Cutting Through the Noise: Why Communications Matters in the Music Industry

The music industry in Aotearoa and globally has changed rapidly over the past decade.

Streaming platforms, social media, and algorithms have made it easier than ever for artists to release music, build audiences, and turn creative projects into sustainable careers. For many, what once felt out of reach is now possible.

But this accessibility has created a new challenge.

The industry is now more crowded than ever. Thousands of songs are released every day, and artists are competing locally and globally for attention, streams, and industry support.

So the question becomes: how do you stand out in today’s music industry?

Strategic communications.

Strong music communications, or music PR, is about clearly expressing who you are as an artist, what makes your sound unique, and why your music matters. It ensures your story travels alongside your music.

Social media and streaming platforms are powerful tools for artist promotion. They can help you reach new audiences and grow your fanbase. But they are also unpredictable. Your reach is often controlled by algorithms that are constantly changing, making it difficult to rely on them alone.

Media and radio mentions, as well as direct industry relationships, give artists more control and credibility. They help you reach not only listeners, but also the people who can elevate your career such as journalists, radio programmers, playlist curators, and funders.

In Aotearoa, radio and media still play a significant role in music discovery. According to NZ On Air, 56 percent of New Zealanders in 2024 discover new music through streaming platforms, while 45 percent discover music through radio. That means nearly half of music listeners are still engaging with radio as a key discovery channel.

Radio airplay also contributes directly to chart performance on the Official Aotearoa Music Charts. Consistent radio plays can build familiarity and momentum for an artist over time.

Beyond audience reach, strong communications signals professionalism to the wider music industry. It shows that you are a credible artist and ready to be supported.

Great music is essential, but it’s not always enough on its own.

Industry decision-makers are time-poor and receive constant pitches for new music and stories. If you want these decision makers to get back to you, clear, compelling communication makes it easier for them to understand your artistry and advocate for your work.

Here are some of the fundamentals of effective music communications:

1. Develop a strong artist bio

Having a strong bio is an essential part of your music marketing toolkit.

It should clearly outline who you are, where you’re from, and what genre or style your music sits within. More importantly, it should communicate your story, what drives and inspires you, and highlight your achievements, such as releases, performances, awards, or milestones.

Think of your bio as your music industry CV. It should be regularly updated and reflect your current stage as an artist.

2. Launch music with a clear media release

A media release (or press release) remains one of the most effective tools in music PR.

It allows you to formally announce new music to media, radio, and industry contacts. A strong release should explain what you are releasing, why it matters, and what makes it unique.

Targeting is just as important as writing. Sending your release to the right outlets, those aligned with your genre and audience, greatly increases your chances of coverage. This can be general news media, music media and music shows and contributing writers and bloggers.

3. Pitch your music and your story

Music PR is not just about sending out information, it’s also about building relationships.

Aotearoa has a strong network of music media, blogs, and radio platforms. Reaching out directly with a tailored story pitch, building familiarity, kanohi-ki-kanohi where possible, with conversations that appeal to the particular platform and recognise its audiences’ interests can help your music get heard by the right people.

Your pitch should connect your music with a story. Journalists and show producers are looking for a good story just as much as they are looking for songs.

4. Invest in a strong media kit

A professional media kit makes it easy for media and industry to support you.

A media kit is a collection of information available to media that should include:

• High-quality press images

• An up-to-date artist bio

• Links to your music and video

• A document that helps media tell your story, providing key career achievements and highlights

We live in a visual and fast-moving media environment. Having these assets ready ensures you don’t miss opportunities.

Despite the rise of digital platforms, the music industry in Aotearoa is still driven by relationships.

Connections with news and music media, radio, and organisations like NZ On Air play an important role in building an artist’s profile. Ongoing communication helps keep your music top of mind and builds long-term relationships and momentum.

If you’re repping yourself and your own music, kia kaha, continue to stick to your purpose and be proud of what you create. Be your own biggest advocate. 

If you’re ready to take the next step in intentional, strategic communications and PR for your music, Māia can work with you to ensure you have the connections, materials and strategic approach you need to make a splash in the industry.

We’ve worked with dozens of Aotearoa-based artists to help tell their story and grow their communities. Being part of the amplification of these voices, and connecting artists to fans through their kaupapa is why we do what we do.

Kōrero mai!