Nine months after it was first outlined, the coalition Government’s creative sector policy has officially gone live.

Amplify: A Creative and Cultural Strategy for New Zealand 2025–2030 has been published on Thursday (28 August) following public consultation and direct sector discussions - with a number of much-debated issues addressed.

The 45-page document and accompanying implementation plan sets out how these big picture goals will be tackled.

Minister for Arts, Culture and Heritage Paul Goldsmith told The Big Idea that there was some changes to the initial strategy after the public consultation process - “some tweaks here and there” - but noted that the core foundations of the draft proposal remain the same. 

Goldsmith details ”it’s fundamentally around how do we build greater engagement of New Zealanders in the arts and then secondly, how can we fundamentally make more money to create sustainable jobs in New Zealand but also grow exports?”

At a briefing of creative heavy-hitters to launch the new strategy, Goldsmith heard plenty of viewpoints on what needs to happen to get the arts back on track - with improving the access of arts in schools and tertiary institutions and funding among the most vocal points raised.

He indicates that Amplify is designed to be flexible in a time of dramatic change, as well as an opportunity for the sector to hold the Government to account. 

“Where it's useful is that when Creative New Zealand and the whole of government agencies are figuring out what's their strategy, they can turn back to listen and say ‘well, does it fit in with that direction?’ 

“It’s a useful accountability document because people can rightly say, 'hang on, you say this, but what's happening over there?'  I think that's a useful discipline on us in Government so we've got a sense of direction and there's a logic to what we're trying to do."

Key points

Amplify lays out a trio of goals for the sector over the next five years - to be implemented in various stages:

• The economic contribution of the arts and creative sectors grows to at least $22 billion (of GDP), with a focus on cultural exports and tourism by 2030

• A 10% increase in the number of New Zealanders engaging with New Zealand arts, culture, and heritage by 2030

• 5,000 more people working in the creative and cultural sector by 2030

It’s been broken down into three strategic pillars:

• Maximising value for New Zealand from the creative and cultural sectors through the Crown investment in Arts, Culture and Heritage and wider government investment

• Enhancing New Zealand’s creative and cultural talent pipeline and supporting sustainable career opportunities

• Modernising and streamlining Government regulation so it enables the cultural sectors to thrive

Also of note in the detailed report - there will be no new government funding to achieve Amplify’s goals, but a plan to leverage other funding sources, as well as a strategy to streamline and simplify funding models.

Minster’s reaction

On the release of Amplify, Goldsmith states “Our government’s vision is for New Zealand to be as well known for its arts and creativity as it is for dairy exports and beautiful scenery. 

“We know we already have a strong base and areas of global excellence. Our culture and creativity uniquely encompasses ngā toi Māori and the many traditions and outlooks of people who have chosen to come here from Europe, the Pacific and the many other countries that now form New Zealand’s multicultural society. It’s a unique and intoxicating mix that is rooted in the past, but constantly evolving and surprising. 

“In November 2024, we released our first draft of Amplify, sparking a conversation with those across the sector, seeing if we can agree broadly on a pathway forward. 

“Creativity doesn’t lend itself to tidy strategies. That is why Amplify is enabling, rather than constraining. It provides a framework, but leaves plenty of room for individuals, communities, companies and institutions to find their own path. I’d like to thank all those who have provided feedback and shaped this strategy. 

“Amplify sets out a series of goals for the sector. We will strive to grow the industry’s economic contribution with a focus on cultural exports and tourism, to increase the number of Kiwis actively engaging with our arts, culture and heritage, and to create more jobs, driving economic growth. 

“It also establishes actions we can take to help reach these goals: using the existing level funding for maximum impact, supporting the creative and cultural talent pipeline and sustainable career opportunities, and modernising regulation to enable the cultural sectors to thrive. 

“This is not a set-and-forget strategy. Amplify will be a living document, updated regularly with input from creative industries to ensure it remains relevant to the sector. The conversation will continue.”

The strategy

The five-year plan begins by pointing out the dollar value of the creative and cultural sectors. contributing $17.5 billion - 4.2% of New Zealand’s GDP - in 2024. It also references the areas of rapid industry expansion like the local gaming industry, which grew by 26% in 2024 compared to the global average of 2.1%

It states “The intent of Amplify is not to capture all the work happening in the sectors or instruct the sector what it should be doing. Rather, the strategy aims to remain responsive to what the sector has identified as essential for it to thrive. 

