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Your Guide to Music and the SDGs

Cover Image: © Adobe Stock/JinnaritT Design: www.aliceclarke.com Center for Music Ecosystems supports the Sustainable Development Goals

1 Dear Music Lover, This guide is our attempt to offer I want to thank my co-authors a different language of value and partners in this pursuit - to tie Thank you for downloading and ask you to look at music music to all the Global Goals in an and reading the inaugural differently. It is not just a song, honest way and propose solutions report from the new but a way to improve people's and actions to take forward. This global NGO, the Center lives. And when incorporated into includes many UN agencies and for Music Ecosystems. the globally codified language private sector organisations, Through my work at Sound of sustainability, the Global many of whom are thanked at Diplomacy over the past Goals, it is immensely powerful. the end of the report. And to all 8+ years, I've seen that We see this day in day out at of you, thanks for reading. This is while the appreciation of Sound Diplomacy. Music is worth the beginning of the Center for Music Ecosystems. Join us. As The music has accelerated, so much more to all of us. Beatles continue to remind us, the recognition of it in This is the objective of the Center it's getting better all the time. global policy has not. for Music Ecosystems. It will commission and deliver research Music is part of all of us, part to expand the value of music in of our humanity. We've seen global policy frameworks. This is that in how we've used it to get increasingly important as we look through the COVID-19 pandemic. to recover from a devastating It has been a consoler, a friend, pandemic, where poverty and Kindest Regards, companionship. And with that, the hunger are rife and the climate Shain Shapiro PhD Photo: © Adobe Stock/Piotr Piatrouski amount of music being listened to emergency is increasing. And around the world has increased. in this international year of the Founder & Executive Director, But in most places, it was not creative economy, now is the time Center for Music Ecosystems the songwriters and artists who to be deliberate and intentional benefitted from this increase. Founder & Group CEO, about music – because it can Sound Diplomacy More music being listened to make all lives better, everywhere. did not translate to more music rooms in schools, more music incorporated into healthcare Welcome strategies, or more music industry investment by governments, who in tune are spending our money. In fact, musicians have Shain Shapiro PhD, Founder & Executive Director, Center for faced increasing hardship. Many Music Ecosystems and Founder & Group CEO, Sound Diplomacy have left the profession. Photo: © UN Costa Rica

2 3 Foreword We must #TurnItAround The Music industry is It is with great conviction that for people and planet already making a difference the UN SDG Action Campaign collaborates with the music and the SDGs are our Long before COVID, the music Marina Ponti, Director of United Nations industry and welcomes this Guide framework for action industry began incorporating the SDG Global Action Campaign to bring together the Music SDGs into its business models The COVID‑19 pandemic has industry, culture, and arts – one by addressing its environmental affected the lives of people of the worst‑hit by the pandemic footprint; striving to address its everywhere and forced us to look – in a more sustainable, just, own systemic gender inequalities at the world with different eyes. and equal recovery by providing and connecting its huge platforms We have had to truly reinvent good examples that can be for a more just and equal society. the way we work, interact with scaled and built upon moving Examples range from the each other and adjust to the forward, a guiding light for others first‑ever gender equal line‑up to major shifts the world is facing. to follow. This Guide is the zero‑waste and more accessible Yet despite the hardships, even first step to developing a SDG events, to zero‑tolerance when faced with lockdowns music network to bring together against discrimination. Artists and grief, the world came like‑minded individuals and donated their platforms and together to support each other organisations to unite and upscale encouraged their fans to adopt and celebrate their common their efforts to make music and more sustainable lifestyles, to act experiences through song. This is culture a driver of the Goals. the power of music, it can raise against racism and inequalities, our spirits, heal us, and create a and to support solidarity We must make this year a turning sense of collective belonging. measures. The Music industry can point for people and the planet in create an enabling environment all aspects of our lives, and work With every challenge comes for people that provoke debates, towards an inclusive, just, and opportunity. The world is educate, and drive ideas and equal world for all. Together we learning from these lessons, actions to raise awareness can – and will – turn it around. and via global solidarity and of individual responsibility partnerships we go back to work aligned with the Goals. to turn things around for people and the planet, calling for a An open‑source guide transformative societal shift. The for a more sustainable Sustainable Development Goals music industry embody this transformation. Marina Ponti, The music industry, much like And to achieve them, every Director of United Nations the UN SDG Action Campaign’s one of us has a part to play. SDG Global Action Campaign mandate – can inspire, connect and mobilize people all over the world. It is a natural ally to accelerate the SDGs, and with Photo: © UNICEF/NIGB2010-0199/Pirozzi this Guide, provide an entry point to fully align with the SDG framework of transformation.

4 5 The last years have seen many the IMC and EMC are embedded The IMC and EMC are happy initiatives and good practices in the IMC’s 5 Music Rights that to collaborate and to share highlighting the nexus between support the achievement of many experience and ideas on future the SDGs and the cultural SDGs as we strive to ensure the endeavours. There is a need for sector in Europe such as the right for all children and adults creating new narratives on how Voices of Culture, a dialogue to express themselves musically culture and here in particular how with the European Commission, in all freedom, to learn musical music, with its three dimensions on “Culture and the SDGs: languages and skills and to have – artistic, social and economic Challenges and Opportunities” access to musical involvement – can help UN Member States in which the EMC with 44 other through participation, listening, strive for a better and more cultural organisations participated creation, and information. In sustainable world by 2030. and produced a report with addition, the right for all musical policy recommendations and artists to develop their artistry best practice examples on how and communicate through all Photo: © Adobe Stock/Marco Lissoni culture can support the SDGs media, with proper facilities at along with why culture should their disposal and to obtain just be a stand‑alone SDG post and fair recognition for their work. Silja Fischer, Simone Dudt and Ruth Jakobi, 2030. IMC and EMC joined These values are reflected Silja Fischer, forces with seven other cultural Secretary General of the European Music Council and International Music Council throughout this guide which networks to implement SHIFT, demonstrates the importance International Music Council a project on how to achieve of the IMC 5 Music Rights and three of the 17 SDGs through how the SDGs can reinforce and cultural leadership, co‑funded support the work of the music The 17 Sustainable Music Council (EMC) by the Erasmus+ programme sector. The IMC and EMC highly Development Goals (SDGs) have been advocating of the European Union. welcome the initiative of the were adopted in 2015 as a for the recognition of These initiatives complement Center for Music Ecosystems to Simone Dudt, common goal and vision to culture as the 4th pillar of each other and take a different connect each of the SDGs to the Secretary General of the angle on how the cultural world of music and thereby bring “end poverty, protect the development together with European Music Council planet and improve the lives other cultural organisations sector can contribute to the together like‑minded networks and prospects of everyone, and networks, it is of sustainable agenda and this is to unite and upscale their efforts also reflected in this SDG guide. to make music and culture an everywhere” to be achieved utmost importance to essential part and a stand‑alone by all UN Member States stress the role of the The International Music Council goal of the SDGs in the future. by 2030. Although arts cultural (and music) sector was founded upon request of and culture have not been as a driver and enabler for UNESCO in 1949 and as such attributed a specific goal, achieving the SDGs. has its origins in the belief that music can be a driver for peace Ruth Jakobi, it is clear that the cultural Your Guide to Music and social cohesion. Together Secretary General of the and music sector have a and the SDGs is a great with its regional groups, among European Music Council key role in achieving more initiative from the music which the EMC represents sustainable societies. While industry to show how music Europe, it gives equal value and the International Music stakeholders can support respect to all musical cultures Council (IMC) and European a more sustainable world. of the world. The core values of

6 7 Executive Summary

2020 demonstrated how powerful music is to the human psyche, spirit and condition. In April, it Photo: © Adobe Stock/David Tran was violinists and choral But music, both as a vocation and framework or driver of equality music to improve people and singers entertaining as an economy, is misunderstood. is that there is no global policy the planet. It is meant to be Music education, despite having language that recognises, explains comprehensive, but not didactic. widespread social, cultural and and demonstrates the role of These examples are some of the their neighbours on pedagogical benefits, is not music as an ecosystem that story, but not all of it. Music is widespread or written into every intertwines all of us, no matter too fluid, too universal to capture Italian balconies. national curriculum framework. where we are. There are few in one report. But let’s start here. In some countries, there is no demonstrable links between music If we incorporate music into It shone through both online and offline, regulatory framework to protect, and human development in how each SDG and better recognise monetise and track intellectual policies are implemented, despite and develop policies about how from virtual concerts in Fortnite to property, so those who pursue both scientific and anecdotal music can meet the Global Goals, successful charity appeals to help struggling music professionally can be paid evidence demonstrating music’s we will all be better off. As we for their work. Musicians are the power. Anything that can invest in our future, let’s take artists and music venues in the UK and first gig economy workers – this unite millions of us, no matter greater advantage of something Europe. Music is something we all share. is where the word came from – what we look like or what we that has proven to unify, provide We are all born with an instrument – our and around the world, pursuing believe in should be harnessed a need and bring us together. in all situations – from urban a career in music, or another This report is the inaugural voices, our hands. We can all feel music. settlement design to fighting performing art, is not taken as publication of the Center for for equality, protecting our It is transversal, universal, in all of us. seriously as other subjects, such Music Ecosystems, a new global planet or driving purpose‑based as science or engineering. But NGO dedicated to research corporate decision making. what if music disappeared? The and education to demonstrate world went silent. No concerts. This guide – linking each of the how investing in music improves No YouTube. No Spotify. UN’s Sustainable Development communities all over the world. Maybe if that happened, music Goals (herein referred to as would be deemed essential. the Global Goals) to music and The reason that music often providing actionable examples of struggles to be provided the music’s power in delivering the investment, policy framework and Global Goals, is an introduction to attention that it deserves as a the power of music ecosystems, development tool, educational as told through the ability of

8 9 Chapter 1 The Role of Music in realising the Sustainable Development Goals

Photo: © Adobe Stock/Bernard Bodo

10 11 Music makes lives better. It creates jobs. It improves literacy. It heals divisions. It brings people together. It is our global language. It leads politicians into We all speak music. It rallies and town halls. is also one of the most It soundtracks metro consumed forms of culture stations, research stations and art in the world. It is and radio stations. Nearly ubiquitous, so much so 40,000 songs are added we often do not realise to Spotify each day.1 As we’re listening to it when a business it grew by 9% it is on. Music influences last year, including double our mood. It amps us up digit growth in India, China when we’re cheering for and across Africa. It is our favourite sports team. still set to double as an industry by 2025, even factoring in the impact of the pandemic.2 It is everywhere. It is everyone. Introduction Music is in and about all of us. It is transversal.

12 Introduction Introduction 13 ut the value that Because music produces a being everywhere – at receptions, and Local Governments’ Culture music brings different meaning for all of us, soundtracking meetings and and the Global Goals, is one to humanity we unintentionally ignore its promotional videos – its impact example and is an influence – and B benefits and lack the capacity is absent. Having a band perform a guide – of this report. But again, economically, socially to deliberately and intentionally at a reception is admirable, this is an example of a singular and culturally is utilise its powers and impact. so long as they are paid. But initiative, however noble, trying misunderstood. Many so often, these receptions to solve a systemic problem. There is no intergovernmental countries lack effective are held in countries that lack understanding of the complete, There is a role for music to play intellectual property music education frameworks. holistic, transformative power of in each of the Global Goals. registrars, so local This is because how music is music. There is no music policy From the global commercial creators, musicians, defined and as a result, utilised at the United Nations, World industry inspiring people across as a tool to make the world producers and engineers Bank, IMF or other institutions. cultures, creating influential stars better, has not been outlined. who write, perform and There is recognition, for example and bringing people together produce cannot be paid through UN’s International That stops now. physically and virtually, to the for their property like Year of the Creative Economy simple act of learning to play an other rights holders. The or UNESCO’s robust Cities of A turning point for instrument at a young age, to value of a piece of music Music program, but these are the Global Goals. deploying the restorative power differs wildly, depending single examples, not a holistic, This report aims to bring together of music to support healthy on where you are, who overarching policy framework. The the universal language of music aging, to ensuring building you are, where you’re role of music – as an industrial with the universal language of codes are robust so people can mechanism, as a vocation, as a live in thriving entertainment listening and how you’re sustainability and development, rehabilitative tool, as a poverty the United Nations Sustainable districts and still be able to get listening. Music can be eradicator, as an equaliser and Development Goals, or Global a good night sleep, music can unifying or divisive. It can a women’s empowerment tool – Goals (as this document will refer help meet the Global Goals. lead politicians into power, remains undefined. The personal to them as). With 191 countries But we need these languages or land them in jail. It can connection of music – I like my ratifying the Global Goals, a – music and sustainable restore rights, or restrict music over your music – tends code and framework to guide development – to communicate. them. It is an incredibly to dominate decisions made to sustainable development has Everyone can use music powerful tool to lead, include music in policy, leading grown to influence development to improve the world. If influence and empower, to ephemeral initiatives to solve arrangements and contractual music is a part of your life if in the right hands. endemic, permanent problems. obligations of donors and now, it is improving your One large concert to end poverty grantees. Yes, culture is seen as transversal – a part of all Global world. Simple changes and is admirable, but without the Photo: © Adobe Stock/Gennadiy Poznyakov appropriate education, rights, Goals and as a result, there have a wider understanding of infrastructure and other policies been guides produced to better music as an ecosystem to support it, music will not understand the role culture can will create global change. provide the power it can to play in meeting the largest, most support eradicating poverty. In transformative, most urgent global development, despite music issues of our time. United Cities

