NicNak Media Announces New Initiative For Emerging Acts

Are you new to the Aotearoa music scene? Do you need support in building an audience? Have you got a song you want to release?

If the answer to all three questions is yes, then read on!

You may’ve already heard of NicNak Media and Lil Sister.

For more than a decade NicNak Media has delivered hundreds of successful PR campaigns, helping to amplify the voices of many of Aotearoa’s best-known acts. In 2022, NicNak launched Lil Sister, a subsidiary agency exclusively for emerging independent acts. Lil Sister quickly became a ‘go to’ agency, working with some of the most exciting names in music.

After a brief pause in 2025, we are excited to announce that the Lil Sister brand is back! However, it will no longer operate as a stand-alone PR agency but as a ‘hub’ for new artists and bands.

Why the change?

It can be difficult knowing where to begin and what types of services you need to help get your music out to the world. Tried and trusted publicity strategies still yield results, and at NicNak we will continue to offer music publicity services, such as radio plugging and pitching to all other media. However, we are mindful that building a sustainable career in music involves more than just publicity. By establishing a hub – or a one-stop-shop – we aim to provide emerging acts with a central place where they can access foundational forms of publicity as well as support with other services like marketing, branding, social media, creative direction, forging important connections, funding, touring and more!

What’s next?

We will be rolling out some exciting new initiatives in the coming months, starting with a campaign called Lil Sister’s Rising Stars. Kicking off in April, Rising Stars is designed for emerging acts that have a single ready for release, or plan on releasing a single within the next 12 months. The primary goal is to raise the profile of new artists and bands within Aotearoa’s music and media industries through publicity and by spotlighting and championing them in all the right places.

If you would like more information about Lil Sister’s Rising Stars campaign, please visit the new Lil Sister website.