NZ On Air has unveiled a major shake-up of its music funding strategy, introducing new opportunities for emerging artists, increased touring support and a dedicated fund for international promotion.
Announced this week, the changes aim to help Aotearoa New Zealand musicians build sustainable careers and reach wider audiences, both at home and overseas, as the industry continues to adapt to changing listening habits and an increasingly competitive global market.
It comes amid a significant shift in how New Zealanders consume music – according to NZ On Air research, broadcast radio reach has fallen from 59% in 2016 to 39% in 2026, while music streaming reach has climbed from 31% to 41% over the same period.
Despite streaming’s growing popularity, local artists continue to face challenges gaining visibility. APRA AMCOS figures show that New Zealand music accounted for just 4% of streams in the country during 2025/26, despite a 2025 Luminate report finding that more than 100,000 tracks are uploaded to streaming platforms globally every day.
NZ On Air Head of Music Teresa Patterson said the revised strategy reflects the need to support artists beyond the recording process. “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,” she explained.
“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.”
Among the most significant additions is a new Global Promotion fund, which will cover up to 50% of eligible international marketing and promotional costs for NZ On Air-funded artists with confirmed overseas releases or opportunities.
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The strategy also introduces New Music Development, an entry-level funding pathway for artists who have not previously received NZ On Air support. Alongside funding to record and release a song, successful applicants will receive mentoring, professional development and industry guidance.
A dedicated New Music Māori funding round will also be established, supporting Māori artists whose work contributes to Māori culture and identity, regardless of whether they perform in te reo Māori. The existing Waiata Takitahi partnership with Te Māngai Pāho will continue to support music with a te reo Māori focus.
Meanwhile, the existing New Music Pasifika and New Music Pan-Asian programs will shift their focus towards emerging talent, incorporating similar mentoring and development opportunities.
Established artists will also benefit from increased investment in the New Music Project program, which supports album and EP releases, following industry feedback highlighting the importance of longer-form projects in building dedicated fanbases.
Touring support is another priority, with New Music Project Touring expanding from one funding round to three annually. According to NZ On Air, previous recipients reported that the program helped reduce the financial risks associated with touring, reach regional audiences and keep ticket prices accessible.
Elsewhere, New Music Single will move to two funding rounds per year, with updated eligibility and assessment criteria, while New Music Project Kids will be brought into alignment with New Music Kids.
“We have introduced early career wrap-around support, with a focus on diverse artists to help artists build a pathway to the next stage of their careers,” Patterson continued. “And provided further support when they are at that next level as this can have a huge impact on opportunities for success.”
The revised strategy follows NZ On Air’s 2023 Music Funding Review, a separate review of Māori musicians’ experiences conducted by the Māori Music Industry Collective, and consultation with artists, managers, record labels and industry organisations.
The changes will be rolled out progressively throughout 2027, with further information on eligibility, application dates and individual funding rounds to be released as the programs are introduced.
