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 Festival

1 2 ECONOMIC IMPACT OF CARDIFF’S MUSIC ECOSYSTEM

Aerial view of Cardiff. Photo: Andrew Hazard

3 4 Top: 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 (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. schemes to develop a specific strand for Welsh music export activities in collaboration with Wales Arts International.

GRL TLK, Swn. Photo: Simon Ayre

REASONS FROM RESPONDENTS WHO HAVE NEVER RECEIVED ANY GRANTS LICENSING & POLICE Unaware what grants are available Many of the noise-related terms in Cardiff’s licensing 60 regulations are ‘suggestions’ or ‘guides’. There is no for my professional category

financial assistance available for venues needing to improve Unaware of how to apply 39 soundproofing measures to appease noise complaints. There are no grants for my 37 Licenses frequently restrict premises access for certain professional category ages, or limit the hours during which music can be played. Multi‑use spaces can also be assigned a single‑use class to Exclusive/none of the above 27 make it easier to determine licensing terms, even if the use of the venue changes during the evening (i.e. a restaurant which Applied but was not successful 19 turns into a club at night may have to adhere to restaurant regulations at all times). Many prospective licensees are left Currently awaiting for response 9 in the dark during their application processes, as there is no specific framework in place, nor a list of expectations by Prefer not to disclose 9 which they can prepare their paperwork and business plans.

13 14 SPACES & PLACES TRANSPORT There are some gaps in the venue ladder in the city, Long-distance train services end much earlier than Welsh which leaves gaps as artists progress through the different services (trains to end at 9.30pm, 9pm on Saturdays, levels of their career. Evidence suggests there is a need while services to end before 2am, and before for more dedicated, well-equipped venues that are at a 1am on Fridays and just after midnight on Saturdays). capacity somewhere between bars (which use music as a City trains only run until 10.30pm (11.30pm weekends) supplementary product), small clubs and arenas. Survey and many stations aren’t accessible for people with respondents suggested a mid-sized venue of approximately disabilities (which also makes it difficult to transport 2,000 capacity would be optimal. Additional survey instruments via public transport). There are only 4 comments noted a lack of venues in suburban areas. night bus routes to suburban areas from the city A lack of diversity of events and venues is a significant issue centre, leaving large areas unserviced. Additionally, 2 noted by many survey respondents, particularly in terms of PLANNING of these night buses only run Thursdays-Saturdays. cultural and gender diversity. Genres such as hip-hop, rap, There are no policies grime, RnB, jazz, world music and electronic genres are that refer explicitly to under-represented, both in terms of events and performers. music venues in Cardiff’s Accessibility at venues, and a lack of step-free access on Local Development Plan, public transport, creates an overall hostile environment for and the word ‘music’ people with mobility restrictions who want to attend events. is not referenced. District Centres prioritise small retail or grocery stores over leisure and entertainment facilities (the LDP states shopping should make up 75% of district centre use)7. There is a tax relief scheme for the creative industries, but the only music-related use is for important orchestral venues, such as concert halls8. Recognition of a Image courtesy Cardiff County and venue as a national heritage Vale of Glamorgan Music Service site is often reserved for large elite institutions, such EDUCATION as classical music. There are a few other informally The availability of high quality music industry education was recognised sites, such as rated poorly and there are limited options for individuals to ’s surrounding access training that is linked to industry-demanded skills, land being purchased whether it’s an introduction course to music production/ Reuel Elijah, Swn. Image courtesy Horizons/Gorwelion (BBC Wales & Arts Council of Wales) to protect and allow for mixing software such as Ableton; playing a particular expansion with the help of instrument; or beginning a traineeship in a recording studio. and the Arts Around 56% of artists and 42% of professionals surveyed are Council of Wales (ACW). self-trained in both the music and music industry fields, while only about 20% studied music-related topics at university.

