HOTEL TOWN HALL

THE MUSIC CITIES MANUAL

YOUR COMPREHENSIVE GUIDE TO BUILDING MUSIC CITIES COPYRIGHT INFORMATION CONTENTS © Sound Diplomacy 2019

Sound Diplomacy 114 Whitechapel High St London E1 7PT www.sounddiplomacy.com PART 1 No reproduction or copying of this work is permitted Music Cities: Your Manual ...... 1 without written consent of Your Music ...... 2 the authors. Executive Summary ...... 4 Sound Diplomacy wishes Who Does Your Music Policy Impact? ...... 7 to thank all our clients, colleagues and friends who Who Is Responsible For Music Policy In a City? ...... 8 contributed to this report The Music Cities Method ...... 10 and to spreading the ‘music cities’ gospel around the PART 2 world. There are too many to thank; you know who you are. How Do You Start? The 13 Indicators of a Thriving Music Policy ...... 10 Thank you. #1 Music Is Infrastructure: Develop a Policy ...... 12 #2 Understand Your Environment: Asset Map It ...... 14 #3 Music & Non‑Music People Unite: Create a Coalition ...... 17 #4 Respect and Celebrate Your Past: Use Your Heritage ...... 19 #5 Everyone Loves Music: Use Yours For Tourism ...... 22 #6 Use Music To Achieve Our Sustainable Development Goals ...... 24 #7 We All Need a Place To Develop: Support Venues ...... 28 Case Study: Agent of Change Principle ...... 30 Case Study: Supporting Grassroots Music Venues ...... 32 #8 Create An Entrepreneurial Environment For Business ...... 34 #9 Prioritise Music Education Across Young And Old ...... 37 #10 Support Your Evening and Night Time Economy: We All Have One ...... 39 Case Study: Developing Office of Night life ...... 42 #11 Prioritise Affordability: Humanise Your Buildings and Land ...... 44 #12 Recognise How Big We Are If We Work Together: Be International ...... 46 Case Study: Music Cities Network ...... 48 #13 Music Is Central To Our Health and Wellbeing ...... 50

PART 3 Our Music Method Delivers Growth ...... 53 Key Lessons To Take Home ...... 54 What Now? ...... 56 About The Authors ...... 58 Design & Illustration: www.aliceclarke.com Footnotes ...... 59 PART 1 MUSIC CITIES YOUR MANUAL

A SET OF TOOLS, CASE STUDIES AND LESSONS TO INCREASE THE VALUE OF MUSIC IN YOUR CITY, TOWN OR PLACE

A report for the decision makers, music industry, city government, developers, planners, tourism bodies, convention and visitors’ bureau, live music professionals, licensing authorities, arts councils, music export offices, health and social care professionals, downtown management agencies, night time economy practitioners, bar owners, managers, regeneration agencies, placemaking bodies, festivals, orchestras, policymakers, ministers, city councillors, culture officers, entrepreneurs, hoteliers, land owners, brand supervisors, professors, instrument makers, urbanists, co‑working space providers, streaming services, brand agencies, content creators... YOU. Image © Daniel Ernst/Adobe Stock

1 YOUR MUSIC…

SUPPORTS GLOBAL SUSTAINABLE DEVELOPMENT GOALS INCREASES ECONOMIC OUTPUT IMPROVES WELLNESS Music and culture interweave across a number of UN SDGs, Music is worth $740m to Jamaica’s Live music improves cognition including #5 (Gender Equality), 5 economic output, per annum . and contributes to a wide #8 (Decent Work & Economic range of health benefits11. Music in Melbourne, Australia, was Growth) and #11 (Sustainable Cities). worth £125m in 2011; with inflation, Playing music at a young age this is worth £150m minimum6. improves cognition and skills across CREATES JOBS all the STEM subjects (science, Montreal’s cultural industries SUPPORTS A THRIVING Music supports 57,500 jobs in 7 technology, engineering & maths). are worth £6bn . NIGHT TIME ECONOMY New York City, USA alone1. This was proven over a 45‑year study exploring music’s role in The UK’s Night Time Economy Music in Melbourne, Australia, 12 other subject engagement . alone supports 1.3m jobs18. supports over 10,000 jobs. A TOURISM DRIVER Music can increase cognitive The NTE accounts for Music employs 2,450 people 13 ability in people with dementia . approximately 10‑16% of town in Glasgow, Scotland alone The total number of music centre jobs in Sydney19. and contributes £450m in tourists from the UK and abroad Attending a live gig every two increased by 20% in 2016 to economic impact each year2. weeks can add nine years to your Australia’s NTE (directly reduced to 12.5m, of which 11.6m were UK life and the experience of a gig drinks, entertainment and leisure Arts and culture employment citizens visiting live music events 15 boosts general wellbeing by 21% . jobs) employs just over 1m people accounts for 4.2% of all US full time in other parts of the UK8. and is connected to 25% of jobs20. jobs. It is growing by 2% annually3. The United States’ national brand New York City’s NTE supports in 2018 was centred on music9. ENHANCES SOCIAL INCLUSION approximately 300,000 employees21. 70% of international visitors to Music has been featured as a tool IS A REGENERATION TOOL Memphis, USA, cite music as the for sustainable development at primary reason for their trip10. Entire regeneration schemes, the UN World Urban Forum16. from The Old Vinyl Factory in London to MidCity in Huntsville, Singing is a definitive, Alabama, are using music as scientifically‑proven tool to 17 key drivers for growth. combat social exclusion . The music industry in Asheville, North Carolina, grew by 26% from 2010‑2016, surpassing the growth of Nashville4. AND MUSIC IS EVERYWHERE

2 3 EXECUTIVE SUMMARY

This is our tried, tested and All cities and places abound with musical This document is your introduction to sustainable cities and infrastructure – that talent, from the streets to arenas. Music realising what your music policy can your music policy will deliver. With this proven method to increasing pumps from speakers in shopping malls deliver. Music is a revenue stream you document and with Sound Diplomacy’s the value of music in your city, and metro stations, hospitals and car haven’t realised yet. And music, when direction, your music policy will create town or place. We have honed parks. From choirs in churches to the successful, drives growth across a jobs, drive economic growth, support this method over many years, call to prayer, from the boardrooms variety of sectors, from film to fashion, sustainable development goals, increase of our multinational record labels to education to logistics. This manual tourists and improve quality of life. tested it around the world and the basement of a pub, music fosters provides 13 key indicators – from have seen demonstrable results creativity, dialogue, creates commerce economic development to supporting from deploying it. Our method and incubates talent. Music is a common leads to the development of new denominator across age, wealth, race, TO START, remember these key points: creed and class. A thriving music scene music infrastructure, builds is an incentive for companies to relocate networks, creates jobs and or set up new offices. Music is a driver ‘MUSIC CITIES’ IS A THERE’S MUCH TO develops economies. It drives of evening, night time and leisure economies and elevates tourism. CONCEPT, NOT A DEFINITION LEARN EVERYWHERE tourism and promotes social All places have music, and all Across all continents, countries and However, few cities understand how inclusion and equity. And we music is of economic, social cities, music is improving the places to plan, manage and develop music and cultural benefit. From a we live, love and learn. The more want to share it with you. for economic, social and cultural gain. neighbourhood to a village, a you look outside your boundaries, Only a handful have developed the Wherever you are, from city town to a metro area, a state to a the more you’ll realise this. foundation in policy to sow the seeds country, your music is valuable. hall to a local cafe, from a care of music across industry development, home to a primary school, tourism, sustainability, social inclusion music makes places better. and health and wellbeing. Music policy MUSIC IS INFRASTRUCTURE Music is our only universal in our cities is not structured to deliver outcomes to support good development. THIS IS A PROCESS, To bring the greatest benefit, language. It makes cities NOT A RACE music must be assessed, managed This changes now. and evaluated like all other forms more vibrant and wealthier. It The minute you believe you of infrastructure. Think of music creates jobs and skills. Music have mastered it, go back and like you do your schools, hospitals review it again. Music is fluid and promotes social inclusion. and roads. Measurement, upkeep transformative; make sure your And music is everywhere. and reflection is the foundation policy is proactive, not reactive. of a successful music policy.

4 5 WHO DOES YOUR MUSIC POLICY IMPACT?

