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It's a big year for NZ at Edinburgh with more than 200 artists invited to seven different festivals. It's the result of years of building international partnerships, networks and skill exchanges.

Jude Chambers, Creative New Zealand international special projects manager, tells us what went on behind the scenes to make it happen.

"The Edinburgh festivals, which each year attract an estimated 25,000 artists, 1000 international producers and an audience of four million, are some of the most important arts markets in the world.

“This exposure will develop audiences for New Zealand art as well as future international opportunities for our artists, increase touring and foster artistic exchange/collaborations.”

Tell us a bit about your background

My background is in arts management; delivering projects and funding programmes, partnerships and advocacy.  Since joining Creative New Zealand in 2005 I have held advisory roles across a range of funding programmes, managed the Visual Arts portfolio and a team of advisers.  I joined the International team in 2011.

Tell us a bit about your role as manager of international special projects

I am currently responsible for delivering some ambitious international projects and initiatives; including New Zealand’s participation at the Venice Biennale and Edinburgh Festivals, the WW100 Co-commissioning Fund, an international visitor programme Te Manu Ka Tau: Flying Friends and a suite of partnerships and programmes that support international cultural and art form exchange.  

What is unique about this year’s NZ season at Edinburgh?

This is the largest group of New Zealand artists (200+) to be invited to Edinburgh. This year we have coordinated a marketing campaign under the NZ at Edinburgh 2014 banner, with a website and special events hosting international ‘key influencers’.  We have also brokered an opportunity for New Zealand beverage companies to sell product through the Backyard at the Roxy Bar – which will hopefully have a spin-off for New Zealand exports. 

Why is it important for NZ arts?

The Edinburgh festivals, which each year attract an estimated 25,000 artists, 1000 international producers and an audience of four million, are some of the most important arts markets in the world.  This exposure will develop audiences for New Zealand art as well as future international opportunities for our artists, increase touring and foster artistic exchange/collaborations.

How many years was this in the making and why?

Creative New Zealand has been working with the British Council and key partners in Scotland for two years to build partnerships and networks that will have ongoing benefits to our artists.  This has been built on a platform of skill exchange between Edinburgh and New Zealand festivals over many years. Our artists will be following in the footsteps of previous New Zealand artists, for example the New Zealand Army Band who stole the show at the Royal Edinburgh Military Tattoo in 2013.

What combination of people and resources are involved?

Creative New Zealand has worked with the various festival directors and organisers, the British Council, Dunedin Public Art Gallery and Auckland Arts Festival, the NZ government and UK public relations and marketing companies.  Importantly, the companies and artists themselves are partners in this endeavour.

We have contributed around $780,000 towards flights, freight, ground costs and promotions, with additional support from Manatu Taonga, the Ministry for Culture and Heritage's cultural diplomacy international programme, and the British Council.

Tell us about the Momentum international delegate programme

MOMENTUM NZ is a partnership between the British Council and Creative New Zealand to support greater exchange between New Zealand and Scotland/United Kingdom.  New Zealand practitioners can develop their professional networks through hosted events and individual meetings with international artists, producers, curators and cultural partners.  It’s part of a wider global programme delivered by Festivals Edinburgh, Creative Scotland and British Council Scotland.

How did it contribute to this year’s season at Edinburgh?

2013 was the inaugural year of the Momentum NZ programme.  Having the opportunity to hold discussions with the festival directors and international peers certainly has contributed towards the preparation for the NZ at Edinburgh 2014 season.   

Can you give us an example of how a delegate in 2013 created opportunities for this year in Edinburgh

Award-winning producer, journalist and filmmaker, Karin Williams, attended the Momentum programme last year, gaining valuable insight into the scale of the Fringe experience and building key relationships.  This year she returns to the Fringe as Producer of Multinesia’s Black Faggot, which is part of the NZ at Edinburgh 2014 season.
 
How does Momentum connect with the incoming visitor programme Te Manu Ka Tau?

Te Manu Ka Tau : Flying Friends is an international visitors programme which profiles New Zealand arts to key international contacts. The programme aims to generate invitations for artists across all art-forms to participate in international events and build international networks.  We invite guests to experience a variety of New Zealand work to gain greater insight into our arts and culture.  In 2013 we hosted a number of festival directors - the results speak for themselves.  

Why is it important to raise the profile of NZ arts internationally?

Creative New Zealand supports New Zealand artists to gain international success.  This helps increase artists’ income, assists them to engage with the international arts environment and promotes New Zealand and its arts to international audiences.  This also offers our artists the opportunity to develop their practice and engage in an international dialogue with their peers.

How do you measure the success of the programmes?

We would see international festival or touring opportunities, collaborations or exchange opportunities.  We would also see our artists’ ability to operate internationally increased.

What’s your big idea for 2015?

We have a number of ambitious projects and new programmes ahead of us in 2015 that I am excited about – Simon Denny’s presentation at the 56th Venice Biennale will certainly be one of the highlights!  The big idea:  to keep developing partnerships to support our artists to make brave decisions and increase the international audiences for New Zealand art. This will mean the sector remains healthy and inspired.