EXECUTIVE SUMMARY
February 2021
1 INTRODUCTIONS INTRODUCTIONS SOUL OF THE CITY MUSIC CITIES
Shain Shapiro and his Sound Diplomacy team introduced I began my work on music cities in London, helping the us to a larger world. They have a vision for helping cities mayor’s office support our network of performance create music-driven night-time economies that are good venues. Through that I discovered that music can play a for tourism, business and all those who live here. big role in economic development, especially if we look at our night-time economy and all that entails. Music sets a vibe and a tone for In 2019, Visit Fort Worth asked Sound Music played a big role in Fort how we market Fort Worth. Since Diplomacy to consider our music Worth’s history. And music has Now through our company Sound The Hear Fort Worth music launching Hear Fort Worth in 2016, industry and help point us to the always had special meaning for me. Diplomacy, we are helping hundreds association has done important we have supported countless future. They provided the first-ever Raising my kids in Fort Worth, we of cities unlock this potential. work to rally and promote the artists by providing travel grants, map of our local music economy and have discovered music together at For every Nashville, New Orleans local industry. Now more support hiring them for events and using a measure of its impact. And when the Botanic Garden, at Billy Bob’s and Austin there is a Fort Worth, is needed to ensure all aspects their music in our advertising. COVID-19 delayed this final report, Texas and at Bass Performance Hall. Memphis or Huntsville with just of the industry recover and Shain and his team gave us invaluable Now it is time to take the next step. We must work together to as much opportunity to support grow. Not just live performance advice about how to advocate for ensure its future. This report and leverage this business. but also music education to musicians and the greater industry. inspire the next generation. from Sound Diplomacy outlines When I visited Fort Worth several Challenged by COVID-19 but not important ways to do that. years ago, I was impressed with This report contains the first real defeated, our local music industry Bob Jameson the breadth of genres and the study of the music industry in Fort needs all our support more than ever. President and CEO growing network of music venues Worth and our recommendations for They have survived through virtual Visit Fort Worth – from Dickies Arena to intimate growth. My team and I look forward content and pumping out new music. stages. But the smaller locations to continuing this work with you. But it’s time to plan for a return to are vulnerable to encroaching Shain Shapiro PhD live performance and ways to grow development without proper sound Founder and Group CEO the industry here, including recording ordinances to protect them. Other Sound Diplomacy studios and mid-sized venues. policies are needed, including guidelines to ensure consistent compensation for musicians.
All Photos Courtesy of Visit Fort Worth, unless stated otherwise.
1 2 ABOUT THE PROJECT
Fort Worth music is worth investing in for the future. In Fort Worth, music is a visible and celebrated part of the city’s past, present and future. From opera performances at the polls on election day to the need addressed by CARES Act funding allocated for venue relief; music in Fort Worth is both a foundation for identity and a springboard for its competitive edge. But timing is everything.
While music was already important As a result of the pandemic, To bring the greatest benefit, music and touring opportunities. To 1 Westcott Grant, Kristin (2020) “The Future of 6 Financial Times (2020) “Sofa rockstars’ help to Fort Worth in early 2020, as musicians in Fort Worth are losing must be assessed, managed and continue these efforts, Visit Fort Music Streaming: How COVID-19 has Amplified instrument sales hit the high notes in lockdown”. Emerging Forms of Music Consumption”. Online at https://www.ft.com/content/dfdd70c3- the year fell into the pandemic, livelihoods and live music is in evaluated like all other forms of Worth worked with Sound Diplomacy, Online at https://www.forbes.com/sites/ 8402-4e8d-8680-c4d061c191fc accessed 20-1-2021 we saw a global sense of urgency distress. But we all need music. infrastructure. Measurement, upkeep the leading global advisor on kristinwestcottgrant/2020/05/16/the- 7 Texas Music Office (2020) “Music Friendly as the music industry suffered. And, because of the importance and reflection is the foundation of music cities strategies and market future-of-music-streaming-how-covid- Communities”. Online at https://gov. Today, as the global economy of music, Fort Worth looked at a successful music policy. This must development, to assess its status 19-has-amplified-emerging-forms-of- texas.gov/music/page/music-friendly- recovers, we have to rethink and immediate relief efforts and turned be a long-term priority with regular as a Music Friendly community and music-consumption/?sh=5358a0d1444a communities accessed 20-1-2021 accessed 20-1-2021 reshape the role of music and this long-term strategy work into and consistent work to reflect not reestablish itself as a leader of music 8 Heinz, Frank (2019) “DWF Fastest-Growing 2 Hissong, Samantha (2020) “Sales of Instruments culture in our cities, towns and developing systems, structures only the dynamic environment of friendly policies and communities. Metro in US, Fort Worth Moves Up 13th Largest and Music Gear are Soaring. Will Quarantine City”. Online at https://www.nbcdfw.com/ places. In 2020, we all witnessed and policies to facilitate music’s the music industry but the changes Fort Worth is consistently ranked as Spark a Renaissance?” Online at https://www. news/local/dfw-fastest-growing-metro- a world with drastically less live success, protect it and pay for it by Fort Worth is experiencing as a city. rollingstone.com/pro/features/quarantine-diy- in-us-fort-worth-moves-up-13th-largest- one of the fastest-growing