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THE CONTRIBUTION OF LIVE MUSIC TO THE UK ECONOMY IMAGE

The national headline data in this report has been updated. Please refer here for the updated data. Corresponding updated regional and local figures for this report are not however available. UK MUSIC · WISH YOU WERE HERE 3

INTRODUCTION

As the new chief executive of UK Music, Armed with this data, I hope that you I am delighted to introduce Wish You will join us in using the information Were Here 2017. to make the best possible case for IMAGE nurturing and supporting the continued By collating a huge amount of ticketing growth of live music in the UK. and other data, this report provides an unrivalled insight into live music in Because this is the deal: live music in MICHAEL DUGHER every UK region. Britain is a tremendous success story, UK Music director of operations Ele Hill at the Great CEO, UK Music but we cannot afford to take that fact I am passionate about music and Escape Festival, Brighton for granted. That’s why we must fight the way it can enrich people’s lives to preserve the venues that are and make a huge contribution to our the lifeblood of the industry. national culture. Think how many of our global stars This year’s report reveals more people and music legends owe their career than ever are enjoying live events and to the start to that a grassroots venue that music tourism is responsible for a was able to provide. With every venue record contribution to our economy. that closes, we remove a stage and an opportunity for the stars of the future. But the data also shows some of the challenges we face, particularly if we UK Music chairman Andy Heath with Culture Secretary So, if you value live music and what are to make sure our smaller venues Karen Bradley and UK Music’s former chief executive Jo it brings to our country, you have to Dipple at Conservative conference 2016 thrive just as successfully as our big support action now to protect it and arenas. help it to grow.

Overall, the hard evidence shows that And finally I would urge everyone to go live music is creating more jobs and to a gig, support your local venue and revenue and attracting more tourists local artists, back your local festival right across the UK. and be part of Britain’s incredible live music success story. I hope that politicians and policy makers reading this report will see the To find out more about the work of UK huge boost that live music gives to our Music, including on Government policy, economy in every part of the UK. education and skills, equality and diversity, apprenticeships, copyright UK Music chief executive Michael Dugher and his I would like to thank all our members predecessor Jo Dipple with Simon Rix of the protection, economic and sector and everyone who helped us compile at UK Music’s 2016 summer reception at Westminster research, and career paths into music, this year’s Wish You Were Here report, go to: www.ukmusic.org. particularly the UK Live Music Group and the fantastic Paul Latham at Live Nation.

And I would also like to pay tribute to the thousands of grassroots and smaller venues who filled in questionnaires to ensure the report is the best and widest possible reflection of the live music industry. Michael Dugher throws UK Music support behind campaigners battling to save live music venues at Womanby Street, Cardiff UK MUSIC · WISH YOU WERE HERE UK MUSIC · WISH YOU WERE HERE

CONTENTS INTRODUCTION NORTH EAST 24 Michael Dugher 3 NORTH WEST 26 CEO, UK Music NORTHERN IRELAND 28 UK LIVE MUSIC 2016 IN NUMBERS 6 SCOTLAND 32 MUSIC TOURISM 2016 IN NUMBERS 6 SOUTH EAST 34 FOREWORD SOUTH WEST 36 Karen Bradley 8 WALES 38 Secretary of State for Culture, Media and Sport Paul Latham 9 WEST MIDLANDS 40 COO, Live Nation, UK & Ireland; Chairman, Creative & Cultural Skills; YORKSHIRE & THE HUMBER 42 Chairman, UK Live Music Group ACKNOWLEDGEMENTS 44 A WORD FROM UK MUSIC CHAIRMAN Andy Heath 10 Chairman, UK Music MUSIC TOURISM IN THE UK 2011-2016 11 SMALLER & GRASSROOTS MUSIC VENUES Beverley Whitrick 12 Strategic Director, Music Venue Trust SMALLER MUSIC VENUES IN NUMBERS 14 GRASSROOTS MUSIC AUDIENCES IN NUMBERS 15 MUSIC TOURISM IN REGIONS EAST OF 18 EAST MIDLANDS 20 22

Back and Front Cover Photo Credit | MADE Festival, | © Here & Now Photography 6 UK MUSIC · WISH YOU WERE HERE

UK LIVE MUSIC 2016 IN NUMBERS 30.9 MILLION 27 MILLION Total audience that attended live music Total attendance in the UK in events in the UK in 2016 +12% 2016 +13%

3.9 MILLION 18.4 MILLION Total festival attendance in the UK in Local residents attended local music 2016 +6% events in the UK in 2016 +7%

MUSIC TOURISM IN NUMBERS 2016 £4 BILLION £2.5 BILLION Total direct and indirect spend Amount spent directly by music generated by music tourism in the UK +11% tourists +9%