7 Cardiff Council (2006), pg. 181 8 UK Government (2018)

15 16 EMPLOYMENT ASSETS & THREATS MUSIC-RELATED INCOME OF 'PROFESSIONAL' & SKILLS AND 'OTHER' RESPONDENTS Overall, the results show that Cardiff music industry professionals believe the city offers Survey insights into local a thriving music scene with many events and good audience turnout. However, there is artists’ working patterns show £200,001-500,000 1.5% room for improvement. In theory, there is strong support for up‑and‑coming artists and that 71% work 20 hours or a good network of professionals to help create events, although this is not effectively less in the music industry, £35,001-50,000 20.0% galvanized or communicated to those who would use it. There is a need to develop with 87.4% earning between music business skills. Funding opportunities are scarce, and those that exist are not £0 and £10,000 per year. communicated sufficiently, leaving musicians often unaware of what opportunities exists. Many will supplement this £0-11,000 49.2% income with day jobs in other industries, hindering the OVERVIEW OF HIGHEST AND LOWEST RATED ASSETS IN CARDIFF'S progress of their careers. MUSIC ECOSYSTEM There is no singular directory 5-star ratings 1-star ratings aggregating Cardiff’s music business, professionals Local talent and resources. Compiling £25,001-35,000 10.8% Sense of community contact details and creating £11,001-25,000 18.5% a base for the network Variety of genres will help bring Cardiff’s music industry together. Reputation of the city

Diversity of the scene

Quality of venues

Performance opportunities FREQUENCY OF ATTENDING LIVE MUSIC RELATED EVENTS IN CARDIFF Networking opportunities

Availability of venues 40 36.31% TOURISM & Audience engagement 30 Affordability of work and/or BRANDING rehearsal spaces

21.23% Wales has long been known

20.67% Public transportation 20 as “The Land of Song”. In 2017, the country generated Music education 10 £115 million through music, Crossover between other creative 7.26% 6.70%

5.59% £55 million of which was industries

1.68% made through live concerts Support for music talent from 0.56% 0 labels and managers

e and £61 million made er v

year through music festivals, Ne

month Affordability of housing

per week and the number of music- of months e than v ery couple v Once a week

Once a month related jobs grew by 18%. Media coverage Mor times per week Once or twice a Multiple times per Once e Two to three times three to Two 75% of those surveyed attended at least one music Availability of funding support

event per month with 96% of Regulatory/legislative framework those saying they attended events featuring local and Performance fees up‑and‑coming artists. 0 10 20 30 40

17 18 STRATEGIC STRATEGIC RECOMMENDATIONS RECOMMENDATIONS

Each recommendation is explained and mapped out in the complete study. Below is a concise summary of our core findings.

GOVERNANCE & MUSIC BOARD LEADERSHIP RECOMMENDATION 2 EMPOWER MUSIC STAKEHOLDERS TO REPRESENT AND MUSIC-FRIENDLY MUSIC OFFICE CHAMPION CARDIFF LICENSING & RECOMMENDATION 1 AS A MUSIC-FRIENDLY POLICIES WORK PRAGMATICALLY CITY ON THE LOCAL, RECOMMENDATION 3 WITH ALL STAKEHOLDERS NATIONAL AND REVIEW EXISTING TO UNLOCK THE INTERNATIONAL LEVEL LICENSING POTENTIAL OF CARDIFF’S PRIORITY ACTION ARRANGEMENTS TO MUSIC ECOSYSTEM 2.1 Establish a Music Board PROMOTE A ‘MUSIC- PRIORITY ACTION FRIENDLY’ CITY NEXT STEPS & 1.1 Appoint a Music Officer FURTHER ACTIONS PRIORITY ACTION NEXT STEPS & 2.2 Create a Cardiff 3.1 Streamline permits FURTHER ACTIONS Music Board Professional and licenses required for music activity 1.2 Build and maintain a Organisations Sub‑group business directory of the 2.3 Create a Cardiff Music 3.2 Reassess security local music ecosystem Board Venues Sub‑group requirements for venues and events 1.3 Develop a platform to 2.4 Strengthen and communicate between local further develop inter‑ 3.3 Improve access to residents and music events. city collaborations. live music events for under‑age audiences 3.4 Introduce Musician Loading zones for venues in city centre GRANTS & FUNDING RECOMMENDATION 4 NEXT STEPS & ECONOMICALLY SUPPORT DIVERSITY IN FURTHER ACTIONS THE CITY’S MUSIC ECOSYSTEM 3.5 Create a voluntary PRIORITY ACTION busking guidance for 4.1 Enable a collaboration framework for funding partnerships Cardiff that reflects residents, businesses 4.2 Communicate all existing funding opportunities for the Cardiff music sector in a clear, accessible channel and musicians needs. NEXT STEPS & FURTHER ACTIONS 4.3 Support music venues, event producers and organisations to improve their company conditions by signposting to helpful organisations.

