CARDIFF MUSIC ECOSYSTEM STUDY AND STRATEGIC RECOMMENDATIONS Executive Summary Presented by Sound Diplomacy March 2019 1 ABOUT THE PROJECT METHODOLOGY Cardiff is the fastest-growing city in the UK and Sound Diplomacy developed a unique 4-pronged looking to establish itself as a leader in the Music methodological approach to deliver a comprehensive Cities movement, a standard of urban development assessment of Cardiff’s music ecosystem: which champions and promotes music as a tool for growth rather than a by-product of it. STEP 1: ECOLOGICAL STEP 2: STAKEHOLDER STEP 3: QUANTITATIVE IMPACT ASSESSMENT ENGAGEMENT RESEARCH Cardiff already has a thriving music The format of the full ecosystem, an amalgamation of live report is separated into We completed The survey and industry Analysis of official statistics, This study was prepared comprehensive desk research interviews acted as an primary data developed by music opportunities from local pubs the following sections: by the request of Cardiff to concert halls, stadium shows and literature review, and integral source of context. Sound Diplomacy and results CONTEXT Council. The content of this delivered an in-depth Over 1000 individuals from the survey enabled the and everything in between. Music study does not reflect the is woven into the city’s identity and Gives an overview of the current regulatory assessment to gain engaged with the Cardiff creation of an in-depth study official opinion of Cardiff an understanding of current Music Strategy survey of the economic impact of history, with a world class classical state of the UK’s music industry, Council. Responsibility for music offer and a springboard for and Cardiff’s place within it. policy and regulations. and their responses were Cardiff’s music ecosystem. the information and views successfully analysed. Welsh bands to boost their careers. expressed in the study lies In order to maintain and develop CARDIFF’S MUSIC ECOSYSTEM We also conducted a entirely with the authors. series of roundtables and this, the city’s music industry would Provides a comprehensive snapshot personal interviews with benefit from being aligned with of the current state of the city’s STEP 4: ANALYSIS over 100 stakeholders wider city strategy surrounding music ecosystem, based on OF FINDINGS AND throughout the process. broader economic and population extensive research in a number RECOMMENDATIONS growth. It is important to not only of key areas. These areas are: an A comprehensive plan maintain lines of communication economic impact of Cardiff’s for the development of between policy makers and industry, music ecosystem; findings from Cardiff’s music ecosystem but also to adopt a collaborative Sound Diplomacy’s mapping of based on the analytical work approach that ensures the city Cardiff’s music ecosystem; and previously completed. works to support and champion its key findings on the current state musicians and music professionals. of things from sectors including This project analyses Cardiff’s music governance and leadership; ecosystem in its entirety in order to licensing; education; planning; identify the most effective strategies funding; transport; employment and for development. This research skills; tourism and branding; spaces is divided into several sections – and places; and assets and threats. including economy, infrastructure, STRATEGIC RECOMMENDATIONS tourism, education and the built environment. It aims to establish This section is constituted of 12 what makes Cardiff the culturally recommendations addressing the robust city it is and to set out how following areas. Governance and to maximise its role as a Music City. Leadership; Spaces and Places; Education; Artist Development; Professional Development; Audience Engagement; and Music Marketing. Each recommendation comes with 1 or more suggested Priority Action and/or Next Step, as well as a case study from around the world showing best practice. Hub Festival. Photo: Jonathan Baker Front & Back Cover Image courtesy Tafwyl Festival 1 2 ECONOMIC IMPACT OF CARDIFF’S MUSIC ECOSYSTEM Aerial view of Cardiff. Photo: Andrew Hazard 3 4 Top: Kizzy Crawford and Sinfonia Cymru. Photo: Warren Orchard EMPLOYMENT AND Bottom: Darkhouse Family, Swn. Photo: Hugh Russell ECONOMIC IMPACT TURNOVER CARDIFF MUSIC ECOSYSTEM EMPLOYMENT, 2016 The results show that Cardiff’s music Education 6% ecosystem is responsible Supporting Industry 7% Recording & Publishing 5% Instruments & Equipment 5% Licensing & Copyright 7% for approximately 30% of the production and 41% EMPLOYMENT of the jobs generated by the core of the Welsh music sector. We found that 58% of the jobs generated directly OUTPUT MILLION £ GVA MILLION £ WAGES MILLION £ EMPLOYEES by the music sector are full-time (840) Touring & Live 70% Direct impact 70,2 36,9 24,5 1440 and 42% part-time (600). Indirect impact 33,0 24,3 17,0 326 Induced Impact 50,0 43,3 33,6 729 Total 153,2 104,5 75,1 2,495 The total number of jobs generated and INCOME/ supported by the WAGES Average annual music sector in the income of artists and city was 2,495, for Total output creative agents in the a total income of 1 153,2 MIO GBP music sector is £18,000 , £75.1 million. Using Standard with a varied source of income Industrial Classification and not necessarily all from (SIC) codes, we found music, while technical and that live music and touring management music sector 2 generated the highest output workers earn on average of the city’s music ecosystem, £27,500, an average 1 Slightly below the national salary average for music creators of £20,504 (UK Music’s Measuring Music producing of the total 3 65% difference of 44% . 