Watch our short conference video HERE .
AIR’s Indie-Con Australia conference returned to Adelaide, Australia’s first and only UNESCO-designated City of Music, last week and hosted A2IM’s Indie Week Australian Edition as part of its events. Three Days of programming took place at the Mercury Cinema and Nexus venues with delegates and speakers from the independent music sector both locally and far afield, including representatives from the USA, Japan, Philippines, Korea, Europe and NZ.
A broad range of topics was discussed, including:
The panel on Global Growth expanding beyond traditional markets, highlighting that successful global expansion encompasses an understanding of cultural sensitivities and requires a long term strategic vision for growth. Securing a local team is very beneficial and helps build relationships.
The Deal Making in the Age of AI explored copyright licensing issues and opportunities of AI generative technology. The panel discussed monetisation options, including digital fingerprinting and blanket licenses, the need for transparent AI training data, and stronger advocacy to protect human copyright holders.
The Back Catalog Blueprint: from old tracks to new profits discussed the increasing interest in older catalog tracks as a valuable revenue stream for artists as a marketable asset. Understanding the cultural and chronological context of key releases is essential for effective re-promotion alongside other strategies, including reissuing vinyl and offering merch discounts during tours in new or untapped markets, which can drive renewed engagement and sales.
Why Radio Caps Must Go in 2025 explained the 1% cap introduced in 1968 and the 7 inquiries since that have all recommended its removal. Despite Australian commercial radio being among the most profitable in the world, Australian recording artists are only being paid approx 0.04% of Commercial Radio’s advertising revenue, far below international standards of 4–7%.
Artists and supporters are encouraged to push for reform by advocating for local airplay, signing open letters, supporting petitions, engaging politicians, and backing PPCA’s renewed campaign.
Glocalisation highlighted the importance of building authentic local relationships and teams that understand the culture and fan activity. Collaborating with local partners helps secure deeper connections and outcomes.
The New Zealand industry experts gave the audience a great Introduction to NZ, sharing insights into theirmusic culture, which has strong reggae and surf rock scenes. The market is small and centralised, with a third of the population in Auckland. Radio is still a powerful and influential tool, and audiences often buy tickets last minute. Artists are encouraged to build their story at home first before planning tours around their actual audience.
The Ever Changing World of Touring noted a shift towards a more collaborative and community centric approach to touring and the need to secure local artists as support for international acts. The importance of all-ages accessibility, with young fans being a crucial driver of merchandise sales that sustain local tours and curated event lineups that appeal to wider audiences. Venue closures are altering key touring dates, and the generational shift is influencing camping festivals.
In the Data for Decision Making speakers emphasised how data fundamentally shapes strategic choices, particularly by analysing previous releases, spending, and advertising performance. Understanding audience behaviour, channel planning, and macroeconomic trends helps optimise campaigns and drive impact. Panellists cautioned against vanity metrics, highlighting the value of hyper-specific data.
AIR CEO Maria Amato interviewed Dr Richard James Burgess MBE, who is stepping down as President and CEO of A2IM. Richard reflected on his ten years at A2IM and concluded with his belief that indies need to join together as a community and lead the way.
“We were thrilled to host A2IM’s Indie Week Australian edition conference as part of our events and bring together speakers and delegates from around Australia and the Globe to engage in thought-provoking discussions, b2b networking and relationship building. We thank the Music Development Office for being our major partner, all our sponsors, and speakers, and look forward to our 2026 events, which will once again be held in Adelaide, Australia’s UNESCO designated City of Music” – Maria Amato, CEO AIR
“Indie Week Australian Edition, A2IM’s first-ever conference outside the U.S., was a true milestone. The energy, ideas, and collaborations forged in Adelaide were an inspiring display of the strength of the global independent sector. Huge thanks to AIR for making it such a success and the South Australian Government through the Music Development Office for their support.” - Lisa Hresko, A2IM General Manager
The photo gallery of the conference can be found HERE
Indie-Con was held in conjunction with the 2025 AIR Awards.
Watch our short AIR Awards video and our photo gallery HERE
