Taking place every three months, the showcases offer the chance for Kiwi artists to perform live in front of key industry contacts. The latest showcase took place at Karangahape Road's Anthology Lounge with emerging stars LEXXA, Rei and Abby Wolfe.
NZ On Air Broadcast Promotions Executive Jeff Newton says the showcases have been a successful model for a number of years, and Spark's support will now provide an even larger platform for the artists.
"(The showcases') role is to expose new up and coming artists to the radio broadcasters, programmers and DSP (Digital Streaming Platform) curators as well as the wider music industry for that matter," he says. "Most people make the most immediate emotional connection to a song or artist when they see them live, so showcases like this help expose the potential of the artists to this audience of "gatekeepers" so to speak.
"Partnering with Spark has given us the opportunity to expose these artists to a larger audience through Spark's various platforms and relationships, and for us that means more engagement with the New Zealand public for these artists."
Spark's Brand Partner for Experience Ingrid Bennie says supporting New Zealand music is a "big focus" for the company.
"Our objective is to get our customers closer to the music," she says. "NZ On Air has always been a core supporter of our up and coming local talent, and we felt it was a great fit for Spark to support the amazing work that NZ On Air do in growing visibility for these artists."
Newton says exposure is a difficult challenge for Kiwi musicians – and that despite the wealth of talent in our country, listeners often aren't aware of homegrown talents.
"There is so much quality music being made in this country, so in that sense we punch way above our weight internationally," he says. "I hear a lot of, 'I didn't know they were Kiwis' when talking to people not as actively engaged in music or the music industry.
"It is definitely tough for NZ artists trying to get heard above the massive global hits that dominate, not to mention the millions and millions of songs available across streaming services," he says.
Bennie says Spark hopes that digital spaces can provide new pathways to recognition for Kiwi musicians.
"Kiwis have such a lot to offer both New Zealand and the rest of the world creatively – there's such great talent within our communities," she says. "We have some amazing people here in New Zealand that are really helping to promote and celebrate local music, but there is always room for more! There is so much new music coming through, and thanks to platforms like Spotify, it's easier than ever to access it all.
"Music has the power not only to entertain, but to bring people together. It can create memories that last a lifetime, and Spark is in a position to help shape these memories."
To find out more about Spark Music head along to Spark.co.nz/music.