Musician Jack River started a campaign on her Instagram last week rallying for Australian music to be included in the Tokyo Olympics coverage.
And if you've been watching the Olympics, you may have noticed more Australian music has started being broadcast, as the campaign has since gone viral, attracting the attention of Channel 7, Coles and Bank Australia.
Jack River, real name Holly Rankin, made the Instagram post which now has almost 12,000 likes and has been shared by other Australian artists including Baker Boy, Vera Blue and Lime Cordiale.
The post reads: "Dear Channel 7 and Corporate Aus, How great would it be if you played all Australian music in your coverage of the Olympics?"
"And while we're here, how good would it be to hear Aussie music in Coles, Woolies, Aldi, in banks, on hold, in stores and on ads being shown to Australians for the next few months?!"
Having posted it in a whim of frustration after looking at her business figures, Holly said she didn't expect the post to garner as much support as it did.
"That night I was filling in my COVID-19 Service NSW grant form and I was looking at the 98 per cent downturn in my business. Which is something I'm aware of, but that night it just really got to me," she said.
"Then I walked out to the loungeroom and heard American and British music playing over the Olympics for these quintessential Australian moments and the athletes that we love so much.
"Then I went to Coles in Ulladulla and once again I heard non-Australian music and just felt this overwhelming feeling of that we're missing an opportunity to support and soundtrack Australian artists and also a diversity of artists, like First Nations artists and their stories.
"I had no idea that the post would resonate in the way that it did. But I guess it's just such a simple ask."
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Since the post, Edwina Bartholomew, one of Channel 7's Olympics hosts, has reached out to Holly expressing she is committed to boosting Australian artists during the Olympics coverage.
"I think there's been a shift in the coverage of the Olympics," said Holly.
"Lots of people have mentioned different artists being played now that they haven't heard on there before, like Sycco, Gang of Youths, Baker Boy, Stella Donnelly. So this has been really cool to hear."
Holly said Channel 9 played an all-Australian music show last Friday. Coles Supermarket has also released a statement in response to the campaign.
Like her colleagues in the industry, Holly has seen the devastating impact COVID-19 has had for artists.
"Most Australian music businesses have suffered between 80 and 100 per cent downturn on revenue for around 18 months. That means it's literally close to zero income coming in for many," she said.
"A lot of us had JobKeeper, which was a lifesaver. But since JobKeepers ended, a lot of these music businesses still can't go back to work. When there's lockdowns and restrictions, we can't plan to work.
"When the government puts a stop on business activity, usually they give you some kind of relief. But the government's put a stop on our business activity as artists and hasn't given us adequate relief."
While she said playing Australian music won't necessarily put money in the pockets of musicians, the exposure can have a huge impact.
"It would make Australian and First Nation musicians feel like they are valued like our athletes. I feel like sport gives the same kind of universal happiness and connection as music does," she said.
"Also the power of discoverability on platforms like TV and radio gives audiences an opportunity to discover Australian artists because as soon as you hear something you love, you go find it and listen to it, and that's how our music economy works."