14 Introduction Introduction 15 What are the Global Goals? Why Music?

n 2015, world usic has the experiences on our high streets raise money for LandAid.10 It is leaders agreed power to lift to make them more welcoming7 an opportunity to create skills, to 17 Sustainable people out of or inserted into iconic locations revenue and self worth in a South I M to enliven public squares and African township,11 or business Development Goals, also poverty, drive creativity, avenues around the world.8 Music management skills in Cambodia.12 known as Global Goals, for create jobs and bolster soundtracks squares from Nairobi a better world by 2030. education. The music In order to better utilise music’s to Abu Dhabi, Buenos Aires to value around the world, we The Global Goals have the industry is in a period Vancouver. This has not changed, must link its impact specifically power to end poverty, fight of significant growth. despite the COVID-19 pandemic. inequality and address the to each of the Global Goals. Despite the pandemic, global Music is our universal language. This is what the next section urgency of climate change. consultant PwC says that after We all speak it, wherever we of this report attempts to do, Guided by the Goals, it the global live music business are and whatever we look like. providing specific, actionable is now up to all of us, shed $18 billion USD in value In Fargo, North Dakota, it is strategies and accompanying governments, businesses, in 2020, a reduction of 64%, a tool for police officers to case studies to how music can civil society and the recovery will be quick. The global promote community unity.9 For help us meet the Global Goals, general public to work consultant’s outlook analysis for a group of planning consultants if we brought it to the party. together to build a better 2020-2024 forecasts live music in London, it is an opportunity to 3 worldwide revenues growing future for everyone. by 82.6%, to over $19 billion, as The Global Goals are made concerts resume.4 Goldman Sachs up of 17 commitments predicts 26% rise in 2021 and and 169 targets. an 18% increase in 2022, with compound annual growth rate (CAGR) at 6% from 2019 to 2030. Despite the challenges of a year where music venues were the first to close and will be last to reopen, consumption increased 8.2%.5 Photo: © Adobe Stock/Anton Gvozdikov For example, in 2016, streaming revenue grew by 334.2% in South Africa.6 Music’s ubiquity is fuelling its growth. Streaming has made accessing music legally easy and, as a result, music creators, performers and copyright holders are benefitting. At the same time, music is being used to create new retail

16 Introduction Introduction 17 Working With Existing Notes for The Reader and Supportive Policies

his report is meant UNESCO Creative This work aligns with In the report and the This report acknowledges This report is meant to to complement, Cities Network14 the International Music accompanying 17 Global the opportunities that be collaborative and not contradict, Many of the examples in the Council's excellent 5 Goals, this report refers Blockchain, NFTs, complementary. All initiatives T supporting the SDGs through existing frameworks that report are taken from initiatives Music Rights campaign to the music ecosystem music rights and the have been implemented at spearheaded by UNESCO This is a baseline of how – this, as demonstrated in overall diversification music are worth promoting. all levels of government Creative Cities. We believe these music should be supported in the image below, outlines all of prospective revenue Anyone using music to make to incorporate culture in initiatives can be the norm, rather all communities, in line with elements of urban settlements opportunities for creators their world better deserves to be heard. This is about planning, practice and than the exception and recognise recognising and investing in that music touches – industry, that are emerging – and the influence this network has education, housing, quality of bringing all of us together governance. This includes: music ecosystems. The 5 music becoming more available – provided for this report. life, tourism, supply chains. under a global framework, a rights are: The right for all to musicians and creators UNESCO’s 2005 Convention children and adults to express better language. We are better United Cities and Local around the world. But without on the Diversity of Culture themselves musically in all together. Remember that. 13 Governments – Agenda 21 structural government policy and Expressions 15 freedom; to learn music languages for Culture Committee that recognises the value of This report is far from and skills; and to have access Incorporating music more into music first, these opportunities comprehensive. We know UCLG’s document on “Culture to musical involvement through the Global Goals supports the will not be fully maximised. This that we haven’t mentioned in the SDGs: a Guide for Local participation. listening, creation implementation of UNESCO’s guide is step 1. Recognise, plan every amazing initiative linking Action is the most comprehensive and information. Plus, the right landmark convention and all for and implement policies to music to the SDGs. That report guide that links culture explicitly for all musical artists to develop associated programs and recognise music’s true value. is needed, but it is not this with the Global Goals. This their artistry and communicate practices that emerged from it. Then all the available revenue one. This is for those who have report is meant to follow on through all media, with proper and cultural opportunities related yet to realise the opportunity from this and complement its facilities at their disposal; and to to it can be better utilised. in front of them. Yes, you. objectives and recommendations. obtain just recognition and fair remuneration for their work.

COMMUNITY EDUCATION ENGAGEMENT TOURISM Music at schools Leadership SPORTS High school education Public spaces Music business training Community centers Professional development Social inclusion and equity ARTIST/CREATOR Accessibility

HEALTH & WELLBEING TECH LIVE RECORDED MUS IC ECOSYSTEM How music impacts your city, HOSPITALITY GOVERNANCE town and place TRANSPORT MEDIA Arts councils by Sound Diplomacy PR Grant systems Broadcasting City planning Written media Licenses an d ordinances Digital media Economic development Advertising Legal affairs Copyright CREATIVE INDUSTRIES NIGHTLIFE Photo: © UN Photo/Marco Dormino

18 Introduction Introduction 19 Chapter 2 Music and

The Global The 17 Sustainable Development Goals Goals to transform our world Photo: © Adobe Stock/William J. Chizek

20 21 The SDGs

s of 2015, about Music is a low-cost, 736 million low‑intensive sector to A people still lived work in. We are all born on less than US$1.90 a with an instrument – our day.16 According to the voice. If global intellectual World Bank, the impact property structures were of COVID-19 could fairer and more robust, push 150 million people many musicians, producers into extreme poverty, and engineers would earn reversing decades of income for their work, progress.17 Poverty is despite millions lacking all encompassing. It this access because of controls all aspects of industrial frameworks, not one’s life. While including talent. Music is also a tool music cannot improve to provide a safe space for access to clean water or children after school. Music sanitation, a thriving music lifts people up. Strategically ecosystem can contribute including its needs across

Photo: © UN Photo/Kibae Park to reducing poverty. global policy to reduce poverty can help support SDG #1. As outlined in a study assessing the impact of music and dance on Goal #1: employment opportunities in Igala, Nigeria, “the social relevance of language, music and dance is profound. It is not only an No Poverty abstract art, but as a force which affects the lives of the people who acquire it.”18

What is the goal? End poverty in all forms everywhere

22 The SDGs The SDGs 23 Where Has It Worked?

EL SISTEMA in Venezuela has provided musical training and performance opportunities to thousands of impoverished youth since 1970. While not without its controversies, the concept of El Sistema has been copied around the world and has demonstrated the power of music in lifting people out of poverty.19

MUSICIANS IN EXILE is a community project for asylum seeking and refugee musicians formed by WHICH TARGETS The Glasgow Barons, an orchestra from the Govan WILL WE MEET? area of the city. Through city wide flyering in Kurdish, Arabic, Farsi and English, and direct contact with agencies such as the Red Cross and Govan How Can Music Community Project, Musicians in Exile establish Photo: © Adobe Stock/Delphine Poggianti Reduce Poverty? relationships with asylum seeking musicians, offering travel expenses and weekly rehearsal space donated by Govan Housing Association.20 What Can We Do? INTELLECTUAL PROPERTY EXPANSION MUSICIANS WITHOUT BORDERS For music to help end poverty, we A song can support one’s pension Helps register musicians work in conflict areas, value. If properly registered and to ensure they are remunerated fairly for their must advocate for the following: managed, it can provide recurring work regardless of living in a country without a ROBUST INTELLECTUAL PROPERTY 21 1.2 revenue for those involved functioning intellectual property infrastructure. INFRASTRUCTURE IN EVERY By 2030, reduce at least for 70 years. It doesn’t matter COUNTRY IN THE WORLD where you’re from or what you by half the proportion In too many places, music remains pirated and look like, music can continue of men, women and there is no policy to treat musicians as workers. to earn income, long after the Photo: © Adobe Stock/Rafael Ben-Ari children of all ages WIPO, working together with UNDP, UN-Habitat song is written and released. living in poverty in all its and others should work to safeguard the creation dimensions according YOUTH ENGAGEMENT of IP protections in all state industrial strategies. to national definitions. Treat intellectual property as property. Music provides additional after school programs for kids, GLOBALISE AFTER SCHOOL allowing parents to work later MUSIC PROGRAMS knowing their kids are safe. When building new schools, ensure there’s a 1.4 EXPANDING EXPRESSION music room created. Recycle instruments so they By 2030, ensure that can be given to those who need it most. Use all men and women, Everyone has a story to tell, music to fill time, minds and creative hearts. in particular the poor and that story can often reach and the vulnerable, wider audiences through music. GLOBALISE FAIR PLAY have equal rights to From Gasolina in Puerto Rico Outlaw secondary ticketing at a profit and economic resources, as to Moana in Hawaii, or Soul institute fair play schemes at all venues well as access to basic in the United States music around the world, wherever they are. services, ownership and provided a lens to introduce a control over land and new cultural form to the world. other forms of property, Prioritising music education in inheritance, natural all areas can lead to more of resources, appropriate these breakout cultural hits. new technology and financial services, including microfinance.

24 The SDGs The SDGs 25 The SDGs

rom Live Aid to We Are The World, music has played a role in catalysing us to work towards ending F world hunger. While large scale global concerts and campaigns fronted by celebrities continue to be powerful, the music ecosystem can provide other solutions to Goal #2: combating, and ending global hunger. For example, music festivals can become food redistribution centres and Zero Hunger music venues can support urban community gardens.

Photo: © Adobe Stock/kuarmungadd

What is the goal? End hunger, achieve food security and improved nutrition and promote sustainable agriculture

26 The SDGs The SDGs 27 How Can Music End What Can We Do? World Hunger? For music to help end global hunger, we must advocate for the following: AWARENESS It is common for large scale BETTER PARTNERSHIPS concerts to be staged to raise From ensuring there’s pantry distribution at concerts awareness towards global and arenas, to better recycling surplus food at music hunger or inequality. This has venues, any place that hosts live music can also been ongoing for decades. support local food pantries or community groups. But the surface has barely been scratched. Any country TURN STADIUMS INTO GARDENS with a football stadium can From Fenway Park in Boston to Florida’s St. host a concert of this type. Augustine Amphitheatre, there are open large plots of land, from back areas to rooftops, that can be FOOD REDISTRIBUTION monetised and turned into community assets by AT CONCERTS converting them into gardens. Most cities around Through partnerships with the world have stadiums; whether they are in grocers and caterers, unused food use or not, that infrastructural footprint can be earmarked for live events – be it utilised to accommodate community gardens. through concessions or backstage – can be recycled into the local supply chain to provide meals Photo: © Adobe Stock/Brad for those who need it. Ensuring all concerts, large and small, Where Has It Worked? employ a no waste policy for food Photo: © Alice Clarke can create civic opportunities WHICH TARGETS to feed those who need it. GLOBAL CITIZEN WILL WE MEET? We have a long standing tradition of large concerts being used as fundraisers to fight famine and global 2.1 hunger. Global Citizen is the largest such example at present, hosting stadium sized concerts to combat End hunger, achieve food hunger, inequality and violence against women.22 security and improved nutrition and promote ST. AUGUSTINE AMP URBAN GARDEN sustainable agriculture. The St. Augustine Amphitheatre in Florida has 2.2 created its own urban farm, powered by the waste By 2030, end all forms generated on the site. The fruits and vegetables of malnutrition, including are used to cater to artists and their entourage, but achieving, by 2025, the there’s enough additional produce that a number internationally agreed of deliveries are made each week to both homeless targets on stunting and shelters and schools. Children are also welcomed on wasting in children under site to learn about putting on a concert and urban 5 years of age, and gardening, improving their relationship with food. address the nutritional This could be replicated at venues, stadiums and needs of adolescent girls, other large, public‑facing infrastructure, to improve pregnant and lactating community engagement and access to food. women and older persons.

STREAMING TO END FOOD POVERTY This also works virtually. In the UK, the appeal #LiveForLove raised over £39,000 ($46,000 USD) for food banks, raising awareness of the nation’s chronic food poverty challenges.23 Photo: © UN Photo/Albert Gonzalez Farran 28 The SDGs The SDGs 29 The SDGs

number of studies point to the positive impact that music has on our health and wellbeing. A This has been true for thousands of years. From a tribal dance to welcome a guest into a village to celebrating weddings or mourning funerals, music Goal #3: impacts how we feel towards each other, how we communicate and how we get along. But music has far wider reaching impacts. Learning music is proven to improve early childhood cognition. Studying music improves one's performance in science and maths. Music slows the onset of dementia and is an effective treatment Good for the disease. Music helps millions of us exercise. Yet. music is tangential, a passive participant to our health and wellbeing policies. Most countries are not socially prescribing music. It is not a mandatory topic throughout Health and education. There are few music programs in senior and care facilities. Few large firms have music in the workplace policies. Active, direct and intentional music use vastly improves our health and wellbeing. It is time to assign specific SDG indicators to music, and work on developing Wellbeing international policies to promote, mandate and utilise the power of music. But try exercising without music. It’s hard. Photo: © Adobe Stock/Rawpixel.com

What is the goal? Ensure healthy lives and promote well‑being for all at all ages

30 The SDGs The SDGs 31 How Can Music What Can We Do? Impact Good Health WHICH TARGETS WILL WE MEET? and Wellbeing? For music to help promote health and wellbeing, we must advocate for the following:

IT CAN HELP US LIVE LONGER MUSIC AND SOCIETY POLICIES WORLDWIDE According to a South African In the UK, the House of Lords conducted an enquiry into music in study, “Attending a live music society, exploring the role of music on aging, education, economic gig once a fortnight for only 20 development and urban regeneration. A briefing paper was produced minutes increases a person's to begin to explore the holistic impact music has on society, and well‑being by 21% and can add how it can be incorporated into other government policies. These up to nine years to your life.”24 solutions can align with SDG #3 and be used as a template for any government to outline, clearly, the impact music can have on IT CAN REDUCE STRESS society, to begin to take the steps to ensuring they happen.28 3.8 According to a study by the MUSIC PROGRAMS IN ALL SENIOR & CARE FACILITIES National Institute of Health Achieve universal health in the United States in 2013, Initiatives like Music in Care Homes in the UK or Singing for Seniors coverage including “Music listening has been should be introduced across intergovernmental organisations, as financial risk protection, suggested to beneficially impact all nations are facing an aging crisis, a care crisis and a cost crisis. access to quality essential health via stress‑reducing Music can slow other costly degenerative issues, such as reduced health‑care services and effects...Its findings indicate brain function, dementia or loneliness. A weekly concert, community access to safe, effective, choir and engaged music program can be rolled out anywhere, to quality and affordable that music listening impacted Photo: © Adobe Stock/Chekunov Alexandr the psychobiological stress anyone, and it can significantly improve the health and wellbeing essential medicines system. Listening to music for those of us now living in senior or other care facilities. and vaccines for all. prior to a standardized stressor PARTNERSHIPS WITH INSURERS AND PHONE PROVIDERS predominantly affected the In the UK, some insurance firms are providing discounts autonomic nervous system (in for customers that prove they go to the gym every terms of a faster recovery), and to 3.D week (presumably music plays a role in that). a lesser degree the endocrine and Strengthen the capacity of psychological stress response. Where Has It Worked? INCORPORATE MUSIC AND WELLBEING INTO COVID RECOVERY all countries, in particular The evidence is there. Music can improve mental health, increase developing countries, confidence and support interpersonal behavioural development. The for early warning, MUSIC IN THE WORKPLACE WEEK (UK) more music programs available to everyone as lockdown eases will risk reduction and Music At Work Week was launched in 2019 support wider community cohesion, no matter where one lives. management of national in the UK. Its aim is (i) to increase awareness and global health risks. regarding the health effects of music and (ii) to encourage employers to embed it in workplaces to enhance employee experience and wellbeing. A number of large employers, including Sennheiser and Gibson supported it.25

