Launching a vital opportunity for emerging musical talent, UNIFIED Music Group has revealed Ground Floor, an extensive six-month accelerator program designed specifically for unsigned Australian artists aged 16 and above. The initiative represents part of a considerable $10 million investment aimed at cultivating local musical talent across the country, with UNIFIED partnering with Community Music to bring the ambitious project to life.
Unlike traditional development programs, Ground Floor distinguishes itself through its flexible structure, adapting to each artist’s unique release schedule rather than imposing rigid timelines. Applications remain open year-round with multiple intake periods, ensuring continuous opportunities for talented musicians to join the program regardless of their creative timeline. The “always-on” application system allows for greater flexibility in the selection process. The initiative was officially announced at BIGSOUND 2025 in Brisbane, generating significant industry excitement. A dedicated review committee comprising UNIFIED representatives evaluates applicants based on skill, creativity, potential, and artistic distinctiveness, with at least four acts selected annually.
Successful participants gain invaluable access to industry leaders from UNIFIED Artist Management, The Annex, Lonely Lands Agency, and Bush Music Fund, who provide personalized mentorship focused on vision refinement, branding strategy, and long-term career planning. The program places particular emphasis on practical industry navigation and professional development rather than solely artistic growth. Participants will learn how to establish diverse income streams to ensure sustainable careers beyond traditional recording and touring revenue. Artists will also receive guidance on optimizing their presence across streaming platforms to maximize audience reach and engagement.
Comprehensive skill development forms a cornerstone of the Ground Floor experience, with workshops covering essential topics ranging from touring logistics and media training to content strategy, sync licensing, legal considerations, and financial management. Participants also receive opportunities to implement these skills through live performances at UNIFIED or Community Live events, bridging the vital gap between digital releases and engaging with live audiences.
Selected artists benefit from coordinated digital streaming platform pitching services, greatly enhancing their exposure potential and playlist placement opportunities. Priority marketing support through Community Music and The Annex further amplifies promotional reach for participants.
The program targets emerging artists at various career stages, but focuses specifically on those demonstrating readiness for professional music careers, aiming to transform promising independent talents into “match fit” professionals prepared for sustainable careers in Australia’s competitive music industry.