MUSICIANS, PROMOTERS, PROGRAMMERS, ORCHESTRAS, TUNERS, LUTHIERS, VOICEOVER PROFESSIONALS, ENGINEERS, PRODUCERS, MANAGERS, AGENTS, LIGHTING TECHNICIANS, RIGGERS, ACCOUNTANTS, LAWYERS, CHEFS, TOURIST DESTINATIONS, HOTELS, B&BS, RESIDENTS, VISITORS, BUSINESSES, STREETS, NEIGHBOURHOODS, PUBLIC SQUARES, PUBLIC REALM, CITY GOVERNMENTS, MAYORS, DEPUTY MAYORS, CLUB OWNERS, MUSIC VENUE OWNERS, BARTENDERS, SECURITY GUARDS, GUITARISTS, SINGERS, BUSKERS, DJS, HEALTH CARE WORKERS, CARE HOMES, COMEDIANS, POLICE OFFICERS, FIREFIGHTERS, ENVIRONMENTAL HEALTH PROFESSIONALS, LICENSING AUTHORITIES, PLANNERS, DEVELOPERS, ECONOMIC AND REGENERATION AUTHORITIES, PLANNING CONSULTANTS, THE WEALTHY, THE MIDDLE CLASS, LOWER INCOME EARNERS, EVERYONE… Image © Andrey Armyagov/Adobe Stock

6 7

WHO IS RESPONSIBLE FOR NIGHT

I m

a

MAYORS g e

MUSIC POLICY IN A CITY? ©

n

ARTS o CHAMBERS p

COUNCILS p a

OF w a

COMMERCE n

0

9

/ MUSICIANS A d MAYOR’S o b e OFFICE S to PROMOTERS c MAYOR ACCOUNTANTS k

BUSINESS IMPROVEMENT MUSICIAN DESTINATION DISTRICTS MANAGEMENT MUSIC UNIONS ORGANISATIONS ORGANISATIONS VENUE OWNERS

RESIDENTS’

P INVEST IN

ASSOCIATIONS h

o

t

o AGENCIES

:

A

n d

r

é FILM

s

V COMMISSIONS ECONOMIC a r g DEVELOPMENT a s ORGANISATIONS

ENTERTAINMENT Im TOURISM a CONVENTION g LAWYERS e BOARDS © AND VISITORS’ M a ri k BUREAUS o B toc ea e S uregard/Adob FOUNDATIONS PROPERTY DEVELOPERS

INTERNATIONAL LICENSING MUSIC INTER‑ DONORS AUTHORITIES FESTIVAL PLANNERS SMEs GOVERNMENTAL PHILANTHROPISTS OPERATORS AGENCIES

8 9 PART 2 #7 THE MUSIC CITIES METHOD WE ALL #8 NEED A PLACE CREATE AN THE 13 INDICATORS OF A TO DEVELOP ENTREPRENEURIAL SUPPORT ENVIRONMENT FOR THRIVING MUSIC POLICY VENUES BUSINESS

Our method – and soon to be yours #9 – consists of 13 key indicators to PRIORITISE MUSIC demonstrate the value of music across #6 EDUCATION ACROSS city governance, your economy and YOUNG AND OLD #1 USE MUSIC your social and cultural wellbeing. ENGAGEMENT MUSIC IS TO ACHIEVE To begin, think of music as a piece IS KEY INFRASTRUCTURE SUSTAINABLE of infrastructure. When we invest in DEVELOP A DEVELOPMENT #10 infrastructure, we benefit by reducing POLICY costs, increasing capabilities and making SUPPORT YOUR life better for all of us. Take a water faucet. EVENING & NIGHT When we turn on the tap, clean water TIME ECONOMY comes out without us realising the pipes, WE ALL HAVE ONE filtration systems, wells, and structures in place that led to that water reaching our #11 #5 PRIORITISE tap in a manner clean enough to drink. #2 We ignore the ecosystem if it works. EVERYONE AFFORDABILITY Music is the same way. That song that UNDERSTAND LOVES MUSIC HUMANISE YOUR moved you, or that concert you loved is YOUR USE YOURS FOR BUILDINGS AND the clean water from the tap. Behind it, ENVIRONMENT TOURISM LAND there’s systems in place that span sectors, ASSET MAP IT workstreams and supply chains that led to that song – or live experience – impacting #12 you. From building a stage to recording an RECOGNISE HOW album, success relies on intricate, complex BIG WE ARE IF WE systems. If we recognise these systems, WORK TOGETHER add up their value and put in place #3 #4 BE INTERNATIONAL strategies and actions to enhance them, RESPECT AND MUSIC & #13 we all benefit. Tax receipts increase, better CELEBRATE YOUR NON‑MUSIC PEOPLE MUSIC IS jobs are created and importantly, more PAST USE YOUR UNITE CREATE A CENTRAL TO OUR music makes it to our ears. So next time HERITAGE you turn on the tap, think of your favourite COALITION HEALTH AND song. Here’s the 13 steps that make up this WELLBEING ecosystem and how to engage with them.

10 11 #1 MUSIC IS INFRASTRUCTURE DEVELOP A POLICY

WHAT DOES THIS MEAN? HOW DO YOU DO IT? WHO CAN WE LEARN FROM? You have a thriving music ecology, This is a top‑down and bottom‑up Melbourne’s Music City strategy23 is WHAT ARE THE OUTCOMES? The first step to establishing whether you know it or not. But approach. updated every three years – the city • A more sustainable and lucrative a music policy is to state, in official this cannot be realised without publishes outcomes, challenges and environment for artists. communicating – in as simple a manner communication, that music is important policy directions on its website each year. as possible – that music is valuable across city governance. In 2007, Chicago London produced a progress report 16 • Increased recognition of where you live. The first step to a was one of the first cities to do this with its months after its initial report on music economic output – music is music policy is dedicating resources to Chicago Music City policy, which compared venues24. Concerts South Africa published included in economic data. help you understand the role of music the city against others in terms of a document likening live music to wide • Recognition of infrastructural in governance, from city hall to your supporting its music industry. Issue a press health benefits25. Aarhus shared a strategy issues – licensing framework tourism body, economic development release outlining a vision to understand outlining music’s role across the city. requiring updating, corporation, chamber of commerce, music more thoroughly. Speak to local The Malaysian Government created a facility upgrading. planning and zoning department, licensing stakeholders. Explore the costs of setting Creative Industries lobbying body, called • Greater international reach. and alcohol control board and other up a music office and what that means for CENDANA26, positioning independent • Competitive advantage. institutions. Consensus can be built across other sectors, including tourism, economic music as a key policy area. Chengdu departmental, agency and geographic development and culture. Talk to experts, has used music as its top business and • More engaged tourists interested lines through music. Music is not political like us. Whatever you do, start today. entrepreneurial asset since 201627. in a wider range of experiences. and it supports everyone, if deployed correctly. Outline what it is, and you will discover how its value can be increased. Image © Carlo/Adobe Stock

12 13 #2 UNDERSTAND YOUR ENVIRONMENT ASSET MAP IT

WHAT DOES THIS MEAN? with all kinds of stakeholders, as both music and non‑music practitioners will All music is important and all music is WHAT ARE THE OUTCOMES? vital infrastructure. But without knowing become your best resource here. This will You must first know what you where everything is, it is difficult to promote honest conversation, pragmatic have to positively impact it. assess its value, identify deficiencies and approaches and a better outcome. It Your city has terrific music. So plan for the future. This incorporates also creates bridges of dialogue across find it, assess it and work with music venues, studios and rehearsal political, organisational or community what you have. Counting built spaces as well as understanding the lines and promotes civic engagement. infrastructure (venues, rehearsal impact of your regulations, zoning and WHO CAN WE LEARN FROM? studios, offices, recording ordinances related to music‑making. From facilities, festival infrastructure), street performance to building codes, Two leading cities in music and cultural music‑led organisations you will discover just how embedded mapping are London and Amsterdam. and educational institutions music is in your policy and regulatory Both have extensive cultural infrastructure identifies how culturally and structure. Mapping, understanding and maps managed by their City Halls that are economically valuable your music questioning its impact will ensure an updated both internally and externally. is and how valuable it can be. By holistic and quantitative view of all facets One region in London, the borough of compiling data and monitoring of music’s impact moving forward. Southwark, has a database of empty cultural infrastructure and prospective change, challenges are easier HOW DO YOU DO IT? operators, to try and link spaces with to face and less expensive to overcome. You can also manage To map your city, engage with two parties: people that need them. Terrific work has also been conducted academically and at‑risk culture better, support one is the local community that frequents sustainable building projects these spaces and places, from performers by journalists, including mapping the impact of Kickstarter projects on cities by and incorporate music more to studio engineers. Second, look at the into downtown development, same quantifiers that assess other sectors, The Pudding or a map of music‑related infrastructure in Colorado, presented without creating divisions related from entrepreneurship to tech, hospitality to housing and leisure offers. to tourism. Map music infrastructure, by the University of Colorado at Denver. performance and audiences. To do this Other mapping exercises are happening in successfully, it is important that both Bologna, Italy, and Kuala Lumpur, Malaysia, project leadership and data capabilities with UNESCO’s Creative Cities programme are coordinated, as music – like a city assisting across all cultural forms. – is a constantly evolving organism. It is often changing and requires updating to maintain relevance. Communicate Image © Nejron Photo/Adobe Stock