cities in music and yet, we also witnessed valuing the work and its creators. music-rennaissance-988394/ accessed 20-1-2021 city/248895/#:~:text=Frisco%2C%20 Fort Worth is a city with a the United States.8 Many of the jobs an increase in live streaming1, 3 Page, Will (2020) “Streaming is Stalling: Can McKinney%20and%20Rowlett%20are,growing%20 Fort Worth is looking to reimagine the competitive music edge for taking being created are within the service instrument purchases2 and new Music Keep Up in the Attention Economy?” cities%20in%20North%20Texas accessed 9-1-2021 role of music and culture in recovery this step to invest in a future that industry, which is expected to make Online at https://www.billboard.com/ 9 City of Fort Worth (2018) “Comprehensive music being uploaded online.3 – one where the music industry builds on its long-celebrated musical up almost half of all jobs by 2045.9 In articles/business/9500546/streaming- Plan, Chapter 2: Economic Trends”. Online at We saw a need for diversifying is active, resilient, economically heritage in order to build a better, part, this influx of population means music-growth-stalled-factors-attention- https://www.fortworthtexas.gov/files/assets/ economy/ accessed 20-1-2021 viable and contributing socially for more resilient music industry. And a diversification in workforce and public/planning-data-analytics/documents/ revenue streams for music by 4 Gilbert, Iain (2020) “Liberum Raises Target Price comprehensive-planning/pdf-adopted/02_ witnessing how recession proof all citizens. To do that, Fort Worth it is not only worth this investment audience that needs to be reflected on Hipgnosis Song Fund”. Online at https://www. economictrends.pdf accessed 9-12-2020 music rights can be. One of the needs to think about music and for its music industry, the current in its identity. This is an exciting sharecast.com/news/broker-recommendations/ world’s largest investment funds culture differently. By studying what reality begs for it and the building opportunity to realize Fort Worth’s liberum-raises-target-price-on-hipgnosis-songs- for music rights has increased has been done before, what has blocks are already in place. full potential as a music city. fund--7592265.html accessed 20-1-2021 during the pandemic, achieving an worked and what has not and how, 5 Kalyani (2020) “Global Music Streaming Market Fort Worth was the first city in Texas The timing of this study and Share, Growth Rate, Sales Value and Industry annualized 4.2% yield.4 The music Fort Worth can create a better music to be granted the Music Friendly resulting recommendations could Production Volume by 2025”. Online at and creative economy remained and cultural ecosystem that works for Community title7 in 2017. This title not have been more crucial to https://thedailychronicle.in/news/426077/ robust, despite the pandemic everyone. It can create a better music global-music-streaming-market-share-growth- is a proud achievement recognizing the music industry, as this work and there’s more growth on the community and creative economy. rate-sales-value-and-industry-production- a city steeped in a rich history of progressed during the COVID-19 horizon. Music streaming is forecast But it requires commitment to bold volume-by-2025/ accessed 20-1-2021 country music that is constantly pandemic. Because of this, Sound to grow by 19.8% in the next five policies, leadership and partnership. evolving and diversifying in modern Diplomacy was able to witness and years.5 And people want to be times. This was a result of Visit Fort address changes in the industry creating as we saw that musical Worth championing this effort and, with best practices of recovery and instrument sales were at an all‑time since then, working to market the on‑going industry sustainability. high during the pandemic.6 local music scene for tourism and give the city’s artists performance
3 4 KEY FINDINGS
Experiences expressed in our stakeholder interviews shared a few common themes.
SMALL-TOWN FEEL MORE SUPPORTIVE COVID-19 Many interviewed loved the REGULATIONS NEEDED Stakeholders shared that Fort city’s sense of community and Finally, city policy is not Worth’s music community small-town feel, something pro‑actively supportive of the was also struggling through rare for a city with such a music industry, with busking not the pandemic as the rest large rate of growth. permitted, antiquated alcohol of the global industry has laws and restrictive noise limits. lagged. A focus on recovery IDENTITY AS A MUSIC and resiliency was desired. FRIENDLY COMMUNITY GROWING POPULATION This actionable strategy can We also heard that one of Fort The city’s willingness to prepare help proactively address the Worth’s biggest weaknesses is for and embrace the substantial threats that this level of growth that, despite being Texas’s first growth it’s facing can present can generate before they come Music Friendly Community, a threat or opportunity. With to a head. With COVID-19 it does not identify as a a larger population and influx recovery in mind, we hope these music city in practice. of young professionals comes recommendations are setting an increased lust for cultural up Fort Worth for success and COWBOY CULTURE and creative offer, a large growth in the music sector for Many cited the motto of “Cowboys pool of artists and supportive many years. We look forward to and Culture”, emphasizing that professionals to strengthen seeing what Fort Worth, Texas’s the city celebrated the ‘cowboys’ the local industry and, of first Music Friendly Community, aspect much more than the course, a larger local audience has in store for its future. ‘culture’ aspect and there was to support the industry. a notable lack of diversity in performances and marketed genres. This has been slightly eased by the increase in pop‑up performances at cafes and restaurants, though there is still an opportunity in the market for a mid-level venue to service acts returning for tours that are not quite ready for big arena shows, such as the Dickies Arena.
