Q'd Up by QSIC

QSIC co-founders Nick Larkins (Chief Product Officer) and Matt Elsley (CEO) sit down for the origin story. From point-of-sale networking to smart homes to becoming an audio company, they trace the winding road that got QSIC here, how COVID nearly ended it all and then remade it, and why AI is the tailwind they've been building towards for a decade.Before QSICNick and Matt are school mates who reconnected in their mid-20s. Nick's first venture was a point-of-sale networking business, servicing around 300 businesses across Australia. Next came Easy Control, a home automation and smart home installation business. Great idea, bad model: no recurring revenue, and clients kept ripping out the hardware post-install.From Smart Homes to Smart StoresThe automation and digital systems know-how carried straight over from residential to commercial spaces. They started digging into retail and hospitality background music and found zero data behind what anyone was actually playing. Early experiments proved it: higher BPM and louder tracks sped up table turnover in cafes. They even got McDonald's to test kitchen music, ramping tempo with store busyness and shaving 2 seconds off drive-thru times at peak.The Pivot to Retail MediaCharging a utility fee for music was a race to the bottom, so they flipped it: audio stopped being a cost and became a revenue stream through in-store retail media. Transactional data proved the model worked, including an 8% unit volume lift for one milk brand through contextual ad serving. Unlike posters that rely on someone actually complying, digital audio guarantees execution and delivers data in real time.Weathering COVIDBy 2020, QSIC was 40-45 people deep and heavily hospitality-focused, right as lockdowns hit. With 85-90% of clients shut, they adjusted fees to match store status instead of chasing invoices, and that goodwill paid off in loyalty long after doors reopened. The forced downtime became a reset: they rebuilt an experimentation and demand-sensing platform designed to scale to 100,000 stores. QSIC now runs in 30,000 stores and is growing nearly 200% year on year.AI, Infrastructure, and the EdgeAI isn't a threat to the business, it's rocket fuel. A decade of field data plus foundational models at the application layer is exactly the combo they've been waiting for. AI also powers IoT fleet monitoring across tens of thousands of devices, with self-healing code, anomaly detection, and automated alerts doing the heavy lifting. The architecture is swinging back from centralised to edge: smart agents pushed right down to the store layer, so things keep running even when the network doesn't.Time Stamps[00:00:00] – Intro[00:01:18] – Where it all started: The early hustle and first businesses[00:08:24] – Bringing music into retail and shaping the in-store experience[00:12:27] – From background music to retail media: Why measurement changed everything[00:20:00] – COVID hits: The strategic pivots that kept the business moving[00:30:11] – The AI revolution and why edge computing matters for what's next[00:42:18] – Building it right: Infrastructure and execution excellence

In this episode of Q’d Up, host Nikki Wishart and co-host Kim explore the often-overlooked world of Sonic Branding. From the iconic five-note "ba-da-ba-ba-ba" of McDonald’s to the deep, resonant "ta-dum" of Netflix, Sonic Branding acts as a musical fingerprint that allows a brand to be instantly recognisable without a single word or visual logo being present. The hosts discuss the psychological "stickiness" of these sounds, explaining how audio targets the long-term memory to create lasting emotional connections with consumers.

The conversation also breaks down the critical distinction between a jingle - a song about a brand - and Sonic Tags, which is the Sound that defines brand itself. They delve into why many companies treat audio as a creative afterthought and how aligning in-store music with a sonic identity can drive significant revenue. Finally, they tackle the rise of AI in audio production, arguing that while AI can create "perfect" sounds, it often lacks the authentic human mistakes and emotion at the same time AI can we a game-changer in other ways as long as it is used ethically.

[00:00:40] – Introduction to sonic branding and the "sonic charades" game

[00:01:09] – Breaking down the McDonald’s five-note strategy and calorie-counting theories

[00:02:05] – The obnoxious but iconic Netflix "ta-dum" and its Pavlovian effect

[00:04:01] – Sonic branding as a "fingerprint": Recognition without a name

[00:04:35] – The collaboration: How musicians and marketers choose keys and tones

[00:06:08] – Jingle vs. Sonic Branding: Defining the meaningful difference

[00:07:42] – Why branding is often an afterthought and the difficulty of measuring audio impact

[00:10:15] – The evolution of the sonic tag: Adapting sounds for different moods and environments

[00:13:12] – A throwback to polyphonic ringtones and the Nokia "Crazy Frog" era

[00:14:54] – Passive listening: Why TV themes and sonic tags stick in your brain for decades