14 15 #3 MUSIC & NON‑MUSIC PEOPLE UNITE CREATE A COALITION Image © diegograndi/Adobe Stock

WHAT DOES THIS MEAN? HOW DO YOU DO IT? When a policy requires top‑level strategy, Every city is different, but the objectives governments charge commissions, create are the same. Some place commissions czars, employ task forces or hire experts within culture, some within economic to explore the issue and what needs to be development or tourism; others done to improve it. From London’s Cycling in regulatory affairs, planning and Czar to the United States’ Drug Czar, to licensing. It is important to draw from raise the value of an issue it is important all departmental expertise, as music for government to dedicate time, resources touches a number of city issues across a and an individual (or two, or three) to take number of departments. It is important charge and lead the discussion. Once in to staff it, provide office space and post, these commissions conduct research, pay those organising it. A secretariat, suggest policy and benchmark ideas to tasked with delivering outcomes, is provide the justification to politicians and integral. This will maintain momentum voters that change is required. In music, and ensure like other key policy issues, this is required but doesn’t often happen. music has a seat at the table. For music to deliver economic, social and cultural value it must be adjudicated in public – and for that to happen, a coalition is required. They are called Music Boards, or Commissions, or Music Offices and come in many different forms. It is important that such a coalition includes members from all sides of the city’s music ecosystem and adjacent industries, including planning, licensing, tourism, hospitality and transport. If resourced, such a group can change policy, adopt new measures and impact council and governmental objectives. They also discover issues before they become problems and support political consensus around music, entertainment and urban issues.

16 17 #4 RESPECT AND CELEBRATE YOUR PAST USE YOUR HERITAGE

WHO CAN WE LEARN FROM? WHAT DOES THIS MEAN? Many cities have coalitions similar to WHAT ARE THE OUTCOMES? Liverpool has The Beatles. London has IN LIVERPOOL, this outline. In 2016, the London Music The Who and The Rolling Stones. Detroit A successful music policy merges Board was established with a focus has Motown. Berlin has techno. Vienna THE BEATLES the top‑down with the bottom‑up. on protecting the city’s grassroots Your thriving and bustling has opera. Lagos has The Shrine. Vermont STORY BECAME AN 28 The board is made music venues . grassroots scene can be elevated has Phish. Memphis has Stax and Sun. up of representatives from London’s ANCHOR TENANT IN to national or international Mississippi has Elvis’s birthplace. Seoul government and members of the music Wherever interest if championed by an has BTS. The list goes on. THE REVITALISATION OF business and education communities. you are and whatever your size, you administration. At the same time, Other music boards and commissions exist have a music heritage to be celebrated. THE ALBERT DOCK your mayor, when proclaiming their in cities including Columbus, Toronto, Whether it is a specific artist or an entire city as supportive of music as a tool DEVELOPMENT. Austin, Nashville and Melbourne. In genre, telling your local story through to attract invest grow economically, Nashville, it is housed under the Mayor’s music fosters communication, supports socially and culturally, must have Office. In Toronto, it is organised by the regeneration, tourism, city marketing the support of an open, diverse alleyways and other infrastructure. Department of Economic Development. and education. From shouting loudly and engaged local community of Dedicate a statue, such as what Aylesbury, Other cities, such as Bergen, Norway, and about a certain venue, to a style of musicians, businesspeople and a town in England did to celebrate David Aarhus, Denmark, have grassroots efforts. music or even a specific instrument, consumers. In London, a spate of Bowie (who was born there). Produce A Live Music Taskforce exists in many wear your heritage with pride and music venue closures was stemmed guides explaining your heritage and its Australian cities and regions, from Sydney think about how it can be incorporated in 2016 through the work of the links to its influences and influencers. to Melbourne, Perth to Adelaide. Few of as a tool into your music strategy. London Music Board. In Austin, the Have music exhibitions in your tourist these commissions have paid secretariats, board oversaw a comprehensive offices and flyers in hotels. Engage your but many utilise existing municipal and HOW DO YOU DO IT? census. By fostering a formal airports, ports, train and bus stations regional staff to manage workload. and transparent political and Every place tells a story and music with music. Celebrate your archive. Open community consensus, problems is our global universal language. up your libraries and utilise your public are made more apparent, creative Look back in time at what story your realm to involve the community. The minds gather quicker and your music tells. But don’t over‑rely on it. more you do, the more of this heritage music city flourishes. This is Prioritise your heritage and there’s will be discovered and celebrated. why an intermediary, such as a a chance you’ll ignore living culture, board or a commission, with an which is creating future heritage. eye on the officials and an ear There are many ways to celebrate your on the creator is necessary. music heritage. Declare a holiday to recognise your music’s heritage or a particular player. Name streets, venues,

18 19 Image © Andriy Solovyov/Adobe Stock WHO CAN WE LEARN FROM? Places large and small have dedicated WHAT ARE THE OUTCOMES? museums to celebrating their heritage, A successful music heritage from the WC Handy Blues House in strategy can lead to regeneration Florence, Alabama, to The Beatles Story efforts, drive tourism and improve in Liverpool, England. In Melbourne cultural policy. In Liverpool, The an alleyway is named in honour of AC/ Beatles Story became an anchor DC, while New Orleans’ airport is named tenant in the revitalisation of for Louis Armstrong. In Lagos, Fela the Albert Dock development. Kuti’s Shrine nightclub remains a tourist Saving Tina Turner’s birthplace destination, and exhibitions and tributes in Tennessee led to the creation to various K‑Pop stars dot Seoul and of a museum and cultural centre. other South Korean cities. England uses a Festivals bring economic and Blue Plaque scheme to honour musicians cultural benefit to communities (and other historical figures) while in the through heritage, including the United States, tourist trails include guided Matalla Festival in Cyprus, which driving trips to discover the blues, country was launched to recognise a music and gospel, such as the successful trip Joni Mitchell took there Americana Music Triangle in the south. in the 1970s. Pilgrimages to discover Mozart and Beethoven’s influences remain top tourist trips in Vienna and Salzburg. Ibiza remains a capital for electronic music, through the success of its megaclubs over two decades. No matter the genre, there’s heritage to celebrate.

20 21 #5 EVERYONE LOVES MUSIC USE YOURS FOR TOURISM

WHAT DOES THIS MEAN? HOW DO YOU DO IT? WHO CAN WE LEARN FROM? There are various definitions of a music Few tourism authorities and destination The Nashville Convention and Visitors WHAT ARE THE OUTCOMES? tourist. Some are primary music tourists, marketers around the world deploy Bureau deploys a deliberate and Increased dwell time, more specifically taking a holiday to experience separate music tourism strategies to intentional strategy to promote music. It heads in beds and a wider and music in one way or another. This maximise their assets. Whether it is a is on highway signs, lamp posts, literature more varied tourism spend. includes tours to experience America’s piazza in front of a museum or a concert and the airport. Mississippi calls itself Music is a long tail business, ‘Music Cities’ or those simply travelling series, the key to success is creating the birthplace of America’s music. In with concert‑goers or museum to another place for a festival. Others the simplest path to music for all three Seattle, travellers are welcomed by artists attendees having to eat, sleep, are secondary music tourists, who visit a sub‑groups. If you have definable, saleable performing on baggage carousels. Choirs travel and use mobile technology place for an overall cultural experience music assets, create affordable packages greet visitors in Uganda. In Amsterdam, to complement their visit. and attend a museum or concert alongside to exploit them. If it is easier to experience guides about enjoying nightlife safely Music is also a tool to improve other activities. Lastly, there’s accidental large arena concerts than those in are published, including maps to the public and private spaces, which music tourists – those in the process grassroots music venues, make it simpler city’s 24‑hour nightclubs. Tour guides in leads to cleaner streets, better of experiencing something else but are for visitors to find the smaller venues Barranquilla, Colombia, offer city tours commercial districts and more suddenly caught off guard and taken in by by developing tools to communicate mixed with salsa lessons. Hamburg’s community engagement. music. This includes any tourist walking the value of your music scene. And in Reeperbahn district is home to Germany’s Barcelona’s or Kuala Lumpur’s streets who managing and creating strategies for the largest club festival. Make Music Day is now stops to watch a street performance. experience of each visitor, map music’s being staged in 10 countries, on June 21. Music tourism is the act of capturing role. Catalogue your music assets, the accidental tourists, lengthening attractions and opportunities. Play local the experience of secondary tourists music in transit stations or on buses; and attracting more primary tourists. develop a formal street performance Creating a strategy for how to attract each strategy; create a listings site; build category leads to a music tourism policy. stronger partnerships with creators and Every city, town, region and attraction their representatives. The more strategy should have one. This is what we wrote there is around music, the more value it about, in partnership with the UN World will return to your overall tourism offer. Tourism Organisation and Pro Colombia, More music means heads in beds. in our Global Music Tourism Guide, published in 2018. It is the most extensive guide to music tourism ever written.

