Kaupapa (the why)
Our purpose
We make knowledge and creativity good business.
Creators are essential to a healthy society and economy. Their work informs critical decisions, entertains us, and gives our world meaning and beauty, including the educational writers and publishers who shape how we learn. We ensure they’re fairly compensated.
We also serve the organisations that use creative work. Through clear licensing pathways and responsible stewardship of creative rights, we make it easy for licence holders to access and share content legally.
By bridging creators and licence holders, we support a thriving creative ecosystem for Aotearoa New Zealand.
The meaning of Tāwhia
Tāwhia means “to hold firmly and not allow something to merely slip away” (ka pūpuri, kāore e tuku kia rere, kia makere atu rānei).
The name comes from the pūrākau of Tāwhaki and te aka matua. Tāwhaki and his brother Karihi sought to climb to the heavens. Their grandmother Whaitiri, guardian of the vines to the sky, advised them carefully. Karihi climbed the aka taepa (the hanging vine) but was blown violently by the winds and fell to his death. Tāwhaki listened to his grandmother’s wisdom, held firmly to te aka matua (the parent vine, the strong root vine), and successfully reached the highest heavens.
This story speaks to our role: holding firmly to what matters, listening to wisdom, and ensuring safe passage for creative work.
How we work
We’re here to support and guide. We take the time to help people understand their rights, and we’re accountable to both creators and users.
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-Sam Irvine