MUSIC CITIES TOOL KIT Music Cities Toolkit 1 Earlier this year, the Cities around the Canadian Chamber of world are increasingly Commerce invited Graham recognizing the powerful Henderson, president & punch delivered by CEO of Music Canada, music as a driver of to speak to our board employment and members about the economic growth that concept of Music Cities – a further enhance its long- multi-faceted approach acknowledged cultural to growing the local music and social impacts. economy. Music Cities is a concept that has already Music Canada, a trade grabbed the attention of a number of communities association representing Canada’s major record and chambers of commerce across the country. labels, is proud to be at the forefront of this global movement. Following a successful campaign to What community doesn’t have an event focused on place music on the economic development agenda music? Or isn’t home to local artists and musicians, in Toronto by highlighting the best practices from and music entrepreneurs? Large and small centres have jamborees, choral festivals, jazz festivals, blues Austin, Texas, Music Canada produced the fi rst festivals and more! Music venues and recording international study of municipal music strategies. studios dot the landscape. And artist entrepreneurs Since its publication in 2015, The Mastering of a live among us, coming out to play whenever stages are Music City has been used to guide the formulation provided. One only has to look to the recent example of new music strategies in communities around the of the Tragically Hip’s fi nal tour to get a sense of the world, been consulted by leading music industry impact, infl uence and importance that music plays in and municipal leaders in some of the best known our lives and our communities. Music Cities, and been added to curricula at numerous academic institutions. When our board was introduced to this concept by Music Canada and the pivotal role that chambers At the heart of the research is the idea that could have in creating an opportunity for growth for music can play a pivotal role in the economic their businesses and communities, they were … well… development of any community, not just the titans all singing from the same songsheet. of the industry like Toronto or Austin. It starts with leadership. We are so pleased that Music Canada has partnered with us and shared their excellent work in this space We are extremely pleased to be able to work with the chamber network as a tried and tested with the Canadian Chamber of Commerce whose economic development tool. It is our hope that you pan-Canadian network makes it an ideal partner will be able to take content from this toolkit and use to spread the thinking behind and the benefi ts the ideas within to reach new segments of business of adopting the Music Cities model for your in your community as you reach out to potential community. Music is a universal concept – it goes members and partners for the chamber; to create beyond words, beyond geographic and political economic platforms within your community that boundaries and has the potential to create new strengthen its profi le and growth and to bring even circles of infl uence for the chamber network. I greater value through your chamber as the connector encourage you to lead the way and help your of people and innovative solutions. community become a Music City. In the end, Music Cities is a concept which everyone can get behind. After all, who doesn’t like music? Perrin Beatty, President and CCEO Graham Henderson, President and CEO The Canadian Chamber of CommerceCo Music Canada INTRODUCTION Cities around the world are increasingly tap into the power of music. Music Canada and recognizing the potential of music as a driver of its global affi liate, IFPI, published a report in 2015 employment and economic growth beyond its entitled The Mastering of a Music City. It sets out long-acknowledged cultural and social benefi ts. simple steps that policymakers worldwide can take to help develop their music economies. Music Canada, a trade association representing Canada’s major record labels, campaigned for The report was based on more than 40 interviews Toronto to leverage music to benefi t its economy with a wide array of experts in music and based on the strategies deployed in Austin, the government on all continents, citing examples of capital of Texas. It pointed out that Austin is much best practices from 25 cities worldwide. The report smaller than Toronto, the hub of Canada’s recording also sets out seven key strategies that will help local industry, but that it was using music far more authorities, businesses, community groups and the eff ectively to generate jobs, taxes and growth. The creative sector capitalize on the potential of music campaign secured the engagement of city hall, and to build, grow and strengthen their cities. the Mayor of Toronto, John Tory, put