5 6 ACTIONS & RECOMMENDATIONS
Photo: Adobe Stock/CK
7 8 FORT WORTH MUSIC ECONOMY PRIORITY ACTIONS
This section includes strategic recommendations across seven action areas. Within these seven areas, we have outlined 26 opportunities pertaining to Fort Worth. An expanded explanation and implementation plan for each of these action items can be found in the full report.
The Economic Impact Assessment While these findings emphasize GOVERNANCE DIVERSITY AND EQUITY ARTIST AND MUSIC RECOMMENDATION #21 of Fort Worth gives insights into the the role music plays in the local role of music as an economic driver economy, further research is Support the Art Space Community AND LEADERSHIP INDUSTRY DEVELOPMENT in the city. Beyond its economic needed to better understand the Concept in Near Southside RECOMMENDATION #8 importance, the music ecosystem opportunities and challenges faced RECOMMENDATION #22 has an important cultural and by local stakeholders, address their RECOMMENDATION #1 Engage Under-represented Musicians RECOMMENDATION #14 needs and then develop a toolkit Incorporate Local Music into the Built social impact. It increases Fort Create a Permanent Music to Promote and Identify their Needs Create and Maintain a Music of actions for further growth of Environment and Infrastructure Worth’s attractiveness as a city, Office at Visit Fort Worth Industry Directory & Map drives tourism, enhances social Fort Worth as a music city. Some RECOMMENDATION #23 inclusion and improves wellness. of these actions may include: RECOMMENDATION #2 RECOMMENDATION #15 AUDIENCE DEVELOPMENT Support Amplify 817 and Fort Worth Expand Hear Fort Worth Board Create a Monthly Networking Event Public Library Music Strategy RECOMMENDATION #3 RECOMMENDATION #9 RECOMMENDATION #16 RECOMMENDATION #24 Update the Local Sound Ordinance Create a Professional MORE Create an Online Resource Promote Long-Term Creation of to Improve Regulations and Include Development Series SUPPORTIVE AND Database Platform for Concert Music Spaces in Collaboration INCLUSION an Agent of Change Principle MUSIC‑BUSINESS Listings and Performances that OF MUSIC AS RECOMMENDATION #17 RECOMMENDATION #25 FRIENDLY is Inclusive and Representative PRIORITY ACROSS RECOMMENDATION #4 Offer an Incubator or Accelerator REGULATIONS of the Wider Music Scene Unify Marketing of Music and Other CITY DEPARTMENTS Create a Fair Pay Pledge or Program for Artists, Venues and AND POLICIES Night-Time Economy Offerings AND SUPPORT ON Artist Compensation Policy RECOMMENDATION #10 Industry Workers and Businesses such as Restaurants, Shops and ALL LEVELS Encourage Cross-Promotion Other Events as Experiential RECOMMENDATION #5 Arenas and Independent Venues Marketing through Cross- Develop Busking Guidelines to Show a Diverse Music Offering SPACES AND PLACES Promotion and Visitor Packages.
RECOMMENDATION #6 RESOURCES AND Encourage All-Ages Events RECOMMENDATION #18 EDUCATION FOR and Venue Opportunities FUNDING COVID-19 RECOVERY Develop a Multi-Agency Placemaking & RESILIENCE ARTISTS, MUSIC RECOMMENDATION #7 Strategy and Masterplan Around Music PROFESSIONALS RECOMMENDATION #11 AND BUSINESSES Explore Musician Loading Zones RECOMMENDATION #19 Continue to Leverage CARES Funding RECOMMENDATION #26 Increase Affordable Music Spaces and Save Our Stages Efforts Generate Immediate Recovery Goals and Places Available for Music to Foster Long-Term Resilience RECOMMENDATION #12 Artists and Professionals DEVELOPMENT OF FORT WORTH’S Review Funding Opportunities and RECOMMENDATION #20 Ensure Resources are Available NIGHT-TIME for the Broader Music Industry Maximize City Spaces by Facilitating SUPPORT ECONOMY Permitting for Temporary, IN MUSIC RECOMMENDATION #13 Daytime and Mixed-Use Activity TOURISM Create Incentives to Attract INITIATIVES Businesses and Promote Fort Worth Music
9 10 MUSIC ASSET Venues Music Education Recording Studios MAPPING Manufacture & Retail Music Radio Stations Music Business Festivals Music Non‑Profit Organizations
11 All the mapped assets are visible, embeddable MUSIC ASSET MAPPING and shareable using Google Maps Venues Music Education IN FORT WORTH Recording Studios Manufacture & Retail Music Radio Stations Sound Diplomacy has identified music assets Music Business 17 across Fort Worth. The results of this work Festivals are currently being confirmed and further Music Non‑Profit Organizations populated by the public to ensure all spaces used for music-related activities are assessed. 17 https://www.sounddiplomacy.com/ music-asset-mapping-fort-worth 18 Population 925,954 87
These figures help calculate the number of primary music assets per capita in Fort Worth.18 For every 100,000 citizens, there are 16.2 music places, 7.5 music education sources and nonprofits, .97 radio stations and 12 music industry support providers. MUSIC RECORD & EQUIPMENT STORES EQUIPMENT & RECORD MUSIC
