Helping Artists Find Their Place in Australia

Our Purpose:

Australians love great music, and we are one of the world's most engaged music markets.

True South bridges the gap between artists and Australian market with local knowledge, trusted relationships and a long-term release strategy.

Whether supporting a release campaign, identifying touring opportunities, growing audiences or unlocking new partnerships, we are an extension of your team, providing the local insight and industry connections that turn Aussies into lifelong fans.

Our Focus:

True South partners with artists, managers and labels who are ready for meaningful growth in Australia. We have particular expertise in country, Americana, folk and rock, where our experience and relationships run deep.

Our Experience:

Founded by Johnno Keetels, True South draws on more than 15 years of experience working in both Major & Indie labels. We combine that major label expertise with independent thinking and a deep understanding of the Australian music landscape.

Our Approach:

True South brings thoughtful, tailored support that reflects each artist's goals. There is no “one-size-fits-all” approach.

At its core, True South exists for one reason:

To help great artists build lasting success in Australia.