Welsh National Opera. Photo: Clive Barda/ArenaPAL

19 20 SPACES & PLACES PROFESSIONAL DEVELOPMENT ALLOCATE SPACES PLANNING, FOR MUSICIANS TRANSPORT, PROVIDE AND INDUSTRY PLACEMAKING PROFESSIONAL PROFESSIONALS RECOMMENDATION 6 DEVELOPMENT RECOMMENDATION 5 MAXIMISE EXISTING OPPORTUNITIES FOR INCREASE AFFORDABLE PLANNING TOOLS IN THE LOCAL SECTOR MUSIC SPACES AND CARDIFF TO PROMOTE A RECOMMENDATION 9 PLACES AVAILABLE TO ‘MUSIC FRIENDLY’ CITY SUPPORT INDUSTRY ARTISTS AND MUSIC PRIORITY ACTION PROFESSIONALS PROFESSIONALS TO DEVELOP THEIR IN CARDIFF 6.1 Consistently implement Planning Policy Wales 10 CAREER, NETWORK AND PRIORITY ACTION and apply the ‘Agent of SKILLS IN CARDIFF Change’ principle in Cardiff 5.1 Develop a Community EDUCATION PRIORITY ACTION Music Hub NEXT STEPS & 9.1 Organise music NEXT STEPS & FURTHER ACTIONS On Record, Cardiff Contemporary Festival. Photo: Noel Dacey business workshops and ACCESS TO MUSIC FURTHER ACTIONS 6.2 Develop a placemaking conferences in partnership strategy and masterplan EDUCATION AT ALL with UK organisations 5.2 Provide a framework LEVELS AND AGES to facilitate temporary for which and professionals highlights it’s unique position RECOMMENDATION 7 leases for local music and NEXT STEPS & within Cardiff’s music scene cultural organisations in BUILD PARTNERSHIPS FURTHER ACTIONS non-traditional spaces. 6.3 Engage with the local TO ENABLE A 9.2 Assess the creation of music sector in the new COLLABORATIVE Cardiff Arena development a Cardiff music business PROVISION OF MUSIC incubation programme. 6.4 Work with partners to EDUCATION IN CARDIFF support improved evening ARTIST DEVELOPMENT and night time public PRIORITY ACTION transport accessibility. 7.1 Create a Map of Musical Opportunities and the relevant pathways to inform PROVIDE ARTIST participants on how best to DEVELOPMENT plan their musical journey OPPORTUNITIES FOR 7.2 Develop a vision LOCAL ARTISTS for a Universal Music RECOMMENDATION 8 Education Offer for all CHAMPION ACCESS TO Young people in Cardiff ARTIST DEVELOPMENT NEXT STEPS & OPPORTUNITIES IN FURTHER ACTIONS CARDIFF REGARDLESS 7.3 Introduce music OF AGE, SKILLS LEVEL workshops aimed at AND GENRES OF WORK primary and secondary PRIORITY ACTION school students. 8.1 Create a ‘Fair Play’ charter of ethics and certificate for venues 8.2 Create a platform for performance development NEXT STEPS & FURTHER ACTIONS 8.3 Create a cross-genre international artist showcase On Record, Cardiff Contemporary Festival. and signature event. Image courtesy Freya Dooley & Cinzia Mutigli Tibet, Swn. Image courtesy Horizons/Gorwelion (BBC Wales & Arts Council of Wales)

