NZ On Air overhauls music funding with global push

NZ On Air has overhauled its music funding strategy, widening support for artist development, touring and international promotion.

The public funding agency says the revised model is designed to create a clearer path for musicians, from early-stage development to release, live performance and audience building. It also introduces a new fund for artists with confirmed international release or promotional opportunities.

The shift comes as New Zealand's music market changes rapidly. NZ On Air says its research shows broadcast radio reach fell to 39 per cent in 2026 from 59 per cent in 2016, while music streaming reach rose to 41 per cent from 31 per cent over the same period.

At the same time, local music faces tougher competition for attention on streaming services. Figures cited by NZ On Air from APRA AMCOS show only 4 per cent of music streamed in Aotearoa in 2025/26 was by local artists, while a 2025 Luminate report found more than 100,000 songs are uploaded to streaming platforms globally each day.

New rounds

One of the main changes is a New Music Development round for emerging artists who have not previously received NZ On Air support. Alongside backing for the creation and release of a song, recipients will receive mentoring, industry training and other wraparound support.

Existing New Music Pasifika and New Music Pan-Asian rounds will remain, but their focus will shift to new and emerging artists and follow the same development model. NZ On Air will also introduce a New Music Māori round for Māori artists who may not use te reo Māori in their music but contribute to Māori culture and identity.

The Waiata Takitahi co-fund with Te Māngai Pāho will remain for songs with a te reo Māori focus. NZ On Air says these settings reflect feedback from artists and sector groups, as well as findings from its own funding review and a separate review led by the Māori Music Industry Collective.

Album focus

The agency is also increasing investment in New Music Project after industry feedback that albums and EPs are a stronger route to building fan bases than single-track releases alone. The New Music Project Kids funding round will be moved to align with New Music Kids.

Meanwhile, New Music Single will move to two funding rounds each year, with revised eligibility and assessment criteria. NZ On Air says this was the area where most stakeholders believed change was needed, with greater emphasis on helping artists develop and gain wider attention.

Support for touring will also expand. New Music Project Touring will move from one round a year to three, reflecting reports from artists that the funding has helped reduce the financial risk of touring, support project promotion, reach regional audiences, keep ticket prices affordable and improve live shows.

Global push

A new Global Promotion fund will offer quick-response support for eligible NZ On Air-funded artists with a confirmed international release or opportunity. The fund will cover up to 50 per cent of eligible international marketing and promotion costs.

The change marks one of the clearest shifts in emphasis in the strategy. While NZ On Air music funding has traditionally focused on helping artists create and promote work for local audiences, the revised approach places more weight on the longer-term task of building sustainable careers at home and overseas.

The changes draw on NZ On Air's 2023 Music Funding Review and consultation with artists, managers, labels and music industry organisations. The agency says they also align with the government's Amplify strategy for arts and culture.

Teresa Patterson, Head of Music at NZ On Air, said the new model reflected a broader rethink of what public music funding should do in a market shaped by streaming and intense global competition.

"Our 2023 Music Funding Review gave us a really useful starting point, and since then we've continued listening to and engaging with the sector," Patterson said.

"We've heard clearly that artists need more than support to create great music. They also need help to build audiences, develop sustainable careers and make the most of opportunities when they arise. These changes are about evolving our funding to better support that entire journey."

She said the revised structure would place more emphasis on early-career support and artists from diverse backgrounds.

"We have introduced early-career wraparound support, with a focus on diverse artists, to help artists build a pathway to the next stage of their careers," Patterson said.

"And provided further support when they are at that next level, as this can have a huge impact on opportunities for success."

NZ On Air says the new arrangements will be introduced in stages during 2027 to give artists and music businesses time to adjust to the revised funding framework.