THE NEW NOTE ORCHESTRA A collaborative orchestra organised to support people recovering from substance abuse programs. This led to the creation of the Addict’s Symphony, as well as a number of other programs directly linking music to supporting those recovering from alcohol and drug dependency.26

ENGLISH NATIONAL OPERA are teaching online classes using breathing techniques to support long COVID sufferers. Sopranos are helping sufferers.27 Photo: © UNICEF/UNI317998/Choufany

32 The SDGs The SDGs 33 The SDGs

Photo: © Adobe Stock/Monkey Business

here are over It is not mandatory, nor 20 benefits to developed from neonatal T providing quality care through to high school. music education, from From the UK to the USA, the start to the end of Germany to Australia, life. Listening to certain music education is in crisis. types of music, including In the developing world, classical (Beethoven is it is not formalised and a favourite) encourages left to community groups Goal #4: brain development from or cultural tradition. In the second trimester.29 addition, the types of music Music helps develop featured in education are language and reasoning a sampling of the types of skills, the ability to work, music available for children collaborate and play well to learn and experiment Quality with others and develop with. Despite hip‑hop and the patience to solve metal being the two most complex problems,30 which popular genres in the world, can be translated across few countries teach them.31 Education other STEM subjects. Western classical music Music also teaches is prioritised, even though empathy, as participating merely one of thousands of genres. The cognitive What is the goal? in a musical exercise opens one up to others, development benefits of Ensure inclusive and equitable unlike other subjects. But music can create a smarter, quality education and music remains a nice to fairer, more just world. promote lifelong learning have across our global opportunities for all education framework.

34 The SDGs The SDGs 35 Where Has It Worked? WHICH TARGETS WILL WE MEET? BRADFORD UK A failing school in Bradford increased their music education provision by six hours. The school improved its overall performance as a result.35 According to The Guardian: Seven years ago Feversham was in special measures and making headlines for all the wrong reasons. Today it is rated “good” by Ofsted and is in the top 10% nationally for pupil progress in reading, writing and maths, according to the most recent data.”36

INCREASED PERFORMANCE IN 4.4 MATHS AND READING How Can Music Photo: © UN Photo/Albert González Farran By 2030, substantially According to a University of Kansas study increase the number of Provide Quality published in 2020, a study of 1000 students youth and adults who Education? from mixed backgrounds, ethnicities and income What Can We Do? have relevant skills, levels in Kansas City found that including including technical and music education in their curriculum improved MUSIC EDUCATION 37 vocational skills, for their results in maths and reading. For music to help ensure quality education IMPROVES ALL EDUCATION employment, decent jobs for all we must advocate for the following: and entrepreneurship. A study by the Kauffman PXP EMBASSY & FESTIVAL (GER) Foundation demonstrated those The PXP Festival, which stands for Peace by Peace MANDATE AND FUNDING FOR engaged in music improved has grown to become Europe’s largest festival MUSIC EDUCATION GLOBALLY directly linked to benefitting and supporting their standing in science, A global opportunity to improve knowledge underprivileged children through programming, maths and technology. Music exchange, cognition and community 4.7 32 advocacy and funding for children.38 complements all subjects. empowerment would be to mandate and By 2030, ensure that fund the expansion of mandatory music all learners acquire the MUSIC STRENGTHENS education at every school, everywhere. knowledge and skills THE BRAIN needed to promote If the brain is a muscle, then TEACHING WHAT PEOPLE LISTEN TO sustainable development, learning to play an instrument The world’s most listened to genre is hip‑hop. The including, among others, and read music is the ultimate second most listened to is metal. Both are rarely through education for exercise, according to the incorporated into the classroom. Expanding the sustainable development 33 University of Southern California. genres available to children to learn and experiment and sustainable lifestyles, with trains the brain more vigorously, which will MUSIC IMPROVES OUR human rights, gender create a wider appreciation for arts and culture, MEMORY AND VERBAL equality, promotion which can positively impact how we can understand, INTELLIGENCE of a culture of peace and empathise with, other cultures, stories and and non‑violence, According to the Washington histories. If only Israeli and Palestinian citizens global citizenship Post, “Musical training has shown utilised their shared musical heritage as an olive and appreciation of to lead to improvements in a wide branch, more people would talk, rather than fight. cultural diversity and of variety of different skills, including culture’s contribution to memory and spatial learning for EXPAND MUSIC EDUCATION AT SCHOOLS sustainable development. example. In addition, language IN DEVELOPING COUNTRIES skills such as verbal memory, By recognising that teaching music and singing literacy and verbal intelligence is not just about music, but about interpersonal have been shown to strongly communication, literacy, maths and reading, 34 benefit from musical training.” including music in educational programs in developing countries will support all education targets, not just teach children how to play music. Photo: © Adobe Stock/Monkey Business 36 The SDGs The SDGs 37 usic is a powerful over the past three years 40 The SDGs tool to promote were produced by women. M gender equality. Change is in infancy and From assembling choirs not happening fast enough, and school bands to but the impact music can marching bands and have holistically to promote, community dances, to and deliver, gender equality promoting equality in is enormous. Music, as the commercial music a unifying artform, has industry, music can be a immense power, The more Goal #5: leading force in ensuring women on and off stage we we level the gender gap. all see, the more it codifies, The music industry is and normalises, how it improving, but there’s should be, rather than how much work to be done. it is. Promoting gender Gender Only 16% of registered equality in music promotes songwriters are women, and equality throughout in 2018, over 80% of festival society. It creates mutual headliners were men or respect across genres, male‑led bands.39 Only 2% increased opportunities Equality of the top 400 songs in the for women and can lead to North American charts widespread gender equality.

What is the goal? Achieve gender equality and empower all women and girls Photo: © UN Photo/Betsy Davis

38 The SDGs The SDGs 39 Photo: © UN Photo/John Isaac How Can Music What Can We Do? Achieve Gender Equality? For music to help achieve available. If a university teaches gender equality we must music production, for example, advocate for the following: introducing a program that ENSURING ALL GIRLS reduces the cost or provides ARE ENROLLED IN MONITOR GENDER BALANCE additional relief for women could MUSIC EDUCATION ACROSS ALL MUSIC create a wider talent pool. It promotes self worth, confidence INDUSTRY SECTORS STAMP OUT ALL and equality in the classroom. In some sectors of the music This is what can reverse the industry, the amount of women HARASSMENT reality that women composers working alongside men needs This goes without saying. The in major concert halls around significant improvement. Creating music industry operates both a the USA presented on 1.3% of Where Has It Worked? a sector wide international gender glass ceiling and a glass corridor. content during the 2016-2017 monitor for the music industry can Men must work to ensure season, while only 10% of the provide more detailed information anything they are involved in works by living composers to increase female participation engages equally across gender. 41 KEYCHANGE were by women. Only 14.4% across the sector, and open up If all harassment doesn’t Keychange is an international initiative, funded of all living songwriters in a wider array of employment stop, nothing will change. through the Creative Europe Programme of the pop and commercial music opportunities. Further monitoring European Union, to work to transform the future MAKE YOUR VOICE are female and only 2.6% of should be extended to include 42 of music whilst encouraging festivals and music HEARD THROUGH YOUR producers are women. Starting LGBTQI+, transgendered, queer, organisations to include at least 50% women and CONSUMER CHOICES early, for all women, can reap no binary and BIPOC communities. rewards long into the future. under-represented genders in programming, staffing If a festival does not have a 44 and beyond. The program supports capacity PROVIDE MORE gender equal bill, don’t go. If ENGAGING MORE WOMEN IN building for 74 participants a year and so far has EDUCATIONAL a company does not address THE MUSIC ECOSYSTEM seen hundreds of companies sign the pledge. OPPORTUNITIES FOR negative behaviour, do not can help reduce sexism and Large music festivals like Reeperbahn Festival and WOMEN IN MUSIC purchase from them. Often Photo: © Adobe Stock/Jacob Lund gender bias, by featuring women Iceland Airwaves have committed to gender‑equal There are extensive music financial penalties are the only in the same capacity as men line‑ups, demonstrating that conscious programming education programs around penalties that work. This is across music performance, can create engaging, sellable festival line‑ups. the world. However, there is especially pertinent, as according production and education – little dedication to providing to the UNDP, gender equal firms on and off stage. If taken as SHESAID.SO scholarships, internships and “are seen as socially responsible, a deliberate, intentional aim, SheSaid.So is a global network of women in apprenticeships for women to achieve greater efficiency and it works. Iceland, who have the music industry. Set up by former MixCloud pursue all avenues of working better personnel performance, compulsory gender equality employee Andreea Magdalina, SheSaid.So has across the music industry. have more committed employees, roles, are one of the most grown to have 13 global chapters and thousands There is no single source – be and improve hiring and their public successful music exporting of members. The network hosts events, talks it nation by nation – offering image. In fact, many companies countries, compared to the and capacity building sessions and operates a 45 a list of all opportunities also become more profitable.” level of population. Sweden, network of female producers, sound engineers 5.A another country that mandates and composers to increase the amount of women By 2030, Undertake all girls (and boys and gender working in song production. It also operates a WHICH TARGETS reforms to give women fluid children) have access to Spotify playlist and hosts female‑fronted radio WILL WE MEET? equal rights to economic music education, are the world’s shows in each of the markets it is active in. It’s a 5.5 resources, as well as 2nd largest music exporter.43 powerful voice for women in the music industry. Ensure women’s full and access to ownership and They are only one of three effective participation control over land and countries (United States and MANY MORE INITIATIVES and equal opportunities other forms of property, United Kingdom) that export Over the past few years, a number of initiatives for leadership at all financial services, more music than they import. have emerged around the world to ensure women have equal access to music opportunities. They levels of decision making inheritance and natural include Women in Music chapters, Womxn in in political, economic resources, in accordance CTRL in the UK, Girl Gang Music, Girls Rock and and public life. with national laws. Book More Women. The more the merrier.

40 The SDGs The SDGs 41 The SDGs

e need to look installed for festivals, such at the impact as the Dranouter Festival W that music and in Belgium.48 In 2017, cultural festivals can have WaterAid partnered with on creating innovative music festivals to create a practices to improve ‘Toilet of Dreams”, to raise Goal #6: local infrastructure. money to provide water This includes providing infrastructure projects at solutions that increase Glastonbury.49 Canada’s access to clean Waterkeeper Alliance has water, sanitation and utilised music ambassadors Clean civic infrastructure to promote the need to around the world. preserve wetlands, for example, through their This is accomplished in 50 two ways – advocacy SPLASH events series. In and invention. In terms this case, the music sector Water and is not unique, but it can of advocacy, a number of music festivals have been lead by example. The water launched that explicitly it uses can be reduced; promote clean water sanitation solutions – initiatives, such as the primarily at festivals Sanitation 46 H2‑OH Festival. Profiled in – can lead by example UCLG’s Culture in the SDGs: and be incorporated into A Guide for Local Action permanent projects in document, Reading Festival outside communities. And in the UK uses music and creating greater awareness other art and community and strategy around activities to engage the advocacy, so solutions community in water can be codified into policy, conservation efforts.47 are as much the music This work goes back over ecosystem’s responsibility a decade, with wastewater as any other sector. management systems

What is the goal? Ensure availability and sustainable management of water and sanitation for all

42 The SDGs The SDGs 43 How Can Music Where Has It Worked? Help Provide Clean Water? CLEAN WATER MUSIC FESTIVAL In Ponte Vedra, Florida, the Clean Water Music MOBILE WATER FILTRATION Festival has raised over $125,000 between 2012 and 2015 for clean water initiatives in Northern UNITS CAN BE TESTED Florida. The initiative has led to wells being dug IN FESTIVALS in Rwanda and Burundi and clean water provided Or new sanitation techniques, to dozens of villages. While the event ceased including converting human trading in 2016, it demonstrates an example waste to power. A festival is of how music can be a powerful tool to raise a mini‑settlement, one that awareness towards providing clean water. requires setting up and taking down in a week. From an JULIE’S BICYCLE infrastructure perspective, there Julie’s Bicycle is a UK nonprofit that provides may be similarities between music sustainability consultancy for UK and European festivals (those in rural areas and music companies. It operates a Going Green fields) and displacement camps; Charter and allows companies to monitor their clean water, sewage, electricity

environmental impacts. This includes using excess Photo: © UNICEF/Hasan and other needs must be provided water, poor recycling or waste management. to a large number of people in as efficient a manner as possible. A GREENER FESTIVAL MAJESTIC WATERWORKS A Greener Festival is a global organisation bringing What Can We Do? BANNING PLASTIC WATER This Denver-based organization designed portable together solutions‑oriented providers that work with BOTTLES AT FESTIVALS water tree structures that could be temporarily festivals to reduce all impacts, including clean water. installed for mass gatherings where people For music to help ensure clean By limiting single use plastic water They offer a simple guide to water sustainability can refill their water bottles to decrease waste water and sanitation for all we must bottles at festivals and setting up on their website, available to all festivals.52 filtration stations, music festivals created by single-use plastics. While first used advocate for the following: can lead by example to raise VIVA CON AGUA DE ST. PAULI at music festivals through the state of Colorado awareness about water wastage. and the U.S., during the covid-19 pandemic GO TO FESTIVALS AND MUSIC VENUES THAT An NGO from Hamburg using music, sports and MONITOR AND MANAGE THEIR IMPACTS In addition, adding on a small arts for drinking water projects in the 3rd world.53 they were installed in collaboration with local levy for those who break the governments and humanitarian organizations By prioritising, promoting and attending concerts ban can direct necessary funding to provide safe hand-washing and sanitation and festivals that monitor and manage their to clean water and sanitation stations for people experiencing homelessness. impacts, it will encourage those that are not projects. The largest festivals in yet engaged in the practice to do so. the UK and Europe have done this, with some, including Live Nation, trialling plant‑based WHICH TARGETS water bottles as an alternative.51 6.B WILL WE MEET? 6.4 Support and strengthen By 2030, substantially the participation of increase water‑use local communities in efficiency across all improving water and Photo: © UNICEF/UN067453/Souleiman sectors and ensure sanitation management. sustainable withdrawals and supply of freshwater to address water scarcity and substantially reduce the number of people suffering from water scarcity.