“The Government has a significant role in supporting the creative and cultural sectors, from direct investment in key creative and cultural institutions to ensuring that regulation helps cultural and creative activity to flourish. Amplify offers an opportunity to set out clearly the whole-of-government plan for supporting the sector, with the aim of making New Zealand a creative powerhouse with global reach. 

“In the current fiscal environment, we need to be more deliberate about how we use government funding. Amplify seeks to set creative and cultural practitioners and businesses up for success in the future. It will deliver on the Government’s priorities of improving the quality of public spending and regulation, lifting New Zealand’s productivity and economic growth, and increasing opportunities and prosperity for all New Zealanders."

The strategy will be rolled over three phases:

• Phase 1 (2025–26): implementing actions and supporting activities that can be achieved in the short-term, for example developing a cultural system evidence framework, growing creative exports through international missions, and some regulatory changes 
   
• Phase 2 (2027–28): implementation of actions and supporting activities where lead-in time is needed, or they rely on work already scheduled to happen at a later date
   
• Phase 3 (2029–2030): exploration of actions that require additional funding and/or significant collaboration with stakeholders, for example the establishment of regional centres of excellence.

The targets 

The three major goals to be achieved in the strategy are broken down into financial, engagement and sector growth targets.

The economic contribution of the arts and creative sectors grows to at least $22 billion, with a focus on cultural exports and tourism by 2030 

That will be a 25% growth in the country’s arts and creative sector GDP contribution from the 2024 estimated figure of $17.5 billion. The focus will lie on a lift in creative and cultural exports. 

A 10% increase in the number of New Zealanders engaging with New Zealand arts, culture, and heritage by 2030 

In 2023, 33% of New Zealanders reported engagement within a three-month period with performing arts, 28% with visual arts, 45% with cultural heritage, and 69% with New Zealand-made screen content. 

The proposed increase aims at lifting the number of New Zealanders attending arts events, heritage and cultural sites or activities, or engaging with New Zealand made screen content. This will include communities that experience barriers to access.

5,000 more people working in the creative and cultural sector by 2030 

In the year to March 2024, 117,992 people held primary employment in the arts and creative sectors. Amplify aims to increase the number of people working in the creative sector by 5,0004. 

The public consultation window helped set Amplify’s four guiding principles:

• Government values all creative work, people, and audiences, and takes the unique attributes and benefits of the creative and cultural sectors into account during policy development and investment 
• The success of New Zealand creatives on the global stage is recognised and valued by Government 
• Māori arts, culture and heritage are taonga and important to New Zealand’s culture and identity. Government acknowledges this and partners with Māori to enable their cultural aspirations 
• Government supports and recognises the value to people’s lives of lifelong engagement with arts, culture, creativity and ngā toi Māori
   

The three pillars

The action plan is laid out under three strategic pillars:

Pillar #1 - Investing for maximum impact 

The strategy heralds the creative talents of Aotearoa as a sought-after international commodity, pointing to the global success of Ngā toi Māori practitioners, filmmakers and musicians among others. The link between tourism and culture is described as “strong and mutually beneficial”, pointing to $2.3 billion in tourism expenditure on cultural, recreational, travel and tour services in the year to March 2023. 

“Investing for maximum impact means investing in the diverse creative and cultural practices that enrich our communities” - with the potential “to take advantage of a growing digital export market, reach new audiences, create innovative products, and support social outcomes”.  

The explanation states the Government is committed to ensuring that investment is spent wisely, growing the sectors’ reach, impact, revenue, and talent, as well as improving the ability to measure these outcomes. 

To build on these opportunities, the strategy underlines the Government needs a “coordinated and innovative approach to its investment in the creative and cultural sectors” - like making existing funding channels easier to access and navigate, promote and supplement other revenue channels, and explore new opportunities for cultural practitioners to earn income. 

It adds Government will also continue to invest in creative activities that result in social outcomes, for example by advocating for cross-portfolio funding and promoting the public benefits of creativity and culture. 

This pillar has been broken into seven actions:

Streamline and simplify central government funding for creative and cultural sectors to make accessing government funding easier and less resource intensive 

Citing sector perception of the current funding application model being “time consuming, difficult to navigate, and in some cases a closed shop”, the Government aims to “streamline its investment in the creative and cultural sectors so it is coherent, easier to navigate and more equitable.” 