2018 report, p12) income (£45.6 million), 2 Technical and management music sector workers: teaching and music education professionals, and creating 70% of the audiovisual broadcasting operators, audio total number jobs. engineers, event promoters. 3 These estimates are based on the Annual Survey of Hours and Earnings (ASHE) and the survey carried out by Sound Diplomacy 5 6 MAPPING CARDIFF’S COMPARISON MUSIC INDUSTRY WITH OTHER COMPARATOR CITIES – EMPLOYMENT, 2016 CITIES 1800 1600 1500 1485 5 Mapping information is correct as of July 10, The 1400 1440 Using Sound Diplomacy’s unique tools, we 2018, when the data was researched. Subsequent number of mapped Cardiff’s music industry, from venues to analysis, such as venues per capita and economic employees working in 1200 businesses and other music assets. There are 36 outputs, was calculated using this data. the music sector in Cardiff 1015 is similar to those of Bristol 1000 1000 music venues, 28 nightclubs, 11 record/equipment (1,485) and Liverpool (1,500), 800 840 stores, 29 recording studios, 6 rehearsal spaces, and much greater than Oxford 7 radio stations, 45 registered music teachers, 15 (400). However, we found that 600 600 booking agents/promoters, 26 paying festivals, Cardiff generates 4.3 jobs in the 470 5 music sector for every 1,000 400 400 400 13 co-working spaces and 7 record labels . residents, while Bristol, 235 200 Liverpool, and Oxford 165 4 only generate 2.7 . 0 Cardiff Bristol Liverpool Oxford Employees Full-time Employees Part-time Employees 45 COMPARATOR CITIES – EMPLOYMENT, 2016 MUSIC VENUES MUSIC 1800 4.5 1600 4 36 1400 3.5 RECORDING STUDIOS RECORDING MUSIC VENUES 1200 3 NIGHTCLUBS PER 1,000 RESIDENTS FESTIVALS PAYING 1000 2.5 0.206 29 28 TEACHERS MUSIC REGISTERED 800 2 26 600 1.5 400 1 0.147 0.143 200 0.5 BOOKING AGENTS/PROMOTERS BOOKING 0 0 0.107 Cardiff Bristol Liverpool Oxford CO-WORKING SPACES CO-WORKING Employment Music Ecosystem Employees for every 1000 residents 15 RECORD & EQUIPMENT STORES EQUIPMENT & RECORD 13 CARDIFF’S MUSIC INFRASTRUCTURE MUSIC CARDIFF’S 11 RADIO STATIONS RADIO RECORD LABELS RECORD REHEARSAL SPACES REHEARSAL 6 7 7 Cardiff Bristol Liverpool Oxford 4 Demographic information obtained from the United Kingdom CENSUS 2011 7 8 CARDIFF Music Venues Nightclubs Record & Equipment Stores Recording Studios Rehearsal Spaces Radio Stations Music Teachers Booking Agents & Promoters Festivals Co-working spaces Record Labels 9 10 KEY FINDINGS St Davids Hall. Image courtesy St Davids Hall 11 12 FUNDING KEY FINDINGS RATING OF AREAS TO BENEFIT FROM INCREASED Core funding is currently INSTITUTIONAL SUPPORT predominantly allocated for the classical music sector, 1-star ratings 5-star ratings which receives generous 17.20% support compared to other Music education grants areas such as music education 17.20% or contemporary genres. This 13.75% GOVERNANCE & is not surprising given the high Operational or performance grants 27.50% LEADERSHIP costs associated with classical music – it also often receives Lower administrative burden 14.08% There is no government financial support from for existing grants 15.49% affiliated music office. There private donors and patrons, is a Public Service Board, 6.71% something not commonly Support for local venues a collective of night-time 44.51% found in other music genres. economy (NTE) services 12.08% working towards improving According to recent Arts Improved bylaws, regulation and/or licensing conditions for nightlife Council Wales (ACW) 30.20% and the music industry, statistics, the average % 27.63% Other/none of the above although music is never of all national large grants 13.16% awarded to Cardiff was 27.2% explicitly represented or 0 10 20 30 40 50 addressed. FOR Cardiff is in 2017/2018 (increasing one of the biggest champions to 37.2% for small grants of under £5K)6. There are of night-time safety and 6 See Arts Council of Wales (2019) investment, but music is opportunities to expand the not part of its core remit. allocated funding for music However, it does support it industry development and actively at its discretion. Welsh Government schemes to develop a specific strand for Welsh music export activities in collaboration with Wales Arts International. GRL TLK, Swn.