44 The SDGs The SDGs 45 The SDGs Photo: © Adobe Stock/Purple Moon

Goal #7: ike any sector According to a joint study by that refines the Universities of Oslo and L natural resources Glasgow, researchers found to produce a saleable the estimation of storing product, the music music for the United States Affordable industry is a substantial alone produced between consumer of energy. 200 and 350 million From the global touring kilograms of greenhouse gas market to the energy cost equivalents.54 Furthermore, to maintain servers that the cost of refining oil to and Clean hold all the data so we can produce vinyl is high, as it stream any song we want, requires the production of the music industry supply PvC. But there are solutions chain is a significant in the music industry that Energy energy user. The energy could be applied to other cost of music is high. sectors that increase energy efficiency, reduce costs and provide models that can support the delivery of What is the goal? sustainable energy for all. Ensure access to affordable, reliable, sustainable and modern energy for all

46 The SDGs The SDGs 47 How Can Music Where Has It Worked? Ensure Access to Affordable, FUTURE ENERGY ARTISTS AUSTRALIA Reliable, Sustainable A number of Australian artists, including Cloud and Modern Cult, Midnight Oil and Vance Joy have invested collectively in a solar farm project in Australia, Energy For All? to help power their local communities but also invest in new technologies to make their tours cleaner. Their initiative is called FEAT (Future LEADING BY EXAMPLE IN Energy Artists). According to the project, “FEAT. REGARDS TO EVENTS says the 34.55‑megawatt Brigalow solar farm As the COVID‑19 pandemic moves could power the equivalent of 11,300 homes from triage to recovery, the desire for 30 years. (Looked at another way, it could to return to sweaty bars, music generate more than 2,000 Cloud Control tours venues and festivals for live music in renewable energy.) That energy is then sold WHICH TARGETS will be significant. Prioritising into the energy market, with a target return WILL WE MEET? renewable energy in all initiatives on investment for artists of 5% a year.”55 – from brick and mortar venues, recording studios and rehearsal THE EUROPEAN INITIATIVE FOR spaces, to prioritising renewables UPSCALING ENERGY EFFICIENCY IN at live events and festivals must THE MUSIC EVENT INDUSTRY become the norm as we move They achieved a total of 17890 tons of Co2 into post COVID‑19 recovery. reduction, by engaging with over 2200 stakeholders to monitor their energy consumption.56

Photo: © Adobe Stock/DWP

What Can We Do? 7.2 By 2030, increase substantially the share For music to help ensure access to clean of renewable energy in energy, we must advocate for the following: the global energy mix. SOLAR PANELS ON MUSIC VENUES CAN PROVIDE CHEAPER POWER FOR NEIGHBOURS Any music venue that can support solar panels should be invited to instal them, at a discount or for a tax incentive, with the purpose of selling excess energy back to the grid to discount neighbours energy costs. A network of energy producing venues could reduce energy bills, and emissions, 7.3 of their neighbours over a period of time. By 2030, double the global FESTIVAL INFRASTRUCTURE rate of improvement CAN BE INFRASTRUCTURE in energy efficiency. Creating community events with permanent infrastructure, such as wells, solar panels and renewable grids can support those living close to the sites throughout the year, rather than just during the event itself.

Photo: © UN Photo/Pasqual Gorriz

48 The SDGs The SDGs 49 The SDGs

usic is a unique sector in terms of how those involved in it make money. There are more than 42 different revenue streams for artists and M 57 copyright holders in the music industry. In addition, there are dozens of employment opportunities, from Goal #8: education to logistics, transport to engineering. For a single artist to perform at a festival or music venue, dozens of skills have to be functioning in unison, from stage management to design, sound control to security. Music is decent work.58 Music produces economic growth. Yet, recognising the diversity and decent work Decent in music, and how it can drive overall economic growth across society, is not widespread. In many cultures, music remains ceremonial or informal, with no royalty management schemes in place to pay those who create Work and and manufacture it. Piracy is rife, especially in the developing world. Yet, a song can sustain an income, and a catalogue of them can provide income for life. Without music airwaves go silent; without music, instruments are not manufactured and less speakers are required Economic in towns, cities and venues. And music, as a global sector, increased by 9.7% in 2019 and is predicted to Growth be worth $80bn by 2030, an increase of over $60bn.59 Photo: © UN Photo/Kibae Park

What is the goal? Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all

50 The SDGs The SDGs 51 What Can We Do?

For music to help promote economic growth and decent work, we must advocate for the following:

ENSURE ALL GOVERNMENTS HAVE FUNCTIONING, TRANSPARENT COPYRIGHT SOCIETIES Music can be a force to meet the Global Goals if music, as a right and piece of intellectual property, is protected by law just as any other piece of property. However, in many countries this is not the case and piracy is rife, either through the illegal production of Photo: © Panos/ Jeroen Oerlemans mixtapes or not remunerating music played live or on the radio. WHICH TARGETS How Can Music Better advocacy and explaining the impact that functioning collection WILL WE MEET? societies have on communities and passing a UN resolution to Create Decent Where Has It Worked? mandate treating intellectual property rights – especially creative Work and Economic rights – as property rights, will increase revenues for musicians, which will expand decent work and economic growth around the world. Growth? NEKO TRUST/BACKSTAGE ACADEMY In the UK, the NEKO Trust teaches lighting, sound, RECOGNISE ALL ARTISTS AS SMALL BUSINESSES engineering, production and skills design, creating RECOGNISE THE VALUE An artist is an SME. Their works and music are their product. Like a curriculum to teach sector skills behind live any other business, they deserve access to finance, micro‑loan OF MUSIC RIGHTS 61 music, stage performances and festivals. Through implementation, access to spaces and places, educational In 2020, one of the most product training, support and masterclasses, and vocational training opportunities and respect that their valued alternative investments, this has diversified the education opportunities work, like any other, is work. If we don’t recognise music as according to Bloomberg, is available to prospective music industry graduates, a business first and foremost in this particular context, we music rights.60 The consistent, 8.2 outside of performance and composition. will not be able to harness it to meet the Global Goals. patient and long‑term yield Achieve higher levels of that music rights derive can be FAIR PLAY SCHEME economic productivity lucrative investments for state The Musicians Union in the UK has run a Fair Play through diversification, pension funds, sovereign wealth Venue scheme, inviting venues to declare their technological upgrading advisors and institutional banks. support for the fair treatment of musicians and and innovation, including their opposition to pay‑to‑play and unfair ticketing through a focus on CREATE ECONOMIC deals. Fair Play Venues can be identified by the high‑value added and DIVERSIFICATION sticker displayed on the premises, and the Fair Play labour‑intensive sectors. The music industry has, at its Venue database allows gig goers to search those core, no barrier to entry. It venues online.”62 This promotes a living wage for requires drive, practice and vision, musicians and a greater partnership with venues Photo: © UN Photo/Martine Perret but is available to everyone. and musicians. Similar initiatives are in place 8.3 Understanding the types of across continental Europe as well, with particularly jobs that can be created and impactful schemes in France and Switzerland. Promote expanded across the music development‑oriented ecosystem and developing SOUND INITIATIVE CAMBODIA policies that support training and apprenticeship The Sound Initiative is a music and industry productive activities, structures to foster these skills development training in Cambodia and the first decent job creation, across curriculum portfolios will in the nation.63 The initiative provides vocational entrepreneurship, foster good paying, impactful jobs training for young Cambodian songwriters, assists creativity and innovation, that improve lives, communities them with registering their works and works and encourage the and societies, all at once. with venues to provide opportunities to artists formalization and growth to showcase, and be paid for, original music, of micro-, small- and rather than performing covers. This is creating a medium‑sized enterprises, burgeoning creative scene and the advocacy to including through access demonstrate that original music deserves fair pay, to financial services. to promote economic growth in the country.

52 The SDGs The SDGs 53 The SDGs

he music industry However, much of these but what is determined to is at the forefront innovations are reserved be good music. In addition, T of technological for developed nations he suggests that our current development. From with industries that can paradigm of infinite choice innovation in AI monetise, rather than being is broken and recommends technology to contactless taken as ways to improve a new model of trusted payment, algorithms infrastructure and access recommendations.”64 that personalise content for all. In addition, the global This creates a more provision to democratizing reach of music can provide level playing field for all access, music is often a tool to engage everyone, content, regardless of one of the first sectors everywhere. According where it originates. Music to adopt new means and to Scott Cohen, Warner can be a powerful tool to methods of production, Music’s Chief Innovation spur innovation, develop Goal #9: dissemination and Officer, AI is making music new industrial models communication. genres obsolete, “because and foster better, more AI‑generated playlists are sustainable infrastructure. Industry, made not based on genre, Innovation and Infrastructure

What is the goal? Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation Photo: © Adobe Stock/bepsphoto

54 The SDGs The SDGs 55 Where Has It Worked? WHICH TARGETS WILL WE MEET? PLATFORM 61 CHANGDONG In a suburb of Seoul, the city government has invested in a vast music‑focused infrastructure project, aimed at creating new opportunities across music’s vast supply chain. From a new arena to AI labs, production facilities and testing venues, the development is unpacking how music is made and creating spaces and programs to better facilitate innovation. This is off the How Does Music back of the success of K‑Pop, one of the most Impact Industry, successful – and revenue generating – state 67 Innovation and interventions in popular music ever conceived. 9.2 Infrastructure? MAGAMBA NETWORK HARARE Promote inclusive and sustainable Magamba Network uses digital technology, industrialization and, music and other creative artforms to provide a by 2030, significantly CREATING MORE OFFLINE space to facilitate youth activism and business raise industry’s share EXPERIENCES development in Harare. Zimbabwe’s leading creative of employment and From geo‑coding live organization and we work on the cutting edge gross domestic product, performances to producing music of arts, digital media, activism and innovation. in line with national events in virtual environments and Magamba’s award‑winning initiatives include Shoko Photo: © UN Photo/Jawad Jalali circumstances, and video games, there are many more Festival, Zimbabwe’s longest‑running festival double its share in least opportunities for music makers to of urban culture; Moto Republik, Zimbabwe’s developed countries. monetise their craft online, as well first creative hub; the internationally acclaimed What Can We Do? as offline. Greater training and Zambezi News satire show, the weekly political educational programs to introduce news show The Week and the pioneering digital these opportunities, alongside media projects Open Parly and The FeedZW.68 PASS RESOLUTIONS TO traditional music education, will PROMOTE CULTURAL 9.C foster innovation and improve INFRASTRUCTURE PLANS Significantly increase opportunities for musicians and In order to promote industry and access to information creators around the world. Photo: © Adobe Stock/Georgy Dzyura innovation in music and culture, it and communications must be recognised as an industry technology and strive MAKING ACCESS TO in all forms and all places. With to provide universal and INTERNET A HUMAN RIGHT, music growing at three times the affordable access to the SO MORE OF US CAN LISTEN rate of the global economy and Internet in least developed By recognising the desire for becoming a sector that can earn countries by 2020. music in emerging markets, revenue anywhere, by anyone sustainable infrastructure – even during the COVID‑19 projects can be fast‑tracked, to pandemic – it is important that satisfy and monetise this need heads of state and governments quicker. Streaming music grew by recognise the positive impact nearly 400% from 2016‑2019 in music can have as a sector. The Africa – an example where new first step to do that is to mandate technologies have created more that alongside infrastructure 65 wealth and sustainability. For proposals and requests, cultural example, Tanzania is the fastest needs are included alongside. growing media and entertainment This will also increase pressure 66 market in the world up to 2021. to speed up provision to the internet, which is still deprived from upto 4 billion people.69

56 The SDGs The SDGs 57 ith no barrier to power: “These lyrics,

The SDGs entry, music is from my song Utawala, W a terrific tool to are just a snapshot of the develop confidence, skill problems I see in Kenya and identity. According today. Inequality, injustice, to the World Health power, corruption. We Organisation, “Engaging live in a country where the in artistic activities such richest Kenyan’s wealth as singing and dancing is over $700 million71, yet from a young age can over 40% of the country’s Goal #10: reduce social inequalities 44 million people still live and encourage healthy in poverty.72 These issues behaviours.”70 Music has are real and something vast mental health benefits needs to be done. I’m as well, from increasing proud of Utawala because Reduce self esteem to fighting through it, the message on violence. Regardless of inequality hit home with my where one is, the ability to people – ordinary people create music is prevalent right across the country. in society. Recognising the I want to make Kenyans Inequality value of music and planning aware of the inequality it in will reduce inequality. we all see and encourage Where this is already them to take a stand. This happening, this is the case. is what I try to achieve A blog post by Kenyan artist through my music.”73 Juliani sums up music’s Photo: © UNICEF/UNI214012/Souleimain/AFP-Services

What is the goal? Reduce inequality within and among countries

58 The SDGs The SDGs 59 How Does Music Photo: © Adobe Stock/AS Photo Project What Can We Do? Reduce Inequalities? MAKE MUSIC DEVELOPMENT MAKE MUSIC SUPPORT AMPLIFYING PROGRAMS PERMANENT GENRE AGNOSTIC MARGINALISED VOICES IN ALL COMMUNITIES We must move past the current Understanding, monitoring It doesn’t matter where you live; structure where certain genres and planning the use of music a wealthy community, a village, of music are supported by the across society can be a powerful a slum, a favela or a housing state, while others are ignored tool to combat inequality. By estate, everyone should have or left to market forces. We must incorporating music into harm access to writing, recording and change the discussion to focus reduction strategies, we’ll producing music. Community on infrastructure, rather than see more musicians and less centres should be outfitted with discipline. Rappers and DJs must incarcerations. Drill music is makeshift studios, DJ booths be given the same opportunities being used to combat gang and vocal areas, which could be as classical violinists. culture in the UK, providing a used for community projects, creative outlet for at‑risk youth podcasting, recording and Photo: © Adobe Stock/Laiotz to express themselves creatively, important, getting together. If rather than through violence. each country’s social care policy monitored for community studios INVESTING FOR THE FUTURE to be included in all community By providing infrastructure in centre development, we’d see low‑income communities to learn, music reduce inequality and practice, record and share music, create opportunities everywhere. voices, potential revenue streams and new cultural expressions are given a wider audience. This requires top‑down intervention no matter where we are. By requiring music and cultural infrastructure to be equally distributed across all communities so music deserts become oases.

