AIRPlay – AIR Goes Online To Promote Australian Music - MusicNSW


AIR (The Australian Independent Record Labels Association) is excited to introduce AIRPlay, a new digital project that combines two of the most powerful online music communities, and Sonicbids, to come up with a totally new way of promoting independent Australian music.
Through this project, AIR has developed two tiered approach to profiling new independent music, both at an industry level, via a new e-mail platform; and at a consumer level, via
AIR Chief Executive Officer, Stuart Watters said:

“The digital space is an extremely potent part of the music business, and allows us to create compelling ways for people behind the scenes, as well as in the audience, to connect with new music”.
“As part of our strategy to develop opportunities for independent artists and labels, were replacing the physical compilations produced for trade promotion with a dynamic new model that targets both the record industry, and legions of music fans”.

The project, which will be launched at MIDEM: World Music Market, consists of an electronic sampler, featuring complete EPKs (Electronic Press Kits) with audio, video, biographies, and of new Australian independent artists, thanks to Sonicbids. This sampler will be solicited via AIRs global networks to those in the business interested in connecting with the Australian indie sounds.

At home, AIR has developed a relationship with, whereby all artists selected each edition of AIRplay will be profiled in an album listening party and profiled on the Music page. AIR is also making sure artists are featured individually to readers.

“Were aiming to develop this project over the coming year and infiltrate the online space with new Australian music”, Stuart Watters said.

“As far as we know, we are the first trade association that has included the development of an online music fan base as part of a trade strategy, and we hope to build this side of the project in the future, with additional components. With over one million sets of eyes looking at every week in Australia alone, we think that this mechanism provides some great opportunities to build audiences for AIRs members”.

The first edition of AIRPlay, and the Midem edition, will feature twelve independent acts, including the multi-award winning Hilltop Hoods, and leading Australian artists such as The Beautiful Girls, Jen Cloher & The Endless Sea, Sneaky Sound System and Karnivool.

Applications for the March edition will open to AIR members later this month. For more information, please visit

Those interested in joining the FREE AIRPlay Mail Out can also subscribe to the mailer at

AIR is a non profit association dedicated to supporting the growth and development of Australian independent record labels in Australia and across the world.