The Government has recently launched a five-year blueprint to grow the arts sector entitled Amplify: A Creative and Cultural Strategy for New Zealand 2025–2030.
The plan targets higher economic output, greater engagement, and more employment opportunities, but does not include fresh funding.
Goldsmith Positions Arts as a National Asset
Arts, Culture and Heritage Minister Paul Goldsmith introduced the strategy on Thursday, presenting it as an economic and cultural blueprint.
“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,” he said.
Three Core Goals for the Arts Sector
The five-year strategy emerged after nine months of public consultation. Goldsmith acknowledged “some tweaks here and there” but said the draft’s core remained unchanged. Amplify main goal is to grow GDP contribution from $17.5 billion to $22 billion, lift public engagement with arts and culture by 10%, and add 5,000 jobs by 2030.
“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?” Goldsmith said.
Government Seeks Flexibility and Accountability
Goldsmith stressed that Amplify should be seen as a guide for both government and sector leaders.
“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,” he said.
He also described Amplify as “enabling, rather than constraining,” designed to remain flexible in what he called a time of dramatic change.
Main Pillars for Sector Growth
The strategy is organised around three key pillars:
- Investing for maximum impact — streamlining funding systems, leveraging private and philanthropic investment, and expanding cultural exports.
- Nurturing talent — improving arts education, aligning tertiary training with industry needs, and supporting succession planning.
- Reducing barriers to growth — modernising outdated regulations such as copyright law, simplifying heritage protections, and reviewing compliance burdens.
The Government emphasised that Māori and Pacific creative practitioners would be central to export growth and succession planning efforts.
Market-Driven Approach Raises Sector Concerns
Amplify does not come with new Government funding, it relies on “using the existing level funding for maximum impact” and seeking private investment and philanthropy.
Goldsmith acknowledged fiscal restraint but said the strategy would still deliver growth by focusing resources. Critics at the launch questioned whether this approach would be enough, pointing to declining arts participation in schools and concerns over access to funding.
Phased Implementation Timeline
The plan will unfold in three phases:
- 2025–26: Quick wins, including regulatory changes and export missions.
- 2027–28: Medium-term reforms, such as curriculum refreshes and on-job training initiatives.
- 2029–30: Large-scale projects requiring new funding or partnerships, such as regional centres of excellence.
Goldsmith closed the launch by emphasising that Amplify is not static. “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.”