The triple j stat that’s kept us up at night
This month's Bolster Group update comes with a hot take 🔥
Is there anything that sparks more hot takes in the Australian music industry than triple j’s Hottest 100?
For this month’s Side B, we’re taking a deep(ish) dive into the decline of Aussie artists in this year’s count (and what that actually means), plus the usual Bolster Group agency updates and some inspo links to keep you going.
Does the Hottest 100 Have an Aussie Music Problem?
PAIGE X.CHO & DARREN LEVIN
One of the biggest talking points from this year’s Hottest 100 — and there were plenty! — was the huge drop in local acts. Aussie representation sank to just 29 songs, a sharp fall from previous years.
The station cops plenty of heat for its role in championing local music, but the stats say they’re doing the work. With a government-mandated 40% Aussie music quota, they consistently exceed it, and 70% of their top 50 most-played artists in 2024 were Australian.
But here’s the catch: airplay ≠ votes. Some of triple j’s most-played local acts — Sycco, Hockey Dad, Cosmo’s Midnight, The Buoys, CXLOE, Nick Ward, and Kita Alexander — didn’t land a single track in the Hottest 100 or even the top 200.
So, what’s going on? According to Front Row Centre — Bolster’s report with Tixel — only 23% of Aussies discover music through public radio (triple j included), with streaming algorithms ranking much higher in influence.
That means most listeners aren’t discovering music via radio anymore — they’re getting served tracks by algorithm-driven platforms like Spotify and Apple Music, where global hits dominate. Unlike radio, where announcers contextualise artists —who they are, where they’re from, why they matter — streaming strips all that away. Songs just show up in playlists without a story, without a connection.
Without that local narrative, Aussie artists are blending into the algorithm, making it even harder to convert airplay into real fan engagement.
This could explain why Australian artists account for only a third of listeners' favourite acts, according to our report.
So while blaming triple j is easy, it misses the point. The challenge isn’t just airplay—it’s how Aussie audiences engage with Australian artists in an algorithmic world. That’s an industry wide issue we need to solve.
Tours? We Got ‘Em
One thing the algorithm can’t replace? The real-world connection of live music. If we want to keep Aussie artists thriving, showing up to their gigs is a pretty great place to start. So let’s start with a few our Media Team have had the pleasure of rolling out:
The Temper Trap @ Coffs Harbour
Mallrat 2025 Album Tour
Bliss n Eso Party On The Moon Tour 2025
The Jungle Giants - ‘Hold My Hand’ Single Tour
Old Mervs - Album Tour
Pierce Brothers - ‘The Night Tree’ 10 Year Anniversary Tour
Game, Set, Goose!
Grey Goose made its Aussie Open debut in 2025, and Common State had a ball (sorry!) bringing it to life. The team served up an exclusive media and influencer day, kicking off at Le Martini Bar (Grey Goose’s own martini bar at Crown), before literally sailing into Melbourne Park aboard the luxurious M.V. Melburnian.
While inside, guests watched the action unfold from the Grey Goose Rooftop at the Courtside Bar with a very special cocktail in hand: the Grey Goose Lemon Ace, AO’s newest signature serve. The perfect way to kick off an iconic AO summer.
Same time next year? LET’S do it. 🎾🍸
(Ok, we’ll stop with the tennis puns now.)
Real People, Real Territory
Going North’s ongoing campaign for Tourism NT — Real People, Real Territory —continues to go from strength to strength. Featuring local legends from the NT tourism industry, the latest piece starring Darwin’s Laksa Queen, Amye, has taken off on socials, sparking massive engagement and some serious questions. Like, did Amye really spank Nicole Kidman? 🤔
Sydney Festival Brought the Vibes
Sydney Festival kicked off the year in the best possible way across PR and media.
For 23 explosive days, the festival brought live art, music, theatre, and more to every corner of Greater Sydney. On the PR front, Common State was deep in the action—frenzied media calls, 6AM live-weather crosses, countless photoshoots, and the occasional pre-show ‘parmi’ (for stamina, obviously).
Meanwhile, on the media side, we turned the City of Sydney into a giant sunset, with outdoor placements blanketing the CBD. A full omni-channel approach made sure we hit every possible touchpoint — Meta, TikTok, BVOD, podcasts, and radio — with even the Smooth FM Angels vibing out to Colour Maze.
Setting the Table for a Big 2025
In the lead-up to the festive season, we set the table (literally) for the opening of Pacific Epping’s new fresh food precinct, Hunter & Gatherer.
Food is what brings families together, so we learned the secrets of papou's lamb, raided our client's stash of homemade wine, and hunted down the perfect tablecloths, serving ware, and cherished recipes from the community. The result? A collection of images that reflect the rich, multi-ethnic heritage of the area — giving everyone a seat at the table.
Keep your eyes peeled for our full campaign, dropping soon. 👀
💃 Movers & Shakers
January brought a couple of new faces into the Bolster Group fold:
👋 Jakeb Smith – Campaign Manager, Bolster
👋 Tully Hemsley – Production Lead, Going North
We’re also on the hunt for a Creator & Community Manager — someone who lives and breathes digital culture, creates killer content, manages online communities, and collaborates with Creators to amplify our music and event clients' presence across social.
If this sounds like you? Apply here.
🔗 What we’re reading/watching/listening to
Like what you’ve seen above? Get in touch with Bolster Group — your eye on culture.