By John Ferguson
AUCKLAND (Billboard) -
New Zealand artists
Since 2000, the government has spent about NZ$30 million
($24 million) on various schemes designed to establish a
vibrant domestic business and introduce Kiwi music to the
biggest possible international audience.
Domestically, many executives say initiatives put in place
by successive coalition governments headed by the center-left
Labour Party have helped transform the music scene in this
remote nation of four million people.
NZOA has recently dedicated its efforts toward getting more
New Zealand music onto commercial radio, but the agency's
latest program focuses on international radio promotion
campaigns, carried out by such companies as Los Angeles-based
A&R Worldwide.
The government also funds the New Zealand Music Industry
Commission, whose programs include Outward Sound, in which acts
receive financial support for touring or basing themselves in
an international market; so far around 80 acts/labels have
received grants.
Former Warner Music New Zealand GM Jerry Lloyd, now running
a music store in the eastern city of Napier, says it's time to
focus resources on a smaller number of proven acts.
"New Zealand has been aching for years to get something
away in a big way internationally," he says. "If there are acts
who have made headway here, let's pour gasoline on them and see
what we can do."
Crowded House's Neil Finn and veteran promoter/musician
Gray Bartlett have expressed doubts about "unrealistic
expectations" for international success.
"I would be unhappy if kids didn't have stars in their
eyes," Tizard says. "If we want to create industry, we have to
export. And if we are to get these export industries, the
government has to be involved because most (New Zealand) firms
are too small to do the marketing and export work required."
"There are more bands touring and achieving levels of
success than ever before," he says. "Back in the 1980s and '90s
a (New Zealand) band going overseas was major news, but not
anymore."
Reuters/Billboard
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