SERIOUSLY MAORI STRATEGY
The Seriously Maori strategy has evolved from extensive consultation with Maori, spanning several years on issues
relating to Maori arts. In the first year of the three-year Seriously Maori strategy, funding will be $1.7 million. The
strategy will address three pressing issues:
protection: the need to develop a process within the tourism and economic environment that recognises the status and
value of authentic Maori artworks, and to assist in the protection of the intellectual and cultural property rights of
development: the need to help iwi develop and implement arts management plans to preserve and develop their heritage
arts and, in so doing, strengthen their arts infrastructures so that their control, development and delivery of Maori
arts is more wide-ranging and effective.
promotion: the need to profile Maori arts and culture nationwide to raise awareness and understanding among New
Zealanders of the unique role and value of Maori arts to the nation.
There are three parts to the strategy:
1. BRANDING MAORI ARTS
With the burgeoning interest in Maori arts nationally and internationally, and in response to Maori concerns to protect
their intellectual and cultural property rights, it is timely to develop a brand for Maori arts – akin to the Wool Mark
– denoting authenticity and quality.
Developing a brand for Maori arts will:
assist in the protection of the intellectual and cultural property rights of Maori artists
protect the integrity of Maori culture
create a premium for authentic Maori artworks
provide direct economic benefits for the artists who are registered to use the brand through increased consumer demand
for branded products
add value to the promotion of the nation’s cultural tourism strategy.
2. IWI ARTS MANAGEMENT PLANS
Consultation with the Maori arts community has identified a need to assist iwi and Maori authorities in the area of arts
planning and management.
Through these plans, iwi and Maori authorities will be assisted to:
develop arts on marae
take advantage of revenue-earning and business opportunities by strengthening their arts infrastructures
deal more effectively with local and central government on resource management issues
upskill their members in planning, management and development, thereby providing them with employment opportunities
use their resources more strategically and effectively
retain their chieftainship over their taonga by being self-determining and self-managing as to how and when they
develop their heritage arts
become iwi arts providers.
3. PROFILING MAORI ARTS NATIONWIDE
Maori arts and culture are unique in the world and central to New Zealand’s identity as a nation. It is timely to set up
a nationwide campaign to profile Maori arts and culture so that all New Zealanders gain increased awareness,
understanding and appreciation of the nation’s indigenous foundation. A nationwide media campaign profiling Maori arts
will be initiated in the second year and will include some of the benefits expected from the Maori brand and iwi arts