New Zealand Music Managers Forum calls for greater local artist exposure

January 2, 2025

Music Managers Forum (MMF) Aotearoa is calling for greater inclusion of New Zealand artists both on international shows and tours across the country through a new initiative, Spotlight Aotearoa.

A call to action for the inclusion of New Zealand artists as opening acts for international tours, Spotlight Aotearoa is inspired by Australia’s ‘Michael’s Rule’ - a voluntary code proposed by the Association of Artist Managers (AAM) to include Australian artists as support acts.

The aim of the initiative is to grow local representation and inspire equity of experience, with homegrown artists having access to the same stage with high-quality sound and lighting.

The Spotlight Aotearoa campaign is also calling for the local artist to be announced alongside the international tour and have access to marketing support to maximise promotional opportunities.

MMF Aotearoa Chair, Cushla Aston “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.”

Recent international tours from the likes of Thom Yorke, Coldplay, Travis Scott, Metallica and Hozier did not have a local artist in a support slot, with MMF viewing this as a missed opportunity.

Exceptions included Messie’s recent support for Fred Again, demonstrating how a local artist can easily complement an international act while gaining invaluable exposure. The organisation also highlighted the UK’s steps towards introducing a voluntary levy on stadium and arena show tickets to reinvest into grassroots music.

MMF is Aotearoa is further urging the New Zealand Government, councils, and industry stakeholders to align immigration, cultural and creative policies to prioritise local music.

Image credit: Shutterstock.

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