Embedded Files
New Zealand has no shortage of musical talent. Our artists are writing Grammy-winning hooks, topping global charts, and selling out venues across Europe and the US. But here’s the frustrating truth: far too often, we only seem to notice them after the rest of the world does.
Before they’re industry darlings or household names, they’re hustling in obscurity—playing half-empty local shows, cold-emailing media, and battling for crumbs of playlist space. Then suddenly, a viral TikTok moment, a sync in a Netflix show, or a co-sign from an international name changes everything. And just like that, we claim them as our own.
So why does global validation seem to be the key to local recognition?
From Overlooked to Overbooked
Look closely at the timelines of some of Aotearoa’s most successful artists, and you’ll notice a pattern. Long periods of low-key grinding at home. Sporadic airplay. Occasional feature stories. Then: an overseas break. A UK or US label pick-up. A viral moment.
Suddenly, everything changes. They’re on local radio rotations. Booked for festivals. Celebrated in media. Invited to panels and interviews. But the spotlight only comes after the rest of the world turns their head.
It’s not about bitterness—it’s about recognition. If these artists were good enough to blow up internationally, why weren’t they being properly championed before?
Cultural Cringe
New Zealand has a long history of what’s often called “cultural cringe”—a subconscious bias that sees overseas success as more legitimate than local achievement. It’s the idea that music, art, or film must be “world-class” before it’s worth our attention.
This mindset trickles through everything—from how artists are covered in the press, to who gets prime slots on festival lineups, to who receives ongoing funding and industry support.
It sends a subtle message: you’re only valuable once the world says you are.
Local Support is Surface-Level
Yes, there are platforms and organisations doing amazing work to support local artists. But too often, that support is conditional—based on streaming numbers, polished assets, commercial viability, or industry connections.
It means many groundbreaking artists—especially those working in niche genres, from marginalised communities, or outside the pop machine—get ignored until they’re validated from the outside.
The result? A constant export mindset. Artists feel they must break overseas to be taken seriously at home.
What This Costs
When we wait for overseas approval, we:
Delay discovery of incredible homegrown talent
Undervalue creative risk-takers who don’t fit the mainstream mold
Lose artists who burn out or give up before ever being acknowledged
Miss opportunities to shape the global perception of NZ music on our own terms
And perhaps worst of all, we send a message to every young artist that local love has to be earned elsewhere.
Backing First, Not Last
If we want a thriving, self-sustaining music industry, we need to flip the script. That means:
Celebrating artists before they break
Giving media coverage to risk-takers, not just hitmakers
Booking local artists in headline spots—not just as openers
Recognising success on our own terms, not just global ones
It’s time to stop asking if our music is “good enough” for the world and start asking if the world is ready for what we already have.
Have a story about being ignored until the overseas call came in? We want to hear it. Email hello@emptyspaces.co.nz or tag us on Instagram to be part of the kōrero.
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