12.5 MILLION 823,000 Music tourists in 2016 Overseas music tourists in 2016 +20% +7%

47,445 £850 Full time jobs sustained by music Average spend by overseas music tourism in 2016 +22% tourists in the UK in 2016 +1%

£656 MILLION £45 MILLION Box office spend on tickets by music Total box office spend on tickets by tourists in 2016 +19% overseas music tourists in 2016 +20%

Photo Credit | MADE Festival, Birmingham | © Here & Now Photography 8 UK MUSIC · WISH YOU WERE HERE UK MUSIC · WISH YOU WERE HERE 9

FOREWORD

No-one does live music like the UK. events in the UK draw visitors from It’s been a record year for live music that many of our smaller music venues From global events like Glastonbury across the globe to spend their money in the UK. A staggering 30.9 million including grassroots are shutting down to new artists playing to a handful of here. The huge popularity of our artists people saw their favourite artists live - or struggling for survival. IMAGE people in a bar, music is in our cultural overseas is one of our greatest export IMAGE everywhere from the tiny back room of DNA. successes. a pub to a huge stadium gig. All our greatest acts started out in smaller venues and these places are Artists ranging from to Our musicians are ambassadors for That’s a massive 12% leap on the total a vital part of the ecosystem of our KAREN BRADLEY to drew more than 30 million Britain and help us show the world that PAUL LATHAM 27.7 million total audience in 2015 and industry. If we lose them, we risk losing Secretary of State for Culture, people to live music and we are an optimistic and open country. COO, Live Nation, UK & Ireland; means that the equivalent of half the the UK stars of the future. Media and Sport festivals in the UK last year. Chairman, Creative & Cultural country enjoyed at least one live music I look forward to continuing working Skills; event last year. That wouldn’t just be a devastating Four out of ten people going to those with UK Music and I am very grateful Chairman, UK Live Music Group blow to our artistic and culture scene, events were music tourists who for their brilliant work. For the first time, the total spending it would leave a hole in our economy. generated £4 billion in spending – up generated by concerts, festivals and 11% on last year and a testament to the other live events hit almost £4 billion As this report shows, we are rightly success of the industry. as music tourism shot up 11% on the proud of live music in the UK and all previous year. the fun and joy it gives to millions. I congratulate UK Music for their The regional breakdown of the figures excellent work in bringing the industry And, we saw the total number of jobs shows how important these events are together and shining a light on the vital created in 2016 rise by 22% to 47,445. right across the UK - not just in the contribution that live music makes to Our live music industry is a success major cities. our economy. story and we’re right to shout about it. There are undoubted challenges ahead The findings in UK Music’s Wish You But it’s not just about the jobs, the - whether that’s the threat to local Were Here report spell out that tourists and the tremendous shot in venues through planning, licensing or contribution not just to major cities, the arm that live events give the UK tax issues, or the wider uncertainty but also to the economies of small economy. surrounding Brexit and its impact on towns right across the country. our sector. It’s about the ability of live shows to The report outlines some of the unite and uplift people, especially The key to our continued success that challenges faced by smaller venues. those left grieving and heartbroken we celebrate in this report will be This is an area where the Government after the terrible events that saw terror rising to those challenges and standing has helped by changing planning attacks in and in London. up for the millions of people who love regulations to help protect them. what we do. I was proud of what my Live Nation team The Government has legislated to clean in conjunction with fellow promoter Be bold, be creative, be happy, be the up the secondary ticketing market and SJM achieved in such a short space very best we can be! we will continue to take on those touts of time in the One Love Manchester who use unfair means to deny concert benefit concert that brought 50,000 goers. people together. The event was viewed by tens of millions of people around We also want to continue working with the world, and showed the city’s, unity, UK Music and the industry to boost love and resilience – and the healing diversity and social mobility. The power of music. music industry should be able to draw on the widest possible range of talent. This report reveals how stadia and larger venues around the country are Music and the creative industries are hosting more live music events which is central to our post-Brexit future. Live brilliant news. But we need to be wary 10 UK MUSIC · WISH YOU WERE HERE UK MUSIC · WISH YOU WERE HERE 11

