Address to Meta Creator Academy

Acknowledgement of country

From the Ngunnawal and Ngambri lands of Canberra where we meet, we acknowledge country.

We pay our respects to First Nation’s Elders, past, present and emerging.

And to First Nation’s people who join us here today – a very special welcome to you.

I take this moment to affirm the Albanese Government’s commitment to implementing the Uluru Statement in full: Voice, Treaty and Truth. 


Thank you for inviting me to speak at the launch of the Meta Creator Academy today.

This new initiative is an exciting opportunity to support aspiring content creators develop their digital skills, creativity and craft.

Right here, in Australia.

According to research commissioned by Adobe, more than six million Australians are creating content with the purpose to share it online.

And, the number of self-identified content creators has doubled since 2020.

The rapid rise of the so-called creator economy is a global trend that will no doubt continue as the demand for digital content grows.

Content creators come from all walks of life and their content is just as varied – from comedy sketches, to fashion tips and fabulous food recipes.

Platforms like Facebook and Instagram – which top the most popular social media sites in Australia - enable people to explore creative, social and entrepreneurial pursuits.

They help content creators reach large – global – audiences, and increasingly, make a living out of it too.

During the first couple of years of the pandemic in particular, we saw passion projects and hobbies reach their entrepreneurial potential through an elevated online presence.

What may have started off as a hobby or a ‘side gig’ - jewellery-making, to sharing special talents like comedy, or dancing, became a way for people to earn an income.

Skilled content creators - like the guests here this evening – and their engaging content are in high demand.

From Style By Deni’s 11-minute makeup tutorial on Reels, to Marion Grasby’s “delicious” bite-sized short rib recipe, and Ian Zaro dancing to Taylor Swift’s “Bejewelled”.

But creators also do more than publish engaging content; they help companies and organisations grow their business and brands.

In turn, consumers are given exposure to a wide-ranging selection of options.

Creators also run their own successful businesses that create jobs and wealth through brand sponsorships and digital advertising.

This includes micro-influencers, who may have a few thousand influencers.

According to the latest research commissioned by IAB Australia - the peak trade association for online advertising - the digital advertising ecosystem supports 450,000 jobs and contributes $94 billion to GDP.

Digital advertising and the creator economy are important growth industries for Australia.

Both the private and public sector can support their continued growth through initiatives that focus on skills and professional development, entrepreneurship and innovation, and through improved digital infrastructure.

Skills for the future

The Meta Creator Academy is a great example of the private sector investing in the skilled workforce of tomorrow.

The Academy will be an incubator for emerging content creators - a place where they can develop their digital skills, innovate and collaborate.

It will connect aspiring creators with some of the best in the business.

And it will start in my hometown of Sydney - before being rolled out to other cities around the nation.

I understand the Meta Creator Academy is a global first for the company.

As Communication Minister, I am delighted to see the initiative launched in Australia.

It is a great opportunity to upskill our creative digital workforce.

And showcase world-class content that has a uniquely Australian flavour – like Marion’s mouth-watering recipes on Instagram.

Enhancing connectivity

The Albanese Government is committed to ensuring that everyone – regardless of their postcode - can take full advantage of the digital economy.

That is why we are making a $2.4 billion investment to build a better NBN to expand full-fibre access to 1.5 million premises.

This will deliver reliable internet speeds of up to one Gigabyte per second to nearly 10 million homes and businesses.

And provide full-fibre access to more than 660,000 premises in the regions currently relying on copper wire.

This investment comes in addition to the $480 million already delivered to upgrade the NBN Fixed Wireless network.

We will provide up to 30,000 families with no home internet a free NBN service for 12 months, because in the 21st Century, broadband infrastructure is a necessity – not a nice-to-have.

This will help us upload our reels faster, achieve greater definition through Instagram or Facebook live videos, and view stories closer to real time.

In the lead up to the Albanese Government’s Jobs and Skills Summit earlier this year, I convened a roundtable on the Creative Economy.

Of course, what is understood as the “creative economy” is broad.

It includes film, television and radio, music and performing arts, publishing and visual arts; as well as advertising and marketing, architecture and design, and software and digital content.

What came through in the Creative Economy Roundtable – and the Jobs and Skills Summit more broadly – is that more digitally skilled workers will be required to maximise growth opportunities in our economy and that in order to grow skills, we need to encourage investment.

The recently announced Digital and Tech Skills compact between government, unions and technology employers recognises this.

Announced at the September Skills Summit, the new compact is a public-private partnership that will invest in skills and training in growing digital sectors.

Consultation is now open on Treasury’s Employment White Paper, which builds on the outcomes of the Summit, and will provide a roadmap for Australia to build a bigger, better-trained and more productive workforce – to boost incomes and living standards and create more opportunities for more Australians.

And I’m proud and excited that, just last week, the Albanese Government introduced a bill into Parliament to legislate a Digital Games Tax Offset (DGTO).

For the first time, Australia will have a dedicated tax offset that supports the digital games sector.

The DGTO will strengthen the Australian digital games industry, expand employment opportunities for digital and creative talent, enhance the industry's international competitiveness and make Australia more attractive for foreign investment.

So it’s Game On!

And I’m glad the game of catch up, by Australia’s games sector with the rest of the world, may now begin, and it’s great there is finally bipartisan support on this issue.

Around the world, both the public and private sector are recognising the importance of the digital and creative industries.

The Meta Creator Academy is an exciting new initiative in this fast-growing space.

Thank you to Meta for inviting me to be part of the launch this evening.

I look forward to seeing the content you create.