[00:17:42] – Is in-store music more powerful than a logo? [00:19:56] – Re-educating the market: Moving audio from a "utility" to a revenue generator

[00:20:31] – The AI Debate: Perfect sounds vs. human authenticity and ethical usage

[00:25:38] – Final thoughts: Why sonic branding is a system, not a gimmick

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

Kim: Instagram - h⁠ttps://www.instagram.com/kimberleyldavis/⁠

In this episode of Q’d Up, host Nikki Wishart unpacks the powerful story behind one of country music’s most defiant anthems: "Not Ready to Make Nice" by The Chicks (formerly the Dixie Chicks). Nikki takes us back to 2003, when a single sentence spoken by lead singer Natalie Maines in London ignited a firestorm that nearly incinerated their careers. From radio bans and album burnings to literal death threats, the group faced an unprecedented level of industry exile.

Instead of backing down or issuing a quiet apology, The Chicks doubled down on their truth. Released in 2006, "Not Ready to Make Nice" served as a raw, heartbreaking manifesto that addressed their attackers head-on while sweeping the Grammys and proving that standing your ground is the ultimate act of survival. Nikki and Kim discuss the unique power of music to deliver a political message, the "shut up and sing" mentality in the country genre, and why a song often hits harder than a media statement.

[00:00:28] – The peak before the storm: The Chicks in 2003

[00:00:57] – "The Incident": Natalie Maines’ comments in London and the immediate US fallout

[00:01:20] – The dark side of fame: Radio bans, tractors crushing CDs, and death threats

[00:01:43] – Choosing defiance over apology: Channeling anger into Taking the Long Way

[00:02:05] – Deconstructing the lyrics: Addressing the "shut up and sing" letters

[00:02:48] – Grammy glory and the song’s legacy as a tool for survival

[00:03:37] – Statement in a song vs. Statement in the media: Kim’s take on the "soft" political power of music

[00:05:09] – The Country Music "Box": Expectations, fan loyalty, and Taylor Swift comparisons

[00:05:45] – The "Shut up and sing" mentality and the pressure to be a perfect artist

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

Kimberley: Instagram - h⁠ttps://www.instagram.com/kimberleyldavis/⁠

In this episode of Q’d Up, host Ben welcomes Mia Horner, General Manager for Customer Loyalty at Liquorland, to explore the rapidly evolving world of retail media and in-store audio. Moving far past the days of static background "elevator music" and tracks on endless repeat, Mia shares how physical retail stores are using dynamic, AI-enabled audio platforms to completely transform the shopping environment.

They discuss how tailored tempos and highly targeted localised messaging can significantly lift staff engagement, increase customer dwell time, and drive tangible incremental sales. The conversation also challenges the traditional digital-only definition of retail media, illustrating how the physical store serves as an incredible canvas for brands. From live cricket score updates pushed out in real-time to turning a Sydney cool room into a Mardi Gras "Rave Cave," Mia breaks down how agility and data-led insights allow retailers to personalize the shopping experience at scale. Finally, Ben puts Mia in the hot seat for a rapid-fire music round, revealing a surprisingly eclectic mix of K-pop, stadium rock, and heavy metal.

Timestamp Breakdown:

[00:00:18] – Intro: A preview of the new faces and retail-focused topics coming to the podcast.

[00:00:34] – Welcome Mia Horner: Introduction to her background and wide-reaching role at Liquorland.

[00:01:11] – The Evolution of Audio: Moving from static "elevator music" to dynamic, customised playlists.

[00:02:22] – Staff Experience: How dynamic audio prevents burnout on long shifts and builds team connection.

[00:04:36] – Timing and Productivity: Matching music tempo to shopping hours and staff productivity.

[00:06:25] – Culture and Agility: Aligning in-store experiences with global events and sporting passions.

[00:07:24] – The Cricket Experiment: Bringing live, ball-by-ball score updates straight into the store environment.

[00:09:48] – The Mardi Gras "Rave Cave": How a Darlinghurst cool room activation dynamically adapted to crowds.

[00:12:47] – Redefining Retail Media: Moving away from just websites/apps and treating the store as a canvas.

[00:17:44] – The MasterChef Partnership: Delivering dynamic, just-in-time messaging to match television trends.

[00:19:38] – Hyper-Local Personalisation: Tailoring offers by state, microclimate, and individual store level.

