Australian artists are still battling to get on Australian radio
Australia produces world-class music, but getting that music heard on Australian radio remains a major challenge for many local artists.
Despite strong government support for the arts and a proud music history, Australian musicians continue to face structural barriers when it comes to radio airplay. Commercial radio playlists are tight, risk-averse, and often dominated by international hits or a small pool of established Australian acts.
Playlist pressure and commercial risk
Commercial radio stations operate in a highly competitive environment. Ratings, advertising revenue, and audience retention all influence programming decisions. For many stations, this leads to conservative playlists that rely on proven songs rather than new or emerging Australian artists.
Industry data has shown that while Australian content quotas exist, they do not guarantee diversity. A small number of Australian artists can make up a large share of local airplay, leaving limited space for independent musicians, regional artists, or new releases without major label backing.
The quota reality
Australian commercial radio stations are required to meet minimum Australian music quotas, usually between twenty and twenty five per cent, depending on station category and time of day. However, these quotas do not require stations to play new artists, unsigned acts, or a broad range of local voices.
As a result, an artist can technically meet quota requirements while still playing the same Australian songs repeatedly, often from decades past or from artists already well established in the market.
Pay to promote is still a hurdle
Radio promotion remains expensive. Many artists rely on radio pluggers or promotional teams to pitch songs to stations, a cost that can run into thousands of dollars per single. For independent artists, especially those outside major cities, this can be an insurmountable barrier.
Without a plugger, personal connections, or label support, even high-quality music can struggle to reach a programmer’s desk.
Community and independent radio fill the gap
Community radio continues to play a vital role in supporting Australian music, particularly emerging and local artists. Stations across the country actively champion new releases, local scenes, and genre diversity that commercial radio often cannot.
However, community radio reach is limited by geography and resources, meaning many artists still struggle to reach wider audiences.
Streaming has not replaced radio exposure
While streaming platforms offer global distribution, radio airplay remains one of the most powerful tools for discovery, credibility, and career growth. Radio can drive streaming numbers, ticket sales, and media attention in ways algorithms alone often cannot.
For many Australian artists, being heard on local radio is still a key milestone that validates their work and helps build a sustainable career.
Why Local Sounds exists
Local Sounds was created to address this exact problem. It is built to give Australian artists consistent, meaningful airplay alongside familiar songs, without requiring major label backing or expensive promotion.
By focusing on local music, local stories, and local discovery, Local Sounds provides artists with a genuine pathway to be heard in their own communities and beyond.
If you are an Australian artist trying to break through the noise, we want to hear from you.
Local Sounds.
Submit your music here