Let's Make Hits
LET'S MAKE HITS
Whether you're an unrecorded artist looking for a break on commercial radio, or a top-line artist ready for the international stage, the announcement of NZ On Air's much-awaited Phase Four project provides the means for success.
Jo Tyndall, Chief Executive, NZ On Air said Phase Four supported and built on NZ On Air's work to date in getting more New Zealand music on radio - especially commercial radio where historically New Zealand music has struggled.
At the heart of the Phase Four plan is a $1 million investment in the making and marketing of New Zealand music.
This will achieve the production of singles or EPs from at least 40 new recording artists, at least twelve new albums a year by bands with proven commercial radio airplay credentials, and the international marketing of four albums a year.
"Phase Four grew from the home-truth that commercial radio plays the hits. Therefore if we are to have more New Zealand music on commercial radio, then we need more New Zealand hits.
"The idea is to get that "Bedroom to Billboard" progression working. In countless bedrooms around the country, kids dream of making the cover of Billboard magazine. NZ On Air's Phase Four is about helping to make it happen," said Ms Tyndall.
The project was launched at a star-studded lunchtime function today and was attended by the Prime Minister, and the Hon Judith Tizard.
Ms Tyndall said that Bic Runga, who sang at the launch of Phase Four, epitomised the Bedroom to Billboard philosophy.
"Bic's a great example. From the 17-year old Cashmere High schoolgirl entering the high school rockquest, through a multi- platinum 1 New Zealand album, through to the American Pie soundtrack.
"Phase Four is about making hits - but not just by cashing in on our artists who have already demonstrated success domestically.
"If we are going to make hits and continue doing so in the years ahead, we can't solely focus on providing opportunities for established and proven New Zealand artists. While this is an important aspect of Phase Four, the strategy's also about nurturing new talent coming through," said Ms Tyndall.
Ms Tyndall said that to help both premium and emerging artists make hits, Phase Four is necessarily multi-faceted. The strategy has eight basic strategies which are related and complementary. They are:
* More plugger power - Growing the plugger team from one to three people and providing a budget for promotional activities, such as showcasing new bands to radio programmers.
* More music television - A $400,000 investment in getting more New Zealand music on our screens. * Making and marketing: international - Funding for the international marketing of albums that have been successful on the homefront. * Making and marketing: albums - Funding for the recording and/or the domestic marketing and promotion of albums by bands with a commercial radio track record.
* Making and marketing: new recording artists - Funding for at least 40 new recording artist projects a year.
* Re-mixing for radio - A contingency fund that record companies can access quickly to meet costs of re-mixing tracks that have been selected for Kiwi Hit Disc where a radio re-mix will make the difference between getting added or not getting added to the commercial playlist.
* Commission joint ventures - NZ On Air will actively seek opportunities to work with the new Music Industry Commission on projects that have a clear broadcast benefit, such as workshops for songwriters.
* Radio buy-in - A continued and sustained effort to develop relationships with the radio industry, and to reward the stations that are doing a good job for New Zealand music.
Ms Tyndall said Phase Four had a budget of $1.78 million.
"It will create the essential professional outlets and opportunities for those ground-floor music industry entrants, and will give an unprecedented boost to the campaign to get more New Zealand music on air," said Ms Tyndall.
MEDIA RELEASE FROM NZ ON AIR