47 BARS, CAFÉS AND RESTAURANTS WITH MUSIC WITH RESTAURANTS AND CAFÉS BARS, MUSIC SCHOOLS MUSIC 32 32 FORT WORTH MUSIC ASSETS MUSIC WORTH FORT 30 RECORDING STUDIOS RECORDING MULTI-PURPOSE VENUES MULTI-PURPOSE OTHER MUSIC BUSINESSES (PUBLISHING, LAW, ETC.) LAW, (PUBLISHING, BUSINESSES MUSIC OTHER DEDICATED LIVE MUSIC VENUES MUSIC LIVE DEDICATED
21 FESTIVALS 20 19 PROMOTERS & AGENTS BOOKING CONCERT PRODUCERS CONCERT MUSIC MANAGEMENT AGENCIES MANAGEMENT MUSIC ARENAS & AUDITORIUMS MUSEUMS MUSIC POST-PRODUCTION MUSIC STATIONS RADIO MUSIC 16 PRODUCTION MUSIC PROGRAMS MUSIC COLLEGE AND UNIVERSITY MANUFACTURERS INSTRUMENT CONSERVATORIES/UNIVERSITIES WITH MUSIC PROGRAMS MUSIC WITH CONSERVATORIES/UNIVERSITIES SPACES REHEARSAL
14 CLUBS NIGHT STADIUMS/AMPHITHEATERS/FAIRGROUNDS RECORD LABELS RECORD
13 VENUES OCCASIONAL 11 5 5 5 4 4 4 MUSIC NONPROFITS MUSIC 3 3 9 9 2 2 1
13 14 ECONOMIC IMPACT ECONOMIC IMPACT ANALYSIS
The two segments of the Fort Worth music ecosystem – Artistic & Creative and Professional & Supporting – created a direct economic impact of 5,584 jobs, $156 million in earnings and $517 million in economic output.
When including the indirect of the direct economic output economic effects, Fort Worth’s and 13% of the employment of music ecosystem generated an the music ecosystem. Within output of $770.65 million and the Professional and Supporting a Value Added (GVA) of $355 Segment, 77% of the output million to the local economy is generated by live music, in 2016. The total number of such as venues and clubs. jobs generated and supported In the case of Fort Worth, the by the music sector in the area direct employment generated by was 7,555, which accounted for the music sector reached 1.3% of 1.76% of employment in the city. the city's employment, a figure The earnings generated within that exceeds the contribution the Fort Worth Music Ecosystem of the cities or places such totaled $256.56 million. as New York City (0.54%) or The majority of the economic Huntsville, Alabama (0.99%). value in Fort Worth is created by the Professional and Supporting Segment, with the Artistic Segment only representing 8%
TYPE OF EMPLOYMENT OUTPUT EARNINGS OR IMPACT (NUMBER OF MILLION $ COMPENSATION JOBS) (MILLION $)
Direct 5,584 517.65 156.21
Indirect 1,971 254.00 100.35
Total Impact 7,555 770.65 256.56
15 16 Artist segment 7%
Table 2
Count
Professiona 93% l and Artistsupportive 7% segment
Professional and supportive segment 93% FORT WORTH'S MUSIC FIGURE 3. MUSIC ECOSYSTEM FIGURE 4. MUSIC ECOSYSTEM DIRECT OUTPUT BY SEGMENT DIRECT EMPLOYMENT BY SEGMENT ECONOMIC IMPACT The artistic segment Artist segment Artist segment 14 7% 11% of the music ecosystem represented 7% ($36 million) of the direct output of the music sector and 11% (617) of total direct FIGURE 1. FORT WORTH MUSIC ECOSYSTEM ECONOMIC IMPACT, employment, while professional Fort Worth’s Table 2 OUTPUT AND COMPENSATION and support activities comprised music ecosystem Count Table 2-1 93% ($451 million) of the direct generated an output 800 800 8,000 8,000 Count Professiona 93% output and 87% (4,968) of of $770.65 million and 254 254 l and Professiona 89% total direct employment Artistsupportive1,972 7% 1,972 a Value Added (GVA) Indirect Indirect Indirect Indirectl and segment (see figures 3 and 4). of $355 million to Direct Direct Direct Direct Artistsupportive 11% the local economy segment in 2016. 600 600 6,000 6,000 5,584 5,584 516 516 The total 400 400 4,000 4,000 Professional and supportive segment number of Professional and supportive segment 89% 93% Employees Employees jobs generated and USD Million USD Million supported by the music Source: Bureau of Economic Analysis, Sound Diplomacy Research sector in the area was , 7,555 100 100 which accounted for 1.75%200 200 2,000 2,000 Artist segment of employment in the city. 11% The earnings within the Fort 156 156 Worth Music Ecosystem Artist segment FIGURE 5. EMPLOYMENT BY INDUSTRY, 2016 totaled $256.56 7% 0 0 0 0 million. Output OutputCompensation Compensation Employment Employment The highest share Agriculture, Forestry, Fishing & Hunting 500 of the employment Table 2-1 Source: County Business Patterns (2017), RIMS II (2016) within the professional Count Table 2 and supporting segment Professiona 89% Mining, Quarrying, & Oil and Gas Extraction 4900 corresponds to “live music, Figure 1. Fort Worth MusicFigure Ecosystem 1. Fort CountWorth Economic Music Ecosystem Economic Figure 1. Fort Worth MusicFigure 1. Fortl and Worth Music Artistsupportive 11% such as venues, clubs and Output ProfessionaCompensationOutput93% Compensation Employment segmentEmployment agents” (82%). This is followed by l and FIGURE 2. MUSIC ECOSYSTEM DIRECTDirect OUTPUTDirect 2001-2019516 IN MILLION156 516 USD Direct156 Direct 5,584 5,584 Artistsupportive 7% Music Ecosystem 5500 "Sound