Where Has It Worked?

MUSIC FUSION, HAMPSHIRE UK Music Fusion gives at‑risk youth the ability to 10.2 write, record and release music in some of the By 2030, empower 10.3 UK’s most deprived areas. Started by Jinx Prouse, WHICH TARGETS and promote the a musician himself, the organisation targets youth WILL WE MEET? social, economic and Ensure equal opportunity at‑risk of committing violence and gets them in the political inclusion of and reduce inequalities studio. It’s work has profound impact. Kane, 13, a all, irrespective of age, of outcome, including by former young offender who is still reeling from his sex, disability, race, eliminating discriminatory girlfriend’s fatal stabbing a year ago, says of the ethnicity, origin, religion or laws, policies and opportunity to rap and perform: “It raises me up economic or other status. practices and promoting a little bit, makes me feel good about myself."74 appropriate legislation, policies and action in this regard.

60 The SDGs The SDGs 61 The SDGs

Photo: © UN Photo/Kibae Park

ll our cities are Music is a terrific canary Goal #11: musical. From in the development coal A car horns to mine that can be used to stereos, symphonies to enhance sustainable, ethical choirs, music is a part and inclusive urbanisation. of the fabric of urban Musicians and artists are Sustainable settlements. Music is also often the first to inhabit a terrific tool to develop and regenerate areas. policies that can make With a target to ensure cities more sustainable, safe and secure housing healthier and happier. for all, understanding the Cities and In some cities, music is impact music and noise being used as a tool to has in communities can map needs related to help design better, quieter evening and night‑time homes that aid in sleep public transit. Leaving and rest. From designing Communities concert goers alone at adequate building codes to night without any provision neighbourhood planning, to get home makes people usage of public spaces feel less safe. But that and promoting community What is the goal? is one small example. empowerment and conflict resolution, music can Make cities and human create more sustainable, settlements inclusive, safe, fair and human‑centred resilient and sustainable urban settlements.

62 The SDGs The SDGs 63 How Does Music Where Has It Worked? What Can We Do? Make Cities Sustainable? PERFORMING ARTS READINESS For music to help make cities and In the United States, a number of cities and communities more sustainable, we festivals are working together to better understand must advocate for the following: RESILIENCE PLANNING the impact of the events they hold and create DEVELOP MUSIC TOURISM STRATEGIES Understanding the actions of more sustainable strategies related to resilience, IN EVERY PLACE, EVERYWHERE crowds and mass gatherings conservation and human impact. The Performing helps support resilience planning. Arts Readiness (PAR) project supports a variety of Every country has a story to tell, reinforce and The Art of Mass Gatherings, a programs to increase knowledge and the ability celebrate through music. Creating a music framework to manage weather, of performing arts organizations to create and tourism plan that incorporates marketing, live power, security, and crowd execute emergency recovery plans, recognizing events, attractions, trails and communication control among a plethora of the critical roles that music and performing can raise awareness towards existing heritage other concerns at events is arts organizations play in sustaining both local while promoting living culture at the same being used by cities resiliency economies and community culture and heritage. The time. Similarly to how we celebrate cultural offices to model the potential City of Denver, through Denver Arts and Venues, heritage tourism, we need to see music as a impact of mass events, such standalone tourism sector, with unique revenue 75 is one of the first communities to incorporate as pandemics or terrorism. resilience and sustainability within its music and and job creating opportunities worldwide. CONFLICT RESOLUTION arts policies, working with all city-owned venues MANDATE RESILIENCE STRATEGIES on a sustainability management plan. This could Music can also be used to AT ALL PUBLIC VENUES become a model that could work globally across support conflict resolution, It is not only about health and safety, but also cities, performing arts organisations and venues.77 language skills and community how our venues, concert halls, football stadiums, development in temporary cities, BAIXADA NEVER GIVES UP amphitheatres and arenas can thrive in the future. How can they become carbon neutral such as displacement camps A UNDP pilot project focused on SDG #11 merged and generate their own energy and food? How and transitioning areas. This music, arts and community development. A can they recycle waste? How can they be is prevalent in the work of In documentary featuring a collective of musicians better connected to the cities that house them Place of War, who build music from Baixada, one of the most violence‑riddled and how can we create new jobs to combat infrastructure in conflict areas, to communities on earth, used rap battles to bring automation and AI? To meet SDG #11, an event ensure music is what fills people’s musicians together to express themselves. 76 and event venue resilience plan – across economic days, rather than taking up arms. The documentary was featured at the Chelsea 78 development, climate action and tourism can Film Festival in New York in 2017. ensure that cities become more sustainable. Photo: © Unsplash/Sebastian Estrada GLOBAL MUSIC TOURISM DEVELOPMENT In order to safeguard and develop national heritage, a number of governments are increasing the development of music tourism around the world. From celebrating Mozart in Salzburg to the success of the Americana Music Triangle in the United States, 11.3 to increasing electronic music festivals in Croatia, music is creating new experiences and opportunities By 2030, enhance inclusive and sustainable for nations to research and celebrate their heritage. WHICH TARGETS 11.4 urbanization and capacity WILL WE MEET? for participatory, Strengthen efforts to integrated and sustainable protect and safeguard the world’s cultural Photo: © UN Photo/Simone D. McCourtie human settlement planning and management and natural heritage. in all countries.

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he music industry, in 2016, in the US alone.80 and the music While it is impossible to T ecosystem in its compare the production entirety is a terrific case and consumption practices study to explore how of the 2000s to those to improve production now in music, the results practices and promote reveal opportunities to responsible consumption. reform, and clean up, both Music is a carbon practices. There’s multiple Goal #12: heavy business. solutions embedded in First, the good news. the music sector that The production and could work in other consumption of plastic in sectors; from storing the music industry dropped vast amounts of data to Responsible from 61m kg of plastic in utilising natural resources, the USA to 8m now.79 This manufacturing plastics is due to less production of to office sustainability. CDs and more streaming. Better understanding However, the electricity this ecosystem can Consumption help promote more used to store files for streaming has ballooned, responsibility, not from 157m greenhouse gas just in this sector but equivalents (GHGs) in 2000, society as a whole. and to between 200 and 350m Production

What is the goal? Ensure sustainable consumption and production patterns

66 The SDGs The SDGs 67 How Does Music Where Has It Worked? What Can We Do? Create More Responsible GREEN VINYL For music to help ensure Production and The Green Vinyl Records Project is a collaboration sustainable consumption and production patterns, Consumption? between 8 Dutch institutions to make the vinyl manufacturing process cleaner, more efficient we must advocate and environmentally friendly.83 Reducing plastic for the following: Photo: © Adobe Stock/Jacob Lund DIGITAL SALES and energy usage during the moulding process is leading to cleaner, more efficient records, DEVELOP RESPONSIBLE One emerging practice is to MUSIC ECOSYSTEM ensure data centres storing which is important as the global market for vinyl is increasing at a rate of 12% per year. PRODUCTION AND music run on renewable energy, CONSUMPTION CHARTER with Spotify committing their MUSIC WOOD CHARTER Everything is interconnected in servers to Google Cloud, which As far back as 2010, Greenpeace alongside a number music. From the concert we go runs sustainably. In 2019, they of guitar manufacturers has mandated sustainable to, to the headphones we use to reduced their impact by 15m logging practices under a ‘Music Wood Charter’ listen to Spotify, to the offices tonnes, according to their report.81 for their guitars, drums and other equipment.84 and studios that house those that However, they are still rated D in work to create and market music. Greenpeace’s ClickClean ratings, ECO TOILETS Bundling together key targets so much more needs to be done.82 Festival partnerships prior to COVID‑19, including across the music ecosystem, SUSTAINABLE one led by Shambala Festival in England, have from live music to streaming, SUPPLY CHAINS pioneered water & waste free toilet facilities that education provision to instrument In the UK, a number of music function without being reliant on an electrical grid manufacturing can provide greater 85 companies are bundling their or wider waste management infrastructure. transparency for customers to office energy requirements via the choose equipment and services by independent trade association, those who produce or disseminate negotiating a better rate with music – or the instruments a green energy supplier. New used to make it – responsibly. 12.5 technologies are creating greener vinyl manufacturing. By 2030, substantially reduce waste generation through

prevention, reduction, Photo: © Adobe Stock/Yakobchuk Olena recycling and reuse.

WHICH TARGETS WILL WE MEET?

12.8 By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature. Photo: © Adobe Stock/Thomas Andreas Parpoulas

68 The SDGs The SDGs 69 here are a number of All of music’s multinationals have

The SDGs organisations leading the music sustainability practices, each committing T industry’s response to the climate to reducing emissions across their supply emergency. While many initiatives exist chains. On Music Declares’ website, to reduce impact on the ground, the a number of initiatives are listed that overarching change, especially in the music companies are taking to reduce capacity to reduce impact across live their carbon output. The uniqueness of events and festivals, is being more than this is that the music’s industry reliance norm than the exception. From a coalition on combating climate change involves of festivals across Europe championing engaging with, and often changing, Goal #13: green energy,86 to organisations such other sectors in order to meet their as artist led Music Declares Emergency own objectives. From supplying one’s and NGOs Julie’s Bicycle or A Greener own food to satisfy green artist riders Festival, a number of active and engaged to keeping bees on rooftops of venues, leaders are driving the music industry switching to renewable energy to power Climate towards meeting COP26 targets. servers that host music files or switching to sustainable cups at venues (and ensuring who one sources from are mitigating their impacts), music can be a substantial force to combat the greatest Action and more pressing issue of our time.

What is the goal? Take urgent action to combat climate change and its impacts Photo: © UN Photo/Eskinder Debebe

70 The SDGs The SDGs 71 How Can Music Where Has It Worked? What Can We Do? Take Urgent Action to Combat MUSIC DECLARES EMERGENCY For music to help combat climate Climate Change? Music Declares was started by a number of change and its impacts, we must musicians in the UK and has since grown to over advocate for the following: 2,700 signatories, each committed to reducing CROSS-INDUSTRY ALLIANCES their carbon output and accepting that we now ATTACH PUBLIC FUNDING Festivals require a number live in a climate emergency. A number of guides TO CLIMATE ACTION of sectors to collaborate and have been produced on its website, depending In most countries around the world, music is produce a green event – from on if one is a venue owner, music firm, musicians publicly funded in one way or another. In Canada, set up to take down – requires or fan, outlining different ways to reduce one’s the government supports all sectors and structures working to reduce carbon carbon. The initiative has had a significant of the value chain. In some countries, funding is across transport, logistics, impact in Europe, leading to some of the most restricted to building concert halls and teaching hospitality, energy and other successful artists in the world changing their classical music. Regardless, all public support for sectors. By deconstructing the practices, including Billie Eilish (who has banned music should be tied to better understanding, and supply chain, as is being done, plastic bottles from her gigs) to Radiohead changing, the supply chain that utilises that money. the music industry can reduce (who power their tour using green energy). If instruments are purchased, they need to come global impacts in a number of from sustainable sources. Artists and companies ways, to championing better JULIE’S BICYCLE receiving funding must demonstrate how they are food production (to supply Julie’s Bicycle is a UK based non‑for‑profit that reducing their impact. By pegging public funding to events) to switching to has set up a Carbon Impact Calculator for the to climate action, we can create real change. green energy (across venues, music and creative sectors, to advise on and festivals and offices). support music companies to reduce their carbon STOP ALL PUBLIC INVESTMENT IN impacts. Their work has led to a commitment FIRMS WHO DO NOT TAKE ACTION STANDARDISING from Arts Council England for grantees to submit Many multinational and national firms receive CLIMATE POSITIVE carbon impact reports as part of their funding tax incentives, direct funding and other research PROCESS AS NORMAL requirements and so far, over 50 large theatres, and development tax credits. Each of these From green riders (ensuring no music venues and music organisations have firms, if receiving taxpayer money, should waste provisions are provided to gone through creative green certification. be required to undertake a climate audit. If artist and crew) to eliminating they fail and do not address issues in due plastic cups at events and in course, their support should be withdrawn.

studios and rehearsal spaces, Photo: © UN Photo/Logan Abassi to committing en masse to IMPORTANT NOTE renewable energy, every nation There are countless other examples of should have guidance, led by individual artists and companies using its music sector, outlining steps music, in one way or another, to either raise to take to ensure the wider awareness of the climate emergency or take WHICH TARGETS ecosystem is combating the steps to reduce it. There should be an entire WILL WE MEET? 13.3 climate emergency in all its forms report dedicated to that, if one hasn’t been and functions. No matter where written. The objective is not just to use music Improve education, music is heard, the environment as an output to raise awareness, but also use awareness‑raising around it should be sustainable the expansiveness of music’s supply chain 13.2 and human and and focused on renewables. to deliver real change. Music can’t happen institutional capacity Integrate climate change without many sectors working together. on climate change measures into national Starting with music can create real change. mitigation, adaptation, policies, strategies impact reduction and To start and recognise all the incredible and planning. agents of change, please visit early warning. www.musicxgreen.com, an incredible resource of companies making the world better, through music.