[00:21:06] – The Measurement Piece: Using AI-enabled analytics platforms to see sales spikes in minutes, not weeks.

[00:25:35] – Supplier Value & Long-Term Loyalty: Moving from quick tactical fixes to collaborative, innovative brand planning.

[00:28:45] – Rapid Fire Round: First concerts, life-changing albums, and Mia's secret status as a global top 1% BTS fan.

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us

Instagram - @qdupbyqsic

LinkedIn - https://www.linkedin.com/company/qsic

YouTube - https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r

In this episode of Q’d Up, host Nikki Wishart sits down with Willow Smith - audio engineer at QSIC, member of the all-female band Lisztomania, and definitely not the daughter of Will Smith. Willow takes us through her fascinating journey from an aspiring marine biologist to a dedicated sound engineer who finds her "happy place" in the precision of post-production and film audio.

She shares high-adrenaline stories from the world of live sound, including the time she had to take over a magician’s complex audio and visual cues on the fly. Willow and Nikki geek out over the technical nuances of "ear training," why stadium gigs are a "nightmare" for audiophiles, and the importance of EQ in making sound truly crisp. Whether she’s discussing the strategic placement of speakers in retail stores or why you should never put a siren in a radio ad, Willow illustrates how sound is the invisible narrative that shapes our every experience.

[00:00:52] – Introduction to Willow Smith and her role in ad production at Qsic [00:02:28] – The pivot from marine biology to audio engineering

[00:03:46] – Adrenaline vs. Precision: The differences between live sound, film, and ad production

[00:04:41] – The Magician Story: Handling live audio cues under pressure [00:06:54] – Why visual scenes feel "awkward" without sound design and music [00:08:15] – "Muddy" noise and vibe killers: What makes a retail store sound terrible

[00:09:59] – The physics of sound: Why an empty room sounds different than a packed one

[00:11:50] – Stadium gigs and the technical "nightmare" of delay towers [00:13:59] – Contextual sound design: Why you don't use bottle-clinking sounds in a liquor store

[00:15:39] – Working with clients to translate brand identity into a sonic vision [00:19:15] – List Mania: Willow’s all-female band and their history since primary school

[00:24:12] – Training the ear: The difficulty of identifying frequencies and "ear training" tests

[00:27:56] – Top 3 tips for new retailers opening their first store [00:32:59] – Quickfire round: Late-night briefs, the power of EQ, and layering 100 sound effects

[00:35:38] – Music memories: Port Fairy Folk Festival and the "hug" of a great folk album

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

Follow Willow's Band

Instagram - https://www.instagram.com/lisztomania_au/

In this episode of Q’d Up, host Nikki Wishart sits down with Grace Newton-Wordsworth, the powerhouse frontwoman of Joan & The Giants. Grace takes us back to her unique upbringing on an organic, biodynamic farm in the Western Australia, sharing how her parents’ unconventional lifestyle and her mother's songwriting shaped her grounded approach to music. She opens up about the "Dark Ages" of her early career and the deeply personal evolution of the band, which originally began as a decade-long romantic and creative partnership.

Grace candidly discusses the trauma of parting ways with her former partner and the breakthrough moment of realising she is more than capable of leading the project solo. From the relentless grind of touring the outback to the sheer adrenaline of performing for 45,000 people as a support act for Pink, Grace reflects on the lessons learned from both failure and success. She also dives into the current state of the Australian music scene, addressing the regression of female and non-binary representation on festival lineups and the importance of taking up space in the studio.

[00:00:54] – Welcome Grace and an exploration of her Western Australian farm upbringing

[00:04:19] – The origin of Joan & The Giants: A love story and a reinvention in 2019

[00:07:48] – Stepping into independence: Finding the strength to continue the band after a toxic relationship [00:09:50] – Reclaiming confidence: Overcoming imposter syndrome and the power of backing yourself

[00:14:33] – From 20 people in Broome to 7,000 at Shinju Matsuri: Giving your all no matter the crowd [

[00:16:15] – International debuts: Preparing for South by Southwest and The Great Escape in the UK

[00:21:09] – The Pink tour: Dealing with stage anxiety, echoing stadiums, and "disaster" nights

[00:26:36] – Support slots with The Fray and stacking it on stage at The Forum

[00:28:57] – Gender in the industry: Fighting misogyny and calling out the regression of female voices on lineups

[00:36:50] – "Bands don't fail, they quit": Advice on resilience and dealing with weekly rejection

[00:44:34] – Quickfire round: High-5, Alabama Shakes, and the obsession with Chappell Roan

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

Follow Nikki:

Instagram - https://www.instagram.com/nikki_wishart/

In this episode of Q’d Up, host Nikki Wishart is joined by Jac Shaw, Retail Media Lead at QSIC, to pull back the curtain on the rapidly evolving world of Retail Media. With nearly two decades of experience at Nova Entertainment under her belt, Jac explains how she’s transitioned from traditional radio to pioneering the Retail Media space. She dives into the psychology of how audio shapes our subconscious shopping habits, explaining why a well-curated playlist is "companion, convincing, and connecting" for customers with a basket in hand.

