There’s been a worryingly growing trend over the last few years of big name artists skipping New Zealand on their global tours, from Olivia Rodrigo to Taylor Swift, but even when they do visit the country, local musicians don’t always experience the benefits.
Thom Yorke, Coldplay, Travis Scott, Metallica, and Hozier are just a handful of recent touring artists who haven’t had a local support act. This trend seems set to continue into 2025, with Canadian crooner Bryan Adams recently confirming former X Factor winner James Arthur as his support for his February New Zealand shows.
In a bid to change things for the better, the Music Managers Forum (MMF) Aotearoa has today called for greater inclusion of New Zealand artists in international shows and tours across the country.
The initiative, titled Spotlight Aotearoa, is largely inspired by the similar Michael’s Rule in Australia, a major booster program for the Australian music community that was met with “virtually unprecedented” approval from across the industry earlier this year.
Like Michael’s Rule, Spotlight Aotearoa wants to boost the presence of local acts on major international tours.
“Spotlight Aotearoa aims to ensure that local talent shares the stage with global acts, fostering growth, preserving Aotearoa’s unique musical identity, and keeping the economic benefits of live performances within our shores,” a press statement reads.
Spotlight Aotearoa has three main proposals:
Local Representation: Every international artist performing in Aotearoa includes a New Zealand artist among their opening acts.
Equity of Experience: The local artist performs on the same stage with access to high-quality sound and lighting.
Marketing Support: The local artist is announced alongside the international tour to maximise promotional opportunities.
When international touring artists perform without local support, the consequences are often dire. As MMF’s press statement contends, “this practice sidelines local talent, limiting their exposure to larger audiences and losing opportunities to showcase our diverse voices and culture.”
“Including local artists in international tours is essential to preserving the unique identity of Aotearoa’s music landscape and strengthening our creative sector. By providing New Zealand artists with a platform to share the stage with global talent, we not only amplify their voices but also retain the economic and cultural benefits of live performances within Aotearoa,” MMF Aotearoa chair Cushla Aston says.
Live performance in New Zealand contributes significantly to the country’s economy: the Massey University-led research project Measuring and Articulating the Value of Live Performance in Aotearoa recently revealed an impressive annual value of $17.3 billion.
If taken up, the benefits of Spotlight Aotearoa could be monumental. One needs only to look to the recent past for a positive success story, when Wellington’s DJ Messie was invited to play Glastonbury thanks to superstar producer Fred again.. getting her to support his shows in New Zealand. Such stories “highlight what can be achieved when opportunities are extended to the talent of Aotearoa,” MMF notes.
At the time of writing, Spotlight Aotearoa has gained significant support from some of New Zealand’s leading music organisations, including APRA AMCOS, Auckland UNESCO City of Music, BIG FAN, E Tū Musicians Union, Independent Music NZ (IMNZ), Independent Music Venues Aotearoa (IMVA), Māori Music Industry Collective (MMIC), MusicHelps, Music Production Guild Aotearoa (MPG), NZ Music Commission, NZ On Air, OneMusic New Zealand, Recorded Music New Zealand (RMNZ), and SoundCheck Aotearoa.
MMF’s press statement concludes with a call to action: “MMF Aotearoa is urging the government, councils, and industry stakeholders to align immigration, cultural, and creative policies to prioritise local music.”
Anyone can play their part by including the proposals outlined in Spotlight Aotearoa in their submissions to the Ministry for Culture and Heritage’s draft Creative and Cultural Strategy, Amplify 2024-2030. Submissions are open until Sunday, December 15th – find out more information on how you can make your submission here.