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t may seen tangential, Companies are but there’s a number creating more efficient I of ways that music manufacturing processes can positively impact for vinyl records that and support the delivery use less water.87 While of SDG #14, Life Below not one of the more Water. Music’s supply direct Global Goals in chain relies on sustaining which music can have an and improving life in our impact, it is important rivers, lakes, seas and that all fish and seafood streams. From delivering being served in venues, water sources at music studios and other music festivals and to feeding spaces are responsibly artists and their teams sourced and that music on tour, to using music to continues to be used as raise awareness for the a tool to raise awareness targets of the goal, there’s of the importance life a number of initiatives below water for all of us. to learn from, replicate and promote to better understand the impact Goal #14: that life below water has on music, and vice‑versa. Life Below Water

What is the goal? Conserve and sustainably use the oceans, seas and marine resources for sustainable development Photo: © UN Photo/Martine Perret

74 The SDGs The SDGs 75 Where Has It Worked?

WATER CONSERVATION PLAYLIST A unique take on encouraging people to take shorter showers. A playlist was designed of songs under five minutes that one can sing to, to time people better and encourage them to take shorter showers. This WHICH TARGET resulted in a playlist from Pandora and Southern CAN WE MEET? California’s Metropolitan Water District, of water themed songs to sing in the shower.90 While this was launched in 2015, the message rings true today. How Does Music Impact Life MONTANA LIVE CONSERVATION FEST While there are many examples of music being used Below Water? to promote life below water, a group of activists in Bozeman, Montana USA took it a step further in ADVOCACY AND 2019, organised a Water Conservation Festival, using music, food, drink and beer to raise awareness of life

FUNDRAISING Photo: © UN Photo/Milton Grant below water. Proceeds from donations helped fund For example, Billie Eilish provides the Land and Water Conservation Fund of Montana.91 14.7 refillable water stations at her shows and has prohibited bottled THE NILE PROJECT What Can We Do? By 2030, increase the water on and off stage.88 economic benefits to Small A project using music to inform citizens and Canada’s Waterkeeper Alliance Island developing States residents about how to best care for and protect uses music to promote sustainable and least developed the Nile River, through performances, talks and REVISED WATER POLICY fishing and river keeping.89 countries from the engagements.92 CONCERNING LIVE MUSIC No music event, no matter how large, should be sustainable use of marine RESPONSIBLE selling bottled water in areas where potable water resources, including MUSIC TOURISM is available. Through initiatives like rCup, events can through sustainable There has been a significant provide reusable cups.93 Such initiatives have to go management of fisheries, increase in festivals on cruise venue by venue, city by city and be environmentally aquaculture and tourism. ships, all of which are creating and fiscally sustainable. Policies need to be an impact below water that developed and infrastructure invested in, so clean needs managing. While this is water is available for venues (like households) on the increase, there are calls to use, to minimise single‑use water products. to limit the amount of music festivals at sea, due to their Photo: © UN Photo/Mark Garten DEVELOP ISLAND MUSIC TOURISM PLANS potential impact. It is important Working with organisations such as the Global Island that cruises featuring music Partnership, music can be used as a tool to promote are as sustainable as possible sustainable island based tourism. From Jamaica’s or the practice is ended. usage of its UNESCO City of Music designation to Maluku Island in Indonesia being the home of the original Hawaiian guitar sound, programs can be created to develop revenue streams for small island nations, using music tourism, that can be reinvested in local communities, conservation and development. Currently no island music tourism framework exists. Such a policy to support life below water is an opportunity for all island nations to use their local cultural output more strategically.

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he city of Bristol in From careful site selection the UK released a for festivals to minimise T One City SDG Plan environmental impact to Goal #15: in 2018, outlining hundreds widespread venue greening of urban development (urban gardens, rooftop targets to reach before beehives, composting and 2050 across each of solar energy), a number of the 17 Global Goals.94 decisions made every day The objectives focused in music’s supply chain Life on on improving the local support, and can deliver environment, access to on, the targets in SDG #15. parkland and tree canopy. Including music as a tool One goal was to provide to promote conservation, Land a tracker for all residents endangered species and to access environmental other issues continues data by 2024. To achieve to be a value add around such a solution, one area the world, but it is music’s that could be looked at as supply chain where the inspiration in the emerging solutions can be found to green music festival inspire and influence. A sector, led by A Greener festival is a small city, and Festival. But this is only a city can be a series of one example of music’s festivals. Thinking similarly impact – and ability – to can bring solutions for both. support life on land.

What is the goal? Protect, restore and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, and halt and reverse land degradation and halt biodiversity loss

78 The SDGs The SDGs 79 How Does Music What Can We Do? Impact Life on Land? WHICH TARGETS WILL WE MEET? For music to help protect life on land, MONITORING RESOURCES we must advocate for the following: Festivals are the solution CROWDSOURCE LIFE ON LAND MUSIC PLANS incubators here, from MECA All cities, places, parks and areas should have plans Brazil’s partnership with to better understand how music can be used in 95 Togetherband to Turkey’s first them. Whether amplified or not, our natural habitat ever sustainable music festival – is our largest venue, so long as we recognise from land sourcing to production, how to use it properly. For areas such as national supply and consumption – forests or parks that could be turned into venues, Festtogether, which UNDP representatives should welcome plans to propose 96 partnered on. While not specific incorporating music in, whether it is through 15.6 to music (this happens at all recording, live music or community performance. festivals), the manner in which Photo: © Adobe Stock/Brad But to do so, it must be done by adhering to Promote fair and equitable events are created, using sensors all requirements in SDG #15. Who knows, we sharing of the benefits & cameras, the impact of their could create a number of new sustainable music arising from the utilization events on the land they use Where Has It Worked? venues to inspire, bring together and unite. of genetic resources and provides adaptable solutions that promote appropriate could be rolled out city wide. INCENTIVISE LIFE ON LAND PROTECTION access to such resources, From predicting overused walking RED ROCKS SMARTER Be it through tax incentives or other funding as internationally agreed. trails to using wristbands to Red Rocks Amphitheatre, owned by Denver mechanisms, the more sustainable a venue is monitor food purchases (and the Arts & Venues, developed the SMARTER in its community and the more it aligns itself waste that needs collecting from Sustainable Arts & Venues campaign and has with SDG #15 and other targets, the more it them), a festival can be seen as a taken/is taking the following actions to reduce should be given access to incentive programs to microcosm of a city, whose SDG our impact and operate more sustainably. improve its capacity, product and offer. If we tie Global Goals are aligned with The plan is based on waste diversion, water sustainable development to economic development, those written in Bristol’s report. conservation and air quality. A switch to low both sides could benefit from each other. flow toilets reduced water consumption by 20% in an area with natural water shortages. Their Photo: © UN Photo/Pablo Garcia Saldana plan is one of the more robust in North America to protect the land around the venue.97

REVERB LIFE ON LAND The ”UN Environment Program and REVERB are working with musicians to educate and engage music fans on environmental issues and identify opportunities to mitigate carbon emissions. Artists included in the initiative include Fleetwood Mac, who feature SDG Content at their concerts. REVERB, led by musician Jack Johnson, has “worked with venues to conserve energy, reduce food waste and single‑use plastic, and support carbon offset projects around the world.” All of which is supporting a number of Global Goals and the land around them.98

FREQUENCY FESTIVAL (AUSTRIA) At this festival, your tent plants a tree. For every tent that is taken back home from the festival and not left at the festival, the organisers plant a tree. This is a great incentive that supports better personal stewardship at festivals.99

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Photo: © UN Photo

ccording to the In countries with few Instituting, understanding Goal #16: UN, “corruption, working mechanisms to and reinforcing these A bribery, theft and protect intellectual property institutions in music would tax evasion cost $1.26 and workers rights, these provide a silent economic trillion USD for developing issues are compounded stream for millions of countries per year; this further, as jobs cannot creators worldwide, but Peace, amount of money could be created if there are to function this requires be used to lift those who limited systems in place to justice policies that do not are living on less than support them. The complex exist in many countries. $1.25 a day above $1.25 ecosystem that underpins 100 As stated in drill music for at least six years.” the music economy and its documentary Terms and Justice This has been made global players can provide Conditions, “Art is art, worse by COVID‑19, which solutions and lessons freedom of speech is has led to hundreds of to secure peace, justice freedom of speech, crime is millions more falling into and better institutions crime – what we must not and Strong extreme poverty. Like all worldwide. According do is blur them into one. If industries, corruption and to the Journal of Music someone is inciting violence bribery pose challenges quoting an article by UK or someone is committing in music. According to Music Managers Forum a crime, then the police the Institute for Policy CEO Annabella Coldrick, should do their job. What Institutions Innovation, piracy cost the “‘If the global music seems to be happening is music industry $12.5bn publishing business were a this grey area is created USD per year at its house its plumbing would when your content has this height, with 71,060 jobs be the leakiest, most 101 kind of energy, it’s assumed lost in the US alone. bizarre, inefficient and it is inciting violence.”103 What is the goal? complicated imaginable.”102 Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels

82 The SDGs The SDGs 83 How Does Music Where Has It Worked? Promote Peace, WHICH TARGETS WILL WE MEET? Justice and Strong UGANDA CHILD SOLDIERS MUSIC Institutions? THERAPY PROGRAM A program in Gulu, Uganda has used music to reacclimate former child soldiers into Ugandan INTELLECTUAL society. According to Associated Press, “The PROPERTY REVENUE inadequate response by government and aid groups Music relies on the registration, during and after the conflict left many former child reporting of intellectual abductees with serious trauma, said Collins Kisembo, work. The work needs to be project manager for YOLRED’s music therapy representative of the creators program. Many are withdrawn, isolated, filled with and performers on the track and anger. Where words fail them, music has helped. systems need to exist to know “You realize that somebody now is trying to speak 16.5 when music has been used in the message in himself,” said Kisembo, who trained Substantially reduce what capacity, so the money as a psychologist after working in a local school.107 corruption and bribery ends up in the wallets of those in all their forms. who created and performed MUSIC IN PRISONS on it. In many countries, these There are many music programs across penitentiaries systems do not exist. This in North America and Europe, but few exist in removes economic opportunities the developing world. From the UK’s Irene Taylor to lift oneself from poverty and Trust and Changing Tunes to the United States’ promote theft over fair use. National Criminal Justice Arts Alliance, music is 108 being used as a tool to reduce offending rates. Photo: © UN Photo/Pernaca Sudhakaran HARM REDUCTION But there’s no global initiative to ensure all prisons Where would the world have music programs. Using these are examples, be without John Lennon’s we can promote music’s role in harm reduction What Can We Do? 16.7 Imagine? Or such initiatives and rehabilitation in prisons around the world. like Warchild’s concert series Ensure responsive, in the UK that raises millions of IN PLACE OF WAR INCLUDE MUSIC PROGRAMS IN ALL inclusive, participatory dollars, or the impact a music Pioneering program that has built studios and HARM REDUCTION STRATEGIES and representative decision‑making festival in Myanmar can bring rehearsal spaces in conflict areas around the world, Music is a proven tool that can be used to promote 109 at all levels. to reduce ethnic tensions and including in Colombia, South Africa and Uganda. restorative justice. Ensure music and art programs 104 promote peace. Furthermore, are funded in prisons and rehabilitation centres; music can reduce knife crime ensure there are adequate music programs 105 and gang affiliation, or be in refugee camps and within other displaced used in Colombia to reduce communities. Widespread inclusion of music, 106 the murder rate. With the song and dance has mental health and wellbeing appropriate infrastructure and benefits, can instill a sense of self worth and institutional justice behind it, reduce the cost on justice institutions, as one 16.8 music can be a powerful force with self worth often leads to less crime.110 to bring peace to all of us, no Broaden and strengthen matter what genre we prefer. ENSURE GLOBAL COPYRIGHT IS RESPECTED the participation of Using the power, research and capacity of developing countries WIPO, UNCTAD and other organisations, the UN in the institutions of and its intergovernmental agency partners can global governance. take a more active role in ensuring all nations around the world have strong, transparent and equal intellectual property rights management systems. Only when artists and creators are paid fairly no matter where they live and what they Photo: © UNMISS/Isaac Billy look like can we begin to achieve SDG #16.

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Photo: © UN Photo/Albert Gonzalez Farran

usic is the But the structures, urban development ultimate regulations, ordinances, practices, or ensuring the M value‑add. When laws and resolutions supply chain in music (a music is included, nothing to ensure that music is series of partnerships in is ever taken away. When included as a partner and of themselves) is as Goal #17: music hits, you feel in a simple, accessible sustainable as possible, no pain. One person’s manner is not optimised music has a role to play. success with a track does to meet the Global Goals. It’s all there for us to take not mean another person When certain genres are advantage of through music. has less opportunities for funded and others are Partnerships the same fate. Including criminalised, racial, ethnic music in one school does and gender boundaries not depreciate the school increase despite music down the road’s ability to being a tool to remove them. teach music. Having music The global partnership for to achieve at a reception does not sustainable development reduce the impact of the should include music at its message the organiser core – whether its featuring is focused on delivering. music at high level summits Someone enjoying a to build greater cultural the Goal YouTube music video in ties (so long artists are paid the Bahamas does not for their performance), mean there’s less music creating festivals and the for another aficionado infrastructure to support in the Philippines. them across sustainable What is the goal? Revitalize the global partnership for sustainable development

86 The SDGs The SDGs 87 How Can Music Where Has It Worked? Revitalise Partnerships? EVERYWHERE From using music to attract investment to music Photo: © Unsplash/Callum Shaw being a tool for sustainable tourism, countless CREATE MUSIC examples exist of music being included across CITIES POLICIES industries through partnerships to make places, To meet the Global Goals and people and institutions better. Music, like all establish greater partnerships, of us, are products of globalisation. A form of music must have a voice in wider WHICH TARGETS music can be invented in one place, developed civic conversation, including WILL WE MEET? in another, perfected in another and consumed how overall strategic decisions around the world. Take traditional Hawaiian steel are made around allocation guitar music, featured in the Disney film Moana. of resources, development, It originated in Maluku Province, Indonesia.111 health and education. Few It was developed in Hawaii but turned into a places have music policies that valuable economic asset, through partnerships, institute – deliberately and in California. And now it is consumed all over the intentionally – the role of music world. Every genre has its own story. Every sound What Can We Do? in urban governance. This must has a purpose. It is time for us to use it to meet change, so there’s a path for all the sustainable development Global Goals. partners to engage with music. For music to develop partnerships to achieve the Global Goals, we INCORPORATE MUSIC must advocate for the following: 17.3 POLICIES AND EXPERTISE Photo: © Adobe Stock/Valeriy INTO SDG OFFICES MUSIC INVESTMENT MUST Mobilize additional For those countries with SDG FEATURE IN RECOVERY financial resources for Offices or cities engaging in We must not go back to the way things were. developing countries implementing their Voluntary We must improve. This starts with being from multiple sources. Local Plans (VLP), incorporating intentional. Providing a voice. Creating a policy. music expertise – via a musician, All economic recovery funding must include artist or music professional investing in the wider music and cultural on the committee, board or ecosystem. This is how we will build back better. commission making decisions, will uncover new opportunities CREATE A MUSIC AND SDG to meet the challenges of GLOBAL OBSERVATORY our time, and through that, This guide should become its own office, within the Global Goals by 2030. the UN Office of Global Goals, to create a clear 17.5 set of monitoring processes across the targets Adopt and implement and indicators, to support all countries, cities investment promotion and organisations that wish to use music to regimes for least meet the Global Goals. We have already taken developed countries. the first step towards setting the road map of change for the music industry by creating the SDG Music Network. Get in touch.