Jac shares the behind-the-scenes magic of recent standout campaigns, including the "Rave Cave" activation with Liquorland for Mardi Gras and the Troye Sivan x Penfolds 389 partnership . From the staggering $440 billion spent in physical retail to the power of layering audio over visual assets, Jac makes a compelling case for why marketers can no longer afford to treat in-store music as an afterthought. We also get a glimpse into Jac’s disciplined routine (including those 3:30 a.m. workouts!) and her journey from high school musical theatre to Big Day Out mosh pits.

[00:00:00] – Introduction to Jac Shaw and her transition from Nova to Qsic

[00:01:33] – Defining Retail Media: Leveraging assets to drive purchase

[00:02:56] – Summarising 17 years of audio in three words

[00:04:04] – The evolution of the purchase funnel: From awareness to the shelf

[00:06:10] – Accountability in advertising: Using digital analytics in-store

[00:07:28] – The power of impulse: Influencing the $440 billion retail market

[00:08:37] – Subconscious impact: How music gets "stuck in your head" and drives sales

[00:11:04] – Case Study: The Liquorland "Rave Cave" and celebrating community

[00:16:01] – Commercialising the floor plan: How audio and screens work together

[00:18:36] – Case Study: Troye Sivan x Penfolds audio takeover and contextual tagging

[00:23:18] – Retail Media 3.0: Moving toward experience-led activations and wine tastings in-store

[00:25:22] – Quickfire round: 3:30 a.m. workouts and why silence is a "vibe killer"

[00:28:10] – Music memories: From Jesus Christ Superstar to Jebediah and Sabrina Carpenter

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us:

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

In this episode of Q'd Up, host Nikki Wishart is joined in Sydney by Karen Holmes, Director at One Music, to demystify the world of music licensing. Often viewed as a niche corner of the industry, music licensing is the vital bridge that ensures artists, songwriters, and labels are fairly compensated when their work is played in public spaces. Karen shares her journey from media sales and radio into the world of copyright, explaining why a One Music license is the "liquor license for sound" that every business owner needs to understand.

Karen dives into the common misconceptions surrounding streaming services like Spotify Premium - explaining why a personal subscription doesn't cover commercial use - and discusses the simplified licensing structure in Australia compared to the complex systems in the US and UK. We also explore fascinating research on how the right genre and volume can shift retail sales, the resurgence of vinyl in small bars, and the emerging challenges posed by AI in the creative industry. From cautionary tales of major court fines to heartwarming stories of bars dedicated exclusively to Aussie music, this conversation is an essential guide for both business owners and creators looking to protect their work.

[00:00:27] – Welcome to Karen Holmes and an introduction to One Music

[00:02:13] – The Spotify misconception: Why personal memberships don't cover commercial spaces

[00:06:47] – Why One Music was formed: Combining APRA AMCOS and PPCA for simplicity

[00:08:27] – How licenses are calculated across different industries like gyms and restaurants

[00:10:00] – The impact of music on consumer behaviour: Research on retail and dining

[00:15:09] – Case study: Rosella's and the power of playing 100% Australian music

[00:17:15] – Tracking the data: How artists actually get paid for their plays

[00:21:22] – Emerging trends: The vinyl resurgence and the future of AI licensing

[00:25:24] – Advice for songwriters: Registering works and claiming performance reports

[00:28:04] – A cautionary tale: The $235,000 cost of ignoring copyright warnings

[00:30:07] – What’s next for One Music: Regional roadshows and upcoming education series

[00:32:15] – Quickfire round: INXS, David Bowie, and Taylor Swift on repeat

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Q’d Up

Follow Us

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

Visit One Music's website - https://onemusic.com.au/

In this episode of Q'd Up, host Nikki Wishart is joined by Kim to unpack the highs, lows, and "did that really happen?" moments of Coachella 2026. From the comfort of their couches, the pair dive into why this year saw the highest streaming numbers in the festival’s history and whether the "Influencer Olympics" culture is actually killing the vibe on the ground. They break down the stark contrast between Sabrina Carpenter’s high-budget theatrical "SabrinaWood" set and Justin Bieber’s laptop-led minimalist performance, sparking a juicy debate on industry double standards and the business behind selling your masters.

