Over the month of May, advertising company VAST Billboards used its national digital billboard network to support Kiwi artists and bands during NZ Music Month, donating advertising spaces all across the country.
The campaign is expected to deliver more than 615,00 plays and generate more than 5.2 million impressions nationwide by month’s end, helping amplify local music at scale during one of the country’s most recognised cultural moments.
As an independent New Zealand-owned media company, VAST said the campaign reflects its broader commitment to backing local communities, creativity and homegrown talent, while also demonstrating how digital out-of-home can contribute beyond traditional advertising.
Lohnêt Waugh, group business director at VAST Billboards, says NZ Music Month aligned naturally with the company’s values as a Kiwi-owned business.
“VAST was built on the belief that local matters. NZ Music Month gave us the chance to use our network to support Kiwi artists, increase their visibility and celebrate the incredible talent we have here in New Zealand,” she said.
“Digital billboards offer artists visibility in the real world and help connect audiences with Kiwi music in a way that feels immediate and community-driven.
“Supporting local music isn’t just important for the creative sector, it strengthens community connection, reflects who we are as a nation and helps celebrate the stories and voices that bring Kiwis together.”
The campaign features a mix of emerging and established artists, with participating musicians already reporting increased awareness and engagement since launch.
Ollie Whiley, lead singer of Meddles, says the campaign has delivered meaningful visibility for independent artists.
“Exposure in the out-of-home space is generally out of reach for emerging artists, which makes support like this incredibly valuable, especially in such a saturated digital environment.
“Seeing local music promoted on major digital billboards creates a real sense of credibility and excitement. Since the campaign launched, we’ve already seen increased streaming and stronger awareness around the band.”
Maddy Budd, who supports Banished Music with promoting shows for local musicians via November Studio, says initiatives like this can make a genuine difference for local creatives.
“It’s a challenging time financially for a lot of artists, music promoters, venues and festivals and opportunities to gain much-needed visibility for shows and music can often feel out of reach. Support from Kiwi businesses like VAST genuinely helps local artists feel seen, supported and able to continue creating music.
“NZ Music Month remains hugely important in championing New Zealand music and helping local talent connect with audiences across the country and beyond.”
