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

CONTENTS INTRODUCTION Michael Dugher 3 Chief Executive Officer, UK Music FOREWORD Steve Rotheram 5 Mayor of the Liverpool City Region A HIVE OF CREATIVITY Steve Levine 6 Grammy Award-Winning Music Producer LIVERPOOL CITY REGION IN NUMBERS 7 LIVE EVENTS 7 REGIONAL BREAKDOWN 8 NUMBERS IN CONTEXT Natalie Williams 10 Head of Research, UK Music LIVE MUSIC AS AN ATTRACTION Becky Ayres 12 Chief Operations Officer, Sound City & Modern Sky UK UK LIVE MUSIC 2016 IN NUMBERS 13 MUSIC TOURISM 2016 IN NUMBERS 13 A GLOBAL MUSIC HUB Craig G. Pennington 14 Editor-In-Chief, Bido Lito! Magazine THE TALENT PIPELINE 16 ACKNOWLEDGEMENTS 18

Photo Credit | Creamfields 2017 |© Nadia Moy 3 UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 4

INTRODUCTION

This year marks the tenth anniversary the Wirral and St Helens also generated Steve Rotheram, we need to set up a fantastic music scene today. Together since Liverpool was the European over £1 million in box office spend, with Music Board for the whole Liverpool we can make sure that Liverpool is not Capital of Culture. It’s also ten Sefton not far off that too. Over 14,000 City Region. only known right across the globe for IMAGE years since UK Music, the umbrella people went to gigs in Halton. Whilst its brilliant musical past, but that it organisation representing every we do not have data for Knowsley, its Taking inspiration from San Francisco’s continues to be a world-famous music part of Britain’s music industry, was Music and Performing Arts Service is Entertainment Commission and the destination for many years to come. established. dedicated to providing young people London Music Board, a Music Board MICHAEL DUGHER fantastic musical opportunities. can work as well, if not even better, So let’s set ourselves this challenge: in So what better way to celebrate here in the new Liverpool City Region. future, like the Beatles did more than Chief Executive Officer, UK Music those landmarks than helping to set Liverpool has already rightly achieved fifty years ago, can we help create an out a blueprint for the Liverpool City UNESCO ‘City of Music’ status. Just like The London Music Board has environment where four young people Region’s amazing music scene for the Nashville, the home of country music succeeded in scrapping the Met growing up somewhere in the Liverpool next decade and hopefully for many in the United States, Liverpool has Police’s Form 696 which discriminated City Region get together to make music more years to come? an amazing music heritage of which against grime artists in the capital. It and go on to change the world? If we everyone is understandably proud. has also improved and strengthened get things right, I don’t see why not. That’s what this report is all about. But today we need to join forces and relationships between licensing Everybody knows about Liverpool’s work even harder to nurture the music authorities, developers and the music unrivalled musical past. But we wanted scene in the Liverpool City Region and industry. And it is helping to inform to answer this question: how important to protect it for future generations of changes to planning laws to protect is music to Liverpool City Region today music lovers. grassroots venues. Similarly, San and in future? Francisco’s Entertainment Commission That’s why I welcome BOP Consulting’s has succeeded in gaining status as Thanks to our research, we know that ‘Developing a Liverpool City of Music a “statutory consultee” in planning spending today by visitors to music Strategy’ report and the positive disputes affecting music venues. events in the Liverpool City Region determination of Mayor Joe Anderson, - covering Liverpool city centre as Liverpool City Council and ‘Culture We could do all of that in the Liverpool well as Sefton, Halton, Knowsley, St Liverpool’ to support the local music City Region if we had a Music Board. Plus Helens and the Wirral - generates an scene which brings so much enjoyment we can do so much more - including astonishing £135 million a year for to so many people and is critical to the enabling transport links for music fans the local economy. And according to local economy. Both that report and to be improved, helping developing our latest figures, almost one million this ‘Wish You Were Here: Liverpool City the right infrastructure for the music people poured into live music events Region Edition’ research provides the industry and promoting more access to in the region in 2016. right context to consider how the music music education and rehearsal spaces. industry in Liverpool and the wider Two years ago, I was lucky enough City Region can best be protected, Importantly, the Liverpool City Region to perform at the legendary Cavern supported and strengthened in the Music Board would be community and Club. Our research confirms that the future. industry-led. It would get all the right City of Liverpool has so much to offer stakeholders around the table and be when it comes to music. As well as the The Liverpool City Region’s devolution representative of every proud corner of tourist spots on Mathew Street, there deal recognises the need to place the City Region. It would take forward is the beautiful Liverpool Philharmonic culture and creativity at the heart the approach set out in ‘Developing Hall, the Echo Arena, hosting global of a strategy to accelerate economic a Liverpool City of Music Strategy’, superstars like Bob Dylan and Nile growth, improve skills and develop a providing opportunities for musicians Rodgers, as well as the O2 Academy distinctive offer for inward investment. to perform and music companies to and the Liverpool Empire. This presents a huge new opportunity grow. for music across the City Region. But there is so much more to the City That’s why I strongly believe that, Liverpool City Region is a very special Region than just the City itself. Both under the leadership of Metro Mayor part of the world in so many ways - and not least for its musical heritage and its 5 UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 6

