The objective was to promote New Zealand artists to decision makers in the international music industries, across a series of CD releases. Culture = Product = Culture. Because this is a DM project, the audience feels unencumbered, it is easy to simply throw the package away. The package is being sent to screen industry people that receive hundreds of CDs a week. It must be something they want to keep, but also fit into their world (it must fit on their shelves, for example). The package combines the ordinary—a cover, a booklet, a jewel case, with an aesthetic quality and unique elements that make it desirable. The design solution implicitly states that the New Zealand music industry, and particularly the musicians / music companies represented on the CDs, are part of the global music business. They are, of the business, a musical culture packaged within an irreverent take on the first New Zealand music, the song of our native birds. Each CD cover features images that reference New Zealand’s songbird, the Tui. Each package sent to industry decision makers also includes a specially-designed brooch that references elements in the CD cover composition—nest, egg, bird and a skull—and represent the life cycle. The DM package, CD and brooch, combines as a product that with a knowing and confident tone. The confidence is important—the apparent ‘desecration’ of the native birds is not the act of artists undervaluing their origins, rather it is the act of embracing the global nature of the art contained within, art that is the equal of that from other territories, and worthy of consideration.