Despite the success of reo Māori music, a shortage of Māori music managers means many Māori artists struggle to thrive in the business side of the industry.
The Māori music scene in Aotearoa is arguably as strong as it has ever been. Reo Māori waiata are topping the charts, and the creative energy behind Māori music is undeniable. But behind the catchy hooks and powerful lyrics lies a stark gap – a shortage of Māori music managers equipped to support these artists as they navigate the music industry.
Tonisha Rohe (Ngāti Porou, Ngāti Kahungungu) is the project manager for the Waiata Anthems Taumata Programme and is on the frontlines of this challenge. She’s part of a small, dedicated group working to support Māori musicians from the ground up, helping them harness not just their creative strengths but the business acumen they need to thrive. “Writing, creativity, and all that stuff comes easy to artists,” Rohe says. “What really holds them back is the business side.”
Rohe herself never anticipated a career in music management. Working with Hinewehi Mohi at APRA introduced her to the needs of the industry, and when the Taumata Programme role became available, she saw a chance to make a difference. She recently worked alongside nine artists for the fifth anniversary of Waiata Anthems, holding wānanga and workshops designed to build capability, like collaborative songwriting and upskilling in te reo Māori composition. She describes her role as “a bit of a passion project”, committed to connecting artists with people and opportunities that can open new doors.
“If you think about the whakataukī ‘te amorangi ki mua, te hāpai ō ki muri,’ the artists are out in front, but for that to work, you need things going smoothly behind the scenes too,” Rohe says.
A big part of the mahi is showing young Māori that music management is a viable career path. It’s something she often finds herself explaining: “When I tell people what I do, they’re like, ‘really, and you get paid for that?’ I’m like, ‘yeah, it’s actually a job!’”
Despite the demand, there are only a handful of Māori managers working in this space. For many emerging Māori artists, management is still an elusive service they seek within their own networks. “Tiki Taane’s sister is his manager. But what she always says is to look around your networks; who in your circles – friends, whānau – can help you with a particular part of the mahi?” For some, that means getting a cousin to handle accounting or a friend to book gigs. But the lack of professional Māori managers leaves many artists without structured support. This shortage can impact their creative focus and even how they’re perceived by industry peers when admin tasks and timely responses start to slip.
The ripple effects of this are wide. “These artists we work with ask us to manage them all the time because they want Māori managers,” Rohe says. Artists also want more Māori executives to help them explore diverse career paths beyond live performances. “There’s music in movies; there’s music on ads,” she says, noting that the industry holds potential far beyond stage performances alone.
As much as she’s passionate about her work, Rohe admits the role demands plenty of time and energy. “It’s not nine-to-five, I’m always on the clock,” she laughs. Artists are constantly reaching out, often asking her to go above and beyond. But for Rohe, it’s a small price to pay. In her four years in this role, she’s traveled the world, facilitated kaupapa with leaders like Tame Iti, and connected with inspiring reo Māori speakers. “Those moments make it all worth it,” she says.
This year, Rohe is focusing on export opportunities, looking at how Māori artists might break into international markets. It’s a complex strategy, but one that Rohe believes could mean big things for Māori music and reo Māori waiata on the world stage. With her sights set on goals like securing roles for Māori artists in projects abroad – such as Stan Walker’s recent feature in the Tomb Raider animated series – Rohe is committed to expanding the reach and recognition of Māori music talent.
The path to establishing more Māori music executives and managers is essential to the future of reo Māori music in Aotearoa. The talent on stage is undeniable, but for Māori artists to truly thrive, there needs to be more Māori leading the way behind the scenes. It’s not just about putting Māori music on the charts; it’s about creating a sustainable industry where Māori voices have influence in every part of the business. The time has come to build an industry that doesn’t only showcase Māori talent but also empowers Māori decision-makers to guide it, nurture it, and take it further than ever before.