FOREWORD A HIVE OF CREATIVITY

In an increasingly competitive world The question is: how do we nurture It’s been interesting contributing to volume of very talented and well and globalised economy, there is an and support musical talent, but also this report as I’ve just been reading trained musicians that are a result of increasing pressure on cities and city develop the skills and infrastructure some fascinating social media streams the flourishing university system here. IMAGE regions to find a distinctive identity we need to build a sustainable and IMAGE featuring highlights from the past 40 and niche – to cultivate difference. successful local music industry in years in Liverpool when punk was in its For those who are either too young Liverpool City Region? stride. or don’t want to pursue the academic Liverpool City Region therefore has an route, the LIMF Academy, run by STEVE ROTHERAM enormous advantage and edge based As the success of local publishing STEVE LEVINE Eric’s, the now famous Liverpool venue, the Liverpool City Council, offers a on our extraordinary cultural history company Sentric testifies, the would be hosting a wide genre of live most enriching program encouraging Mayor of the Liverpool City Grammy Award-Winning Music Region and its inexhaustible capacity to create. digitalisation of music makes Producer bands all of whom went on to become anybody across the whole Merseyside geography less important and creates the next big thing in the subsequent area to enter a competition. Music and Liverpool are synonymous. space for a more distributed, nimble decade. To pick a few names from the It’s the city that gave birth to the most and innovative industry. I want music archive listings, some are still touring So far, the entrants have been important pop culture phenomenon to be an essential thread of our Fourth today, Tom Robinson, XTC, Ultravox & enormously diverse. Prizes include cash of the 20th century and has provided Industrial Revolution economy; it’s Talking Heads. to purchase any musical or recording more UK number 1 hits than anywhere integral to who we are, so we need to equipment and a year’s worth of else. It’s not only the prolific success ensure it is a fundamental component This illustrates how important smaller mentoring by industry professionals, of local musicians that has led to the of what we will be in the future. venues are for emerging talent, they as well as a BBC Music Introducing city’s designation as a UNESCO World allow development, to flesh out session that exposes their work to the City of Music, but also the rich variety material in front of a small paying widest possible audience that would of influences and styles that have audience, whose instant reaction will be listening for emerging talent. crafted a distinctive sound and spirit. help shape the arrangements of the songs and the future live set of the The Liverpool region also offers a And of course this musical heritage is band, gaining fans along the way. diverse range of options for music not confined to the boundaries of the tourism, for cutting edge brand new city of Liverpool. Liverpool in the late 70s was a acts there is Sound City, or Psych Fest. very different place. Many venues In truth artists from every part of then had fewer issues with noise If your taste is more main stream then our City Region have contributed pollution. In fact, there were so many the entertainment options range from to the lustre of Liverpool’s musical empty properties landlords actively musicals at the Empire Theatre, touring reputation. Music is part of a shared encouraged use of these properties. world class acts at the Echo arena, DNA that binds our city region together through to the Liverpool Philharmonic and underpins a common attitude and Fast forward to 2017/18 and the region whose orchestral season features a rich identity. is fast becoming the place to be with repertoire of musicians and conductors many property developers refurbishing from around the world. This sits side We have a yearning to make music, and Victorian warehouses and old by side with the pubs, clubs and tiny from generation to generation, we have industrial areas to fulfil the demand for independent venues that Liverpool is entertained, charmed, challenged and high quality student accommodation known for. Walk down any street day influenced the world. along with new family homes for those or night you will hear live music blaring relocating to the North West. out! One of my biggest ambitions as Metro Mayor is to harness the talent Even in the city’s Baltic Triangle, where and creative energy of our people to my studio is based, there is pressure ensure that it can thrive and prosper on some of the existing venues, so I here. That’s the purpose and context of am thrilled that the Agent of Change this report. How we use something that principle is now being adopted. the world knows we are uniquely good at, to add unique value to our future One of the many things that attracted economy. me to the North West is the sheer UK MUSIC · WISH YOU WERE HERE UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 8