music at the Music and municipal leaders in communities as heart of his economic development agenda. diverse in size and demographics as Gander; This successful campaign prompted interest from London; Calgary; Vancouver; Columbus, Ohio; other cities in Canada and around the world, Sydney, Australia; Aarhus, Denmark and Bogota, looking for a “roadmap” so that they, too, could Columbia are utilizing The Mastering of the Music Music Cities Toolkit 3 Big Valley Jamboree, Camrose, Alberta. Photo courtesy of Trixstar Productions. Trixstar of courtesy Photo Alberta. Camrose, Jamboree, Valley Big City to guide their own local strategy development. Even Austin, Texas is using the research, among other things, to guide its latest eff orts to support “Growing our music industry is key to the music community. driving economic growth, job creation The Music City conversation has also spread to and investment. A city’s passion business improvement associations and chambers for music is important in attracting of commerce. These organizations are looking for talented people to visit and to stay. ways to play a leadership role in the development of their own “Music City.” The Mastering of a Music City report reinforces, in my mind, the real potential Building on the experience of Music Canada’s Executive Vice President, Amy Terrill, both in of what supporting the music industry chamber management and in her role as a leading can do to transform and grow a real 21st advocate/consultant on Music City development century city.” around the world, this toolkit has been designed by Music Canada to provide Canadian chambers of - John Tory, Mayor of Toronto commerce with a roadmap and guide to activate the power of music in their city. TABLE OF CONTENTS What is a Music City? 6 Eff ective Strategies 7 Benefi ts for the Community 8 Benefi ts for the Chamber of Commerce 10 Getting Started 11 Action Items: The Role for the Chamber of Commerce 12 Catalyst 12 Advocate 15 Operator 19 Trainer 21 Promoter 22 Conclusion 24 Appendix: Terminology 25 WHAT IS A MUSIC CITY? The term “Music City” is becoming widely used In Canada, cities from Gander to Victoria are in cultural communities and has penetrated the examining ways in which they can adapt the Music political vernacular in many cities around the world. City model for their community. Chambers of Once identifi ed solely with Tennessee’s storied commerce have an opportunity to carve out a capital of songwriting and music business, Nashville, leadership role as this dialogue is emerging. Music City now also describes communities of What are the essential elements of Music Cities? various sizes that have a vibrant music economy that they actively promote. Alliances are being • Artists and musicians formed among cities that see value in partnering • A thriving music scene to enhance their music success, Music City accreditations are being discussed and defi ned and • Access to spaces and places Music City panels are popping up at conferences around the globe. • A receptive and engaged audience Outside the cultural community, there is growing • Record labels and other music-related recognition among governments and other businesses stakeholders that Music Cities can deliver It is also important to have multi-level government signifi cant economic and employment benefi ts support for music, a broader municipal beyond the long-acknowledged cultural and social infrastructure conducive to the sector and music benefi ts. Quite suddenly, there is a lot of interest education programs. Many other benefi cial in becoming a Music City, and how to make elements were identifi ed in the research for Music one succeed. Canada’s The Mastering of a Music City report, including music history and identity. However, the above-noted components received a higher ranking by the focus groups conducted for this research. Photo: Pemberton Fest 3 High Rez_PhotoCredit Mark C Austin and Pemberton Music Festival Music Cities Toolkit 6 EFFECTIVE STRATEGIES The Mastering of a Music City report identifi es seven key strategies that are an eff ective means to grow and strengthen a city’s music economy: The Mastering of a Music City 1. Music and musician-friendly policies, from licensing and liquor laws, to parking and planning regulations, to aff ordable housing and artist entrepreneur training. 2. The creation of Music Offi ces to help musicians and music businesses navigate the broad range of government policies and regulations that impact music. 3. The formulation of Music Advisory Boards to engage the broader music community in a collaborative way and to facilitate dialogue with municipal governments. 4. Engaging the broader music community to ensure the people most aff ected by music policies are involved and informed. 5. Access to spaces and places, whether public or {1} privately owned, for artists to practice, record, and perform at every stage of their career.