Preview: The NZ Music Industry

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Preview The NZ Music Industry

• The music industry as creative industry
• Music cultural branding
• Applying intersections Business, creativity,
  culture and politics
• Case study Dawnraid Entertainment
• Ying Case study Chinese music in the mainstream

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The music industry as a creative industry

• New Zealand, New Thinking
• Whats different about NZ music?
• Creativity, innovation and technology
• Bold daring visions, inspiring cross
  pollination excellence
• Break new ground unconventional thinking add
  value
• Fresh applications create an edge pushing the
  boundaries fresh ideas

3
Cultural branding

• Link between national identity, advertising and
  publicity
• Image of a country overseas
• Effect on investment, exports, aid and
  international funding
• Promotes awareness of life and culture to attract
  inward investment and promote exports

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Anholts Virtuous Circle
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Creating Heat Tumata kia whita!

• A strategy to ignite the economic cultural
  potential of the NZ music industry (2004)
• Within 10 years, NZ will be seen as a globally
  recognised source of musical repertoire. Our
  music will play an integral role in building the
  international perception of NZ as an innovative,
  creative and motivational force in the global
  economy.

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Economic factors

• To increase foreign earnings 10x
• To provide career paths
• National pride and identity (challenges of
  subcultures)
• Promoting the brand
• NZ Out There plugging into the global
  infrastructures develop more export-ready
  artists understand the markets

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Intersection 1 Music and industry

• Commodity vs. creativity
• Creative arts cultural industries mixed
  together with ideas about citizens and consumers
• Key intersections
• High culture pop culture
• Global local

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Intersection 2 Technology, pleasure and profits

• Advances in technology innovation in recording
  and music videos
• Dissemination hard copies to podcasting
• Creatives vs. suits
• Major record music publishing companies have
• Control of publishing rights
• Marketing and promotional power
• Intellectual property
• Gatekeeping distribution channels

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The NZ music industry?

• Pop Quiz
• Some facts that you know about NZ music.

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Zemke Whites Questions

• Is NZ hip hop actually creating NZ music?
• Is Pasifika hip hop a genuine idiosyncratic
  Polynesian reaction to and expression of
  urbanisation, colonisation, immigration, poverty
  and oppression?
• Is hip hop culture a commercially based
  homogenising culture? Is it a community-based,
  empowering alternative voice?

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Dawnraid Entertainment

• Naming
• Competing and cooperating
• Originally independent label now distributed by
  Universal in NZ and Warner in Australia
• Intellectual property of the artists
• Intersections diversity sense of place
  creativity and industry diversification

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Dawnraid and Public Relations

• Sustainable business
• Sustainable community relations
• T-shirts _at_ Otara Markets sense of belonging
• Str8 from tha streetz program
• Adding value (innovation) creating an edge
  (technology) cross pollination (creativity)