recording, production, Indirect Indirectsegment254 100 254 Indirect100 Indirect 1,972 1,972 , 600 publishing and distribution" with 5% of the number 7700 of employees in the The music Real Estate, Rental & Leasing 500 segment. ecosystem Professional and supportive segment 89% produced a direct Information 8300 400 output of $516.65 million and an estimated ProfessionalGVA of $339.38 and supportive segment million. They were responsible93% for Wholesale Trade 15800 300 5,584 direct jobs, and employee Direct music ecosystem Million USD Million compensation reached $156.2 million (a figure including professionals and 0 4000 8000 12000 16000 employment (5,584) 200 Artist segment Million USD exceeds that of sectors artistic segments).11% Direct output derived from the music ecosystem such as mining or agriculture Source: American Community Survey 2016, County Business Patterns 2016, Sound Diplomacy Research 100 is expected to grow 2.34% (5,086 and 408 respectively), between 2016 and the end of but remained below 2019, reaching $528.7 Figure 1. Fort Worth Music Ecosystem Economic Impact, Output and Compensation real estate (7,726) and 0 information industries million. Agriculture, Mining, Quarrying, Music Ecosystem Real Estate, Information Wholesale Trade Forestry, Fishing & & Oil and Gas Rental & Leasing 15 2011 Table 2-1 (8,320) (see figure 5). 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2012 2013 2014 2015 2016 2017 2018 2019 14 Artistic segment of the music ecosystem:Hunting According Extractionto the Count NAICS 2017, this activity comprises musicians (songwriters, Source: BEA, County Business Patterns, BEA Regional Accounts, Sound Diplomacy Research Number of 500 4,900 5,500 7,700 8,300 15,800 music composers),Employees music groups and performers. Professiona 89% l and 15 U.S. Census Bureau (2016) Artistsupportive 11% segment 17 18 Figure 2. Music Ecosystem Direct Output 2001-2019 in Million USD
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
289.73 290.07 305.29 314.06 305.64 322.98 353.46 371.26 390.30 395.52 416.49 419.72 419.67 439.34 459.56 516.65 511.28 511.69 528.72
Professional and supportive segment 89% FIGURE 6. MUSIC ECOSYSTEM ANNUAL AVERAGE FIGURE 7. MUSIC ECOSYSTEM ANNUAL AVERAGE FIGURE 9. MUSIC ECOSYSTEM EMPLOYMENT, US CITIES AND AREAS WAGES IN USD, 2016 WAGES BY SEX AND SEGMENT IN USD, 2016 31,000 31,000 60,000 2.74% 2.8% $30,093 $30,093 57,600 40,000 40,000 50,000 50,000 2.55% $28,548 $28,548 $39,459 $39,459 Music Employment $37,785 $37,785 Music Employment Contribution to Total Employment Male Male Male Male Female Female Female Female 2.16% 23,250 23,250 45,000 2.1% $40,483 $40,483 30,000 30,000 37,500 37,500 $21,730 $21,730 1.81% 1.66% 1.56% $32,654 $32,654 1.4% 30,660 30,000 1.3% 1.4% 15,500 15,500
20,000 20,000 25,000 25,000 Employees
USD USD $20,561 $20,561 USD USD % Contribution $18,147 $18,147 0.75% $18,733 $18,733 (USD) Wage Average Annual (USD) Wage Average Annual 15,000 13,971 0.7% 7,750 7,750 10,000 10,000 12,500 12,500 8,970
$10,424 $10,424 3,972 3,391 774 1,471 0 0%
USA 0 0 0 0 0 0 Rest of the EconomyRest ofMusic the Economy Ecosystem Music Ecosystem Artists & Creative ArtistsProfessional & Creative & SupportingProfessional & Supporting White BlackWhite HispanicBlack Hispanic Austin TX Seattle WA St. Johns FL Huntsville AL Asheville NC New York City NW Arkansas Fort Worth TX Source: American Community Survey Source: American Community Survey 2013-2016, Sound Diplomacy Research 2013-2017, Sound Diplomacy Research
Figure 6. Music EcosystemFigure 6.Annual Music Average Ecosystem Wages Annual in Average Wages in Figure 7. Music EcosystemFigure 7.Annual Music Average Ecosystem Wages Annual by Average Wages by Figure 9. Music Ecosystem Employment, US Cities and Areas Figure 8. Music EcosystemFigure 8.Annual Music Average Ecosystem Wages Annual by Race Average in USD, Wages 2016 by Race in USD, 2016 Rest of the MusicRest Ecosystemof the Music Ecosystem Artists & CreativeBoth menProfessionalArtists & Creative & Professional & Economy Economy Supporting Supporting USA St. Johns FL New York City Seattle WA Huntsville AL NW Arkansas Fort Worth TX Austin TX Asheville NC and women earn White BlackWhite HispanicBlack Hispanic In the case of Fort FIGURE 8.Male MUSIC ECOSYSTEMMale 37,785 ANNUAL AVERAGE39,45937,785 39,459 Male Male 32,654 40,48332,654 40,483 Music 774 57,600 30,660 1,471 3,972 8,970 13,971 3,391 considerably less in the Annual AverageEmployment Annual Average30,093 28,54830,093 21,73028,548 21,730 Worth, the direct WAGES BYFemale RACE IN USD,Female 201620,561 18,14720,561 18,147 Female Female 10,424 18,73310,424 18,733 Wage Wage creative segment compared Music 1.3% 0.75% 1.4% 1.56% 1.66% employment1.81% generated2.16% 2.55% 2.74% to their counterparts in Employment by the music sector reached 31,000 Contribution to “Professional & Supporting FIGURETotal 10. Employment MUSIC ECOSYSTEM OUTPUT PER CAPITA IN USD, 1.3% of the city's employment, $30,093 activities”, but men’s a figure that exceeds the 40,000 50,000 average US CITIES AND AREAS $28,548 16 $39,459 wages are higher than women’s contribution of the cities or $37,785 Male Male whether focusing on the music 2,000 places such as New York City (0.54%) or Huntsville, Female Female ecosystem ($39,459 vs. $18,147) $1,899 23,250 or the whole economy Alabama (0.99%). $40,483 30,000 37,500 $21,730 ($37,785 vs. $20,561). $1,604 1,500 $1,496 $32,654
