Cultural plan ‘should not value the world over NZ’

Thursday, 13 March 2025

The screen industry is one group that could help boost the GDP of creative sectors to officials’ proposed $20 billion target, which some say is arbritary but others feel is not high enough.

A focus on international exports in a proposed national cultural policy could overshadow the local needs of artists and arts organisations, submitters have told government officials.

Submissions are now closed on the long-awaited national strategy for the country’s creative sectors that officials have called Amplify.

A summary of submissions published on the Ministry for Culture and Heritage’s website said that while a majority of respondents supported the vision to make New Zealand a global creative powerhouse, there was concern from some that the strategy’s international focus was too commercial and didn’t resonate with traditional art and cultural heritage sectors.

Some felt it overlooked wellbeing, social cohesion, cultural identity and community resilience, and said the strategy’s focus on global impact could result in cultural appropriation and a lack of authenticity and diversity.

But others felt overseas success would help build New Zealand’s credibility and confidence, and that showcasing our art to the world could help foster economic prosperity and a stronger national identity.

A photo from the opening night of the Royal NZ Ballet's production of Shakespeare's A Midsummer Night's Dream, performed at Wellington's St James Theatre in October 2024.

There was confusion over vague terms including “amplify” and “powerhouse” and some urged for a more action-oriented strategy that had clear, tangible outcomes, with additional support for the creative sectors to achieve the vision, including new infrastructure and investment.

While the strategy’s targets were broadly supported, concerns were raised about achieving them within a five-year timeframe if creatives’ woeful income rates were not lifted.

Some felt the strategy didn’t adequately capture the value of Māori arts or the role of the Treaty of Waitangi, and wanted more explicit language around the protection or partnering of ngā toi Māori (Māori art forms).

There were concerns that prioritising creative exports could come at the expense of recognising the inherent value of arts, culture and heritage for New Zealand.

Submitters also questioned how boosting engagement with cultural activity would be measured as research and data gaps have long plagued the sector.

People also said that GDP contribution was not an accurate or inclusive measurement, and warned against commercial outcomes taking priority over the social and wellbeing benefits of creative endeavours.

Some submitters felt the strategy did not go far enough to protect ngā toi Māori (Māori art forms). Pictured, an image from the finals day of Te Matatini 2025.

On the flipside, some wanted an even more ambitious GDP target for our creative sectors (officials originally set this at a $20 billion figure).

Some felt raising artists’ wages would be difficult without extra funding from central government. Many believed artists’ income growth would have a direct effect on greater exports and GDP contributions.

The strategy lacked clear and specific actions that showed how the Government intended to progress its objectives, one submitter wrote.

And while the strategy’s draft principles were strongly supported, some felt they could more closely be linked to targets.

But some said the principles overlooked the needs of the disability sector, regional arts, sustainability, and creative career pathways.

People were supportive of cross-government action across a range of portfolios including education and regional development to achieve the targets.

Leauanae Laulu Mac Leauanae, the ministry’s secretary for culture and heritage, said officials received many innovative ideas and constructive feedback.

The submissions would inform the strategy’s next iteration.

Cabinet would make a decision on whether to adopt any amended strategy in June. A final version of the strategy would aim to be published in July.

Once the strategy is signed off, a plan will be made to monitor the progress and delivery of its targets.