged: naming the most iconic song in Aussie history, hard-launching an artist you’ve just discovered, requesting an Aussie track at the pub or supermarket, or sharing the song that got you through a break-up.
Fans are encouraged to tag #ausify and @ausifyau, or text their PDA to the Love Line on 0400 866 866, with the best contributions shared across Ausify’s channels throughout November. The campaign is supported by paid social, digital and out-of-home advertising.
Says Cam Blackley, Creative Founder, Bureau of Everything: “It’s a real pleasure to keep building on the Ausify platform with an outpouring of wonderfully cringe PDAs across AusMusic Month. Public Displays of Ausify gives everyone permission to wear your favourite artists on your sleeve and shamelessly overshare about the gigs that changed your life. We all have one. And frankly, we need to hear about it.”
Tanya Babić, Director, VERSUS told CB: “We’re thrilled to have been invited back for another year of Ausify. Championing Australian music is a huge part of who we are and what drives us creatively, so having the opportunity to amplify the extraordinary artists and talent shaping Australia’s musical landscape is incredibly rewarding.”
While the campaign starts with a small karaoke session with friends, it will culminate with a massive Pub Choir led by world-renowned Choirmaster Astrid Jorgensen. The event on the steps at the Sydney Opera House Forecourt on Sunday 29 November will teach an audience of thousands one very iconic Australian song. Tickets go on sale at 9am AEDT on Thursday 5 November at ausify.com.au/pda/pub-choir.
The entire campaign is being backed by a stellar line-up of Australian artists and cultural voices, including Ben Lee, Fanny Lumsden, Astrid Jorgensen, aleksiah, Ayesha Madon, Becca Hatch, Budjerah, Conor Jacob Smith (Midnight Til Morning), Georgia Maq, ISHAN, Missy Higgins, Nooky, Ruel and Vv Pete, among others.
Ausify is a response to the rough headwinds that continue to challenge the local music industry, with the algorithms shaping our listening habits making discoverability harder. APRA AMCOS’ Year in Review found the audience for Australian-made content declined to a low of just 8.5% of all streaming audio. By 2030, this is expected to fall still further, to just 5%.
That’s why Australian music needs us all to show a little more love, and a lot more hard launching our love for it. The more we play it, share it, celebrate it and show up for it, the more chance Australian music has of getting the attention it deserves. And this November, there’s no need to play it cool. Love is in the air.
Ausify ambassador Ben Lee is particularly keen to see Australians get a little less shy about their musical allegiances: “Australia produces some of the best music in the world. We punch well above our weight in terms of international success, global influence and underground artists on the forefront of culture. It doesn’t make a lot of sense, but there has always been something magical about the music that comes out of this country.
“The Ausify campaign this year isn’t about convincing people that Aussie music is incredible. Everyone already knows that. This year it’s about being loud and proud about the music we listen to and love… Tell a friend, get a tattoo, annoy people on the bus by blasting your favourite local track. Be loud and proud about the Aussie music that you love!”
Client: Music Australia
Director: Millie Millgate
Campaign Lead: Emily Copeland
Campaign Manager: Pam Thornback
Engagement Manager: Luanne Shneier
Agency: Bureau of Everything
Creative Founder: Cam Blackley
Strategy Founder: Emily Taylor
Creative Director: Jardin Anderson
Creative Director: Michael Kleinman
Social Creative Director: Liana Rossi
Group Business Director: Esther Knox
Exec Producer: Roy De Giorgio
Producer: Zorrica Blackley
Production: Subversus
Directors: VERSUS (Tanya Babic & Jason Sukadana)
Exec Producer: Autumn Loveday
DOP: Jani Hakli
Colourist: Alina Bermingham
Editor: Sean McDermott
Post Production: Sean McDermott / Ilya Malov
Sound: Rumble
Creative Director: Tone Aston
Exec Creative Producer: Michael Gie
Media: Involved Media
Group Account Director: Jenn Reid
Digital Manager: Lily Farlow
Media Coordinator: Mason Stiles
PR & Creators: Allegory
Co-Founder: David Radestock
Co-Founder: Miriam Wells
Co-Founder: Georgia Lawson
Website: ED.
Creative Director: Elliott Schultz
Creative Technical Lead: Mike Wojo
Project Manager: Lucien Jankelson
Level Two / DISCO
Founder: Karl Richter
Managing Director: Jen Taunton
Head of Partnerships: Emily Crews