15,500 20,000 25,000 $1,132 USD $20,561 USD 1,000 $1,078 USD $18,147 Looking at
Annual Average Wage (USD) Wage Average Annual $780 The music $18,733 average wages by $736 race, employees with output per 7,750 10,000 12,500 a Hispanic background 500 capita in Fort Worth $444 $10,424 receive the lowest wages this figure reaches ($21,730) compared to black $297 $1,078, over twice that of ($28,548) and white people the national average but ($30,093), whose average 0 below those of heavy 0 0 0 16 The annual average wages of the music tourism cities Rest of the Economy Music Ecosystem Artists & Creative Professional & Supporting White Black Hispanic salaries do not differ USA music ecosystem are calculated such as Austin and by much. Austin TX Source: American Community Survey as the mean from 2012 to 2017 Seattle WA St. Johns FL Huntsville AL Asheville NC NW Arkansas New York City New York. 2013-2017, Sound Diplomacy Research in order to achieve a sufficient Fort Worth TX number of observations in specific subcategories. Figure 6. Music Ecosystem Annual Average Wages in Figure 7. Music Ecosystem Annual Average Wages by Figure 8. Music Ecosystem Annual Average Wages by Race in USD, 2016 Rest of the Music Ecosystem Artists & Creative Professional & 19 Figure 10. Music Ecosystem Output Per Capita in USD, US Cities and Areas 20 Economy Supporting White Black Hispanic Male 37,785 39,459 Male 32,654 40,483 USA St. Johns FL Huntsville AL NW Arkansas Fort Worth TX Seattle WA Asheville NC New York City Austin TX Annual Average 30,093 28,548 21,730 Female 20,561 18,147 Female 10,424 18,733 Wage 444 297 736 780 1078 1132 1496 1604 1899 THE METHODOLOGY ECONOMIC IMPACT ANALYSIS METHODOLOGY
The economic impact analysis provides a reliable measure of the economic STEP 1: MUSIC VISION STEP 3: QUANTITATIVE STEP 4: ANALYSIS OF KEY importance of the music ecosystem in the local economy on two different scales: AND REGULATORY RESEARCH: FINDINGS AND STRATEGIC direct and indirect impacts. Direct economic impact is the economic value created ASSESSMENT OPPORTUNITIES: A music asset map was directly by music ecosystem activities. The indirect impact is the changes in A long-term vision for Fort created through our unique We provided an extensive Worth’s music ecosystem was place-scraping tool and was analysis of our economic values of the output, GVA and workforce figures of those businesses that are not established. This was followed supported by local input. We findings, alongside an overview directly in the music industry, but serve in its supply chain. The following variables by desk research, literature combined our comprehensive of the key strengths and were considered, utilizing the Classification of Economic Activities of the North reviews and an overview mapping findings with data challenges in Fort Worth. of all relevant policies and from additional sources This was supported by a American Industrial Code (NAICS) to extract music industry-specific elements. strategies. We also compared from Visit Fort Worth benchmarking analysis and the findings to best practices to deliver an economic comparison with other from all over the world from impact assessment of Fort communities. Each area which Fort Worth can learn. Worth’s music ecosystem. features key actions and case MUSIC studies to refer to as the ECOSYSTEM strategy moves forward. They OUTPUT10 have been categorized for ease MUSIC All produced goods and ECOSYSTEM of assessing priority actions services of the music STEP 2: STAKEHOLDER AND COMMUNITY ENGAGEMENT: COMPENSATION12 and a most effective timeline. ecosystem in Fort Worth. Stakeholders participated in committee meetings, roundtables For example, sold concert Remuneration (including and interviews to inform findings, policies, regulations and tickets, recording wages and salaries, as well assessments. Three roundtables and several one-to-one interviews studios revenue, as benefits such as employer were conducted between November 2020 and January 2021. etc. contributions to pension and health funds) payable to employees in return for their music ecosystem work during a given year.