22 23 #6 USE MUSIC TO ACHIEVE OUR SUSTAINABLE DEVELOPMENT GOALS

WHAT DOES THIS MEAN? HOW DO YOU DO IT? According to the United Nations, 66% Whether or not your city has an office of us will be living in urban areas by dedicated to meeting the SDG, it is the 2050. This is up from 54% in 1990 and responsibility of all of us to work towards is expected to increase by 210029. We meeting these goals. We have outlined are living closer to each other in denser, three examples below of music’s role in more multicultural and competitive this global cause in three different regions: cities. To improve our living standards West Africa, the Caribbean and Turkey. and quality of life as our cities grow, the UN and its partners have adopted WHO CAN WE LEARN FROM? 17 Sustainable Development Goals In addition to supporting decent work and (SDG) by 2030, framed under a guide sustainable cities, there’s more links with called New Urban Agenda. Music is not music to the SDGs. Here are three further directly mentioned in these goals, but its examples of music's impact on our SDGs. transversal power can positively impact all of them. For the first time in history, Goal #3 – Good Health & Wellbeing music was discussed at a UN World Urban Africa Stop Ebola. Some of Africa’s Forum, the gathering to discuss how best‑known musicians recorded a Its lyrics were intended to combine Goal #5 – Gender Equality the world can meet these goals. Music is song to raise awareness of Ebola and advice with hope. Sung in French and Keychange is an EU program designed also recognised in the Global SDG Media help people understand how they can indigenous languages spoken widely in to promote gender equality in music Compact, and is being discussed at protect themselves from the disease. West Africa, they stressed the importance festivals and conferences. So far, over music conferences. And this is only the The song, Africa Stop Ebola, featured of trusting doctors, not touching sick or 50 festivals from around the world have beginning. From Gender Equality (#5) to contributions from the Malian musicians dead people, and proper sanitation and signed up to ensure that there’s equal Decent Work and Economic Growth (#8) Amadou & Mariam, Salif Keita, Oumou hygiene. The song was used as a tool to representation of male and female and Sustainable Cities and Communities Sangaré and Kandia Kouyaté, the Guinean communicate to families of Ebola sufferers artists & workers in the music industry. (#11), music is a tool to support sustainable singers Mory Kante and Sia Tolno, the to reduce stigmas surrounding the development. Recognise the power of Ivorian reggae star Tiken Jah Fakoly, the disease. It helped save lives and rebuild music in your sustainable development Congolese vocalist Barbara Kanam and communities in the wake of the epidemic. policy. There are examples across each the Senegalese rapper Didier Awadi. goal, in each city, town and place.

24 25 Goal #16 – Peace, Justice & Strong Institutions WHAT ARE THE OUTCOMES? Music for Peace was initiated in 2005 Prioritising music in how we by architect Mehmet Selim Baki. Its main achieve global SDGs will promote objective is to offer free music education global stability, raise income to as many children as possible and to give levels and ensure there is real, voice to peace through music. By 2013, defined gender equality. It 4,000 children benefited from Music for will create decent jobs and lift Peace’s centres and its polyphonic music people from poverty. It will bring workshops at different elementary schools communities together (as our only in the neighbourhood. The foundation universal language). It implores is now home to three ensembles: Music governments to prioritise music for Peace Orchestra; Music for Peace education – which improves Chorus; and Music for Peace Brass Band. cognition, analytical skills and All three ensembles have performed at empathy – and creates soft power national and international events and initiatives to influence a variety of were well received by audiences. In 2013, policies, including how we build, the Istanbul Foundation for Culture and how we regenerate and how we Arts ( KSV), a pioneering culture and support our most vulnerable. art institution in Turkey, became the institutional supporter of Music for Peace. Image © Anton Gvozdikov/Adobe Stock

26 27 #7 WE ALL NEED A PLACE TO DEVELOP SUPPORT VENUES

WHAT DOES THIS MEAN? there are venues of different capacities plan development. In London, a vast to allow artists opportunity to graduate cultural infrastructure plan has been Access to spaces and places – venues, ONE OF THE MOST creative spaces, rehearsal spaces, up the ladder as they progress. Festivals created, mapping over 2,000 lines of studios, offices, public squares and are the same; from small, local affairs to CULTURALLY- data for music‑related uses alone. international events, each impacts the Melbourne has mapped its live music privately‑owned public squares – is MAPPED CITIES IN integral to the viability and economic other and understanding this relationship infrastructure. Austin has mapped its impact of your music policy. But all too benefits all of them. An over‑reliance on THE WORLD IS artist community through a robust and often as our cities change, we value the festivals can lead to a depreciation of AMSTERDAM. comprehensive census, outlining where land more than what happens inside venues and vice‑versa. Understanding they were concentrated, income levels the building. Around the world artists all venues – from the smallest to the and other data points. Cardiff, Brisbane, have been responsible for initiating largest – is important to developing Lausanne, Vancouver, Indianapolis, industry, including instrument makers, regeneration, only to be priced out your music policy. The same goes for New Orleans, Huntsville Alabama and studios, sound stages, DJ suppliers, when land values soar as a result of their recording studios, rehearsal spaces, Ft. Worth Texas and other cities have speaker stores and voice‑over studios. efforts. Recognising the need for a place offices and other requires spaces and commissioned audits (full disclosure: Ensure the map is updated, regulated for artists and their representatives to places. We need to allow and support Sound Diplomacy is working on them). and publicly available, and there is a test, dream, fail, practice, and refine our musicians and artists to be engaged budget to do so. And whatever data can their craft is integral to your music members of our community. Treating be uploaded onto your data store (if you masterplan. And understanding art and their product as an economic output and WHAT ARE THE OUTCOMES? have one), import it. The more citizens music’s role in improving our cities providing the facilities for this output to know where your music is, the more they By understanding where your – and rewarding and protecting their develop is critical to economic growth. will interact with it. The people, artists assets are, you will learn how best investment – is a key aspect of your HOW DO YOU DO IT? and their representatives feel heard, to protect what you have, identify music cities manual. If artists aren’t deficiencies and contextualise First, map your music and cultural the more they will communicate. happy, we always say, start over. issues related to land use mapping, infrastructure – large and small, DIY and This goes for both bricks and mortar and planning, alcohol licensing, zoning corporate, mixed‑use and underground. WHO CAN WE LEARN FROM? what is built and taken down in a field or and regeneration policy. Music Do this across all music outputs – live, One of the most culturally‑mapped a town square. Permanent places (venues) is fluid and transversal – it never recorded, education, businesses. cities in the world is Amsterdam. The city and ephemeral spaces (festivals) offer stays put. Mapping it provides Understanding each business model, from council knows where its music‑related opportunities for talent development. the research and scholarly a fledgling nightclub to a restaurant with a infrastructure is across the city. In Understanding the role each space has understanding to support it across jazz brunch, from a community church to Memphis, a community initiative at – as well as measuring their industrial, a variety of policies. Without this, a high‑class recording studio is important, a local college utilised community cultural, social and environmental impact it is difficult to analyse, test policy because your policy will impact all of them. mapping software to ask artists where – is what creates a proactive policy. Larger and define growth metrics. Dive into the value of your back‑of‑house music infrastructure was, so it could cities require ‘venue ladders’, where be incorporated in the city’s local

28 29 CASE STUDY AGENT OF CHANGE Agent of Change places the AGENT OF CHANGE responsibility for noise attenuation in the hands of the new developer. This means if a residential unit is being built near an existing venue, it is the responsibility of the residential unit to make sure noise from the venue will not affect residents, either by soundproofing the units or by INITIATIVE: AGENT OF CHANGE paying for the venue to upgrade its soundproofing. Likewise, COUNTRY: AUSTRALIA new or expanding venues must POPULATION SIZE: 4.7M ensure their noise will not disturb existing residences and business. LEAD ORGANISATION: First introduced by the state of VICTORIA STATE GOVERNMENT Victoria (Australia), San Francisco & MUSIC VICTORIA and much of the United Kingdom are now adopting the measure.

WHAT HAPPENED ISSUES IT ADDRESSED In 2014, the state government passed Closure of venues due to new the Agent of Change principle to set new developments and noise complaints. obligations on property developers to ensure adequate soundproofing if building OUTCOMES within 50ft of an existing venue. The law, Existing venues protected from noise integrated into state planning policy, is complaints by new residences. automatically activated when any new building work is carried out, either with a new development or an extension on an existing site. Alongside the announcement, LESSONS TO TAKE the Victorian government pledged Local communities and existing AUD$500,000 to assist venues in heritage culture must be recognised and buildings with their soundproofing, as respected in order to develop they are not helped by the measure. sustainable neighbourhoods for future generations. WHO PAID FOR IT No costs outside of existing government expenditure was itemised.

