Who We Are

Meet Johnno Keetels

With more than 15 years of experience across the Australian music industry, Johnno Keetels has built a reputation for developing artists, leading strategic campaigns, and creating meaningful industry partnerships.

His career has spanned some of the world's leading music companies, including Warner Music Group, Universal Music Group and, most recently, Big Loud Records, where he established and led the label's Australian presence. Working across marketing, publicity, promotions, artist development, touring, artist relations, partnerships, and release strategy, Johnno has helped artists and their teams navigate every stage of the campaign journey.

Over the last 3 years, Johnno has delivered seven #1 singles at Australian country radio. He created three new industry initiatives: Big Loud SongHubs, Big Loud Brunch, and Big Loud Writers In The Round, connecting artists with audiences and new opportunities to grow both domestically and internationally. On top of that, Johnno delivered more than 30% year-on-year audience growth for his priority development artists while increasing follower acquisition by over 70%.

That experience inspired the creation of True South, giving artists, managers and labels something they often lack: an experienced and trusted team on the ground in Australia.

Johnno believes the best careers are built through genuine relationships, thoughtful strategy and a long-term approach. Instead of offering one-size-fits-all solutions, True South works as an extension of each client's team, delivering tailored support combined with local knowledge, trusted industry connections and a deep understanding of the Aussie market.

Whether supporting a single release, developing a long-term market strategy or representing artists on the ground, Johnno's goal remains the same: helping great music find its audience and creating meaningful opportunities that last.

At True South, we become your Australian team.