MUSIC ECOSYSTEM EMPLOYMENT11 The number of active jobs in the production GROSS VALUE of music ecosystem ADDED (GVA)13 goods and services. The music ecosystem output minus music ecosystem intermediate consumption (the costs of all inputs, for example, backline rented by a live 10 Bureau of Economic Analysis (2016) music promoter). 11 Ibid. Photo: Adobe Stock/cbruzos 12 Ibid. 13 Ibid.
21 22 MUSIC ECOSYSTEM ANALYSIS
23 24 19 Georgia Music Partners (2017) “GA Music Investment Act”. Online at https:// REGULATORY ASSESSMENT georgiamusicpartners.org/georgia-music- investment-act/ accessed 12-1-2021 20 Louisiana Economic Development (2020) AND COMPARATIVE ANALYSIS “Business Incentives”. Online at https://www. opportunitylouisiana.com/business-incentives accessed 12-1-2021 21 Ballotpedia (2018) “San Francisco, California, Fort Worth’s music-friendly policies were highlighted Proposition E, Partial Allocation of Hotel Tax for Arts and Culture (November 2018)”. Online in its designation as a music-friendly community, and at https://ballotpedia.org/San_Francisco,_ California,_Proposition_E,_Partial_Allocation_of_ can continue to improve. Visit Fort Worth’s Hear Fort Hotel_Tax_for_Arts_and_Culture_(November_2018) Worth campaign has provided even greater awareness accessed 12-1-2021 of Fort Worth as a place for music by focusing on promotion and opportunity creation of artists.
Collectively, these promotional While city policy is not uniquely In terms of growth and pandemic. Funding is not an issue efforts with a new focus on restrictive, there are certainly development, Fort Worth can unique to Fort Worth or even the improving regulations, will set opportunities to make it more implement business incentives music industry, but some cities up Fort Worth for even greater music friendly by extending as a local government, but have highlighted ways to ease the success. To determine what alcohol sales hours, utilizing does not currently have any strain, a prime example being San is needed, we looked at what mixed-use permitting and easing incentives in place which focus Francisco’s Proposition E,21 which exists and compared Fort Worth zoning restrictions around on attracting or expanding those pulls from existing tax revenue. churches, schools, etc., which with best practices from around within the music and creative Overall, Fort Worth’s regulatory are prohibitive to venues or the world along with our own industries. Such decisions are infrastructure and resources other music businesses seeking custom recommendations usually made at a state level, with reflect those of most cities, but to responsibly hold a liquor 19 and Louisiana20 being for Fort Worth. Georgia the music industry is dynamic, license. Event planning has overall prime examples, but Texas Local Notably, Fort Worth does not as are the opportunities and received positive feedback from Government Code allows cities have a local music office or music challenges presented by the those who have hosted large to set their own measurements officer. Although some of the level of growth the city is facing. events in Fort Worth as being in place, presenting an responsibility held by such an The successful introduction an experienced office to work attractive opportunity for entity, including championing and of music spaces such as the with, but it remains unclear Fort Worth to differentiate promotion, is currently carried Stockyards and Dickies Arena how accessible the resources itself from its competitors. out by the Hear Fort Worth has proven the existence are to smaller event planners initiative, having a dedicated Finally, funding in Fort Worth of a unique music market lacking the capital of big-name representative can support has been historically limited. unencumbered by surrounding promoters. Special attention the local industry’s unique The variety of schemes put into areas. In order to cultivate its should be paid to these efforts needs better than a statewide place to mitigate the impact of reputation as a music city and as Fort Worth looks to COVID-19 office and can leverage and COVID-19, such as CARES funds boost its attraction to creatives, recovery and easing barriers strengthen the existing efforts and the Creative Industries Relief professionals and audiences, for event promoters to host of Visit Fort Worth. Demand Fund, greatly outshine previous Fort Worth must continue to live music events when safe. is there, as proven by Austin’s opportunities for funding and strengthen its existing policies introduction of its own office and highlights an industry need that while looking to other cities for the Seattle Music Commission. will continue to exist beyond best practices to implement. the immediate impact of the
25 26 SWOT ANALYSIS
Sound Diplomacy discussions resulted in the following observations from mapping, stakeholder interviews, roundtables and the economic impact analysis:
