New research shows the live performance sector adds 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 carried out by a team including staff from Toi Rauwhārangi College of Creative Arts (CoCA). Te Kunenga ki Pūrehuroa at Massey University and the Aotahi School of Maori and Indigenous Studies at the University of Canterbury.

This $17.3 billion figure is more than previous estimates. It is a more complete accounting of the benefits of live performance, using Te Tai Ōhanga 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 industry can use them were discussed at the National Summit on the Economic and Welfare Value of Live Performance, held at Massey University’s Pukeahu campus in Wellington on Monday 4 November.

Key Government officials and representatives from the live performance industry met to discuss how the sector can use research to address structural challenges and talk about the Government’s upcoming Creative and Cultural Strategy.

The Honorable Paul Goldsmith, Minister for Arts, Culture and Heritage, explained how the Government aims to stimulate growth and recognize the vital contributions this sector makes to Aotearoa.

At the event, the research team released the full report and a tool that allows live performance producers to estimate the economic and social benefits of their work. This was followed by a panel discussion moderated by renowned arts leader and Director of Toi Whakaari School of Drama, Tanea. Heke ONZM, Ngā Puhi, Ngāti Porou.

Other important research findings include:

• For every $1 spent on a live performance, $3.20 is returned to benefit the broader 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
• More than 2.3 million people attended at least one live performance between July 2023 and June 2024
• Attending a live performance provides an immediate increase in life satisfaction and contributes to a lasting improvement in overall well-being.

Associate Professor Dave Carter from the School of Music and Screen Arts, Te Rewa o Noktaga, says: “This research highlights the important role live performance plays in enriching our society and provides an evidence base from which the industry can defend itself.”

The research was made possible thanks to funding from the Manatū Taonga Ministry of Culture and Heritage Te Tahua Whakamarohi i te Rāngai Ahurea Cultural Sector Renewal fund.