Kim and Nikki also celebrate the legendary Madonna joining Sabrina on stage for a 10-minute masterclass in Vogue, and discuss how Latin icons like Karol G and Bad Bunny have officially moved from subculture to global dominance.

Between chats about $40 tacos, the dusty reality of Palm Springs, and why Anyma’s visuals at the Sphere and Giza are the future of music, the girls also play festival booker - pitching their dream headliners for 2027.

[00:01:10] – Glastonbury vs. Tomorrowland: Which festival vibe wins?

[00:02:22] – Dead crowds and the "Influencer Olympics" culture

[00:03:50] – Sabrina Carpenter’s theatrical set and the Terry Crews cameo

[00:07:08] – Iconic guest spots: Madonna’s 10-minute Vogue takeover

[00:09:44] – Madonna’s legacy: Breaking doors down for the next generation

[00:10:05] – Unpacking the JB set: R&B influences and stripping it back

[00:11:58] – Double standards: Do female pop stars have to do more?

[00:13:51] – The business of music: Selling masters and $10 million paychecks

[00:20:20] – The dominance of Latin music: Karol G & Becky G

[00:22:45] – KATSEYE, K-pop academies, and 2026 highlights

[00:25:53] – Marketing & Billboards: From Teddy Swims to $40 tacos [00:27:15] – Festival fashion, 2016 nostalgia, and desert dust

[00:34:20] – 2027 Wishlist: Who should headline next?

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us:

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Follow Nikki:

Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

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Kimberley: Instagram - h⁠ttps://www.instagram.com/kimberleyldavis/⁠

In this episode of Q'd Up, host Nikki Wishart sits down with Pantjiti Lawrence, a country girl from Gippsland turned powerhouse workforce manager for Untitled Group. Pantjiti shares her journey from performing at local "Frieze" events to overseeing the massive logistics behind iconic festivals like Beyond the Valley and Pitch Music & Arts. She pulls back the curtain on what it’s really like to manage thousands of staff and volunteers - from the "non-negotiable" ice cream meetings to the surprising number of people who apply for camping festivals having never actually pitched a tent before.

Pantjiti also speaks deeply about the importance of "Crowd Care" and Untitled Group’s industry-leading safety initiatives. She shares moving stories about the impact of the "Help Hubs" and their partnership with Teach Us Consent, illustrating how a safe environment can fundamentally change a patron's festival experience. From building "mini hospitals" on-site to mentoring the next generation of industry professionals, Pantjiti offers an honest, grounded look at why passion and enthusiasm are the real keys to a career in music.

[00:00:00] – Introduction to Pantjiti Lawrence and her country roots

[00:01:43] – The "mindblowing" realisation: Getting paid to go to gigs

[00:03:05] – Moving to Melbourne: Exploring the city’s thriving gig culture

[00:05:39] – Managing festival staff: Camping surprises and volunteer passion

[00:07:22] – Changing the narrative: What volunteers actually do (it’s not cleaning toilets!) – What makes a standout hire? Enthusiasm and passion over experience

[00:13:57] – Crowd Care & Help Hubs: Creating a safe haven for patrons

[00:20:57] – Australia’s largest camping festival: Celebrating 10 years of BTV

[00:22:12] – Pushing against the grain: Why some festivals are still thriving

[00:28:02] [00:28:02] – Dream Festival: Woodland folk, regional Victoria, and river swims

If you have been impacted by any of the themes discussed in this episode, please feel free to contact 1800RESPECT (1800 737 732) available 24/7.

We acknowledge the Traditional Owners and Custodians of the lands on which we are filming today, the people of the Kulin Nation. We also pay respect to their Elders, past and present.

Follow Us

Instagram - @qdupbyqsic

LinkedIn - ⁠https://www.linkedin.com/company/qsic⁠

YouTube - ⁠https://youtube.com/@getqsic?si=w9nuA0AqgG1jqa6r⁠

Nikki: Instagram - ⁠https://www.instagram.com/nikki_wishart/⁠

Learn more about Untitled Group - https://untitledgroup.com.au/