The New Zealand Music Awards are on next week – the best of the bunch, all vying for domination and glory.
One of the bands in the running is Devilskin, a band from the deeply uncool genre of rock.
They're a fascinating case study in how to make it in music in this country, embarking on a sellout 20-date tour when they launched their first record.
Newsworthy's David Farrier went to Hamilton to say hello to Devilskin.
Watch the video for the full Newsworthy report.