New Zealand Music Month marked its 25th anniversary this year, celebrating achievements like Mokotron’s Taite Prize-winning Waerea and Lorde’s impactful return. Despite these successes, emerging local artists face challenges in gaining visibility on streaming platforms and commercial radio, which tend to prioritize established artists. This disparity becomes evident as only a few homegrown talents, such as Lorde and K-pop sensation Rosé, make it to the New Zealand Top 40 Singles chart.
Data reveals a stark contrast between the high rate of music streaming among New Zealanders and the relatively low revenue share going to local artists. With streaming platforms increasingly shaping music discovery, social media platforms like TikTok and Instagram are also playing a significant role in influencing audience preferences. Spotify, a popular choice for many Kiwis, predominantly features established artists, leaving little room for emerging talents like Corella’s Blue Eyed Māori to shine.
While radio still holds relevance, the landscape is shifting, with only a few commercial radio stations dedicating a substantial portion of airtime to local music. The Official Aotearoa Music Charts’ data paints a telling picture of the declining presence of local artists post-COVID, signaling structural changes within the music industry. Despite disruptions caused by the pandemic, there has been increased audience engagement with local music, as seen in sold-out events like Rhythm and Vines festival.
The challenges faced by local artists are not just about the quantity or quality of music produced but are deeply rooted in industry dynamics. Globally, the music market’s consolidation around a few major players has marginalized local artists and infrastructure. To address these issues, countries like Australia and Canada have implemented measures such as content quotas and revenue-sharing systems to support local music.
New Zealand could benefit from similar initiatives, like investing in public youth broadcasters to promote local content effectively. Consolidating entities like NZ on Air and the Music Commission could streamline decision-making and better support the holistic needs of the music sector. Without proactive steps, the local music economy may struggle, depriving New Zealanders of a vibrant music scene reflective of their cultural identity.
As New Zealand Music Month wraps up, the call for structural changes grows louder, emphasizing the need for sustained efforts to nurture and celebrate local talent year-round. By adapting to the evolving music landscape and prioritizing local voices, New Zealand can pave the way for a more inclusive and vibrant music industry for both artists and audiences alike.
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