Image © Andreas Richter/Adobe Stock

30 31 CASE STUDY SUPPORTING LONDON’S GRASSROOTS MUSIC VENUES

INITIATIVE: SUPPORTING GRASSROOTS MUSIC VENUES/ MAYOR OF LONDON’S CULTURE TEAM MUSIC STRATEGY COUNTRY: UNITED KINGDOM POPULATION SIZE: 8.5M LEAD ORGANISATIONS: GREATER LONDON AUTHORITY AND MUSIC VENUE TRUST, THROUGH THE MAYOR OF LONDON MUSIC VENUES TASKFORCE

WHAT HAPPENED WHO PAID FOR IT In 2015, the Mayor of London assembled a The project was financed publicly by the task force, led by the Music Venue Trust, Greater London Authority and delivered to explore why small to medium‑sized as a public/private partnership. music venues were closing. The resulting study, Grassroots Music Venues Rescue ISSUES IT ADDRESSED Plan outlined six key recommendations to Venue closures. Minimal music address venue closures across planning, policy across London. licensing, property tax, tourism and stakeholder engagement. Since that OUTCOMES report and a follow‑up in January 2017, The number of music venues stabilised – The Mayor of London has implemented as many opened as closed. An economic many of its recommendations. They impact assessment of the venues was include: creating the London Music Board; published. The London Music Board now appointing a Night Czar; mapping all of manages topics from education to parking, London’s music venues; and adopting property tax to tourism. The Mayor of the Agent of Change principle. London has prioritised music tourism, creating Sounds Like London – a month long celebration of music in June 2018. The Night Czar’s role has been extended through to 2020 (the next election). Image © aarstudio/Adobe Stock

32 33 #8 CREATE AN ENTREPRENEURIAL ENVIRONMENT FOR BUSINESS

WHAT DOES THIS MEAN? to the time, services and atmosphere can be optimised. Explore low cost live/ Aarhus, Gothenburg and Melbourne. All musicians are entrepreneurs. However, provided by the venue – this innovation rent schemes. Prioritise providing the In many locations, music hubs serve as in most definitions of what a start‑up hub. And remember, a song is an artist’s best broadband possible and ensure community centres, and venues take on is, the arts are often unintentionally pension. It supports families, legacies that registration structures, including a wider remit, thereby increasing their ignored, unless the output comes via an and creates residual income all the time. registering a business, tax information, local and national value. The Custard app or a piece of technology. As a result, Let’s treat venues (and studios for that filing and trademarking is simple for any Factory in Birmingham, UK, is now one the vast array of start‑up communities matter) as they are – places of innovation. small business. Ensure there are music of the city’s most sought‑after office and initiatives aimed at supporting talent Let’s create policy to incentivise representatives across your small business destinations. It’s the same at Telliskivi bypass artists and those involved in soft artist‑led business. This is what will drive councils and federations, and involve Creative City in Tallinn, which houses infrastructure, such as artist managers, a successful music policy and contribute artist businesses in lobbying efforts. This a number of venues and the offices of publishers and labels. This means that to a wider pool of entrepreneurs, and a will create greater cross‑sector synergies the nation’s largest festival operator. looking at the value of a music tech better city, town or place because of it. and ensure music’s long tail infrastructure scene only captures some of your music. value chain is optimised. A thriving venue or studio requires more staff, more Moreover, tax incentive schemes, loan WHAT ARE THE OUTCOMES? design, more accounting services. A guarantee schemes, creative enterprise ALL MUSICIANS ARE Significant economic, cultural zones and other districting policies often busier studio needs to be cleaned more. ENTREPRENEURS Artists with stronger IP protection have and social benefit. For Telliskivi engage the arts, but do not directly speak Creative City in Tallinn, crime and to them. Cultural districts assume artists more substantial pensions. Tax revenues AND A MUSIC then increase. The wider ecosystem as a disorder around the development will populate them, but few policies has decreased year‑on‑year are put in place to recognise the artists VENUE IS AN whole benefits from what is already there – your wide ranging, unique music offer. since opening. In Ontario, studies themselves as businesses, nor create INNOVATION HUB. back to 2012 show an economic conditions to support their intellectual WHO CAN WE LEARN FROM? impact of over $20m30. property, products and services. The State of Louisiana enacted a A music venue is an innovation hub It HOW DO YOU DO IT? far‑reaching tax credit for music‑related incubates multiple sectors – arts, design, First, recognise the value of your artists companies in the United States, which legal, tech, security, food and beverage, across economic development, inbound provides salary rebates to music‑specific logistics – and constantly tests new investment and regeneration. See their companies willing to relocate to the state content in a market. If one venue staged 10 intellectual property as business assets. and hire a minimum of three people. artists per week, that’s 10 small businesses Change the language. Speak of venues Other states, including Georgia and New beta‑testing multiple pieces of intellectual as innovation hubs or incubators. Look York, have tax incentives for recording, property and product design in this at your tax incentive schemes or loan rehearsal and soundstage design. Other innovation hub. If one song is successful, guarantee schemes and see how they similar tax schemes exist in Berlin, the value of this IP increases, due in part

34 35 #9 PRIORITISE MUSIC EDUCATION ACROSS YOUNG AND OLD Image © Jacob Lund/Adobe Stock

WHAT DOES THIS MEAN? When one is learning music, one is not It is scientifically proven that access joining a gang, or experimenting with illicit to music education at the earliest age substances. Music promotes responsibility, improves cognition, interpersonal as one missing player can ruin an communication and social development. orchestra. Without music education, we Our voice is the first instrument we all have lose in everything. It is at the heart of and the creativity across arts and science your manual – from top‑to‑bottom. required with music engages a wider HOW DO YOU DO IT? part of the brain than either discipline individually. Yet, music education is not Make a pledge to stop cutting music prioritised in school. In parts of the UK, education funding. Reach out to music music education has been cut by over 70%, educators at all levels and ensure with local authority music services being that funding is provided to principals reduced too. Across the United States and and headteachers for music. Their the United Kingdom, curricula prioritise first‑hand experience can be invaluable STEM (science, technology, engineering, in shaping your approach. Ensure maths) subjects, rather than STEAM (the schools have instruments and rooms same, including arts). Extra‑curricular for them to be played in. Encourage music education is expensive and time music‑based after‑school programmes consuming, making it available to the and music’s inclusion in churches and wealthy, rather than everyone. Of all other community activities. Push music policies in your music strategy and institutions and venues in your city to method, none is more important than take on music education programmes mandating music education from nursery and support those already in place through to high school. A business cannot function without talent, and music is not WHO CAN WE LEARN FROM? a renewable resource. Like oil, it is a finite The music industry and music education at resource that we extract and it is how we the earliest level are interlinked. But few refine it that matters. We must understand cities realise this. In Denver, Colorado, a that music – whether participated in charity called Youth on Record hired local actively or passively – is about much musicians as music teachers, and put them more than music. Music ensembles teach in high schools with at‑risk youth. At the children the process and importance of same time, they started an after‑school working in a group with a central goal. programme, focused on a community