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS • Strong sense of community. • Lack of musical diversity. • Smaller mid-sized venue for touring • Rate of growth pricing out artists. acts not ready for Dickie’s. • Dickies is uniquely built for good acoustics • Fort Worth is seen as the town to • The city being unwelcome to change. and has a wide open calendar for events. settle rather than go out. • The local industry could use a • Complacency from audiences that the networking opportunity. • Visit Fort Worth’s work is held in high • Lack of supporting professional music offering will always be there. regard by all industry stakeholders. roles for musicians to turn to. • Fort Worth is one of the youngest cities • Without intentionality, Fort Worth risks being in Texas, with an average age of 31.5. • Fort Worth is an eclectic music town, • External branding of the city is "Cowboys swallowed up in the larger Texas music story rather with strong scenes in singer-songwriter, and Culture," and There is not a strong or • Better collaboration among promoters or event than having a unique value proposition or identity Americana, rock and jazz genres. widely understood external music brand. producers could lead to increased public awareness for both visitors and musicians/music industry. and decreased competition between music events. • The city has a strong music history in • Lack of networking infrastructure to • Fort Worth is one of the fastest growing cities in genres from jazz to western swing. facilitate artists and industry connecting . • Better public transport options could the country. Dallas-Fort Worth is the fourth‑largest connect downtown to cultural districts . metro area in the country and was the fastest • Visit Fort Worth's music initiative, Hear Fort • The average person in Fort Worth would growing metro area in the nation in 2018.22 This Worth, has brought positive momentum to not consider Fort Worth a “Music City.” • There is a strong venue offering but growth means that development is happening the music ecosystem and is broadly positively audience development is needed. • Lack of awareness among the general received by musicians and the music industry. rapidly in areas around music venues in the city public of the city's rich music history. • Fort Worth should be a distinct tour stop. core, which could mean that sound mitigation Its town hall meetings provide an opportunity will become a challenge as more residents for artists to be heard and its work is locate next to live entertainment hubs. elevating the profile of Fort Worth music. • There is strong support for Fort Worth music from City Hall.
22 US News (2019)
27 28 CONCLUSION ABOUT SOUND DIPLOMACY
Today, Fort Worth is on the rise and drawing its Sound Diplomacy is the leading global consultancy competitive edge from a proud music history and a advising cities, governments, tourism boards and burgeoning future as a truly diverse, modern music large organizations on music and night time economy community. Development in the Stockyards, Sundance policy. Their work has helped define the ‘music cities Square and Cultural District has made important movement’ and been delivered in over 20 countries strides, and the friendliness of Fort Worth further and 50 cities around the world. positions the city to attract and retain music makers www.sounddiplomacy.com of all kinds and grow the industry and economy.
While many other communities But if the community is to move In many ways, Fort Worth has are only now scrambling to forward, Fort Worth needs your momentum, not only in its try and understand how to help. Raise your hand and offer music‑friendly approach by ACKNOWLEDGEMENTS recover from the COVID-19 to help work on one or more becoming the first Texas Music pandemic, Fort Worth has of these recommendations. Friendly Community and in the potential for a sustainable recognizing the positive impact of Visit Fort Worth and Hear Fort Worth would like to thank recovery trajectory with this music, but in its recognition and the following organizations for their input and support music strategy framework. work in addressing the need to for this study and Fort Worth’s creative community: better study and support music. City of Fort Worth Fort Worth Stock Show & Rodeo Economic Development Fort Worth Symphony Orchestra City of Fort Worth Public Events Near Southside Dickies Arena Performing Arts Fort Worth Downtown Fort Worth, Inc. River East Fort Worth Chamber Stockyards Heritage of Commerce Sundance Square Fort Worth City Council Texas Music Office, Fort Worth Hispanic Office of the Governor Chamber of Commerce The Cliburn Fort Worth Metropolitan Black Will Rogers Memorial Center Chamber of Commerce And the countless talented Fort Worth Now artists, producers, festivals and Fort Worth Opera venue operators who create Fort Worth Public Library here and call Fort Worth home.
29 30 © Sound Diplomacy www.sounddiplomacy.com