Media Bay of Plenty Bay Claims Half of National Kiwi Music Honours

Media Bay of Plenty received three of six national awards for playing more than 20 percent kiwi music in its music rotation over the past year.

Six commercial radio stations were celebrated last week by NZ on Air for playing over 20 percent New Zealand music for kiwi audiences over the past year. 

Media Bay of Plenty received awards for acheiving this on 1XX, Bayrock and Q97. 

Bayrock played the most kiwi music out of the three sations, and second highest nationally. 

This is the second consecutive year all three stations have received these awards. 

Media Bay of Plenty Director Sarah Galbraith said it is an honour to be recognised on a national stage. 

"There's only six stations in the whole country to receive those awards and we have three of them in our region, which is absolutely incredible."

"The awards mean a lot to our region and our region is such a champion of New Zealand music, so we're really pleased to be recognised for that."

Despite such a small number of stations regularly playing kiwi music, the talent available makes playing local music easy, she said.   

"It's actually easy to play a really good percentage of New Zealand music, because we have such incredible talent in New Zealand."

"We have amazing bands, musicians, singers - we are so lucky in New Zealand," she said. 

Media Bay of Plenty Director Sarah Galbraith receiving an award IMAGE: Supplied 

Media Bay of Plenty received awards alongside three other stations. 

NiuFM, which targets a young NZ-born Pacific Island audience, played the most kiwi music with 54.13 percent of their music over the year. 

CFM in Coromandel and Radio Hauraki also received awards with 21.28 percent and 20.48 percent played recpectively.

NZ on Air Music Platforms and Māori Funding Advisor Jeff Netwon said it is voluntary for stations to reach this threshold, so recognising the achievement is important. 

"So we wanted to recognise that because it really makes a difference to the discoverability of New Zealand music to New Zealand audiences," he said. 

Trying to become a musician is becoming increasingly difficult, so playing local artists on radio stations is important, he said. 

"Getting songs played on the radio is a really, really good way for local New Zealanders to discover local New Zealand artists, which is very, very difficult to do in the algorithmic driven world of the streaming services."

"With streaming services, as a local artist, you're not just competing against other artists from New Zealand, you're not just competing against artists of a similar size and stage in their career."

"You're up against the Ed Sheerans, the Taylor Swifts and the Beyonces of the world, as well as every single other song that is being released in the world."

When radio stations play kiwi music it helps artists reach audiences who may not have heard them otherwise, growing careers, he said. 

He recognises the demand for local music makes playing a high percentage of kiwi music difficult, but he hopes this could change. 

"In New Zealand, we have a New Zealand artist that is as good as everybody's favourite international artist."

"So for every single person, if they like an international artist, then I'd like to see a world where those people then take on the challenge of going to find a New Zealand artist who is just the same and follow them with as much passion and with as much vigour as they would for their favourite international artist."

Accross three stations, Media Bay of Plenty is becoming a key part of this effort. 

"We really appreciate the work that Media Bay of Plenty does for New Zealand music."

"It's a conscious choice that they make and they do it really, really well and we really appreciate it," he said.