36 37 #10 SUPPORT YOUR EVENING & NIGHT TIME ECONOMY WE ALL HAVE ONE

studio and rehearsal space. Students WHAT DOES THIS MEAN? and those who wish to go out. Knowing began making albums with musicians. A what not to do is as important as what WHAT ARE THE OUTCOMES? All cities have the capacity to create festival was staged. As a result, truancy to do. And ensure your music strategy The outcomes of prioritising music vibrant and prosperous night time rates for the students reduced and the A thriving night time is engages across all evening and night time education impact all of us, across economies. not neighbourhood the studio is housed in limited to supporting bars and venues stakeholders, from police, ambulance and has become safer and more welcoming. the widest range of civic society. fire services to environmental health. Cities become safer, smarter and and prioritising nightlife. They are In Venezuela, the globally‑renowned El more engaged because of the one aspect of a night time economy. Sistema programme used music to fight HOW DO YOU DO IT? intrinsic, human lessons music There’s also life at night, which we must poverty, de‑escalate violence and promote Ensure your music strategy engages across education instils in all of us. This understand, as many people work at community cohesion. The programme now all evening and night time stakeholders, is proven across the world, from night and many of them lack the basic operates globally, with an international from police, ambulance and fire services favelas in Rio to council estates rights that daytime jobs enjoy, including advisory board. Unique, cutting‑edge a pension, benefits and health care. to environmental health officers, in northern England, and from licensing officials, community pastors, music education programmes exist all Music is intrinsically linked to our low‑income communities in night transport workers and nightlife over the world, in and out of school, from evening and night time economy. It is Delhi to classical music schools entrepreneurs. Understand the role of South Africa’s Bridges for Music to UK’s the common denominator across our in Salzburg and Innsbruck. This is music in the evening and at night and Young Voices. Sweden’s music education leisure and entertainment infrastructure. where our economic development, how your city, its businesses and visitors, programme – mandatory through to high From streaming music in a quiet bistro, social and cultural inclusion and interact with it. Recognise that your school – has led to the country becoming to a nightclub at 4am, music is prevalent sustainable development begins. evening and night time economy exists, the global leading exporter of music per from 6pm to 6am. As a result, a music that it requires a policy infrastructure and capita. Iceland and Norway are similar. policy must be an active participant in due diligence across all city departments The Recording Academy’s Museum and understanding, measuring and structuring – planning, health, regeneration, tourism, Music Education Project support music one’s evening and night time economy economic development, culture etc. education for thousands of students offer and respective policies. Some places Install a Night Time Mayor, Night Czar or around the United States, in partnership focus on the evening (6pm‑12am) and Night Ambassador. Back them up with a with a number of foundations and trusts. others the night time (12am‑6am). Some commission that holds them to account. prioritise certain uses, such as restaurants, Ensure a wide range of opinions are while others cluster activity into districts consulted, including music stakeholders and entertainment zones. Whichever and non‑music stakeholders. Measure way, it is important to recognise that pressure points and heat map dispersal one’s evening and night time economy trends outside of music venues, arenas offer must be treated like our daytime and other infrastructure. Explore noise economy. Insist on facts, rather than mitigation solutions, including sensors emotions. Respect those who want quiet

38 39 and complaint mapping. And ensure that WHO CAN WE LEARN FROM? while music is integral, this is about life Many cities have established policy WHAT ARE THE OUTCOMES? at night, as much as it is about nightlife. positions devoted to the night. Creating a night time economy Amsterdam, Berlin, London, San policy alongside your music policy Francisco, New York City, Washington DC, improves relations between IN AMSTERDAM, Orlando, Tbilisi, Pittsburgh and Seattle businesses, residents and In Amsterdam, an are some examples. authorities, because it provides AN INITIATIVE BY initiative by the previous Night Mayor a port of call to deal with night reduced crime in the Rembrandtplein THE PREVIOUS NIGHT time‑related issues. It illuminates district. A public safety and awareness the need for workers’ rights to be MAYOR REDUCED CRIME campaign helped cut alcohol‑related respected at night, legitimises the violence by 25%, with nuisance reports IN THE REMBRANDTPLEIN creative and cultural industries as down 30%. In London, the Night Czar an economic driver and promotes DISTRICT. A PUBLIC launched a comprehensive report tourism and inbound investment. detailing London’s policy focuses as a SAFETY AND AWARENESS It attracts jobs, reduces crime 24‑hour city and convened a Night Time and antisocial behaviour and CAMPAIGN HELPED CUT Commission, which has seen many local builds community consensus. ALCOHOL‑RELATED authorities augment their local plans to include the night time economy. VIOLENCE BY 25%, WITH In our recently‑published Night Time NUISANCE REPORTS Guide31, administrations from Rosario DOWN 30%. in Argentina to Vilnius in Lithuania have prioritised their night time economies, with varying degrees of success.

A LOCAL PUB VENUE

40 41 CASE STUDY NEW YORK’S OFFICE OF NIGHTLIFE

INITIATIVE: REPEAL OF CABARET LICENSING LAW AND CREATING OF EXECUTIVE DIRECTOR OF THE OFFICE OF NIGHTLIFE, ARIEL PALITZ COUNTRY: UNITED STATES POPULATION SIZE: 8.54M LEAD ORGANISATION: NEW YORK CITY MAYOR’S OFFICE OF MEDIA AND ENTERTAINMENT

WHAT HAPPENED ISSUES IT ADDRESSED The New York City Cabaret Law was Unnecessary restrictions on passed in 1926, requiring venues to have bars and restaurants. a special license to allow dancing while serving food or drinks. Before the law OUTCOMES was repealed in 2018, just over 100 of Venues still require permits, but NYC the city’s 25,000 bars and restaurants was made friendlier for live music, had a cabaret license, and venues had to nightclubs and entertainment as a get approval from multiple city agencies result. An Office of Nightlife is also being to be granted one. Although not always created, to sit under the Office of Media enforced, it was used sometimes against and Entertainment. The first Night Life venues which were considered a ‘nuisance’ Ambassador was announced in March 2018. to their surrounding areas. An initiative led by the Mayor’s Office of Media and Entertainment and City Councillors led to the creation of an Office of Nightlife in LESSONS TO TAKE 2018, when the repeal comes into effect. Examine outdated policy and ensure it is fit for purpose WHO PAID FOR IT in today’s modern cities. It was publicly funded. Image © Mihai Andritoiu/Adobe Stock

42 43 #11 PRIORITISE AFFORDABILITY HUMANISE YOUR BUILDINGS AND LAND

WHAT DOES THIS MEAN? intrinsic in the creative industries. your data store, and prioritise cultural a programme called the Affordable In 2018, FIABCI, the international real Music’s value chain is long and stable, if development in your local plans. And shout Real Estate for Artists Initiative (AREA). estate organisation, argued that instead invested in. Wherever you are, positive about your accomplishments. Cities that The Department of Cultural Affairs has of creating smart cities or resilient cities, development, successful regeneration cater to artists must promote themselves pledged $30m to the initiative. Artspace we need to focus on creating affordable and vibrancy rely on fostering creativity. as such. It creates competitive advantage. operates dozens of properties around cities32. Affordability impacts every sector, Prioritising affordable housing, creating the US, specifically for artists, so much WHO CAN WE LEARN FROM? but it is felt acutely in music and the wider fit‑for‑purpose (i.e soundproofed) homes so they are an arts‑focused developer. arts and creative economy. Music is a on top of or next to venues and expanding Affordable housing schemes have been There’s also initiatives like Big Car in front‑loaded sector, where significant time live/work spaces must be part of your implemented in London, Harlem, New Indianapolis re‑inventing musician and effort needs to be invested before music policy. Retaining artists leads to York, Austin, Texas and other parts of the housing schemes, but but this is only outcomes are realised. Instruments need jobs and growth. This starts at home. United States. Subsidised and affordable beginning. Set one up yourself. to be purchased, studied and learned, time creative spaces, from artist studios to HOW DO YOU DO IT? needs to be put in to rehearse, record recording facilities, are available in Boston, Ensure the arts, music and culture are London, Gothenburg and many other and rehearse. While the barrier to entry is WHAT ARE THE OUTCOMES? low – a drum machine, laptop and a closet incorporated into an affordable housing cities. Community recording studios and The ability to create and perform is all you need – music takes time, and strategy. Explore live/work spaces, artist radio stations have been planned into must not be at expense of finding time is finite. In addition, music is made housing and other schemes where artists mixed‑use developments in London. In, an affordable place to live. Being behind the scenes, often in places that are and musicians are provided a place to live, Minneapolis, the Kresge Foundation has intentional and deliberate about in need of regeneration and revitalisation. as well as a space to practise and record. repurposed the Pillsbury Mill (a National the value of artists has long‑term However, when areas change, the impact Understand the role of house building Historic Landmark) into the A‑Mill Artist 33 benefits, as it increases the value that musicians and artists leave is often policy on music and the arts and be open Lofts . Similar initiatives have happened capture power of the art they ignored in regeneration plans, and areas to modular housing, including building in Toledo, Ohio, where the UpTown Toledo produce. The more ingrained an become unaffordable for those who on brownfield sites, on roofs and above Arts Entrepreneur Initiative developed artistic or musical community, the need it most. It is integral that this is shops. Utilise tax incentive schemes to affordable space and micro‑loans for more powerful it is as a force for recognised and strategic policies are encourage artists to relocate and stay, creatives in the UpTown neighborhood. development and regeneration. created. Often, a successful music sector and offer micro‑grants to ensure they Nashville has a Housing Fund called the While this must be managed to leads to the creation of a generation seed their talent and network at home. Make a Mark Loan Program, a loan allowing ensure the artists benefit from of creative commuters, who exit city Ensure that a planner sits within cultural artists to own their work spaces. In New their craft, prioritising affordability limits in search of affordable lodging or policy, and a representative of music or York, Mayor Bill de Blasio pledged NYC leads to jobs, increased tourism creative space. Creative citizens (such as culture has the ear of the planning and to 1,500 units of affordable housing and a slower and steadier growth. musicians) need a land use and municipal regeneration department. Ensure music and 500 units of artist workspaces code policy that understands the yield and culture data is incorporated into over next 10 years from 2015, through

