It's harder than ever for local artists to make it big in Australia without achieving international success first
Australian music has long been celebrated for its unique voice and homegrown talent, but in today's digital era, it's harder than ever for local artists to achieve major success in their own backyard without first breaking through internationally.
This issue is explored in a new chapter in The Cambridge Companion to Music in Australia by University of Wollongong (UOW) researcher Dr Tim Byron and Dr Jadey O'Regan (Sydney Conservatorium of Music).
The authors reveal the rise of streaming platforms and changes in the way music charts are calculated have created significant challenges for homegrown talent to stand out in an increasingly globalised music industry.
Dr Byron, a music and psychology expert in UOW's School of Psychology, said over time the charts have completely changed what they measure, with today's focus now on engagement rather than sales.
"In the past, they tracked sales of physical singles, but now they count how many times a song is streamed. This fundamental shift has changed what it means to have a number one hit," Dr Byron said.
"For an Australian act to get big in Australia in today's climate, they usually have to get big internationally – in the new ecosystem, Australians only notice Australian acts if they have worldwide success."
The Development of the Australian Pop Charts and the Changing Meaning of the Number One Single, is a chapter that tracks the evolution of Australian music charts from their humble beginnings in the mid-1960s to their transformation in the streaming age.
The researchers identified three key factors that determine chart success in today's music landscape: audience awareness, listener engagement, and continued listening. These factors have been reshaped by streaming services, social media, and the global nature of music consumption.
"Ed Sheeran is a good example of how music charts work today," Dr Byron said. "In March 2017, he had 15 songs in the ARIA Top 40 at once. That simply couldn't happen in the vinyl or CD era when record companies focused on promoting just one single at a time."
Dr Byron and Dr O'Regan reveal Australian artists now face greater challenges reaching the top of local charts compared to international acts. Prior to streaming, local artists had advantages through Australian-oriented media like Countdown and local radio. Today many of us consume music through international platforms that don't prioritise local content.
"Most Australian artists who've had recent number ones have also been successful internationally," Dr Byron said.
"Artists like Tones and I or The Kid Laroi exemplify how Australia has become part of a global market, rather than a distinct national one."
Dr Tim Byron says many of us consume music through international platforms that don't prioritise local content. Photo: Paul Jones
Dr Byron said the biggest impact of this change is on the audience.
"In many ways it's a shame to see the globalisation of the music charts because it means that young Australian audiences in 2025 just often don't get exposed to Aussie music that might uniquely reflect their lives in a way that an international act never could."
The chapter also reveals that songs stay in the charts much longer in the streaming era. In April 2022, six of the ARIA Top 10 singles had been charting for more than six months, with Glass Animals' 'Heat Waves' still in the charts in its seventieth week.
"Today's charts reflect continuous engagement rather than one-time purchases," said Dr Byron.
"People create playlists and keep songs in rotation for months or even years. This creates very different patterns than when buying a physical single was a one-time commitment."
Dr Byron said each weekly chart is a snapshot of Australia's musical taste at that moment.
"The shift to streaming data has fundamentally changed what the charts represent and what it means to reach the top. Understanding these changes helps us better comprehend Australia's evolving musical identity."
