Copyright Billboard
Spotify has unveiled its most extensive out-of-home (OOH) and on-platform campaign to date in support of the 2025 ARIA Awards, spotlighting nominated Australian talent across more than 800 high-impact placements around the world — from major Australian cities to international landmarks including Times Square in New York and Leicester Square in London. The campaign, launched in partnership with the ARIA Awards, aims to engage fans both locally and globally by integrating public voting directly into Spotify’s platform. Voting-enabled playlists are embedded within the app across four major categories: Best Australian Live Act, Song of the Year, Best Video and Most Popular International Artist. Fans are directed to the ARIA Awards hub via homepage banners, curated nominee spotlights, and QR codes displayed on select billboards. According to Spotify, more than 250,000 Australians have already cast their votes through the platform, with engagement surpassing the past two years combined. Billboard placements across the U.S., U.K., and other key territories will continue to promote nominees in the lead-up to the ceremony, while winners will be celebrated globally after the ARIA Awards air on Nov. 19. “The ARIA Awards 2025 campaign is Spotify’s most extensive local on-platform promotion ever — from in-app voting to high-impact OOH celebrations,” said Rosie Rothery, head of marketing at Spotify ANZ. “We’ve flexed the power of our platform and global footprint to put Australian artists and their success stories front and center.” In addition to digital integrations, Spotify’s campaign includes a social media rollout, an ARIA Awards Spotify Artist Party, and the “Best of the ARIAs” collection — a curated shelf highlighting iconic Australian albums and past winners. Annabelle Herd, CEO of ARIA, added: “The ARIA Awards 2025 are shaping up to be the biggest global platform to date for the incredible Australian artists making waves in culture around the world. As part of the ARIA Awards’ partnership with Spotify, we are thrilled to bring this year’s nominees to the streets that countless Australians travel day-in, day-out… before lighting up some of the world’s most iconic locations. This is what Aus music looks like on the world’s stage!” The campaign continues Spotify’s 13-year commitment to promoting local music and complements its broader “Turn Up Aus” initiative focused on uplifting Australian artists.
