Appendix 6 - International Music Council

- Agencies like Creative New Zealand can ensure that diversity is maintained by
funding based on artistic and quality criteria, rather than on commercial
viability.
Consider
both the international and national spheres.
-
The New Zealand Music Industry Commission’s Outward Sound scheme
encourages marketing strategies that work at a niche level (ie small markets in
many different countries) as well as mass media level (ie big market in a few
countries. See www.nzmusic.org.nz/index.php/pi_p ageid/38.
- New Zealand On Air has a range of promotional strategies
to get more New
Zealand music
played on commercial radio. It has mostly concentrated on the
New Zealand market, but has recently moved into a new phase, with the
development of New Zealand music samplers for the international market –five
acts, five songs and five music videos. The first of these samplers was released
in the US and in Australia earlier this year, while the second Five-by-Five
sampler has just been released in the US. This has resulted in airplay on a
number of US independent stations, and has raised interest in the United
Kingdom and Europe. See
www.nzonair.govt.nz/music_detail.php?pid=517&sid=500.
• Intern ational issues include the challenges posed by trade liberalisation agreements.
For instance,
does a particular agreement limit a country’s:
o right to subsidise music production, but not to offer national treatment to foreign
applicants – e.g. provide subsidy only to locally based music producers;
o right to fund state music institutions even though this gives them a competitive
advantage over foreign providers;
o right to fund national broadcasters even though this gives them a competitive
advantage over foreign providers – e.g. when a broadcaster does not give
national treatment to foreign music producers;
o right to limit or direct foreign investment – e.g. so that the music broadcast
industry remains under local control and demonstrates a greater commitment to
local music than might a foreign owned industry; and
o
the right to regulate in favour of the local cultural sector.
• There are special issues concerning the protection and promotion of traditional
music
as the societal contexts from which they arose dissipate or evolve. Challenges
include
the attitudes of younger generations, the opportunities for musical evolution
or
innovation, the adequacy and structure of music education, the presence or absence of
an economic basis for survival.
• These suggestions are intended only as guidance and do not exhaust the possibilities.
- It is New Zealand’s practice in negotiating trade liberalisation agreements to
seek a general exception which enables the New Zealand government to
implement policies to protect
national works or specific sites of historical or
archaeological value, or to support creative arts of national value, without
being constrained by FTA commitments.
- New Zealand also seeks to negotiate an exception to ensure that nothing
in such
agreements shall preclude the adoption by New Zealand of measures it deems
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