All the major streaming platforms run their NZ operations from Australia, which adds a new dimension to the funding agency’s work in promoting the country’s music to audiences across the Tasman.
In New Zealand, the NZ On Air promotions team pitches homegrown songs directly to radio stations, with a particular focus on tracks that have emerged through one its funding schemes.
“We feed them pitches every fortnight, but it’s a different relationship than with radio because they are based offshore,” he says. “We try to provide them a market snapshot of NZ – this is what’s really popping at radio in New Zealand the moment, these songs are researching really well – and just try and bring some extra artillery to the table.”
Ridler believes the organisation has established a good working relation with the likes of Spotify, Amazon, YouTube and Apple Music, and will try and visit them in Australia two or three times a year.