Emily Copeland: Why triple j isn’t just an FM radio station anymore

From her early days at youth community station FBi Radio to her current role as Head of Music at the ABC, Emily Copeland has long been at the forefront of shaping Australia‘s musical landscape.

She understands only too well the modern day challenges local artists face in getting their music heard.

Copeland recently drew inspiration from a speech by leading music industry executive Mardi Caught.

One quote in particular resonated with Copeland: What the music industry needs is more hope and less nope.

“That is one of the largest challenges more broadly – keeping up everyone’s positivity in a time where the economic climate is challenging, the media landscape is fragmented, and we’re hearing so much negativity about the Australian music industry,” Copeland says in an interview with The Music Network.

Copeland was instrumental in the launch of hip-hop station CADA and forging music industry partnerships for ARN.

Earlier this year, Copeland took up a new appointment at the national broadcaster, leading its music strategy across triple j, Double J, triple j Unearthed, ABC Country, ABC Classic and ABC Jazz.

“I’ve spent the first few months in the role meeting with artists, labels, and industry to get a picture of the challenges and opportunities facing the industry at the moment,” she tells TMN.

These meetings will help shape future strategies at the national broadcaster.

“My music strategy role allows me to think more holistically about how the ABC can be supporting the music industry, and where the opportunities are for audience growth – both for our own ABC brands, as well as how we can support the growth of audiences and fans for artists and their music.”

Copeland says it’s important to look at the positives.

“Like three weeks of Australian artists at #1 in the ARIA charts and triple j’s One Night Stand selling out 15,000 tickets in one day.”

This, she believes, reinforces that the selling power of triple j is still alive and well.

Copeland says whilst the media landscape has shifted a lot in the past decade, radio is shifting with it.

“triple j is not just an FM radio station any more – it now has almost one million followers on Instagram, over 280,000 followers on TikTok, and 1.77 million subscribers on YouTube.”

“The opportunity to reach large audiences with a multi-platform approach via triple j is immense.”

Added to that, triple J’s Unearthed has been central to launching the careers of Australian artists like Flume, G Flip, Amy Shark, The Kid Laroi and Tones & I.

But for those struggling to get their music heard, both via streaming platforms and digital and conventional media, Copeland concedes that unfortunately, there’s no magic fix.

“There is no one media platform that you can rely on for mass reach any more, and that is not unique to the music industry – it’s a challenge that is facing every brand, every organisation, every individual who is trying to get themselves out there.”

Copeland says cutting through to a mass audience is harder than ever.

“I would also say to artists that if they are looking at triple j based only on our FM platform, they are missing a huge opportunity. “

“You need to consider all media platforms in terms of their full offerings – across audio, digital, social, and events, not just one small part of how they reach and engage with audiences.”

Last week, Copeland discussed the future of Australian music during an In-Conversation session at BIGSOUND, Australia’s grand industry and showcase event.

She also addressed concerns that triple j just isn’t like it used to be.

Along with former ABC and FBi colleague Jess Keeley, Copeland drove home the point that not only is triple j still relevant, it continues to live up to the mandate it’s always had.

Contrary to claims triple j is “becoming too commercial,” Copeland says the station continues support and prioritise local artists and promote music that is not played elsewhere.

And that, she says, is something to be celebrated.