LIVERPOOL CITY REGION IN NUMBERS REGIONAL BREAKDOWN 937,000 416,000 Total live music audience in Liverpool City Region Number of music tourists in Liverpool SEFTON KNOWSLEY £929,000 in 2016 City Region in 2016 *£ BOX OFFICE SPEND BOX OFFICE SPEND *ATTENDEES 22,834 ATTENDEES 520,000 £135 MILLION Total local attendance of Liverpool City Region Total direct and indirect spend generated by residents at music events in 2016 music tourism in Liverpool City Region WIRRAL ST. HELENS £1.2 MILLION £1.2 MILLION BOX OFFICE SPEND BOX OFFICE SPEND 44% 20,000 40,498 ATTENDEES 25,460 ATTENDEES Proportion of live music audiences in Liverpool Number of overseas music tourists visiting City Region that are music tourists Liverpool City Region LIVERPOOL HALTON £44.7 MILLION £313,000 BOX OFFICE SPEND BOX OFFICE SPEND LIVE EVENTS 833,020 ATTENDEES 14,976 ATTENDEES

FESTIVALS PARKS £23.3 MILLION BOX OFFICE SPEND £500,000 BOX OFFICE SPEND 237,000 ATTENDEES 7,000 ATTENDEES LIVERPOOL CITY REGION TOURISM NUMBERS IN PROPORTION TO THE REST OF THE UK ARENAS OTHER £14.2 MILLION BOX OFFICE SPEND £5.6 MILLION BOX OFFICE SPEND 312,000 ATTENDEES 200,000 ATTENDEES

STADIUMS GRASSROOTS 3.3% 3.0% 3.6% £1.7 MILLION BOX OFFICE SPEND £3.2 MILLION BOX OFFICE SPEND 27,000 ATTENDEES 155,000 ATTENDEES

Spending Attendance Employment £135 MILLION 937,000 1,701

*Using the current methodology to produce Wish You Were Here – Liverpool City Region edition no data was available for Knowsley UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 10

NUMBERS IN CONTEXT

UK Music is committed to initiatives music events across the City Region. which enhance understanding of our Events such as Creamfields, the globally successful music industry. This Liverpool International Music Festival, IMAGE is achieved by the gathering of strong Africa Oye and Sound City each attract data and robust evidence. We then tens of thousands of music fans. present the data in reports, such as Wish You Were Here, to enable policy We can also reveal that direct spending NATALIE WILLIAMS makers to make informed decisions to from music tourists was £66 million Head of Research, UK Music support the continued growth of our at festivals and £32 million while sector. attending concerts, further underlining why music tourism is such a vital part Our reports are used by the of the City Region economy. Government, Parliament, academics, students and industry. They also attract “Wish You Were Here – Liverpool national media coverage. City Region Edition” is the first ever music industry report dedicated to First published in 2013, Wish You analysing music activity in a combined Were Here annually shines the light authority area. We recognise the on the contribution of music tourism potential that this new system of to the UK economy. These reports devolved government presents to have demonstrated that UK spending growing regional music industries and attributed to music tourism has grown increasing productivity. This report will by a massive 81% over a four-year support that potential. period.