21 22 Top: Principality Stadium. Photo: VisitCardiff CASE STUDIES Bottom: Gwenno, Swn. Photo: Simon Ayre AND BEST PRACTICE

AUDIENCE The strategic recommendations found in the full ENGAGEMENT report contain case studies from around the world, highlighting instances of best practice and next steps following implementation. These include: RECOMMENDATION 10 EXPAND MUSIC ACTIVITIES IN CARDIFF PRIORITY ACTION 10.1 Advocate for increased London Music City daytime and community Music Board, Music Council, music programming London Nashville 10.2 Create a gig listing platform online that is Tiny Rebel Cardiff. Photo: Kacie Morgan – therarewelshbit.com inclusive and representative UNESCO of the wider music City of Music scene in Cardiff MUSIC MARKETING initiative NEXT STEPS & FURTHER ACTIONS Club Music 10.3 Re‑establishing St MUSIC CITY BRAND MUSIC TOURISM TR3SC, David’s Hall as a world BUILDING ACTIVITIES Cities Catalunya The class concert hall. RECOMMENDATION 11 RECOMMENDATION 12 Network Glad Café, BRING MUSIC CREATE A CARDIFF Glasgow STAKEHOLDERS ‘MUSIC CITY’ TOURISM The TOGETHER TO BUILD MARKETING STRATEGY Rembrandtplein, THE CARDIFF ‘MUSIC Amsterdam PRIORITY ACTION CITY’ BRAND 12.1 Create a Cardiff ‘Music PRIORITY ACTION City’ communication 11.1 Define the roles of Visit plan for both online Sound Synthesizer, Cardiff, the Music Office and offline strategy Thinking, Tel Aviv The and other stakeholders NEXT STEPS & New York in the promotion of the FURTHER ACTIONS Philharmonie, city through music Paris 12.2 Create options to engage NEXT STEPS & with music tourists before FURTHER ACTIONS and after their arrival 11.2 Ally strategically with 12.3 Create a music Trempolino, international platforms and heritage tour Nantes tastemakers to promote 12.4 Bid to host key Cardiff’s alternative and international music underground scenes. industry events Uncommon Quartier Des People, 12.5 Explore a partnership Spectacles, with Bristol’s Colston Hall. Sheffield Montréal

23 24 CONCLUSIONS ABOUT THE AUTHORS

This study has delivered an appraisal of Cardiff’s music ecosystem, and a path to harness, foster and Sound Diplomacy is trusted worldwide develop it. Strengths, weaknesses, opportunities to create and deliver strategies that and challenges have been identified and analysed. increase the value of music and night Cardiff can proudly say it is one of the cities in time economy ecosystems. the world that has invested in and developed a set of strategic recommendations to measure, value and develop the important role its music ecosystem plays in the local economy.

From this point forward, Cardiff and communities to develop an Council, partner stakeholders and attractive music offer that residents organisations will be responsible and visitors will want to engage for creating and upholding in. Working together towards a policy, regulation and support safe, inclusive and sustainable that will prioritise and foster the music ecosystem will require hard city’s music ecosystem. This will work and commitment from all make Cardiff a city admired for it sides, but we are positive that it ACKNOWLEDGEMENTS Sacred Paws, Wales Goes Pop. Photo: Pete Takes Pictures internationally. Bridging the gap will bring a number of benefits between public and private sector to Cardiff and its residents. will facilitate creatives, businesses Sound Diplomacy would like to thank every individual that worked with us, took an interest in the report, responded to the survey, attended a roundtable and shared information. Your participation and input has been invaluable and the work could not have been done without it.

Image courtesy Clwb Ifor Bach

25 26 © Sound Diplomacy www.sounddiplomacy.com