The groundbreaking Kiwi music initiative Amplifier has relaunched with a fresh focus that ups the ante on taking local talent to the world and re-establishes itself as a finger-on-the-pulse tastemaker worth following.
Set up in 1999 as the home of music in Aotearoa, Amplifier ceased website sales a year ago. Following a revamp and incorporation of sibling operation theaudience, the best New Zealand music will now be showcased through steaming audio platforms, starting with Spotify. It also expands its scope internationally - both in reach and in the artists it covers.
It begins with two curated Spotify playlists:
AMPLIFIER BUZZ is the place to find the brightest emerging local and international artists creating a stir in the industry. This unique playlist will be updated every two weeks.
theaudience HOT is the home of bubbling Kiwi talent, whether new to the scene or already established. Covering a wide range of genres, this playlist will be updated every week.
This revamp also sees the return of both platforms popular newsletters, now combined. With updates on the best new music from across the board, the newsletter will now be issued on a monthly basis and can be subscribed to here: http://www.amplifier.co.nz
It’s an exciting new chapter for the independent initiatives, which have worked with more than 3000 artists over a 17-year history. Cementing long-lasting relationships with musicians and labels, Amplifier has proudly represented many household names, from Fat Freddy's Drop to Savage, and Dave Dobbyn to Tiki Taane.
Collectively the two services have also worked with up-and-coming acts now forging paths in the local industry and on the international scene, such as Theia, Name UL, Shakes, Nomad, Louis Baker, Rousseau and many more.
On expanding into playlist curation, content manager Andy Low comments:
“We’re thrilled to showcase some of the best new music through carefully selected playlists, presented both locally and abroad. Some artists you already know will now be introduced to international audiences, and others you'll be discovering for the first time. We hope you enjoy."