To produce Wish You Were Here, UK Music annually gathers an enormous amount of data relating to tickets purchased for concerts and festivals. This is kindly supplied by promoters, ticket agents and venues from across the UK.

The data is then analysed by our partners at Oxford Economics. They produce a model that allows us to measure live music attendance at a local and tourist level, as well as spending and box office figures.

Based on headline data for our Wish You Were Here 2017 report, Oxford Economics have been able to disaggregate box office data for live music events across the Liverpool City Region.

This has revealed that over £48 million was spent on tickets alone for live

Photo Credit | Liverpool International Music Festival (LIMF) | © LIMF UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 12

LIVE MUSIC AS AN ATTRACTION

Ask anyone to name the world’s most the unique live music experince that important music cities, and Liverpool Liverpool offers. would be jockeying for position among IMAGE the top spots. The city’s musical history Like many of the major music events is rich and its exports are numerous hosted in the region, Sound City has – with particular mention going to a also become a key network for music certain quartet – but it’s more than professionals. BECKY AYRES that. Still today, music is simply in the When they’re not watching exciting Chief Operations Officer, air here. Sound City & Modern Sky UK young acts on one of our many stages, It was that which inspired us to create industry executives use Sound City as Sound City in 2008. With the Liverpool a place to discuss the shape of the City Region as the base, we wanted business, meet with their peers, do to hold a celebration of the North as deals and forge new relationships. In a musical powerhouse. And, perhaps fact we’ve calculated that the number more importantly, we wanted to create of contracts signed at Sound City over a platform for the best new music – not the years have a combined value of £19 just from northern England but all over million. the world. We wanted to champion exciting musicians and tell them that That’s a figure that we’re incredibly they could develop their craft and proud of, but it’s also testament to earn a living from their art without the continued creativity, influence and necessarily having to move to the inspiration that can be found in the capital. music scenes of Liverpool and its sister towns and cities of the North. With a potential live audience reach of almost one million, the region’s live music scene is an attractive prospect for grassroots artists as we see more and more coming to the area to cut their teeth in the regions legendary music venues and festivals.

Ten years on, we have showcased thousands of bands and artists early in their careers, including acts that have gone on to rule the airwaves such as Ed Sheeran, Alt-J, Bastille, Skepta, Florence + The Machine and The 1975.

The Sound City team has created a hub for more than 200,000 music fans to gather from over 30 different countries.

In fact, this report has shown us that almost half of the live music audience is generated by music tourism. Therefore we need to do more to nurture this audience that is willing to travel for Image Credit - Dr. Cédric Mesnage of Southampton Solent University as part of the research into identifying hot spots for music events taking place across the UK. 13 UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 14

