THURSDAY, 10TH JULY 2025

Funding the Dream: Is NZ On Air still fit for purpose?

In Aotearoa, landing an NZ On Air music grant can feel like striking gold. For independent artists especially, it’s a coveted milestone—a stamp of validation, a cash injection, and often a gateway to bigger opportunities. But while funding plays a vital role in amplifying local music, relying on it as a primary income stream could be the biggest trap for emerging artists in today’s volatile industry.

It's a Blessing but there is a Catch

NZ On Air is an incredible resource. The organisation has played a crucial role in nurturing New Zealand’s music scene for decades, helping artists record, release, and promote their work when they might not have otherwise had the means. From breakout pop artists to underground favourites, funding has helped launch some of our most iconic sounds.

But grants are competitive, inconsistent, and unpredictable. Artists who build their business model around funding rounds risk stalling their momentum when the next application isn’t successful. Funding is a boost—not a business plan.

Stats Don't Lie

According to recent NZ On Air data, nearly $5 million was distributed across music projects in the past year—but a closer look reveals a pattern. A significant portion of that funding goes to a relatively small group of repeat recipients, often those with existing teams, management, and marketing support.

This doesn’t mean the system is flawed—but it does reinforce the importance of artists developing multiple income streams and self-sufficiency.

The Self-Owned Shift

Many artists who receive initial funding eventually realise they need to create something more sustainable—something they control. That means building a fanbase that supports you directly, developing products that generate income year-round, and finding ways to stay creative without depending on a grant outcome.

Musicians are increasingly monetising their careers through:

• Direct-to-fan sales (vinyl, merch, exclusives)

• Subscription platforms (Patreon, Substack)

• Sync and licensing (TV, film, games)

• Touring and live shows (especially regional circuits)

• Creative services (teaching, consulting, workshops)

Use Funding to Scale—Not Survive

The new mindset is this: build your base first, then apply for funding to scale it. When NZ On Air becomes a rocket booster rather than the engine, you’re in a stronger position to grow without sacrificing creative freedom or stability.

Getting funded is a great milestone. But the real power comes from building something that lasts whether the money comes through or not.

Want to be part of this conversation? Email hello@emptyspaces.co.nz or message us on Instagram. Let’s talk sustainability, self-sufficiency, and the new pathways for music careers in Aotearoa.