ARIA Innovator sparks new wave of thought for Australian Music

The inaugural ARIA Innovator wrapped today at the State Library of NSW, bringing together a full house of Australian music professionals to explore new pathways in creativity, business and innovation.

Presented by ARIA with support from Sound NSW, 250 attendees registered to see Recording Academy President Panos Panay speak alongside a heavyweight line-up of international and local speakers including Dr Marcus Collins, Gabi Lopes, Solai Valliappan, Natalie and Ricky Kradolfer, and Dr Nici Sweaney.

The conference covered some of the most pressing shifts facing the industry, including the cultural strategies that drive consumption, the future of music marketing, sustainable creative entrepreneurship, and the real implications of artificial intelligence in music.

While Panos Panay opened with a message of optimism – “I believe artists are better off today, despite the challenges, and there are increased opportunities for artists to connect with audiences” – the sessions that followed explored what it actually takes to cut through in a global market that’s increasingly driven by digital engagement, cultural identity, and technological change.

Dr Marcus Collins unpacked how identity, values and belief systems underpin the connection between artists and audiences: “Music is a system of conventions and expectations that demarcate identity and govern behaviour,” he said. “Australian artists need to identify their unique beliefs and values, leveraging them to create a strong brand identity. It’s about finding ideological congruence and building a collective, similar to the success of Atlanta’s hip hop scene.”

The theme of building not just audience, but community carried through into Gabi Lopes’ session on evolving marketing models. “The era of releasing an album and a music video is over; artists now need to engage with their audience regularly,” she said. “The global market is now more important than ever. Communication tools enable reach beyond local markets. Focus on finding and nurturing dedicated fans who can help create a network effect.”

ARIA CEO Annabelle Herd said: “We’re absolutely thrilled with how today went, not just because of the speakers, but because of the room. The diversity of the turnout was exactly what we’d hoped for: artists, managers, executives, founders, and thinkers all coming together to talk seriously about the future of Australian music. What made it special was that the conversations didn’t end when the sessions did. The most valuable part of events like this is what happens in between, when ideas get exchanged, connections get made, and the next thing starts to take shape. We couldn’t have asked for a better first day.”

Day Two continues tomorrow with the ARIA Innovator Accelerate Workshop, an invitation-only session for selected NSW-based music professionals focused on practical strategy and growth planning.

Photo: Zara Seidler, The Daily Aus and Panos Panay, Recording Academy President
(Credit Girl in the Bandana-Jordy)