UK LIVE MUSIC 2016 IN NUMBERS A GLOBAL MUSIC HUB

Liverpool has a deep and unique live music and club culture thrive; with relationship with music. Few cities in a more detailed understanding of the 30.9 MILLION 27 MILLION the world have music at the heart of role music venues play in the local Total audience that attended live music Total concert attendance in the UK in their city’s being, their people’s identity ecology and the contexts needed for events in the UK in 2016 +12% 2016 +13% IMAGE and their economy in the way Liverpool them to operate successfully. Whether does. From Merseybeat to Cream, the it be in the Baltic Triangle, Ten Streets, grassroots music venues, clubs, cafés Mathew Street, Ropewalks or anywhere CRAIG G. PENNINGTON and hangouts of our city have given else, music needs to be considered and 3.9 MILLION 18.4 MILLION Editor-In-Chief, birth to movements that have shaped prioritised across all areas of planning Total festival attendance in the UK in Local residents attended local music Bido Lito! Magazine global pop culture, numerous times and policy. 2016 +6% events in the UK in 2016 +7% over. Liverpool’s live music culture is both our city’s DNA, and our gift to the In order to achieve this we need a world. new form of sector-led leadership around music policy in the city. However, in the almost eight years And, reassuringly, ‘Liverpool, Music we have been publishing Bido Lito! it City?’ demonstrates an appetite for seems the live music scene has been collaboration between the sector, in a constant state of crisis. From the city region, city council and our noise abatement notices to planning universities. Future strategies around MUSIC TOURISM IN NUMBERS 2016 decisions and rates disputes. This has developing music in the city need to led to a number of venues closing. have the sector – at all levels, from the Some have survived, but for how long? grassroots up – at the table. £4 BILLION £2.5 BILLION Some of the challenges we face are With the welcome move towards the Total direct and indirect spend Amount spent directly by music unique to Liverpool. Many are not. In city’s first Music Strategy and the generated by music tourism in the UK +11% tourists +9% our 2017 report ‘Liverpool, Music City?’, establishment of a sector-led Music published in partnership with Liverpool Advisory Board, we are cautiously John Moores University, the music optimistic that the necessary political community cited venue closures and will is in place for this to become a other issues such as noise complaints reality. 2018 could be a watershed 12.5 MILLION 823,000 and developer power as the most moment for the region, a year when Music tourists in 2016 Overseas music tourists in 2016 consistent challenges to the city’s live we finally realise a vision to achieve +20% +7% music culture. what the rest of world has assumed for decades; that Liverpool really is a truly We called for Liverpool to adopt global music city. the Agent Of Change principle in local planning policy, so the recent 47,445 £850 Government move is welcome and Full time jobs sustained by music Average spend by overseas music +22% +1% could be a real catalyst for change. This tourism in 2016 tourists in the UK in 2016 move does, however, come lamentably late for some.

Though the positive strides around UK Music’s Agent Of Change campaign £656 MILLION £45 MILLION should be celebrated, there are still Box office spend on tickets by music Total box office spend on tickets by many other issues at play. There is a tourists in 2016 +19% overseas music tourists in 2016 +20% need for greater clarity around the overall ambitions for areas in which UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 16

THE TALENT PIPELINE

LIPA is an independent Higher Despite the closure of some key Education institution with over 860 grassroots music venues in the past few full-time students from 38 countries, years, the local music scene continues studying degree courses in a range to thrive in both well-established and of performing arts related subjects, new venues. The government’s decision including music, songwriting to include the “agent of change” and production, as well as music principle in planning law is welcome HELEN DAVIES management, live and studio sound, news for a city like Liverpool, where Liverpool Institute for and performance technology and city centre residential developments Performing Arts (LIPA) design. LIPA has a high level of graduate exist side by side with live music and industry success with notable LIPA venues. For LIPA Music students and Music alumni including Sandi Thom, Liverpool bands, venues such as LEAF, The Wombats, The Staves and Frances. EBGBs, Arts Club, Magnet, Jacaranda, Sound, Shipping Forecast, Studio The 2ube is a weekly LIPA showcase 2, Zanzibar, Invisible Wind Factory, gig and networking event and is also District, Moloko, 81 Renshaw, Kazimier edited into a one hour TV show hosted Garden, Buyers Club, 24 Kitchen Street, by Janice Long and broadcast on Made Parr St Studios, Hus, 27 Club, Camp and in Liverpool TV via Freeview, Virgin and Furnace, Blade Factory, and Drop the Sky providing LIPA and new bands from Dumbells, have played a crucial role the region with a potential reach of in their development as performers millions each week across the North and the continuation of Liverpool as a West and the UK. LIPA students access music city. an audience through weekly in-house gig nights, industry showcases and an annual two-week live streamed festival: 2ubeXtra.