Stating what Creative New Zealand (CNZ) has already outlined, the crown entity will “simplify its funding for cultural organisations and groups, including improving access to existing multi-year funding and introducing simpler and more streamlined application and reporting processes” (as covered in our discussions with CNZ Chief Executive Gretchen La Roche). 

The same language is used for the Government’s own approach to funding community arts organisations and 80-odd creative spaces, noting a desire to start “exploring options to join up funding from different agencies that support the same outcomes."

Leverage alternative funding sources for the sector to support sector sustainability and provide more jobs and opportunities for creative practitioners 

While declaring Amplify does not come with any new central government funding, the Government sees opportunities to leverage funding from other sources.

Among those other sources? The Artist Resale Royalty Scheme - where each time an artwork is resold in the secondary arts market above $2,000, eligible artists receive 5% - will see declined and unclaimed royalties put into a cultural fund and reinvested to support artists’ career sustainability. 

Manatū Taonga Ministry for Culture and Heritage (MCH) will also look to ignite reciprocal arrangements with the 27 European Union members who also run resale royalty schemes to secure additional revenue for visual artists when their work is sold in said overseas markets. 

The GLAM (galleries, libraries, archives and museums) sector’s also in MCH’s sights, set to “investigate alternative funding options to support the development of cultural infrastructure across New Zealand” like additional Crown funding mechanisms and other cost recovery models. 

MCH have also been instructed to work with entity and agency partners to increase philanthropic and wider private investment in the creative sector, using lessons learned from previous initiatives. 

Work across government to enable the creative and cultural sectors to support social outcomes, for example providing support for people experiencing mental health challenges and those at-risk of entering the youth justice system 

Arts advocates have long extolled the positive social impact that creative and cultural activities can provide on everything community wellbeing to prison rehabilitation - this point should be easily adopted, with MCH to work on cross-government social sector funding to be designed in a way that is “inclusive of cultural organisations with proven delivery success.” 

Grow creative exports and cultural tourism to attract more high-quality foreign direct investment into the sector and facilitate new opportunities for creative career development 

Industries like gaming, film, music, and cultural tourism have been highlighted as already leveraging exports to expand their markets, with further growth predicted into new export markets such as India and Singapore. 

To that end, Government is to increase opportunities for creative and cultural organisations to be included in international missions and seek to maximise the impact of government investment through the Cultural Diplomacy International Programme, with a focus on growth of cultural exports. 

Putting New Zealand on display to the world through hosting large-scale events like World Cups is also cited, with existing funding able to be prioritised to help promote local cultural and creative attractions. The strategy also states exploring the feasibility of hosting the Festival of Pacific Arts and Culture in 2036 as a prospective major event. 

Working with Māori and Pacific creative and cultural practitioners ”to determine how the government can support them to market and export their work internationally, enabling appropriate use and protecting cultural intellectual property from commercial exploitation” is also mentioned in the strategy.

Develop a research programme to strengthen the evidence base for the creative and cultural sectors, to ensure funding and policy decisions are well-informed and to demonstrate the value of the sector to decision-makers 

The strategy calls for quality data and evidence to make sure policy and regulation are fit-for-purpose and responsive to the needs of the sector - including how and where investment can be used to achieve the greatest outcomes. 

MCH will lead the development of “a cultural system evidence framework to provide a best practice model to collect, synthesise and report data related to the creative and cultural sectors.” 

Partner with the creative and cultural sectors, local government and Māori to strengthen infrastructure for the health and sustainability of arts, culture, and heritage 

Among the talking points under this banner, Government says it will work with sector partners and local government to explore alternative funding sources to support live performance infrastructure, while CNZ will explore how communities can take a greater role in shaping arts development by placing decision-making closer to the communities those decisions impact. 

The sustainability and advancement of ngā toi Māori is also identified, as well as MCH continuing to support work to repatriate Māori and Moriori cultural heritage like kōiwi tangata and kōimi t’chakat (ancestral remains), led by Te Papa. 

Support the growth and resulting economic benefit of creative opportunities in the regions 

An area many at the coalface feels has been left to wither and die in recent years due to funding decisions, Amplify declares “regional audiences should be able to engage with arts, culture and heritage as easily as those in urban centres.” 