A WORD FROM UK MUSIC CHAIRMAN MUSIC TOURISM IN THE UK 2011-2016

Total direct and indirect spend generated Amount spent directly by music tourists When we produced our first Wish You Our aim at UK Music is to help foster by music tourism in the UK Were Here report in October 2013, Miley a climate that will see that success £4 Cyrus’ Wrecking Ball was Number One continue with an ever increasing £3.7 Billion IMAGE and the Prime Minister David Cameron number of live events. Billion was promising a Britain “for the many £3.1 £2.5 not the few”. There is no room for complacency £2.8 Billion £2.3 Billion because we face significant challenges £2.5 Billion Billion ANDY HEATH A lot has changed since then, not least ahead. That’s why we will be pressing Billion £2.2 £1.9 Billion in the UK’s live music industry. the Government on a number of key Billion £1.7 Chairman, UK Music £1.5 Billion issues. Billion £1.3 We now collect more data than ever Billion from a record number of live events to We need to do more to protect smaller build up what we hope is an invaluable venues, many of which are fighting for insight into the live music scene across survival. our nations and regions. Another top priority will be getting All music makes an overwhelming the best possible Brexit deal for every contribution to life and culture in this sectors of the music industry. country of ours, especially at a time 2011 2012 2013 2014 2015 2016 2011 2012 2013 2014 2015 2016 when the social wounds from recent We will fight to make sure that UK events are fresh in our minds and in artists do not face barriers when they Number of music tourists Number of full time jobs sustained by need of comfort and healing. tour abroad and that the £2.2 billion music tourism the industry generates in exports is When it comes to live music and the protected and helped to grown. 47,445 number of music tourists, there has 12.5 Million 2016 been a tremendous 76% rise from nine We will continue to push for a statutory million in 2013 to 12.5 million visitors “agent of change” and fight unfair 10.4 in 2016. rules, taxes and licensing changes that 9.5 Million threaten live music venues. 9 Million Their contribution to the economy is Million 39,034 huge. In 2013, music tourists spent a We will also press for greater diversity, 7.1 38,238 2015 more apprenticeships and tax credits Million 6.5 2014 total of £2.8 billion directly on tickets Million and indirectly on purchases like hotel for the music industry, as well as the rooms and transport. right for those self-employed in the 33,509 music industry to get the right to 2013 28,287 That figure soared in 2016 to £4 billion shared parental leave. 2011 – the equivalent of £850 per head for overseas visitors. I hope this report will convince you just 24,251 how important live music events are - 2012 The number of jobs sustained by not only because of the huge audiences 2011 2012 2013 2014 2015 2016 music tourism also continues to grow they attract, but also because of their strongly. Last year, that total hit a new vital economic importance to the UK. Proportion of live music audiences that are Average spend by overseas music tourists high of 47,445 – a 41% increase on the music tourists in 2016 whilst in the UK 2013 figure of 33,509.

Our live music industry has led the way in attracting visitors to the UK and our top performers continue to generate £666 £657 £817 £751 £852 £850 revenue and jobs in the UK. 40%

2011 2012 2013 2014 2015 2016 12 UK MUSIC · WISH YOU WERE HERE

GRASSROOTS AND SMALLER MUSIC VENUES

Music Venue Trust is committed to the case for the legal, licensing and ensuring the UK has an effective economic framework that these venue ladder which helps UK artists venues need to thrive. The more we IMAGE progress through the live sector, from increase and deepen our knowledge the Grassroots Music Venues (GMV) and understanding of these venues, we champion through the Small Music the more able we are to demand the Venues (SMV) and on through concert support they need. BEVERLEY WHITRICK halls, arenas and stadiums. Strategic Director, Music Venue We look forward to working with UK Trust Without significant, ongoing support Music to further develop specific onto the lowest rung of that ladder to information about this vital sector so enable young artists to take their first that we can fully understand the artists’ tentative steps on great local stages, journey; from the first faltering step on the UK music industry will struggle to their local stage to the headline slot at produce the , Coldplays and Ed Glastonbury, from the Cavern Club to Sheerans of the future. the Hollywood Bowl.

2016 was a landmark year for the “Throughout my career I’ve been fightback to protect, secure and lucky enough to play in venues of improve GMV in the UK. all different shapes and sizes, from tiny clubs to massive stadiums For the first time in ten years, the all over the world. Without the number of GMVs operating in London grassroots clubs, pubs and music stabilised; the finished the year venues my career could have been with the same number of spaces for very different. I support Music Venue new and emerging talent as at the start Trust because artists need places to of the year, halting a 15-year decline start out, develop and work on their in the number of spaces. This picture craft and small venues have been of a more stable sector was reflected the cornerstone for this. If we don’t across the UK, with regions reporting support live music at this level then small but significant increases in the future of music in general is in audiences in the grassroots and small danger.” – Sir Paul McCartney music venue sector. UK Music is the headline sponsor of That turnaround has been achieved by Venues Day 2017. For more information effective partnerships and specifically go to www.musicvenuetrust.com. relies upon the partnership between UK Music and Music Venue Trust when it comes to evidence and research. Our work together is enabling us to accurately map activity in these venues in reports like Wish You Were Here and to tell the story of the importance of GMV to the whole ecology of the live music sector.

