Johnno Keetels Departs Big Loud; Launches Artist & Labels Services Company True South

True South

After more than 25 years spent working across the music and media industry in Australia – including roles at Warner Music Australia, Universal Music Australia, and Big Loud Records – veritable jack of all trades Johnno Keetels has announced the launch of the new artist and label services company True South.

Based in Brisbane and dedicated to helping artists, managers, and record build and foster sustainable careers in Australia and beyond, True South works with locals and internationals as they build a “relationship-driven approach designed to complement existing teams and deliver real outcomes”.

Keetels’ most recent role as the Australian Label Manager for Big Loud Records saw him achieve some stellar successes. Alongside delivering seven chart-topping singles on Australian country radio, and being responsible for creating events like the Big Loud Song Hubs, Big Loud Brunch, and the Big Loud x APRA AMCOS Writers In The Round, in conjunction with QMusic and Big Sound, Keetels also saw vast increases in the listenership of the label’s priority development artists.

He points to this relationship-driven, long-term philosophy as what underpins True South.

"Over time, I've realised that success comes from having the right people around you,” he explains. People who understand the market, genuinely care about your career and are invested in what you’re trying to build.

“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.

He continues:

Every artist's career is different, so every strategy should be too. True South doesn't offer one-size-fits-all campaigns; it builds tailored partnerships around each client's goals, whether short or long term.

I've been incredibly fortunate to spend my career working alongside some seriously talented artists, managers, labels and industry partners. It’s always been a great joy to help them build campaigns and careers that really connect with audiences."

Keetels has also managed to build a strong and extensive network that extends beyond Australia and into both Nashville and the wider North American music industry.

A member of the Country Music Association's Australian Taskforce and the Canadian Country Music Association's Country Connects: Going Global program, Keetels continues to strengthen relationships between Australia and North American, and these connections point to True South’s ability to help Australian artists expand internationally.

“While streaming and social media have made music global, careers are still built locally,” he explains. “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."

True South officially launches next week, with more information available via their official website.