44 45 #12 RECOGNISE HOW BIG WE ARE IF WE WORK TOGETHER BE INTERNATIONAL

WHAT DOES THIS MEAN? engagement with existing networks must WHO CAN WE LEARN FROM? No city is an island. We are all connected be instilled in a successful music policy. There are a number of cities engaged in to each other more than ever, and the Closing oneself to others is self‑defeating. global networks across music, culture internet means a hit can come from The best music policies are those with and development. The World Cities anywhere. Our music consumption is their ears and arms open to the world. Culture Forum, founded by the Mayor of global. BTS sell out arenas in the US. London, hosts dozens of cities each year HOW DO YOU DO IT? Nigerian hip‑hop superstars sell out and offers a wide‑ranging debate. Our arenas in London. Streaming playlists Develop a database of existing networks Music Cities Network coordinates joint mean listening to the world – and reaching and join them. Start with your sister research and meets at events, including more people – has never been easier. cities and existing partnerships in other at our flagship Music Cities Convention. This global structure is also in place in municipal departments, from tourism Belfast and Nashville have exchanged WHAT ARE THE OUTCOMES? our Music Cities Method. Every city that to economic development. Attend songwriters. Toronto and Austin developed has initiated a music policy has referred conferences that are external to music, a music alliance. London learned from Cities are the new power to work carried out elsewhere, from such as property fairs, smart cities Berlin and Amsterdam when developing brokers. The more alliances, Nashville to Austin, Cape Town to Santiago conferences or planning summits – as the its Night Czar post. There are music policy networks and friends you have, de Cuba. Solutions to our problems have role of music is often under‑developed panels at conferences from MIPIM to the more your musicians and been trialled elsewhere, and developing a in those discussions. Attend music SXSW, Eurosonic to Reeperbahn, WOMEX music businesses benefit. strong network to learn, test and discuss cities‑related events and offer to curate to The Great Escape. Many countries This starts with an outreach is integral to the success of a music policy. and coordinate panels and discussions enjoy Creative Cities Networks, such process in your music policy. From utilising existing networks like the at local events, ensuring you invite as Indonesia. Sister Cities International From sister‑city relationships Recording Academy’s chapter cities in the non‑music professionals as much as offers music exchanges and networking to contra‑deals with showcase United States, or our Music Cities Network those in music. Develop a database of opportunities. The Project for Public festivals, setting up inward and (full disclosure: Sound Diplomacy runs articles related to music policy, or ask Spaces is a terrific resource to learn outward trade missions, touring this in partnership), understanding what those who have them for access. It’s all about music’s role in the public realm. networks and international is happening elsewhere has never been there – participate as much as possible. Include music in business trade missions. collaboration, there are a number more important. This includes bringing UNESCO has a wide Music Cities network, of opportunities. A wide network music into other global networks, from which welcomes members via application will increase opportunities for destination marketing agencies to sister each year. Research and engage. artists, provide further data to cities, chambers of commerce to evening justify music’s role in public and night time economy associations, and policy, benchmark existing networks across the EU, UN, Global Mayors activities better and increase and cultural foundations. Music must business and leisure tourism. play its role in all of these and productive

46 47 CASE STUDY A NETWORK TO FACILITATE MUSIC CITIES KNOWLEDGE EXCHANGE

INITIATIVE: MUSIC CITIES NETWORK COUNTRY: GLOBAL LEAD ORGANISATIONS: HAMBURG MUSIC BUSINESS ASSOCIATION & SOUND DIPLOMACY

WHAT HAPPENED OUTCOMES Music Cities Network is a public/ Since it launched, the network has private network dedicated to improving doubled in size. It organises meetings, communication and cooperation, sharing panels & showcases at music industry research and knowledge, exploring policy events including Reeperbahn Festival, and advocacy and networking for policy Spot Festival, SXSW and Eurosonic, makers, city leaders and all other music has established a residency exchange city stakeholders around the world. program between the member cities, It was initiated by Hamburg Music Business has published an audience development Association (IHM) & Sound Diplomacy in report and is currently working on 2016. Current members are Aarhus, Berlin, a joint best practice database. Groningen, Hamburg, Nantes & Sydney.

WHO PAID FOR IT LESSONS TO TAKE Each city pays a membership fee. We all work better together and can learn from each ISSUES IT ADDRESSED other. Networks, when Knowledge exchange between optimised, have a stronger Music Cities and their best & worst voice than individual cities. practices. Promoting the value of music policy within city governance over the world. Collaborative research in music city related fields. Image © Sean Pavone/Adobe Stock

48 49 #13 MUSIC IS CENTRAL TO OUR HEALTH AND WELLBEING

WHAT DOES THIS MEAN? HOW DO YOU DO IT? WHO CAN WE LEARN FROM? When we hear music we like, it releases Look at the role of music across your In the UK, a pilot program in Kent is WHAT ARE THE OUTCOMES? the pleasure receptors in our brain. health and wellbeing ecosystem. From developing a music strategy in a dementia Better, happier, more efficient And when one is at a concert, it doesn’t early childhood education, daycare and village, to look at the impact of music people, from birth to death. And special needs care, through to managing matter who you are standing next on social engagement, sleep and general research in this regard has only mental health challenges and finally, into Music & to; everyone is sharing in the same wellbeing in dementia sufferers. begun, from exploring the role of This can help adult social care programs, explore how Memory, a New York‑based organisation, experience together. music in medicating patients less, tackle depression, anxiety and other music can be a tool to reduce stress, incorporated personalised music or the impact of music on worker mental health issues. As reported by save resources and better engage with into care homes, to improve patients productivity. There’s nothing to SAMRO, South Africa’s performing rights patients. Explore the role of music in connection with the outside world, lose here. Incorporating music organisation, attending a live concert your workplace, from shared playlists through music‑triggered memories. In the across public health, equity, every two weeks can add nine years to to practice rooms as break rooms, UK, charities from AgeUK to Young Voices social care, healthy aging and your life34. These are two of dozens of use company choirs and extra‑curricular are engaging music in their programming sustainability all brings benefits. cases of how music is an intrinsic, active activities. Explore the role of music capacities, ensuring that both old & young tool to improve our collective health in employee attraction, retention and incorporate music into all aspects of their and wellbeing. Doctors are prescribing wellbeing and analyse your infrastructure life. Even job‑site Totaljobs commissioned people join choirs rather than take so it can support both quiet and noise. research, which found that music This is our Music Cities Method. These antidepressants, and there’s decades Noise pollution is a major health issue improved productivity in the workforce35. steps are not linear. They must happen of research identifying the impactful, and can often be tackled through simultaneously and in perpetuity. Once tangible benefits of music in healthy refining building codes, better design begun, music is just there. Like our ageing and, later in life, dementia care. and more consultation. Music is at the roads, schools and hospitals, they all We can sing along to songs we heard heart of all of us. Let’s make sure it is must be supported – top‑down and as kids, even when we don’t recognise used to support all of our hearts. bottom‑up – for them to keep delivering our kids. But there’s little top‑down, for all of us. And the rewards are jobs, structured approach to engaging music growth, tourism, better, more sustainable in our health, sustainability and public cities. Start now. The revenue and social engagement policies. There’s no music impact is waiting to be captured. and health masterplan. But this is needed to support a wide‑ranging, successful city, one with healthier, better citizens.

50 51 PART 3 OUR MUSIC CITIES METHOD DELIVERS GROWTH

Remember. Your music policy is All cities have talent. All cities are music cities. But not all cities create, maintain a process. There is no beginning, and care about their music policy. middle and end. Treat it as Not all cities deploy our Music Cities a garden – nourish the soil, Method. This is what creates growth. water the plants and deal with This is what brings about change. the pests. Rotate the crops So work with us to develop your from time to time. Try heritage Music Cities Method. Link it with your sustainability policy; your smart cities seeds, but also new varieties. policy; housing, regeneration and And keep a close, watchful eye. growth; culture; districting and town If you do that, you’ll enjoy the centre improvement schemes; sprawl fruits of your toils year in, year and land use. Music impacts everything because it is everywhere. Understand out. Music is as fluid as your this, and you are on the journey. city. If you don’t monitor its activity and understand its value to other city departments and assets, it will depreciate and your city will lose the substantial benefits music can bring. Image © Maxim Blinkov/Adobe Stock

