Associate Professor Dave Carter outlines the research findings. Image credit: Jack Young.
New research shows that the live performance sector contributed at least $17.3 billion in social and economic value to Aotearoa New Zealand in the 12 months to 30 June 2024. The research was conducted by a team including staff from Toi Rauwhārangi College of Creative Arts (CoCA) at Te Kunenga ki Pūrehuroa Massey University and Aotahi School of Māori and Indigenous Studies at the University of Canterbury.
This $17.3 billion figure is larger than previous estimates. It is a more complete accounting of the benefits of live performance, using Te Tai Ōhanga The Treasury tools to enable comparison with other sectors. This includes the impact of consumer spending motivated by live performance, employment, taxation and social benefits.
The research findings and how the live performance sector can use them was discussed at the National Summit on the Economic and Wellbeing Value of Live Performance on Monday, 4 November at Massey University’s Pukeahu campus in Wellington.
Key Government officials and representatives of the live performance sector came together to discuss how the sector could use the research to address structural challenges and speak to the Government’s forthcoming Creative and Cultural Strategy.
The Honourable Paul Goldsmith, Minister for Arts, Culture and Heritage outlined how the Government aims to foster growth and recognition of the vital contributions this sector makes to Aotearoa.
At the event, the research team released the full report and a tool to enable live performance producers to estimate the economic and social benefits of their work, which was followed by a panel discussion facilitated by celebrated arts leader and Director of Toi Whakaari Drama School Tanea Heke ONZM, Ngā Puhi, Ngāti Porou.
Other key research findings include:
- For every $1 spent on live performance, $3.20 is returned in benefits to the wider community
- Audience spending motivated by live performance contributes 1.4 per cent to Aotearoa’s Gross Domestic Product (GDP)
- Live performance activity supports 60,500 full-time equivalent roles
- Over 2.3 million people attended at least one live performance between July 2023 and June 2024
- Attending live performance provides an immediate boost to life satisfaction and contributes to a lasting improvement in overall wellbeing.
Associate Professor Dave Carter from the School of Music and Screen Arts Te Rewa o Puanga says, "This research highlights the essential role live performance plays in enriching our society, and provides an evidence base for the sector to advocate for itself.”
The research was made possible thanks to funding from the Manatū Taonga Ministry for Culture and Heritage Te Tahua Whakamarohi i te Rāngai Ahurea Cultural Sector Regeneration fund.
Read the full report here.
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