NZ On Air is evolving the way it invests in New Zealand music, with a greater focus on helping artists build audiences and sustainable careers in an increasingly competitive local and global music environment.
NZ On Air Music funding is specifically targeted to serving audiences – achieving this by supporting artists to create and promote music that connects with audiences. But the way people discover and consume music has changed significantly, meaning NZ On Air’s strategy must change too.
NZ On Air research shows broadcast radio reach fell from 59 percent in 2016 to 39 percent in 2026, while music streaming reach increased from 31 percent to 41 percent over the same period. Meanwhile, APRA AMCOS figures show just 4 percent of music streamed in Aotearoa in 2025/26 is by local artists, while the 2025 Luminate report states more than 100,000 songs are uploaded to streaming services globally each day.
The new Music Strategy is designed to make the best use of the available public funding by creating a clearer pathway for artists, from early development through to releasing music, touring and building audiences, and providing 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 New Zealand 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,” says Patterson.
“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 the Government’s Amplify strategy for Arts and Culture and 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 New Zealand content.
Key changes in the new strategy include:
- A New Music Development round provides 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.
- NZ On Air's existing 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.
- A New Music Māori funding round will be introduced, 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.
- 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.
- New Music Project Kids funding round moved to align with New Music Kids.
- New Music Single moves 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.
- New Music Project Touring 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.
- 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 percent of eligible international marketing and promotion costs.
“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.
Full funding round details, application information and deadlines will be updated on our website as the changes are implemented. The first set of new round information is now available at nzonair.govt.nz.