NZ On Air has announced a new Music Strategy that shifts funding focus towards helping artists build audiences and sustainable careers at home and internationally. The changes reflect significant shifts in the way people discover and consume music.

NZ On Air research shows broadcast radio reach fell from 59% in 2016 to 39% in 2026 (with NZ music content on commercial radio dropping to just 16.7% in 2025), while music streaming reach increased from 31% to 41% over the same period. APRA AMCOS figures show just 4% of music streamed in Aotearoa in 2025/26 is by local artists, while internationally more than 100,000 songs are uploaded to streaming services globally each day.

The new Music Strategy is designed to create a clearer pathway for artists, from early development through to releasing music, touring and building audiences, and provide support for confirmed international promotional opportunities.

The changes draw on NZ On Air’s 2023 Music Funding Review, as well as the Māori Music Industry Collective (MMIC) review of Māori musicians’ experience of NZ On Air funding, and consultation with artists, managers, labels and music industry organisations.

NZ On Air Head of Music Teresa Patterson says the changes recognise just how much the environment around NZ music has shifted.

“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. 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.”

The updated approach also supports NZ On Air’s wider strategic focus on audience engagement, talent and capability development, adaptive funding models, research and insights, and increasing the scale and reach of NZ content.

Key changes in the new strategy include:

• The long time flagship New Music Single funding programme will be cut back to two rounds a year, with revised eligibility and assessment criteria. This was the area where the vast majority of stakeholders believed change was needed, with a bigger focus on helping artists progress, develop and gain cut-through.

• A new Global Promotion fund, providing quick-response support to eligible NZ On Air-funded artists who have a confirmed international release or opportunity. Funding will contribute up to 50% of eligible international marketing and promotion costs.

• A New Music Development round providing an explicit entry-level pathway for emerging artists who have not previously received NZ On Air funding. In addition to funding to create and release a song, recipients will receive wrap-around support, mentoring and industry upskilling.

• A New Music Māori funding round supporting Māori artists who may not use te reo Māori in their music but still contribute significantly to Māori culture and identity. The Waiata Takitahi co-fund with Te Māngai Pāho will continue to support waiata with a reo Māori focus.

• The New Music Project Touring funding expands from one to three rounds annually. Artists reported the support to date has helped reduce the financial risk for touring, promote their newly released project, reach more regional audiences, keep ticket prices affordable and lift the quality of their live shows.

• New Music Pasifika and New Music Pan-Asian funding rounds will remain with a changed focus to new and emerging artists and the same development and wrap-around support approach as New Music Development.

• Increased investment in New Music Project, in response to industry feedback that an album or EP release is the best way to build audience and fan bases.

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

The changes will be introduced in stages during 2027, giving artists and the wider music sector time to learn more about the new approach. More details are in the Music Strategy here.