Understanding artists and audiences in these venues is a developing piece of work which supports us in building

Photo Credit | at the Oval Space, London | © Carolina Faruolo 14 UK MUSIC · WISH YOU WERE HERE UK MUSIC · WISH YOU WERE HERE 15

SMALLER MUSIC VENUES* IN NUMBERS GRASSROOTS MUSIC AUDIENCE IN NUMBERS*

On a typical night at a grassroots/small music venue, please estimate how much you 6.2 MILLION £367 MILLION spend on food/drink inside the venue: Total audience at smaller music venues Total spend generated by music tourists in 2016 +11% visiting small venues in the UK in 2016 +9% Under £5 7.5%

£5 - £10 19.0% 1.67 MILLION £202 MILLION £10 - £15 21.2% Tourist visits to smaller venues in 2016 Direct spend generated by music £15 - £20 20.9% +14% tourists visiting smaller venues -13% £20 - £25 13.2%

£25 - £30 9.0% 107,000 £30 - £35 4.0% Visits to smaller venues from overseas music tourists -21% £35 - £40 2.4% £40 - £50 1.9%

£50+ 1.0%

LONDON TOPLINE FIGURES FOR On a typical night at a grassroots/small music venue, please estimate how much you spend on food/drink outside the venue (on your way to or after the gig, including in SMALLER MUSIC VENUES pubs, restaurants, take-aways, shops and off-licences): Under £5 28.9% 1.3 MILLION 343,000 £5 - £10 24.8% Total audience at smaller music venues Tourist visits to smaller venues in 2016 £10 - £15 19.6% in 2016 -13% -15% £15 - £20 11.5%

£20 - £25 5.9%

£65 MILLION 15,000 £25 - £30 4.3% Total spend generated by music tourists Visits to smaller venues from overseas visiting smaller venues -16% music tourists -44% £30 - £35 2.1%

£35 - £40 0.8%

£40 - £50 1.2%

£50+ 0.9%

*Data provided from 2017 survey conducted by Music Venue Trust: Grassroots Music Venues are vital for incubating new and emerging *Smaller Music Venues: Under 1500 Capacity talent. For more information visit www.musicvenuetrust.com UK MUSIC · WISH YOU WERE HERE

MUSIC TOURISM IN REGIONS

Photo Credit | Mick Jenkins at Village Underground, London | © Brandon Sheperd 18 UK MUSIC · WISH YOU WERE HERE

EAST OF ENGLAND TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN THE EAST OF ENGLAND

Total Concerts Festivals £253 MILLION £140 MILLION £114 MILLION

NUMBER OF MUSIC TOURISTS IN THE AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS EAST OF ENGLAND TOURISTS IN THE EAST OF ENGLAND SUSTAINED BY MUSIC TOURISM IN THE EAST OF ENGLAND Photo Credit | Jungle at , | © Dan Dennison £164 597 Million Thousand

435 Thousand £90 Million £74 Million Total EAST OF ENGLAND Popular festivals like Latitude at Venues in Norwich like the Arts Centre, Henham Park and V at the Waterfront and the University of 161 Thousand 3,072 lured almost 600,000 music tourists to East Anglia drew top live acts to the the region in 2016. city.

Total Concerts Festivals Total Concerts Festivals The crowds were up 8% on the previous Harlow, Bedford and Southend also year as visitors spent £253 million in helped boost the number of visitors to the East of England, helping sustain the region. PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN THE 3,072 jobs. EAST OF ENGLAND The award-winning Secret Garden Party in Cambridgeshire is set to go out with a bang this summer after 15 years in the festival calendar, while the Folk Festival continued to 41% 30% 11% pull in the crowds and attract talent from across the world more than 60 years after it started. Total Concerts Festivals 20 UK MUSIC · WISH YOU WERE HERE

EAST MIDLANDS TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN THE EAST MIDLANDS

Total Concerts Festivals £194 MILLION £79 MILLION £115 MILLION

NUMBER OF MUSIC TOURISTS IN THE AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS EAST MIDLANDS TOURISTS IN THE EAST MIDLANDS SUSTAINED BY MUSIC TOURISM IN THE EAST MIDLANDS Photo Credit | Sister Sledge at Shambala Festival, Northamptonshire | © Carolina Faruolo £122 Million 553 Thousand

£72 400 Million Thousand £50 Total EAST MIDLANDS Million Live music events generated £194 The number of music tourism jobs million for the region – a 19% increase supported by live music in the East 153 on the previous 12 months. Midlands rose by 28% to 5,589, offering Thousand 2,589 a welcome boost to the regional Now in its 14th year, the annual economy. Total Concerts Festivals Total Concerts Festivals attracted rock fans from across the world to the three-day The Motorpoint Area in Nottingham event in Donington Park. hosted some of the biggest live acts, PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN THE while the city’s Royal Concert Hall and EAST MIDLANDS Packing out venues ranging from Rock City guaranteed a broad range of Nottingham’s Splendour Festival in the live music events. beautiful surroundings of Woollaton Park to Shambala in Northamptonshire Venues in , Leicester and and the Bootleg Ball at Butlins in Northampton also continued to draw Skegness, the number of music tourists visitors to the region. 42% 30% 12% surged by an amazing 53% to 553,000. A total of 42% of the audience was made up of visitors from outside the region. Total Concerts Festivals 22 UK MUSIC · WISH YOU WERE HERE