More touring exhibitions and long-term loans to regional and local galleries, as well as digitisation, has been touted, as has exploring the viability of the establishment/expansion of regional centres of excellence to facilitate creative and cultural sector growth. 

Pillar #2 - Nurturing talent 

Another hot-button topic in the sector is the lack of pathways for building creative careers - which the Government’s looking to tackle in the second strategic pillar. 

Enrolments in secondary school arts subjects have dropped by 30% since 2008 with “this reduction in the talent pipeline limiting the ability for industries that rely on creative skills to grow. 

“Future changes to the curriculum and curriculum supports, as well as better aligning the tertiary and vocational education system with industry skill needs will help address this decrease and create genuine pathways into employment in the sector, making a creative career both more appealing and ensuring industry has the talent it needs.” 

Of the 117,912 people employed in the arts and creative sectors, many of them need to wear many hats to make a living - including work outside the sectors.

Amplify states “For arts and culture in New Zealand to grow, our country’s talented creative and cultural practitioners need to be able to enjoy long-term career options. Building creative skills for confident and sustainable careers starts with an education system that exposes all students to a wide range of arts, culture, history and creativity, inspires them to pursue their own creativity, and gives them a head start towards creative and cultural work.”

Among the proposed actions:

Develop a creative education work programme that increases learners’ exposure to New Zealand creative and cultural activity through the curriculum and curriculum supports, and develops the foundational creative skills necessary for a sustainable cultural talent pipeline 

The abandonment of the Creatives in Schools programme has been roundly criticised and while not addressing it directly, Amplify states “It is essential that all learners have access to creative expression during their time at school. These experiences unlock lifelong passions and support the pursuit of artistic excellence. 

“Government will work with the creative and cultural sectors to develop a creative education work programme to embed opportunities for New Zealand students to learn creative skills and have creative and cultural experiences.”

That includes the scheduled refresh of the Arts and Toi Ihiihi curricula in 2027, as well as examining opportunities for engagement outside the classroom. 

Goldsmith disagrees with sentiment at the Amplify launch from leading arts education advocate Professor Peter O'Connor that not enough time was allowed for creativity in the classrom - it's a stand-off that shows no signs of a compromise or resolution.

Ensure the tertiary education system and on-job training are meeting industry skill needs and can support the sectors’ contribution to economic growth 

As well as working with the Ministry of Education on the development of the Tertiary Education Strategy, MCH is set to reach out to the sector to take the lead.

“Creative organisations, particularly in fast-moving sectors with high levels of innovation, such as the screen and gaming sectors, are often best placed to deliver training, but may not always have the resources to do so.” 

MCH is being directed to support the delivery of on-the- job training in areas of high demand, which could end up including funded placements and internships and/or financial incentives for established practitioners to mentor early career practitioners. 

Promote the sustainable development of the cultural system by supporting succession planning for specialist roles 

Amplify identifies some specialised areas of cultural work are particularly prone to skill gaps, which limits the ability for them to be passed onto new generations - leaving Aotearoa exposed when it comes to conserving and restoring places of heritage. 

“Government will partner with iwi, hapū, mātanga toi Māori, Pacific cultural practitioners, and the broader creative and cultural sectors to explore options to support succession planning for highly specialist roles where expertise is at risk of being lost, for example in cultural conservation.” 

The Government underlines they have a role play in supporting practitioners of ngā toi Māori and Pacific art forms to pass on their skills and knowledge to the next generation. 

Provide capability training for creative and cultural organisations’ leaders and governors, including in supporting their organisations to be financially stable, grow audiences and diversify funding 

It’s not an issue exclusive to the creative and cultural sectors, but often those involved are promoted to leadership positions without the appropriate training to back it up - being a passionate artist doesn’t necessarily mean you have the skills to control the budget and governance issues of an organisation.

Government states it will seek to provide training and mentoring opportunities for cultural organisations’ leaders and governors to develop skills such as fundraising, financial management, and strategic thinking. 

MCH are set to collaborate with cultural sector leaders “to develop leadership training programmes to provide pathways for emerging creative and cultural sector leaders”, which will build on CNZ’s New Leaders Programme.

Pillar #3 - Reducing barriers to growth 

The third pillar acknowledges what many would consider an understatement - “the legislative and regulatory environment that New Zealand’s creative and cultural sectors work within is complex.” 