52 53 KEY LESSONS TO TAKE HOME

If you explore the impact of #1 IT’S NOT ABOUT YOU, #5 DON’T BE AFRAID TO #8 MUSIC MAKES US HAPPY each indicator and talk to us IT’S ABOUT THEM COMMUNICATE SUCCESSES When you’re at a gig enjoying a song, throughout each stage, you will Whether it’s musicians, residents, AND FAILURES it doesn’t matter who you are standing planners or tourism bodies, next to. You are sharing that moment. We have a thriving, forward‑thinking a The more the community is aware of successful music policy prioritises and gets behind a music policy, the need to understand the value of these and global‑reaching music everyone else first and you second. more successful it will become. Even if experiences on our happiness. Music is a policy that support musicians, challenges are voiced before successes, tool to increase happiness. Let’s use it. venues, orchestras, suppliers, #2 TRUST YOUR NETWORKS engaging the wider community in AND MAKE MORE OF THEM the process will ensure stakeholders #9 A MUSIC POLICY IS music stores, piano teachers, The more you know, the better your music are engaged from the start. FLUID, NOT STAGNANT voice‑over actors, promoters, policy. Read, go to events, make friends Update it every year. Measure, map agents and everyone in between. and most importantly, listen. This is what #6 MUSIC INDUSTRY SUCCESS AND and assess. The moment a policy You will also enhance the role of will create a lasting, effective music policy. CITY SUCCESS GO HAND IN HAND isn’t updated, it becomes irrelevant. Music and cities move too quickly planners, developers, licensing If a sector has the infrastructure they #3 NON MUSIC PROFESSIONALS need, they succeed. If a city has a – so ensure you proactively plan, authorities and mayor’s MUST BE INVOLVED thriving music sector, taxable receipts rather than reactively chase. offices. Ancillary sectors Engage the expertise of planners, increase. Understanding a city as a #10 TALK TO US will benefit. New stories will licensing authorities, cultural talent development pipeline will ensure We are the global leaders of the music emerge to celebrate. You will consultants, the tech sector, hospitality, it doesn’t turn into an hourglass. logistics etc. The wider your reach, the cities movement. This is what we do day see boundaries break down. longer the value chain will be. Music #7 BUT REMEMBER, INDUSTRY in, day out. We would love to help you Community engagement will impacts all of us. We all play a part. ISN’T EVERYTHING increase the value of your music. Please increase. And throughout, Music needs to be a part of everyone’s get in touch and we’ll tell you more. remember these key lessons. #4 DON’T IGNORE REGULATIONS lives, from nursery to nursing home. Changing planning and licensing law A successful music strategy is a requires due diligence, meetings, birth‑to‑death strategy, where music is research, lobbying and time. It is far a tool to improve our lives, no matter our less front‑facing and sexy than creating age. Music must be seen as a public good, a brand or a marketing plan. But it's a human right. So incorporate free events, equally important. Focus on fixing the education, health, wellbeing and music’s real challenges, from parking to property role in ageing into your music policy. tax, health care to housing. It may take longer, but it will pay off in the results.

54 55 WHAT NOW?

Begin to develop your Music Also, we host the global gathering for music policy through our Music Cities Cities Method. Each indicator Events series. These are the leading places will impact your town, city or to learn best practice and network with place differently. While we know key city leaders from around the world. that not everything will work in For more information, visit your city, town or place, we know www.musiccitiesevents.com and if you’re interested in hosting one, that to deliver an effective music email [email protected] policy it is crucial to understand and respond to a range of local factors. This is what Sound Diplomacy specialise in. If we can help you explore how to leverage your music policy, or ensure your impact assessment, mapping and policy is globally researched, recognised and effective, contact us at: [email protected] Or visit our website at www.sounddiplomacy.com

HOTEL TOWN HALL Image © Marc Chesneau/Adobe Stock

56 57 FOOTNOTES 20 Wilkinson, Deborah (2015) 21 ABOUT THE AUTHORS 1 New York City Mayor’s Office of Media and Gensler, Andy (2017) Entertainment (2017) “Economic Impact, Trends, 22 https://culturalpolicy.uchicago.edu/chicago-music- and Opportunities Music in New York City” online at city https://www1.nyc.gov/assets/mome/pdf/MOME_ 23 City of Melbourne (2019). Melbourne Music Music_Report_2017_DIGITAL.pdf Plan. Retrieved from https://www.melbourne. 2 www.uklivemusiccensus.com vic.gov.au/arts-and-culture/strategies- 3 https://www.citylab.com/life/2017/06/where-are- support/Pages/melbourne-music-strategy. americas-real-arts-capitals/530304/ aspx?_ga=2.226082207.407589625.1549966143- 294495962.1549966143 4 https://www.citizen-times.com/story/news/ 24 local/2017/04/13/asheville-area-music-industry- Mayor of London (2017). Rescue Plan for London’s growth-outpacing-nashville/100371144/ Grassroots Music Venues – Progress Update. Retrieved from https://www.london.gov.uk/ 5 http://jis.gov.jm/reggae-music-jamaicas-valuable- what-we-do/arts-and-culture/arts-and-culture- They have worked in over 40 countries export-grange-tells-unesco-creative-cities-music- Sound Diplomacy are the leading publications/rescue-plan-londons-grassroots-music and cities, developing music policy in meeting/ strategic consultants delivering 25 Concerts SA (2016). It starts with a heart beat. cities including Brisbane, Australia; Port of 6 http://www.musicvictoria.com.au/about/victorian- Retrieved from http://www.concertssa.co.za/wp- economic growth in cities and contemporary-music-industry-fast-facts Spain, Trinidad and Tobago; London, UK; content/uploads/2016/11/Concerts-SA-It-Starts- 7 places through music and Vancouver, Canada; Lausanne, Switzerland; The Chamber of Commerce of Metropolitan Montreal with-a-Heartbeat-Single-Page-Lo-Res-Version3.pdf (2015) “Culture in Montréal: Numbers, Trends and Huntsville, Alabama; Fayetteville, 26 CENDANA (2019). About Cendana. Retrieved from the night time economy. They Innovative Practices” online at http://www.ccmm.ca/ Arkansas; and Berlin, Germany. They are https://www.cendana.com.my/corporate/home en/etude_culture_montreal/ accessed 21-11-2017 advise governments, cities and the organisers of Music Cities Events, a 27 You, Li (2018). From production to performance, a 8 https://www.ukmusic.org/research/music-tourism- music industry haven takes shape. Retrieved from property developers around the suite of event brands exploring the role wish-you-were-here-2017/ https://www.telegraph.co.uk/news/world/china- of music on public policy, tourism and 9 world. Clients include the United www.thebrandusa.com watch/culture/chengdu-music-industry/ development. The flagship event, Music 10 Nations Industry Development http://www.travelweekly.com/North-America- 28 https://www.london.gov.uk/what-we-do/arts-and- Cities Convention, is the world’s largest Travel/Music-tourism-has-potential-but-industry- culture/music/london-music-board Organisation, Greater New must-pick-up-the-tempo and best music policy conference. They 29 http://www.un.org/en/development/desa/news/ 11 Orleans Incorporation, also organise Music Tourism Convention, https://www.southafricanculturalobservatory.co.za/ population/world-urbanization-prospects-2014. Nocturnal Cities, Sound Development article/live-music-is-good-for-you-and-good-for- html Greater London Authority, cities-research-says and a Music Cities Hackathon. 30 Ontario Sound Recording Tax Credit Study, 12 Legal and General Capital and http://webarchive.nationalarchives.gov. Nordicity, 2012 uk/20160204123953/http://www.artscouncil.org. The lead author of this report is Shain 31 www.sounddiplomacy.com/night-time-guide Walton Family Foundation. uk/advice-and-guidance/browse-advice-and- Shapiro PhD, who serves as Sound 32 guidance/the-impact-of-the-arts-some-research- http://www.fiabci.org/city-we-need-is-affordable. Diplomacy’s Founder and President. evidence php 33 This report is written in memory of 13 http://www.musicandmemory.org https://kresge.org/news/kresge-and-surdna- foundations-support-community-lenders- 14 https://consequenceofsound.net/2018/04/study- Scott Hutchison, Dave Laing, Darryl integration-arts-and-culture-local attending-concerts-increases-years-on-your-life/ Weeks and Derek Bachman. 34 https://www.southafricanculturalobservatory.org. 15 https://news.o2.co.uk/press-release/science-says- za/article/live-music-is-good-for-you-and-good- gig-going-can-help-you-live-longer-and-increases- www.sounddiplomacy.com for-cities-research-says wellbeing/ 35 https://www.businesshealthy.org/music-work- 16 https://wuf9.org/programme/urban-talks/ impact-wellbeing-productivity/ creativity-and-innovation-in-cities/ 17 https://www.ncbi.nlm.nih.gov/pmc/articles/ PMC4114289/ 18 Nicholls, Kate (2015) 19 Night Time Industries Association (2015) “Forward Into the Night” online at http://www.ntia.co.uk/wp- content/uploads/2015/06/Forward-into-the-Night- Report.pdf?567959&6658f1 accessed 2-7-2017

58 59 YOUR LOCAL

© Sound Diplomacy www.sounddiplomacy.com