“This year it’s about being loud and proud about the music we listen to and love.”...

... “I’m calling on everyone to join me in showing their love for Australian music in whatever way they like – tell a friend, get a tattoo, annoy people on the bus by blasting your favourite local track.”

This sounds like a terrible concept to build up Australian music listenership. Not only is it an advertising campaign whose minor positive effects will deteriorate quickly after the advert campaign ends, it also tries to leverage an outgoing boisterousness that isn't really the common way Australians appreciate the things they like. I think we can be more quiet and reserved about the things we genuinely like.