LONDON

TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN LONDON

Total Concerts Festivals £1,023 MILLION £832 MILLION £191 MILLION

NUMBER OF MUSIC TOURISTS IN AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS LONDON TOURISTS IN LONDON SUSTAINED BY MUSIC TOURISM IN LONDON Photo Credit | Yussef Kamaal at The Jazz Cafe, Camden | © Jake Davis £617 Million 3.59 Million 3.41 £502 Million Million

Total LONDON The money generated by live music include OnBlackheath and Citadel £115 events in the capital crashed through in Victoria Park go from strength to Million 8,615 the £1 billion barrier in 2016 after a 6% strength. 181 rise on the previous 12 months. Thousand And, the Afropunk Festival at the Total Concerts Festivals Total Concerts Festivals The number of music tourists also Printworks promised to add to add to soared by 13% to 3.6 million, helping the range of offerings with a weekend support 8,615 jobs – a 14% rise on 2015. of diversity and inclusivity. PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN LONDON The capital is host to an array of live Ministry of Sound CEO Jonathan Bevan music venues such as the Jazz Café, said: “After 25 years, Ministry of Sound Ronnie Scott’s Jazz Club, The Lexington Club is going from strength to strength. and arenas like the O2 and the Royal Our visitor numbers are up 30% over Albert Hall. the past 5 years with music tourism making a significant contribution to this 40% 38% 2% London’s long list of successful growth. Over 300,000 avid club goers festivals includes Lovebox, Wireless now attend the Club every year and and , as well as the British we proudly host over 200 events. Our Total Concerts Festivals Summer Time gigs in Hyde Park. experience demonstrates the growth the live music sector will undoubtedly Additions to the festival calendar continue to bring to London.” 24 UK MUSIC · WISH YOU WERE HERE

NORTH EAST TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN THE NORTH EAST

Total Concerts Festivals £51 MILLION £48 MILLION £3 MILLION

NUMBER OF MUSIC TOURISTS IN THE AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS NORTH EAST TOURISTS IN THE NORTH EAST SUSTAINED BY MUSIC TOURISM IN THE NORTH EAST Photo Credit | Mouth of the Tyne Festival, Tynemouth | © John Millard £33 Million £32 259 255 Million Thousand Thousand

Total NORTH EAST The number of music tourists to the The Mouth of the Tyne Festival at the region rose by 20% in 2016 to 259,000. stunning setting of Tynemouth Priory £2 728 The influx of visitors to the North East and Castle overlooking the North Sea 4 Million helped support 728 jobs in the North was among the regular events that Thousand East – up 21% on the previous 12 helped generate £51 million for the Total Concerts Festivals Total Concerts Festivals months. region.

Seven out of ten in live music audiences Venues in Newcastle, Middlesbrough, PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN THE came from within the region, flocking Sunderland also helped entertain NORTH EAST to popular venues including the Sage thousands of live music fans. in Gateshead and its Summer Tyne Americana Festival.

The Northern Electric Festival made its debut in 2016, showcasing the 30% 30% 0% North East’s electronic music scene at venues across Newcastle’s Ouseburn Valley including the Tyne Bar and the Total Concerts Festivals Ship Inn. 26 UK MUSIC · WISH YOU WERE HERE

NORTH WEST TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN THE NORTH WEST

Total Concerts Festivals £500 MILLION £306 MILLION £194 MILLION

NUMBER OF MUSIC TOURISTS IN THE AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS NORTH WEST TOURISTS IN THE NORTH WEST SUSTAINED BY MUSIC TOURISM IN THE NORTH WEST Photo Credit | Festival, Manchester | © Danny North £306 Million 1.86 Million 1.6 Million £187 Million

£119 Total NORTH WEST Million Live music in the North West was one of The International Music the big success stories of 2016. A huge Festival (ILMF) in Sefton Park – one 6,256 range of events generated £500 million of the biggest free music events 258 – up 33% on the previous 12 months. in Europe – was among the top Thousand attractions. Thousands also flocked Total Concerts Festivals Total Concerts Festivals The number of music tourists leapt by to Manchester’s Parklife Festival and 50% to 1.9 million as visitors poured Liverpool Sound City. into venues in Liverpool, Manchester, PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN THE Blackpool and elsewhere, with 43% Fans come from across the globe to NORTH WEST coming from outside the region. Liverpool’s Cavern Club to see where started out in the early Many enjoyed gigs at the Manchester 1960s. Arena, one of the busiest and biggest live entertainment venues in the world Record producer Steve Levine said: and the largest indoor arena in Europe. “While Liverpool in 2017 is busy 43% 37% 6% The venue that attracts more than one celebrating the legacy of 50 years of Sgt. million visitors a year is now scheduled Pepper, the city, and LIMF especially, to reopen in the autumn after the is also looking forward to the next Total Concerts Festivals attack in May at the Ariana Grande generation of songwriters, artists and concert. producers with exciting new talent.” 28 UK MUSIC · WISH YOU WERE HERE

