Community radio is the lifeblood of Australia's music scene, according to a new study that highlights its significant impact on the industry. The research reveals that community radio stations contribute an estimated $153.1 million to the country's music industries annually, a substantial amount in a sector that is often struggling. This financial benefit is not just about the money; it's about the support and exposure that community radio provides to local artists and the broader music community.
What makes this study particularly fascinating is the extent to which community radio promotes and supports Australian music. The research found that community radio airs an impressive 390,960 hours of Australian music each year, more than double the amount played by commercial radio. This extensive airplay has tangible results. About 1.6 million Australians, or 30% of weekly community radio listeners, said they discovered a local or emerging artist through these stations. Furthermore, 1 million Australians (19% of weekly listeners) recommended a local musician to a friend or shared their music online after hearing them on community radio. This level of engagement and discovery is crucial in an era where streaming platforms often return little to artists and record companies.
The study also highlights the role of community radio in supporting local music venues and the broader music industry. Every year, approximately 1.3 million Australians (24%) purchase a ticket to a gig or buy artist music or merchandise after hearing it on community radio. Additionally, 1.5 million (28%) looked up an artist on Spotify or another digital music platform after hearing them on community radio. These actions directly contribute to the financial health of local venues and artists.
One of the most interesting aspects of the study is the significant return on investment that community radio provides. For every dollar invested in the community radio sector, up to $5.55 is returned to the music industries. This high return is a testament to the efficiency and effectiveness of community radio in promoting and supporting local music.
The study also sheds light on the importance of Indigenous community radio in the music scene. Indigenous community radio stations, which make up one-third of the top 39 “most intensive” Australian music stations, play a crucial role in promoting First Nations music. These stations, run by Indigenous organisations and/or boards, often attract a wider audience to their specialist music programming, contributing to the diversity and richness of Australia's music landscape.
However, the study also highlights a concerning issue: the potential closure of Sydney's 2SER, one of the nation's oldest community stations. The station faces funding uncertainty as one of its university partners, Macquarie University, has indicated it will withdraw funding over the next few months. This situation underscores the fragility of community radio and the need for sustained support and investment to ensure its continued existence and impact.
In conclusion, community radio is not just a radio station; it's a vital part of the music ecosystem in Australia. It provides a platform for local artists, supports local music venues, and contributes significantly to the financial health of the music industry. The study's findings emphasise the need for continued investment and support for community radio to ensure its role in promoting and supporting Australian music is preserved for future generations.
