Subsidized New Zealand musicians struggle overseas

By John Ferguson

AUCKLAND (Billboard) - New Zealand artists are flourishing at home with government support -- but international breakthroughs remain hard to come by.

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.

They have yet to deliver a new Crowded House -- the country's best-known music export to date. But associate minister of arts, culture and heritage Judith Tizard is confident the framework is now in place for local acts to thrive on the global scene.

"The sense we have is that we are now considered an interesting -- but small -- part of the international scene," Tizard says. "But there are real champions who are welcoming us back and there is now a much clearer export and career path for our artists."

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.

The main vehicle for government support has been New Zealand On Air, which has helped fund more than 130 albums. NZOA says those albums -- from artists ranging from successful rock act OpShop to rapper Scribe -- have spawned 263 singles, 249 of which made the New Zealand airplay top 40. Meanwhile, NZOA-funded albums broke the 1 million sales mark in November 2007.

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.

However, true international success has proved much harder to achieve. While supporters point to Outward Sound/NZOA-supported artists like soul singer Hollie Smith, alt-poppers the Brunettes and singer/songwriter Bic Runga making inroads in other markets, others note that rockers the Datsuns -- whose self-titled debut hit the top 20 in 2002 in the United Kingdom -- did not receive government support until after they were established.

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."

Adam Holt, managing director of Universal Music New Zealand and president of the Recording Industry Assn. of New Zealand, says the funding initiatives have been an "enormous success," helping to minimize the risk when it comes to launching a new artist. Ben Howe, owner of indie Arch Hill Records -- which received Outward Sound support for U.S./Australian tours by singer/songwriter David Kilgour -- believes such programs are invaluable.

"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