Amplify acknowledges growth in innovation can see regulation “become a barrier rather than an enabler” and that “the creative and cultural sectors have mutually dependent relationships with a range of other sectors, including events, tourism, and hospitality.

“Amplify looks to address areas in which existing regulations present challenges, remove regulatory barriers to success, and update and strengthen critical enabling legislation to ensure it is responsive to technological change.” 

This will include assessment of internal Government processes and addressing the unintended consequences of regulation on the creative and cultural sectors, as well as building business acumen, strengthening their technological capabilities, and interaction with the tax system. 

Among the actions:

Work across government to identify and update regulation that limits the creative and cultural sectors’ ability to operate, earn and grow 

There’s an admission that “not all regulations have been developed with regard to their impact on the creative and cultural sectors, and do not always account for the distinct attributes of the creative and cultural sectors and the gig economy.”

Amendments to regulations or the introduction of incentives will be approached, with reviews for the likes of the Copyright Act 1994 to make sure it’s fit-for-purpose amid technical advancements like AI; the Resource Management Act 1991’s impact on the live performance sector (i.e. noise control policy and cutting or red tape); and the Sale and Supply of Alcohol Act 2012 “to address barriers to gaining special licenses for cultural events, which can lead to events being cancelled, delayed or scaled down.”

Work across government to make maintaining and conserving heritage places simple and practical for owners 

Government is exploring ways to reduce the cost burden of maintaining heritage places - an important part of Aotearoa’s history and identity - stating “Government recognises the need for heritage requirements to be simple and facilitate urban development so our country can plan for the future. 

"Owners of heritage places often struggle with conservation costs and requirements that are not nationally consistent”, such as earthquake-proofing.

Modernise legislation and operational schemes administered by MCH so they are fit for purpose and working effectively for the creative and cultural sectors 

“The creative and cultural sectors’ attempts to modernise and innovate should not be hampered by outdated legislation, some of which does not account for the modern technologically driven environment,” Amplify states.

That will include updating media regulation “to ensure long-term regulatory settings reflect and are responsive to sector, technological and audience shifts” and reviewing the Artist Resale Royalty Scheme in 2027 “to ensure the regulatory framework is working as intended and its benefits are being fully realised”. 

Offer creative and cultural practitioners the business tools needed to support and develop their careers and practices 

If you’re looking to make a sustainable living in this sector, being able to successful promote and sell your creative mahi is as important as the skills required to make it in the first place - be it grant applications, building your network or knowing the do’s and don’ts of the tax process.  

“Inland Revenue will provide specific guidance to support creative and cultural practitioners to fulfil their tax obligations, including information about how common sources of income for creative and cultural workers are taxed, such as royalties, prize money and one-off commissions. Information on how to manage offshore income will also be provided to support New Zealand professionals as they enjoy more success overseas.” 

CNZ’s Development Fund for Artists and Practitioners also allows for further support for “creative and cultural professionals to develop their financial literacy and business skills, including marketing and strategies for expanding audience reach.” 

Support the creative and cultural sectors’ uptake of new technology, including responsible use and development of AI and accessibility technology 

As has been discussed regularly on The Big Idea - there is both risk and reward in this contentious area.

The guiding principle for Amplify’s approach has been laid out in MCH’s long-term insights briefing from earlier this year - Culture in the digital age: How will technology change the way New Zealanders create, share and protect their stories in 2040 and beyond - focussed on the responsible uptake of AI and new technology which “should consider concerns about misinformation and misappropriation, and lead to creative work opportunities evolving, rather than disappearing.” 

MCH “will also ensure actions within Amplify consider and respond to the fast- emerging impact of AI and new technologies on the creative and cultural sectors” while also acknowledging that it opens up the potential for making creative and cultural activity open to a wider audience, including those currently facing barriers to access like those living with disability.

Explore initiatives to support increased investment in and access to local screen content, to grow the contribution of the screen industry to New Zealand’s economy and ensure it reflects and develops our cultural identity 

Amplify sees the Government state that “we recognise that New Zealand’s regulation needs to be updated to address the sector’s complex environment. The media reform work programme, led by the MCH, is a standalone work programme to modernise media legislation for New Zealand” covering a range of topics, including accessibility of platforms, encouraging investment and more closed captioning for screen content - as broken down here in MCH’s Media Reform proposal from earlier this year.