CREATE A GLOBAL MUSIC DEVELOPMENT BANK Music rights, as discussed, are one of the most lucrative alternative investments in 2021. They should become incorporated into impact infrastructure investment, through the creation of a Music Development Bank, or a distinct music department within an existing development bank.

88 The SDGs The SDGs 89 Chapter 3 Let’s Get Started

Photo: © Adobe Stock/jeancliclac

90 91 Let’s Get Started

On the following pages, we have summarised every initiative and idea to take forward so music can

become a more engaged Photo: © Mónica Suárez Galindo/PNUD Perú and impactful partner to meet the Global Goals.

But the first thing we must do, before any action is taken, is to change how we think about music. Music is much more than entertainment. It is a growth economy. It is a lifeline. It is a communicator. It is a powerful tool to bring us together. So next time you listen to your favourite song, or when we’re all able to go back to a gig or a festival, remember and harness the power of what’s around you. It’s not just the song. It’s an artform that when we all work together, can change the world.

92 Let’s Get Started Let’s Get Started 93 GLOBAL GOAL #1 GLOBAL GOAL #4 and ensure equal access to GLOBAL GOAL #5 End Poverty In All Quality Education all levels of education and Gender Equality Forms Everywhere vocational training for the HOW DOES MUSIC vulnerable, including persons HOW DOES MUSIC HOW DOES MUSIC SUPPORT EACH SDG? with disabilities, indigenous SUPPORT EACH SDG? SUPPORT EACH SDG? • Music education peoples, and children in • Provides educational • Widens the value of improves all education vulnerable situations. opportunities for Intellectual Property GLOBAL GOAL #2 WHAT TARGETS • Music develops 4.7 by 2030 ensure all women and girls WILL WE MEET • Engages Youth Zero Hunger cognitive strength learners acquire knowledge WHAT DO WE 2.1 by 2030 end hunger and and skills needed to promote • Expands Expression HOW DOES MUSIC • Music Improves our memory NEED TO DO? ensure access by all people, and verbal intelligence sustainable development, • Monitor Gender Balance WHAT DO WE SUPPORT EACH SDG? in particular the poor and including among others Across All Music Sectors NEED TO DO? • Creates Awareness people in vulnerable situations WHAT DO WE through education for • Provide More Educational • Ensure Robust • Creates Food Redistribution including infants, to safe, NEED TO DO? sustainable development Opportunities for intellectual property Opportunities nutritious and sufficient • Make Music Education and sustainable lifestyles, Women in Music regulation WHAT DO WE food all year round. Mandatory human rights, gender equality, • Stamp Out All • Establish After School NEED TO DO? 2.2 by 2030 end all forms • Teach What People Listen To promotion of a culture of Harassment Music Programs of malnutrition, including peace and non‑violence, global • Foster Better Partnerships WHAT TARGETS Everywhere achieving by 2025 the citizenship, and appreciation WHAT TARGETS • Turn Stadiums into Gardens WILL WE MEET • Ensure Fair Pay internationally agreed targets of cultural diversity and of WILL WE MEET 4.5 by 2030, eliminate gender on stunting and wasting in culture’s contribution to 5.5 ensure women’s full WHAT TARGETS children under 5 years of age, disparities in education sustainable development. and effective participation WILL WE MEET and address the nutritional and equal opportunities 1.2 by 2030, reduce needs of adolescent girls, for leadership at all at least by half the pregnant and lactating levels of decision‑making proportion of men, women women, and older persons. GLOBAL GOAL #6 in political, economic, and children of all ages Clean Water and Sanitation and public life. living in poverty in all its 5.A undertake reforms to HOW DOES MUSIC dimensions according give women equal rights SUPPORT EACH SDG? to national definitions. GLOBAL GOAL #3 WHAT TARGETS to economic resources, 1.4 by 2030 ensure that Good Health and Wellbeing WILL WE MEET • Festival infrastructure can as well as access to support water provision all men and women, 3.8 achieve universal health ownership and control over HOW DOES MUSIC particularly the poor coverage (UHC), including • Lead by example: Ban Plastic land and other forms of SUPPORT EACH SDG? and the vulnerable, financial risk protection, Water Bottles At Festivals property, financial services, have equal rights to • It Helps Us Live Longer inheritance, and natural access to quality essential WHAT DO WE NEED TO DO? economic resources, as • It Reduces Stress resources in accordance health care services, and • Go to festivals and music venues that well as access to basic access to safe, effective, with national laws. WHAT DO WE monitor and manage their impacts services, ownership, and quality, and affordable NEED TO DO? control over land and essential medicines WHAT TARGETS WILL WE MEET • Establish Music and other forms of property, and vaccines for all. 6.4 by 2030, substantially increase inheritance, natural Wellbeing Policies 3.D strengthen the capacity water‑use efficiency across all sectors and resources, appropriate • Create Music Programs in of all countries, particularly ensure sustainable withdrawals and supply new technology, and All Senior & Care Facilities developing countries, for of freshwater to address water scarcity, financial services • Foster Partnerships with early warning, risk reduction, and substantially reduce the number of including microfinance. Insurers and Phone Providers and management of national people suffering from water scarcity. • Incorporate Music and global health risks. 6.B support and strengthen the participation and Wellbeing into of local communities for improving COVID Recovery water and sanitation management.

94 Let’s Get Started Let’s Get Started 95 GLOBAL GOAL #7 GLOBAL GOAL #10 GLOBAL GOAL #11 Affordable and Reduced Inequalities Sustainable Cities Clean Energy HOW DOES MUSIC HOW DOES MUSIC HOW DOES MUSIC SUPPORT EACH SDG? SUPPORT EACH SDG? SUPPORT EACH SDG? GLOBAL GOAL #8 WHAT TARGETS • Music Is A Tool to • Music Supports Resilience Planning Decent Work and WILL WE MEET • Music Can Lead By Amplify marginalised • Music is A Conflict resolution Tool Example In Regards Economic Growth 8.2 achieve higher levels of voices To Events productivity of economies WHAT DO WE NEED TO DO? HOW DOES MUSIC WHAT DO WE through diversification, • Develop Music Tourism Strategies WHAT DO WE SUPPORT EACH SDG? NEED TO DO? technological upgrading and In Every Place, Everywhere NEED TO DO? • It Creates Wealth By innovation, including through • Make Music Development • Mandate Resilience Strategies Recognising The Value • Create Policies to a focus on high value added Programs Permanent At All Public Venues Promote Renewable of Music Rights and labor‑intensive sectors. In All Communities Energy in Music Venues WHAT TARGETS WILL WE MEET • It Diversifies Economies 8.3 promote • Make Music Support by 2030 enhance inclusive and • Use Sustainable Festival development‑oriented policies Genre Agnostic 11.3 WHAT DO WE sustainable urbanization and capacities Infrastructure To that support productive NEED TO DO? WHAT TARGETS for participatory, integrated and Promote Sustainable activities, decent job • Ensure all governments have WILL WE MEET sustainable human settlement planning Infrastructure creation, entrepreneurship, functioning, transparent 10.2 by 2030 empower and management in all countries. WHAT TARGETS copyright societies creativity and innovation, and and promote the social, encourage formalization and 11.4 strengthen efforts to protect WILL WE MEET • Recognise all artists economic and political growth of micro-, small- and and safeguard the world’s cultural 7.2 increase substantially as small businesses inclusion of all irrespective and natural heritage. the share of renewable medium-sized enterprises of age, sex, disability, race, energy in the global including through access ethnicity, origin, religion or energy mix by 2030. to financial services. economic or other status. 7.3 double the global rate 10.3 ensure equal GLOBAL GOAL #12 of improvement in energy opportunity and reduce Responsible Production efficiency by 2030. inequalities of outcome, GLOBAL GOAL #9 including through HOW DOES MUSIC Industry, Innovation, Infrastructure eliminating discriminatory SUPPORT EACH SDG? HOW DOES MUSIC laws, policies and practices • Music Can Foster Digital Transformation and promoting appropriate SUPPORT EACH SDG? and Sustainable supply chains legislation, policies and • It Creates Wealth and Social Benefit actions in this regard. WHAT DO WE NEED TO DO? through Creating More Offline Experiences • Develop Responsible Music Ecosystem • Promotes the Need for Production and Consumption Charter Access to the Internet WHAT TARGETS WILL WE MEET WHAT DO WE NEED TO DO? 12.5 by 2030, substantially reduce • Pass Resolutions To Promote waste generation through prevention, Cultural Infrastructure Plans reduction, recycling, and reuse. WHAT TARGETS WILL WE MEET 12.8 by 2030 ensure that people everywhere have the relevant information 9.2 promote inclusive and sustainable and awareness for sustainable development industrialization, and by 2030 raise and lifestyles in harmony with nature. significantly industry’s share of employment and GDP in line with national circumstances, and double its share in LDCs. Photo: © UN Photo/Albert Gonzalez Farran 9.C significantly increase access to ICT and strive to provide universal and affordable access to internet in LDCs by 2020.

96 Let’s Get Started Let’s Get Started 97 GLOBAL GOAL #13 GLOBAL GOAL #14 WHAT TARGETS Climate Action Life Below Water WILL WE MEET 14.7 by 2030 increase HOW DOES MUSIC HOW DOES MUSIC the economic benefits to SUPPORT EACH SDG? SUPPORT EACH SDG? Small Island Developing • Music Can Lead • Music Can Lead Advocacy States (SIDS) and Least In Developing and Fundraising Developed Countries Cross‑industry alliances • Responsible Music Tourism (LDC) from the sustainable • Music Can Help Foster Responsible Tourists use of marine resources, Standardise Climate including through sustainable WHAT DO WE Positive Processes management of fisheries, NEED TO DO? aquaculture and tourism. WHAT DO WE • Develop Island Music NEED TO DO? Tourism Plans • Attach Public Funding Requirements to Climate Action • Stop All Public Investment In Firms Who

Do Not Take Action Photo: © Adobe Stock/oscity WHAT TARGETS WILL WE MEET

13.2 integrate climate GLOBAL GOAL #17 change measures Partnerships into national policies, strategies, and planning. HOW DOES MUSIC 13.3 improve education, GLOBAL GOAL #16 SUPPORT EACH SDG? awareness raising and Peace, Justice and Strong Institutions • Music is the Ultimate Partnership human and institutional Tool In Cities and Places HOW DOES MUSIC capacity on climate change • Incorporate Music Policies and SUPPORT EACH SDG? mitigation, adaptation, Expertise Into SDG Offices impact reduction, • Music Can Increase Wealth and early warning. Though Intellectual Property WHAT DO WE NEED TO DO? Photo: © UN Photo/Martine Perret • Music Supports Rehabilitation, • Music Investment Must Feature In Recovery Reconciliation and Harm Reduction • Create a Music and SDG Global Observatory WHAT DO WE NEED TO DO? GLOBAL GOAL #15 • Create a Global Music Development Bank • Include Music Programs in All Life On Land Harm Reduction Strategies WHAT TARGETS WILL WE MEET HOW DOES MUSIC SUPPORT EACH SDG? • Ensure Global Copyright Is Respected 17.3 mobilize additional financial resources for developing countries • Music Can Help Monitor Resource Tracking WHAT TARGETS WILL WE MEET from multiple sources. WHAT DO WE NEED TO DO? 16.5 substantially reduce corruption 17.5 adopt and implement investment and bribery in all its forms. • Crowdsource Life on Land Music Plans promotion regimes for LDCs. • Incentivise Life on Land Protection 16.7 ensure responsive, inclusive, participatory and representative WHAT TARGETS WILL WE MEET decision‑making at all levels. 15.6 ensure fair and equitable sharing of the benefits 16.8 broaden and strengthen the arising from the utilization of genetic resources, and participation of developing countries in promote appropriate access to genetic resources. the institutions of global governance.

