Power 50 - #10: Alicia Sbrugnera

After initial reservations, artists and music industry professionals alike have now to come to accept the vital role streaming services play in championing our local artists, both here and abroad, which cements Spotify Australia as a major player within the music industry with Sbrugnera at its helm. Having previously worked as a music programmer for Foxtel’s music channels, MTV and Mood Media, Sbrugnera also recommends local content to Spotify curators in overseas markets.

Her job may not have even existed 15 years ago, but Sbrugnera is now responsible for curating playlists and introducing new music to Australian and Kiwi listeners. Playlists have become one of the most prominent avenues for artists to break both here and overseas and Sbrugnera has been acknowledged for playing a vital role in some of the region’s recent success stories such as Gang Of Youths, Amy Shark, Tash Sultana, Dean Lewis and Client Liaison. Given that Spotify playlists are compiled democratically, which means artists aren’t prioritised based on their level of fame, it’s all about the individual song. So, if an emerging artist’s song winds up on the right Spotify playlist, this inclusion could very well catapult them to the point where they’re headlining festivals quick-sticks.

Spotify Australia celebrated its fifth birthday in May 2017 with the company maintaining a strong leadership position in Australia, which is the world’s most competitive and crowded streaming market. That said, in June 2017, rival Pandora announced it would be closing down operations in Australia and New Zealand, leaving an estimated five million new potential customers for Spotify.

Since the streaming service launched in Australia five-and-a-half years ago, there’s been a measurable decline in music piracy and growth in Australian music industry revenues for the first time in many years, which can only be good news for us all, right?

Last year also saw Spotify’s largest-ever combined investment in local and international artist marketing work in Australian metro cities including digital, social and out-of-home advertising formats with local artists including Angus & Julia Stone, Touch Sensitive and Vance Joy featured in these campaigns.