NORTHERN IRELAND TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN NORTHERN IRELAND

Total Concerts Festivals £88 MILLION £55 MILLION £33 MILLION

NUMBER OF MUSIC TOURISTS IN AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS NORTHERN IRELAND TOURISTS IN NORTHERN IRELAND SUSTAINED BY MUSIC TOURISM IN NORTHERN IRELAND Photo Credit | New Pagans at Oh Yeah Music Centre, Belfast | © Ciara McMullan £58 Million 284 Thousand 236 Thousand £36 Million

£22 Total NORTHERN IRELAND Million Music tourism grew by 5% in 2016 to The Oh Yeah Music Centre is Belfast’s generate £88 million in revenue for dedicated music hub with a series of 1,220 Northern Ireland. The number of programmes and events supporting 48 music tourists rose by 14% to 284,000, the growth and development of new Thousand helping support 1,220 jobs – up 18% on and emerging music. Explaining its Total Concerts Festivals Total Concerts Festivals 2015. work, the centre’s chief executive Charlotte Dryden said: “The centre’s The popular festival celebrates Sound of Belfast Festival annually PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN its tenth anniversary this year with a NORTHERN IRELAND turns the spotlight on the quality move to a new location at Ormeau Park and impact that local music has on in Belfast. residents, visitors and fans by proudly celebrating everything from freshest With events ranging from big affairs new sounds to promoting the best in like the The Tennent’s Vital festival Northern Ireland music through the in Belfast to small gigs in the bars of 41% 34% 7% Northern Ireland Music Prize and The Bangor and Ballymena and Derry, there Oh Yeah Legend Award.” is always plenty on offer in Northern Ireland for live music fans. Total Concerts Festivals Photo Credit | Latitude Festival, Suffolk | © Jen O’Neill 32 UK MUSIC · WISH YOU WERE HERE

SCOTLAND

TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN SCOTLAND

Total Concerts Festivals £334 MILLION £212 MILLION £123 MILLION

NUMBER OF MUSIC TOURISTS IN AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS SCOTLAND TOURISTS IN SCOTLAND SUSTAINED BY MUSIC TOURISM IN SCOTLAND Photo Credit | Groove Loch Ness, Inverness | © Iona Spence £199 1.2 Million Million 1.1 Million £126 Million

£73 Total SCOTLAND Million Popular festivals like the three-day T Many were lured to Glasgow to see in the Park at Strathallan Castle helped big name acts at the 13,000-capacity 3,928 generate £334 million in music tourism at the SSE Hydro – which hosted the 159 for Scotland. The figure marked a 13% 2016 MOBO awards - or joined the Thousand increase on 2015. jumping audiences at the city’s iconic Total Concerts Festivals Total Concerts Festivals Barrowlands with its sprung floor from There was also a huge 31% surge in the its days as a ballroom venue. number of music tourists as 1.2 million PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN visitors went to live music events north Music lovers packed out regular SCOTLAND of the border. fixtures like the Belladrum in Inverness-shire, as well as Live music events supported 3,928 jobs the Edinburgh Mela Festival and gigs at in Scotland – an increase of 22% on Edinburgh’s Cabaret Voltaire and long- 2015. running Liquid Room, while Groove 38% 33% 5% Loch Ness drew star DJs to one of the Just 38% of live music event-goers were UK’s newest dance festivals. Scottish. The majority travelled from England and other countries, boosting Total Concerts Festivals local Scottish hotels and hostelries. 34 UK MUSIC · WISH YOU WERE HERE

SOUTH EAST TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN THE SOUTH EAST

Total Concerts Festivals £496 MILLION £191 MILLION £305 MILLION

NUMBER OF MUSIC TOURISTS IN THE AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS SOUTH EAST TOURISTS IN THE SOUTH EAST SUSTAINED BY MUSIC TOURISM IN THE SOUTH EAST Photo Credit | Mayflower Theatre, |© Live Nation £305 Million 899 Thousand

£188 Million

438 461 £118 Total SOUTH EAST Thousand Million Thousand The South East generated almost £496 The Great Escape’s general manager million from music tourism visits. The Kevin Moore said: “In 2016 The Great 6,024 9% increase in revenue on 2015 saw Escape celebrated its 11th year as the 899,000 visitors enjoy live music events festival for new music, welcoming in the region, helping to support 6,024 16,500 festival goers and 3,500 industry Total Concerts Festivals Total Concerts Festivals local jobs. delegates to Brighton where over 450 bands played more than 600 shows. The area hosts some of England’s most The live music scene in the South-East PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN THE popular festivals including Wilderness SOUTH EAST feels in a really healthy place. Brighton in Oxfordshire, , the Isle of has always been strong but you’ve now Wight festival and the Great Escape got places like Margate that are starting Festival in Brighton. to develop their own unique scenes.”

