MONDAY, 26TH MAY 2025

Why your music career isn’t taking off - and it has nothing to do with talent

Talent is undeniable

From the windswept coasts of Aotearoa to inner-city jam rooms in Tāmaki Makaurau, the musical talent in New Zealand is extraordinary. Whether it’s soulful folk ballads echoing from dive bars, experimental electronica humming in intimate venues, or powerful ballads reverberating in modern venues—there’s no question that New Zealand artists have something special. Time and again, we hear of emerging musicians being told they’re “world-class”—and many are.

But the harsh truth is: talent alone isn’t enough.

Artistic value has a ceiling without strategy

Art is powerful, but in a saturated global market, artistic value—no matter how pure or original—will only take a musician so far. Getting noticed, building an audience, and making a living in music today requires more than just creative expression. It takes intentionality, consistency, and commercial awareness.

We live in a time where anyone can release a song on Spotify. This is both a blessing and a curse. The democratization of music has made it easier to share work, but exponentially harder to stand out. Without a clear strategy underpinned by commercial thinking—revenue streams, brand partnerships, rights management, marketing funnels—many brilliant musicians end up playing the same local venues for the same modest paychecks, year after year.

Popular culture doesn’t happen by accident

To truly penetrate popular culture—to be a name on lips, a voice on playlists, a brand that resonates—artists need to think beyond the studio. They need to understand what makes a song "stick," how virality works, and how to convert attention into income.

This doesn’t mean selling out. It means treating music as both a craft and a business.

Think of the acts who’ve broken through internationally from Aotearoa: Lorde, BENEE, Six60. Their talent is matched by meticulous branding, audience-building, and commercial agility. Whether it’s sync deals, merchandise lines, social media storytelling, or international label partnerships, they understand that being a musician in 2025 is about more than making music—it's about building a business around your sound.

What’s holding artists back?

Several barriers stand between local musicians and a sustainable career:

Cultural Reluctance Around Money

Many creatives still carry the myth that true artistry shouldn’t be "tainted" by commercial interests. This mindset keeps artists broke and their work unseen.

Lack of Industry Infrastructure

While NZ has incredible grassroots scenes, there’s a limited middle ground for developing artists—especially those outside Auckland or Wellington.

Minimal Education Around Business Models

Few musicians are taught how royalties work, what PRS/APRA actually pay, how to monetize content online, or how to pitch to sync agents.

Over-Reliance on Grants

While funding from NZ On Air and Creative NZ can be transformative, it can also lead to short-term thinking. A grant is not a business model.

Tips for building a commercial music career

Define Your Brand Early

Your sound, visuals, values, and tone of voice all contribute to your brand. Consistency breeds recognition—and recognition creates loyalty.

Think in Funnels, Not Just Releases

Don’t just “drop a single.” Think about the lead-up (teasers, pre-saves), the release moment (PR, content, shows), and the follow-up (email list growth, merch, BTS content).

Build Direct-to-Fan Channels

Own your audience. Use platforms like Bandcamp, Patreon, Substack or your own mailing list. Algorithms aren’t always your friend—control your reach.

Diversify Revenue Streams

Don’t just rely on streaming. Explore sync licensing, digital merch (like NFTs or exclusive content), brand deals, private shows, and even financial literacy education for creatives.

Learn the Basics of Music Business

Take a short course. Read books. Ask other artists. Learn how royalties, publishing, and contracts work so you can make informed decisions.

Invest in Your Team (or Learn to Be One)

If you don’t have a manager, publicist, or marketing person, you need to be those roles yourself—until you can afford otherwise.

The Bottom Line

New Zealand’s musicians are not lacking in voice, vision, or creative soul. What’s often missing is the roadmap—the strategy to turn passion into a profession.

If we want our artists to rise, to be more than hidden gems in local circles, we need to normalise a commercial mindset. Art should nourish the soul—but it also deserves to pay the bills.