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PHASE FIVE CHANGES

Last year we commissioned consultant Chris Caddick to do an independent review of our so-called Phase Five programme. Part of his brief was to consult widely within the music industry and in the course of the review, he interviewed 50+ industry players – major and indie labels, artists, music lawyers, touring agents, publishers and agencies.

The review will result in some refocussing and re-prioritising of our work. To start with, the “Phase Five” generic New Zealand music promotion will disappear. We will tighten our focus on airplay outcomes overseas, and we will prioritise Australia in collaboration with local labels and their Australian partners (while maintaining our US college radio campaign).

There are a bunch of downstream changes, some of which will impact immediately, like dropping the Phase Five brand and cutting back on our sampler programme. Other changes will be phased in in the new financial year beginning 01 July 2010, like withdrawing from MIDEM and SXSW and leaving those promotions to our NZ Music Commission friends.

To see a copy of the Caddick Report, go to http://www.nzonair.govt.nz and go to Publications.