While Triple J – 50 this year – continues to grapple with its diminishing influence as a tastemaker in Australian popular music, streaming giant Spotify has launched Turn Up AUS – a new marketing and listener engagement campaign aimed at promoting Australian music both locally and globally.

At the centre of the initiative is a new editorial hub, also called Turn Up Aus, distinguished by its street-poster-style branding. The hub will feature an all-Australian playlist, while Spotify also plans to host exclusive fan events and offer industry education programs to help artists and rights-holders better understand how to navigate the streaming landscape.

However, Spotify won’t be altering its algorithm to prioritise Australian music in the local market. According to Spotify Wrapped, its annual overview of global listening habits, no Australian artists featured in the country’s top five most-streamed acts this year.

The initiative is unlikely to deliver a financial windfall for artists, either. Spotify pays a fraction of a cent per stream, with rates ranging from US$0.003 to...