2021-22 Music Development Office Strategic Plan: Supporting Recovery

The 2021-2022 MDO Strategic Plan focuses on supporting the reshape, recovery, rebuild and re-strengthening of a resilient, confident and future-ready music industry.

With themes aimed at encouraging collaboration, skills development, innovation, entrepreneurialism, promotion, access and export, the MDO is activating this strategy through continued partnerships with key local and national industry organisations, and state and local government agencies. The MDO is also working directly with industry by identifying, developing, and championing contemporary music entrepreneurs, businesses, artists and their work.

To support this activity, the South Australian Government through the MDO is committing more than $3.4 million across two financial years (2020-21 and 2021-22) to deliver industry support programs and to work with key organisations on initiatives that support the strategic intent outlined below.

This Strategic Plan targets all artists and music industry entrepreneurs, businesses and organisations, inclusive of diverse communities throughout South Australia and sets out intentions that underpin four phases:



Adapt to new conditions and opportunities presented within the disruption of COVID-19 through new collaborations, skills and business models.

  • Facilitate access to pathways and opportunities that support reshaping business models to enable the diversification of revenue streams.
  • Support opportunities for artists and music businesses to collaborate, upskill and increase professional development.
  • Support strategies that contribute to building a cultural appreciation for music, and an understanding of key skills required for career pathways in music, through education.


Nurture South Australian music businesses and artists to recover by supporting efforts to increase access and engagement, wellbeing and the diversity within the ecosystem.

  • Support music businesses to recover through the impacts of COVID-19
  • Active engagement with professional music practitioners from under-represented communities to increase participation in programs.
  • Foster and enable the next generation of music industry participants supporting youth and early career artists and industry.
  • Support a focus on developing the live music ecosystem in the regions.
  • Support wellbeing projects and initiatives that raise awareness for mental health.

Rebuild – Local

Champion the local industry by working together, promoting each other, and supporting local products and services.

  • Support the rebuilding of the live performance aspect of the sector for artists, venues and promoters across South Australia.
  • Encourage partnerships and engagement across local music industry businesses, artists and suppliers to increase commercial outcomes across South Australia.
  • Support and encourage engagement of local artists and music industry suppliers across government and key organisations to support commercial outcomes.
  • Encourage connectivity and collaboration across the broader creative industries to support an increase to commercial opportunities.
  • Explore and enable new touring routes through regional areas and across the country to maximise opportunities for artists to increase revenue and develop grass roots audiences.
  • Ensure that cultural and economic objectives continue to align to support growth of the music industry across the state.
  • Champion and showcase the South Australian music industry by promoting and sharing local success stories.

Rebuild – International

Leverage unexpected or new possibilities in COVID-19 low risk markets.

  • Increase export opportunities for South Australian music industry representatives in new key ‘safe markets.’ E.g. Trans-Tasman.
  • Leveraging Australia’s position as a safe place to do business, attracting opportunities that drive growth of the state’s music industry.

Return stronger

Respond with Innovation through the COVID-19 disruption.

  • Support new, innovative approaches and platforms to engage audiences and market goods and services in the music industry.
  • Support and encourage collaborations and partnerships between music, tech and sciences to develop technology that supports the advancement and growth of the music industry ecosystem.