According to Peter Guy from the Liverpool Echo and GIT (Getintothis) Awards, students from LIPA “have really integrated themselves with homegrown talent.” Local music journalist Emma Walsh notes: “Almost unnoticed, LIPA has woven itself into the fabric of the LIPA is a member of MAP (Music Liverpool music scene, bringing a fresh Academic Partnership) – our often more international taste to the ground-breaking collaboration Merseyside scene, resulting in one of between a select group of the richest and Cosmopolitan musical educational institutions and UK landscapes in the UK.” Music’s members. It helps bring industry and academia together Celebrating 10 years of Liverpool music to work across a range of areas in 2017, GIT listed 101 artists and bands including research, networking, that have shaped Merseyside music, student experience, careers including many LIPA-associated artists information and much more. and bands such as All We Are, Clean Cut Kid, Dan Croll, Eleanor Nelly, Natalie McCool, Pink Kink, Stealing Sheep, Tyler Mensah, and Trudy and the Romance.

Photo Credit | Jamm Studios, St. Helens | © Jamm Studios 17 UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION UK MUSIC · WISH YOU WERE HERE - LIVERPOOL CITY REGION 18

ACKNOWLEDGEMENTS

Wish You Were Here - Liverpool City Music are: AIM, BASCA, BPI, FAC, MMF, Throughout this project we have received Note – In the Liverpool City region flyers Region Edition is created on behalf of MPA, MPG, MU, PPL, PRS for Music and support from a wide range of individuals and published November 2017 the tourism spending UK Music and its members to highlight the Live Music Group organisations that have provided datasets figure provided was for the Direct Spend only. the contribution of live music and essential to this analysis. These include: In this report all figures include both Direct and music tourism to the Liverpool City The UK Live Music Group is made up indirect spending. Region economy. of members of the Association for • AEG Live Electronic Music (AFEM), Association of • Arts & Festivals Management The analysis was carried out by Oxford Economics This is UK Music’s first report based on Independent Festivals (AIF), Association • De Montfort University and a methodological statement is to be found the new Combined Authority structure. of Festival Organisers (AFO), Concert • The Association of on the UK Music website. The project is managed Promoters Association (CPA), Agents Independent Festivals by Natalie Williams, Head of Research at UK UK Music is the umbrella organisation Association (AAGB), International Live • AXS Music. which represents the collective Music Conference (ILMC), National • BBC Music interests of the UK’s commercial music Arenas Association (NAA), Production • Glasgow Concert Halls For all media enquiries contact: industry - from artists, musicians, Services Association (PSA) and Music • Live Nation Vincent Moss songwriters and composers, to Venue Trust (MVT) with contributions • Music Venue Trust Director of Communications record labels, music managers, music from PRS for Music Foundation, MU, • National Arenas Association [email protected] publishers, studio producers, music MMF, FAC and BPI. • PRS for Music 020 3713 8444 licensing organisations and the live • Sage Gateshead music industry. The members of UK • See Tickets For all policy enquires contact: • Symphony Hall, Birmingham Tom Kiehl • Theatre Royal Concert Hall, Director of Government & Public Affairs, UK Music Nottingham [email protected] • Ticket Factory 020 3713 8454 • Ticketmaster This report is designed by • We Got Tickets Beatriz Ribeiro at UK Music

We are grateful to all venues, festivals and other All material copyright © UK Music 2018 unless businesses featured as case studies in this report indicated otherwise for sharing information and pictures. Additional thanks to all of our membership organisations Published in 2018 for their support and help with this report. UK Music We are especially greateful to Dr. Cédric Mesnage 4th Floor of Southampton Solent University for allowing us 49 Whitehall the use of his Research identifying music events London SW1A 2BX happening in inner city Liverpool (Ref. Page 11). T: 020 3713 8444 Thank you to Jamm Studios, St. Helens for the kind permission to use the photograph on page Twitter: @UK_Music 15. Email: [email protected] Website: www.ukmusic.org

Back and Front Cover Photo Credit | Liverpool International Music Festival (LIMF) | © LIMF