Just over seven out of ten music visitors come from outside the region, giving an 34% 16% 17% important boost to venues in places as diverse as Oxford, Brighton, Reading, Southampton, Portsmouth and Milton Total Concerts Festivals Keynes. 36 UK MUSIC · WISH YOU WERE HERE

SOUTH WEST TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN THE SOUTH WEST

Total Concerts Festivals £414 MILLION £126 MILLION £288 MILLION

NUMBER OF MUSIC TOURISTS IN THE AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS SOUTH WEST TOURISTS IN THE SOUTH WEST SUSTAINED BY MUSIC TOURISM IN THE SOUTH WEST

Photo Credit | Bournemouth | © £256 1.1 Million Million

£178 Million 715 Thousand Total SOUTH WEST £78 The number of music tourists in the fans rub shoulders with surfers and 379 Million Thousand South West rose by 29% to 1.1 million. skateboarders. 5,413 There was an even bigger increase in the revenue they generated which soared Right across the region, visitors poured by 41% to £414 million. Live music in into live music venues ranging from the Total Concerts Festivals Total Concerts Festivals the region, sustained 5,413 jobs in the Fleece in Bristol to larger venues like region last year – an increase of 48% the Bournemouth International Centre on 2015. and the town’s O2 Academy. PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN THE SOUTH WEST Despite some of the worst mud in the event’s long history, Adele, Coldplay and Muse helped ensure the continued success of Glastonbury and underlined the importance of the world-famous 51% 33% 18% festival to the region’s economy. But the South West drew huge crowds for at Lulworth Castle Total Concerts Festivals in Dorset and for the in Cornwall where music 38 UK MUSIC · WISH YOU WERE HERE

WALES

TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN WALES

Total Concerts Festivals £115 MILLION £55 MILLION £61 MILLION

NUMBER OF MUSIC TOURISTS IN AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS WALES TOURISTS IN WALES SUSTAINED BY MUSIC TOURISM IN WALES Photo Credit | Pumarosa at Sŵn Festival, Cardiff | © Joe SnapRockPop £73 379 Million Thousand

295 Thousand £39 £35 Million Million Total WALES The revenue generated by music UK Music backed the Save Womanby tourists in Wales rose to £115 million, Street Campaign this summer to 84 1,908 although the number of visitors fell preserve and support Cardiff’s music Thousand slightly to 379,000. The number of jobs quarter following the threat of closure grew by 18% to 1,908. hanging over some venues. Total Concerts Festivals Total Concerts Festivals Among the attractions were the Green Sŵn Festival organiser John Rostron Man Festival which took place amid the said: “We claim Wales as The Land of PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN beautiful surroundings of the Brecon Song and yes, we can sing. Flagship WALES Beacons and Festival No 6, the annual events like Sŵn Festival, Festival music and arts event in Portmeirion. Number 6, Focus Wales and Green Man The Sŵn which celebrated its tenth give those artists a voice.” anniversary in 2016.

Live venues in Newport, Swansea and 46% 36% 10% Cardiff continued to attract major acts to Wales and offer a rich and diverse choice for music fans. Total Concerts Festivals 40 UK MUSIC · WISH YOU WERE HERE

WEST MIDLANDS TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN THE WEST MIDLANDS

Total Concerts Festivals £253 MILLION £149 MILLION £104 MILLION

NUMBER OF MUSIC TOURISTS IN THE AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS WEST MIDLANDS TOURISTS IN THE WEST MIDLANDS SUSTAINED BY MUSIC TOURISM IN THE WEST MIDLANDS Photo Credit | Lady Leshurr at MADE Festival, Birmingham | © Here & Now Photography £168 Million 904 Thousand 757 Thousand £99 Million £69 Million Total WEST MIDLANDS The number of music tourists in The biggest festival in Birmingham was the West Midlands rose to 904,000, MADE (Metropolitan, Arts and Dance 3,504 supporting 3,504 jobs. Music tourists Event) where performers included 146 generated £253 million for the region. and local artist Lady Thousand Leshurr. Total Concerts Festivals Total Concerts Festivals Music fans travelled from far and wide to see big name acts at Birmingham’s Held since 1999 in Staffordshire’s Genting Arena, the Barclaycard Arena Weston Park, the was another PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN THE and the Symphony Hall, home of of the region’s major festivals. Events WEST MIDLANDS the City of Birmingham Symphony like the Mostly Jazz Festival in Moseley Orchestra and the host of a variety Park, Birmingham, and the Warwick of classical, jazz, folk, rock and pop Folk Festival highlighted the diverse concerts. range of acts on offer.

