Industry Veteran Johnno Keetels Launches Artist Services Company True South
After more than 25 years working across Australia’s music and media industries, former Big Loud Records executive Johnno Keetels has launched True South, a new Brisbane-based artist and label services company aimed at helping musicians build long-term careers in Australia and overseas.
Rather than operating as a traditional publicity or marketing agency, True South will provide tailored artist services across marketing, radio, streaming, media, touring, partnerships and audience development, working alongside artists, managers and record labels as an extension of their existing teams.
Keetels said the business was born out of a desire to create a company centred on long-term relationships rather than one-size-fits-all campaigns.
“Over time, I’ve realised that success comes from having the right people around you. People who understand the market, genuinely care about your career and are invested in what you’re trying to build,” he said.
“I’ve loved every role I’ve had throughout my career. But there came a point where I realised I wanted to create something that reflected my own values: artists first, relationships first, people first, and careers built for the long term. That’s why True South exists.”
Keetels most recently spent three years with Big Loud Records, where he helped deliver seven Australian country radio No. 1 singles while overseeing local campaigns that expanded audiences across the label’s roster. During the past year alone, artists under his development strategy recorded a median 56 per cent increase in Spotify followers and a 30 per cent lift in Australian monthly listeners.
His time at Big Loud also saw him develop industry initiatives including the Big Loud Song Hubs, Big Loud Brunchand Big Loud x APRA AMCOS Writers In The Round, in partnership with QMusic and BIGSOUND.
True South will also draw on Keetels’ extensive relationships throughout Nashville and North America, where he has worked with artists, labels and industry organisations for many years. As a member of the Country Music Association’s Australian Taskforce and the Canadian Country Music Association’s Country Connects: Going Global program, he plans to help Australian artists expand internationally while providing overseas artists with local representation in Australia.
“While streaming and social media have made music global, careers are still built locally,” Keetels said.
“Every market has its own culture, its own relationships and opportunities. True South was created to bridge that gap, helping Australian artists grow locally and internationally while helping overseas artists and labels establish meaningful careers Down Under.
“Australia has an incredible music community and enormous opportunities for artists at every stage of their careers.”
Keetels has held senior roles with Southern Cross Austereo, Warner Music Australia, Universal Music Australia and Big Loud Records, building a career that has spanned radio, record labels, artist development and live events. Away from the office, he’s also known as the host of The All Country Podcast, as well as a songwriter, MC and public speaker.
True South is based in Brisbane and is now open for business.
Photo: Jane McCormack