Thirty years of championing Māori creativity, protecting Māori storytelling and fighting for greater representation in New Zealand’s screen industry are being celebrated as Ngā Aho Whakaari marks its 30th anniversary.
The national association representing Māori working in screen production is reflecting on three decades of advocacy, cultural leadership and efforts to ensure Māori stories are told by Māori, through Māori perspectives and on Māori terms.
Ngā Aho Whakaari chair Kay Ellmers joins Radio Waatea to discuss the organisation’s legacy, the challenges facing Māori filmmakers and screen professionals, and what the next generation of Māori storytelling could look like.
The milestone comes at a time of significant change across the screen industry, with funding pressures, changing audience habits, international streaming platforms and emerging technologies reshaping how content is produced and distributed.
THREE DECADES OF ADVOCACY FOR MĀORI SCREEN TALENT
For 30 years, Ngā Aho Whakaari has worked to strengthen the presence and influence of Māori across film, television and the wider screen sector.
Its advocacy has focused on ensuring Māori creatives have opportunities not only to appear on screen but also to lead the development, production and ownership of the stories being told.
That includes directors, producers, writers, actors, technicians and the many creative professionals whose work contributes to New Zealand’s screen industry.
The organisation has also helped keep important questions about cultural integrity, Māori intellectual property and authentic representation at the forefront of industry discussions.
Its anniversary provides an opportunity to recognise the generations of Māori screen practitioners who have challenged barriers and helped establish a stronger Māori presence in the industry.
FROM REPRESENTATION TO OWNERSHIP
One of the enduring challenges facing Māori screen professionals is the difference between being represented in productions and having genuine control over the stories themselves.
While Māori narratives have become an increasingly important part of New Zealand’s screen identity, questions remain about who commissions projects, controls funding, owns intellectual property and ultimately benefits from their commercial success.
For Ngā Aho Whakaari, the future of Māori storytelling involves more than simply increasing the number of Māori faces on television and film.
It also involves strengthening Māori leadership across the entire production process.
That means supporting Māori-owned production companies, developing new creative talent and ensuring Māori perspectives are respected from the earliest stages of a project through to its final release.
The issue is particularly important when stories draw on whakapapa, mātauranga Māori, tikanga and the histories of iwi and hapū.
A SCREEN INDUSTRY UNDER PRESSURE
The anniversary comes as New Zealand’s screen sector navigates significant economic and technological challenges.
Competition for production funding, changing commissioning models and the growing influence of global streaming platforms are creating both opportunities and uncertainty.
For independent Māori producers, securing sustainable investment and access to distribution can be particularly challenging.
There are also concerns about maintaining pathways for emerging filmmakers, especially rangatahi seeking careers in an industry where project-based employment and irregular funding can make long-term opportunities difficult to establish.
These challenges raise questions about whether existing funding structures adequately support Māori storytelling and whether the sector is doing enough to develop the next generation of Māori creative leaders.
THE FUTURE OF MĀORI STORYTELLING IN A DIGITAL WORLD
Technology is also transforming the way stories are created and shared.
Streaming services, social media, digital production tools and online platforms have opened new opportunities for Māori content to reach audiences around the world.
Māori filmmakers and creators can increasingly connect directly with viewers, build independent audiences and explore new forms of storytelling beyond traditional broadcasting.
However, the rapid development of artificial intelligence also raises important questions about cultural ownership, consent and the protection of Māori creative works.
For Māori screen practitioners, the use of emerging technologies must be considered alongside responsibilities to protect taonga, cultural knowledge and the integrity of Māori narratives.
The challenge is ensuring that technological innovation strengthens Māori creativity rather than undermining the rights of those whose stories and knowledge are being used.
TELLING OUR STORIES, OUR WAY
At the heart of Ngā Aho Whakaari’s work is the principle that Māori must have the opportunity to tell their own stories.
Film and television are powerful platforms for sharing language, culture, history and contemporary Māori experiences.
They can challenge stereotypes, celebrate achievement, preserve knowledge and connect generations of whānau both in Aotearoa and overseas.
For Māori audiences, authentic storytelling also provides an opportunity to see their communities, identities and experiences reflected on screen.
The success of Māori storytelling has demonstrated that locally grounded narratives can resonate far beyond New Zealand.
The next challenge is ensuring that the creative and commercial benefits of that success flow back to Māori storytellers and communities.
CELEBRATING THE PAST, BUILDING THE NEXT 30 YEARS
As Ngā Aho Whakaari celebrates its 30th birthday, the anniversary is both a recognition of what has been achieved and an opportunity to consider what remains to be done.
The organisation’s future priorities will be shaped by the need for sustainable funding, stronger industry pathways, Māori creative ownership and continued protection of culturally significant stories.
For Kay Ellmers, the occasion provides an opportunity to reflect on the people who built the organisation, the battles fought for Māori representation and the opportunities now emerging for a new generation of screen professionals.
Thirty years on, the kaupapa remains as important as ever: Māori stories matter, Māori voices matter, and Māori must have the power to determine how their stories are told.
Kay Ellmers joins Radio Waatea to celebrate three decades of Ngā Aho Whakaari, reflect on the changing face of Māori screen production and discuss what the next 30 years could hold for Māori creativity in Aotearoa and around the world.
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