Venues in Wolverhampton, Stoke and 39% 33% 6% Warwick played their part in creating a vibrant live music scene.

Total Concerts Festivals 42 UK MUSIC · WISH YOU WERE HERE

YORKSHIRE & THE HUMBER TOTAL DIRECT AND INDIRECT SPEND GENERATED BY MUSIC TOURISM IN YORKSHIRE & THE HUMBER

Total Concerts Festivals £312 MILLION £130 MILLION £182 MILLION

NUMBER OF MUSIC TOURISTS IN AMOUNT SPENT DIRECTLY BY MUSIC NUMBER OF FULL TIME JOBS YORKSHIRE & THE HUMBER TOURISTS IN YORKSHIRE & THE SUSTAINED BY MUSIC TOURISM IN HUMBER YORKSHIRE & THE HUMBER Photo Credit | at the Trades Club, Hebden Bridge | © Mal Campbell £200 Million 849 Thousand

617 £116 Thousand Million

£83 Total YORKSHIRE & THE HUMBER Million Festivals in Yorkshire and the Humber also drew thousands of visitors to the helped push the revenue generated in region. 232 the region up to £312 million in 2016. Thousand 4,189 The number of music tourists also rose The Beverley Folk Festival and the to 849,000 – a 27% increase on 2015 biannual Whitby Goth Weekend, which Total Concerts Festivals Total Concerts Festivals that helped to support 4,189 jobs. started in 1994 and now draws around 7,000 people to the seaside festival, Cities and towns like , Sheffield, illustrated the diverse range of live PROPORTION OF LIVE MUSIC AUDIENCES THAT ARE MUSIC TOURISTS IN Bradford and York continued their key music on offer. YORKSHIRE & THE HUMBER role nurturing and promoting some of the UK’s best live music talents at venues like the Leadmill in Sheffield.

As 2017 City of Culture, Hull will play a bigger part than ever this year in 42% 30% 11% celebrating the live music industry.

The Leeds Festival was one of the larger Total Concerts Festivals live events, but Cocoon in the Park in Leeds and Tramlines in Sheffield 44 UK MUSIC · WISH YOU WERE HERE UK MUSIC · WISH YOU WERE HERE 45

ACKNOWLEDGEMENTS Wish You Were Here is created on MPA, MPG, MU, PPL, PRS for Music and behalf of UK Music and its members to the Live Music Group Throughout this project we have received The analysis was carried out by Oxford Economics highlight the contribution of live music support from a wide range of individuals and and a methodological statement is to be found and music tourism to the UK economy. The UK Live Music Group is made up organisations that have provided datasets on the UK Music website. The project is managed of members of the Association for essential to this analysis. These include: by Natalie Williams, Head of Research at UK 2017 is the fourth edition of the report, Electronic Music (AFEM), Association of Music. which was first published in 2013. Independent Festivals (AIF), Association • AEG Live of Festival Organisers (AFO), Concert • Arts & Festivals Management For all media enquiries contact: UK Music is the umbrella organisation Promoters Association (CPA), Agents • De Montfort University Vincent Moss which represents the collective Association (AAGB), International Live • The Association of [email protected] interests of the UK’s commercial music Music Conference (ILMC), National Independent Festivals 020 3713 8444 industry - from artists, musicians, Arenas Association (NAA), Production • AXS songwriters and composers, to Services Association (PSA) and Music • BBC Music For all policy enquires contact: record labels, music managers, music Venue Trust (MVT) with contributions • Glasgow Concert Halls Tom Kiehl publishers, studio producers, music from PRS for Music Foundation, MU, • Live Nation Director of Government & Public Affairs, UK Music licensing organisations and the live MMD, FAC and BPI. • Music Venue Trust [email protected] music industry. The members of UK • National Arenas Association 020 3713 8454 Music are: AIM, BASCA, BPI, FAC, MMF, • PRS for Music This report is designed by • Sage Gateshead Beatriz Ribeiro at UK Music • See Tickets • Symphony Hall, Birmingham All material copyright © UK Music 2017 unless • Theatre Royal Concert Hall, indicated otherwise Nottingham • Ticket Factory UK Music • 4th Floor • We Got Tickets 49 Whitehall London SW1A 2BX We are grateful to all venues, festivals and other businesses featured as case studies in this report T: 020 3713 8444 for sharing information and pictures. Additional thanks to all of our membership organisations : @UK_Music for their support and help with this report. Email: [email protected] Website: www.ukmusic.org Pyramid Stage © benny hawes One in every eight albums sold worldwide is by a British artist. For chart-topping music, choose the UK. www.great.gov.uk