98 Let’s Get Started Let’s Get Started 99 Where Do We Go 10 Key Actions for Individuals, From Here? Cities, Governments, Civic Institutions, NGOs and You:

t starts with one decision. One choice. 5. Make events, One conversation. touring and music I 1. Develop national, production and Next time you put a record regional and local on, or press the spacebar its supply chain music ecosystem, carbon positive. on your computer to music tourism and start a YouTube video, music cities policies. think about the impact that music can have 6. Ensure music – on your life, your is included in all family, your community, 2. Support the health and social your ecosystem. development of care policies. This will take time, but we can cultural infrastructure choose, right now, to use music and ensure it to meet the Global Goals. And is distributed to support this mindset shift and equally amongst 7. Establish music Photo: © Adobe Stock/lesapi turn us all into agents of change, all communities. and wellbeing policies here is our top ten list. Start and incorporate here. Refer back to the guide. 10. Foster stronger Join the SDG Music Network. them into COVID recovery budgets. partnerships across Remember that you as an 3. Ensure all global the music and individual have the power to copyright regulations non‑music industries. create change. Speak to your are respected colleagues, your elected officials, so artists and 8. Make music your representatives. Use music musicians get paid. education global, in for the benefit that it is. We all national, regional COVID-19 is not only will all be better off if we do. a wake-up call. It is and local curriculums And in doing so, lead with also an opportunity. It and available to has demonstrated how these 10 key actions. Each, if 4. Commit to gender all citizens. powerful a community implemented, will make society equality, including is. How powerful and fairer, more equitable and more women and wealthier. Each will ensure important our neighbours under-represented decisions are made on behalf can be. And how impactful of everyone. Start now. communities and 9. Promote inclusive music – as a unifier, as orientations on music access across an economy, as a human and off-stage, in all genres and right – is for all of us. So decision making disciplines to amplify what are you waiting for? and at all levels. underrepresented genres, genders, cultures and voices. Photo: © Adobe Stock/Burlingham

100 Let’s Get Started Let’s Get Started 101 Endnotes Footnotes

1  https://www.musicbusinessworldwide. 16  https://www.undp.org/content/undp/ 35  https://www.theguardian.com/ About the Authors The Conversation com/nearly-40000-tracks-are-now-being- en/home/sustainable-development- education/2017/oct/03/school- Doesn’t End Here added-to-spotify-every-single-day/ Global Goals/goal-1-no-poverty.html results-music-bradford 2  https://dancingastronaut.com/2020/05/ 17  https://www.worldbank.org/en/news/ 36  https://www.theguardian.com/ This report was written by Shain Shapiro, goldman-sachs-predicts-music-industry-to- press-release/2020/10/07/covid-19-to- education/2017/oct/03/school- PhD with the support of Paloma Medina and We’ve created the SDG Music Network within the nearly-double-in-value-by-decades-end/ add-as-many-as-150-million-extreme-poor- results-music-bradford Azucena Mico. It is published by the Center 3  https://www.GlobalGoals.org/ by-2021#:~:text=The%20COVID%2D19%20 37  https://journals.sagepub.com/ Music Cities Community. It’s a space for sharing pandemic%20is,severity%20of%20 4  https://www.iq-mag.net/2020/09/ doi/10.1177/0022429420941432 for Music Ecosystems. Please download and the%20economic%20contraction. and learning, aiming to bring together the universal live-music-down-64-this-year-but- 38  https://www.pxpembassy.org share it widely. This report is for you. 18  https://www.eajournals.org/wp-content/ language of music with the universal mission of rebound-2021-pwc/#.X_Uth9gzY2w and 39  https://keychange.eu/wp- uploads/Language-Music-and-Dance- https://www.beat.com.au/the-a-z-of- content/uploads/2018/11/1052- the Global Goals and ultimately contribute to as-Tools-for-Poverty-Reduction-and- music-in-2021-how-the-industry-will- keychange-A5-v15-web.pdf Thank You having a better world by 2030. Meet us there. bounce-back-from-a-disastrous-year/ Sustainable-Development.pdf, page 4. 40  https://phys.org/news/2019-02- 19  http://theconversation.com/no- the SDGs and to everyone who suggested edits, 5  https://www.bpi.co.uk/news-analysis/ women-music-industry.html fans-turn-to-music-to-get-through- venezuelas-much-hyped-el-sistema- examples or solutions to include in this report. 41  https://nmbx.newmusicusa.org/ We would like to thank our partners, including United 2020-as-a-new-wave-of-artists-fuels- music-programme-is-not-a-hotbed- playing-like-a-girl-the-problems-with- Nations Regional Information Centre, UN SDG Action streaming-growth/#:~:text=Tech%20 of-political-resistance-80500 reception-of-women-in-music/ Campaign, SDG Media Compact, UNIDO, UNCTAD, Springboard%20Programme-,Fans%20 20  https://nationaldiversityawards.co.uk/ turn%20to%20music%20to%20get%20 musicians-in-exile-the-glasgow-barons/ 42  https://www.theguardian.com/ UNDP, International Year of the Creative Economy, music/2020/jan/23/boys-club-2020s- through%202020%20as%20a,of%20 21  https://www.musicianswithoutborders. music-awards-superficial-change-grammys OECD, UNWTO, UN Women, Music Moves Europe, artists%20fuels%20streaming%20 org/eng/why-music/ growth&text=Music%20consumption%20 43  https://www.theglobeandmail.com/arts/ YouRope – The European Festival Association, 22  https://www.globalcitizen.org/en/ up%20for%20a,streaming%20 music/how-stockholm-became-a-dominant- Reeperbahn Festival, International Music Council, fuelled%20by%20label%20investment. 23  https://www.list.co.uk/article/116258- force-in-global-popmusic/article37541953/ liveforlove-how-living-room-ravers-have- European Music Council, Association of Independent 6  https://www.axios.com/the-african- 44  https://keychange.eu/ raised-over-30000-for-uk-food-banks/ music-industry-is-gaining-global-interest- Music, IMPALA, Music Venue Trust, A Greener 45  https://www.undp.org/content/undp/ 45987188-f6f2-4be5-bfc1-c8f7e1114c8f.html 24  https://www.billboard.com/articles/ en/home/blog/2016/11/18/Empresas- Festival, Music X Green, Julie’s Bicycle, Gameplan news/8466283/going-to-concerts- 7  LS Retail (2017), “7 reasons why you should por-la-igualdad-de-g-nero.html can-help-you-live-longer-study Impact, Grounded World, Primavera Sound, Holger play music in your store”, retrieved from 46  http://obs.agenda21culture.net/en/good- https://www.lsretail.com/blog/7-reasons- 25  https://www.foundinmusic.com/ Jan Schmidt, Christoph Storbeck, In Place of War, Photo: © Adobe Stock/Anton Gvozdikov practices/val-de-marne-h2-oh-festival play-music-store (accessed 26.06.2019) music-at-work-week#:~:text=Music%20 Association for Electronic Music, Keychange, Music At%20Work%20Week%20 47  https://djmag.com/news/human-waste- 8  Mayor of London (2019), “Gigs - London’s was,enhance%20employee%20 reading-festival-will-be-used-power-homes Innovation Hub, SheSaid.So, Linecheck Festival, biggest busking competition”, retrieved experience%20and%20wellbeing. gener8tor, Garibay Center, 2112, Lisa Gray, IMPEL, from https://www.london.gov.uk/what- 48  https://www.researchgate.net/ publication/23466203_Sustainable_ Unison Rights, Palestine Music Expo and Client Earth. we-do/arts-and-culture/current-culture- 26  https://whatworkswellbeing.org/ projects/gigs-londons-biggest-busking- practice-examples/music-and-mental- wastewater_treatment_of_ Special thanks goes to Marina Ponti and Silja Fischer, competition (accessed 26.06.2019) health-the-benefits-of-playing- temporary_events_The_Dranouter_ making-and-performing-together/ Music_Festival_case_study Ruth Jakobi and their team for contributing forwards, 9  KVRR (2018), “Fargo Police Department to Caroline Petit for her patient and unending advice, to debut new music video”, retrieved 27  https://www.classicfm.com/artists/ 49  https://news.wef.org/kicking-the- from https://www.kvrr.com/2018/10/26/ english-national-opera/singers-teaching- porcelain-throne-up-several-notches/ to Tom Huston for introducing us to the power of fargo-police-department-to-debut-new- breathing-techniques-long-covid-sufferers/ 50  https://waterkeeper.org/news/7th- the SDGs and to everyone who suggested edits, music-video/ (accessed 26.06.2019) 28  https://www.sounddiplomacy. annual-splash-event-series- examples or solutions to include in this report. And 10  Construction Rocks (2019), com/music-in-society presented-nationally-toyota/ thank you to the Center for Music Ecosystems “Latest”, retrieved from https:// 29  https://www.healthline.com/health/ 51  https://www.bbc.co.uk/news/ www.constructionrocks.com/ pregnancy/music-for-baby-in-womb entertainment-arts-48380605 advisory board and collaborator network and to (accessed 26.06.2019) 30  https://nafme.org/20-important- 52  https://www.agreenerfestival. the Sound Diplomacy team, especially Azu Mico, 11  http://www.bridgesformusic.org/ benefits-of-music-in-our-schools/ com/wp-content/uploads/ pdfs/StewDennyWater.pdf Camila Anino, Noelle Nikkhah and Paloma Medina. 12  https://www.thesoundinitiative.com/ 31  http://topics.maydaygroup.org/ 13  https://en.unesco.org/ articles/2018/Karvelis_2018.pdf 53  https://www.vivaconagua.org/ creativity/convention 32  https://www.kaufmanmusiccenter. 54  https://www.gla.ac.uk/news/ 14  https://en.unesco.org/creative-cities/home org/the-power-of-music-education/ archiveofnews/2019/april/ headline_643297_en.html 15  https://www.uclg.org/en/media/news/ 33  https://www.kaufmanmusiccenter. culture-sustainable-development- org/the-power-of-music-education/ Global Goals-sdgs-guide-local-action 34  https://www.kaufmanmusiccenter. org/the-power-of-music-education/

102 103 55  https://www.theguardian.com/ 74  Ibid 96  https://www.tr.undp.org/content/turkey/ environment/2019/jun/04/theres- 75  https://majesticcollaborations. en/home/presscenter/articles/2019/07/ no-reason-why-this-couldnt-go- com/2019/09/13/art-of-mass- tuerkiye-nin-_lk-suerdueruelebilir- global-australian-music-industry- gatherings-symposium/ muezik-festivali-festtogether.html invests-in-solar-farms 76  https://www.inplaceofwar.net 97  https://www.redrocksonline. 56  https://ec.europa.eu/energy/intelligent/ com/about/sustainability 77  https://performingartsreadiness.org/ projects/en/projects/eemusic 98  https://sdg.iisd.org/news/unep- 78  https://www.undp.org/content/undp/en/ 57  http://money.futureofmusic.org/40- reverb-engage-music-fans-in-climate- home/news-centre/announcements/2017/ revenue-streams/?fbclid=IwAR2x4L mitigation-environmental-action/ localizing-Global Goals-music-art.html q7YfNSgUFUuP9X5eHqD1oJDY-rJw- 99  https://www.frequency.at/ 79  https://theconversation.com/music- FKxsW3yayzBCduXtO-zg26MY baeume-pflanzen/ streaming-has-a-far-worse-carbon- 58  https://www.ifpi.org/news/IFPI- footprint-than-the-heyday-of-records- 100  https://www.un.org/ GLOBAL-MUSIC-REPORT-2019 and-cds-new-findings-114944 sustainabledevelopment/peace-justice/ 59  http://www.goldmansachs.com/insights/ 80  Ibid 101  https://www.musicbusinessworldwide. pages/infographics/music-streaming/ com/why-does-the-riaa-hate- 81  http://q4live.s22.clientfiles.s3-website-us- 60  https://www.bloomberg.com/ torrent-sites-so-much/ east-1.amazonaws.com/540910603/files/ news/features/2021-01-11/best- doc_downloads/govDocs/2019/03/2018- 102  https://journalofmusic.com/focus/2020- alternative-investments-to-buy-in- Spotify-Sustainability-Report-FINAL.pdf where-money-todays-music-world 2021-whisky-music-rights-rewilding 82  http://www.clickclean.org/usa/en/ 103  https://journalofmusic.com/focus/2020- 61  https://www.backstage- where-money-todays-music-world academy.co.uk/research 83  https://greenvinylrecords.com/ index.php/het-project-en-us/ 104  https://myanmar.un.org/en/22008- 62  https://www.musiciansunion.org. unic-yangon-intern-finding-link- 84  https://www.greenpeace.org/usa/ uk/Home/Advice/Playing-Live/Gigs- between-music-and-Global Goals and-Live-Entertainments/Fair-Play- news/taylor-gibson-martin-and-fen/ 105  https://www.shoutoutuk. Venues/Fair-Play-Venue-Database 85  https://www.insidermedia.com/ org/2019/08/09/the-power-of-drill-and- news/south-west/bank-puts- 63  https://www.thesoundinitiative.com/ grime-music-to-reduce-knife-crime/ funds-into-eco-toilet-venture 64  https://www.forbes.com/sites/ 106  https://www.shoutoutuk. 86  https://www.nme.com/news/ bernardmarr/2019/07/05/the- org/2017/11/16/popular-music- music/festival-promoters-unite- amazing-ways-artificial-intelligence- can-help-reduce-gang-violence/ is-transforming-the-music-industry/ to-fight-climate-change-with-new- declareaction-initiative-2607236 107  https://apnews.com/ 65  https://www.synchtank.com/ b7c5431cf2614fd1a18832e29417c70b/ 87  https://greenvinylrecords.com/ blog/africas-perfect-storm-for- Former-child-soldiers-help- index.php/home-en-us/ the-music-business-is-coming/ Uganda's-rebel-abductees-heal 88  https://www.refinery29.com/en-gb/ 66  https://www.iq-mag.net/2019/01/ 108  http://www.cjcj.org/uploads/ billie-eilish-tour-bans-plastic-straws africa-the-power-of-music/ cjcj/documents/brewster_prison_ 67  https://www.npr.org/sections/ 89  https://www.waterkeeper.ca arts_final_formatted.pdf codeswitch/2015/04/13/399414351/ 90  https://www.citylab.com/ 109  https://www.inplaceofwar.net how-the-south-korean-government- life/2015/09/cue-up-a-water- 110  https://www.psypost.org/2018/06/ made-k-pop-a-thing conservation-playlist/407686/ study-high-self-esteem-linked-reduced- 68  http://magambanetwork.com/about/ 91  https://www.facebook.com/ likelihood-crime-delinquency-51608 events/13-s-willson-ave-bozeman-mt- 69  https://www.strategy-business.com/ 111  https://www.jstor.org/stable/20071621 article/Why-Are-4-Billion-People- 59715-united-states/land-and-water- without-the-Internet?gko=1ed7b conservation-fest/430038604382145/ 70  https://www.ucl.ac.uk/news/2019/ 92  http://nileproject.org/ nov/arts-crucial-reducing-poor- 93  https://www.rcup.co.uk/ health-and-inequality 94  https://www.bristolonecity.com/wp- 71  Forbes Africa’s 50 Richest content/uploads/2019/02/One-City-Plan- List, quoted in article Global Goals-and-the-UN-Sustainable- 72  https://www.unicef.org/kenya/ Development-Global Goals.pdf overview_4616.html, quoted in article 95  https://togetherband.org/ 73  https://kenya.oxfam.org/blog/ blogs/news/join-togetherband- music-weapon-fight-inequality at-the-brazilian-coachella

104 105 Center for Music Ecosystems supports the Sustainable Development Goals

www.centerformusicecosystems.com/sdgs

106