HOTEL TOWN HALL THE MUSIC CITIES MANUAL YOUR COMPREHENSIVE GUIDE TO BUILDING MUSIC CITIES COPYRIGHT INFORMATION CONTENTS © Sound Diplomacy 2019 Sound Diplomacy 114 Whitechapel High St London E1 7PT www.sounddiplomacy.com PART 1 No reproduction or copying of this work is permitted Music Cities: Your Manual .................................................................................................. 1 without written consent of Your Music ........................................................................................................................ 2 the authors. Executive Summary ........................................................................................................... 4 Sound Diplomacy wishes Who Does Your Music Policy Impact? ................................................................................ 7 to thank all our clients, colleagues and friends who Who Is Responsible For Music Policy In a City? ................................................................. 8 contributed to this report The Music Cities Method ................................................................................................. 10 and to spreading the ‘music cities’ gospel around the PART 2 world. There are too many to thank; you know who you are. How Do You Start? The 13 Indicators of a Thriving Music Policy ...................................... 10 Thank you. #1 Music Is Infrastructure: Develop a Policy .................................................................... 12 #2 Understand Your Environment: Asset Map It .............................................................. 14 #3 Music & Non-Music People Unite: Create a Coalition ................................................ 17 #4 Respect and Celebrate Your Past: Use Your Heritage ................................................. 19 #5 Everyone Loves Music: Use Yours For Tourism ........................................................... 22 #6 Use Music To Achieve Our Sustainable Development Goals ....................................... 24 #7 We All Need a Place To Develop: Support Venues ....................................................... 28 Case Study: Agent of Change Principle ........................................................................... 30 Case Study: Supporting Grassroots Music Venues .......................................................... 32 #8 Create An Entrepreneurial Environment For Business .............................................. 34 #9 Prioritise Music Education Across Young And Old ..................................................... 37 #10 Support Your Evening and Night Time Economy: We All Have One ........................... 39 Case Study: Developing Office of Night life .................................................................... 42 #11 Prioritise Affordability: Humanise Your Buildings and Land ....................................... 44 #12 Recognise How Big We Are If We Work Together: Be International ........................... 46 Case Study: Music Cities Network ................................................................................... 48 #13 Music Is Central To Our Health and Wellbeing ......................................................... 50 PART 3 Our Music Method Delivers Growth ................................................................................ 53 Key Lessons To Take Home .............................................................................................. 54 What Now? ...................................................................................................................... 56 About The Authors .......................................................................................................... 58 Design & Illustration: www.aliceclarke.com Footnotes ....................................................................................................................... 59 PART 1 MUSIC CITIES YOUR MANUAL A SET OF TOOLS, CASE STUDIES AND LESSONS TO INCREASE THE VALUE OF MUSIC IN YOUR CITY, TOWN OR PLACE A report for the decision makers, music industry, city government, developers, planners, tourism bodies, convention and visitors’ bureau, live music professionals, licensing authorities, arts councils, music export offices, health and social care professionals, downtown management agencies, night time economy practitioners, bar owners, managers, regeneration agencies, placemaking bodies, festivals, orchestras, policymakers, ministers, city councillors, culture officers, entrepreneurs, hoteliers, land owners, brand supervisors, professors, instrument makers, urbanists, co-working space providers, streaming services, brand agencies, content creators... YOU. Image © Daniel Ernst/Adobe Stock 1 YOUR MUSIC… SUPPORTS GLOBAL SUSTAINABLE DEVELOPMENT GOALS INCREASES ECONOMIC OUTPUT IMPROVES WELLNESS Music and culture interweave across a number of UN SDGs, Music is worth $740m to Jamaica’s Live music improves cognition including #5 (Gender Equality), 5 economic output, per annum . and contributes to a wide #8 (Decent Work & Economic range of health benefits11. Music in Melbourne, Australia, was Growth) and #11 (Sustainable Cities). worth £125m in 2011; with inflation, Playing music at a young age this is worth £150m minimum6. improves cognition and skills across CREATES JOBS all the STEM subjects (science, Montreal’s cultural industries SUPPORTS A THRIVING Music supports 57,500 jobs in 7 technology, engineering & maths). are worth £6bn . NIGHT TIME ECONOMY New York City, USA alone1. This was proven over a 45-year study exploring music’s role in The UK’s Night Time Economy Music in Melbourne, Australia, 12 other subject engagement . alone supports 1.3m jobs18. supports over 10,000 jobs. A TOURISM DRIVER Music can increase cognitive The NTE accounts for Music employs 2,450 people 13 ability in people with dementia . approximately 10-16% of town in Glasgow, Scotland alone The total number of music centre jobs in Sydney19. and contributes £450m in tourists from the UK and abroad Attending a live gig every two increased by 20% in 2016 to economic impact each year2. weeks can add nine years to your Australia’s NTE (directly reduced to 12.5m, of which 11.6m were UK life and the experience of a gig drinks, entertainment and leisure Arts and culture employment citizens visiting live music events 15 boosts general wellbeing by 21% . jobs) employs just over 1m people accounts for 4.2% of all US full time in other parts of the UK8. and is connected to 25% of jobs20. jobs. It is growing by 2% annually3. The United States’ national brand New York City’s NTE supports in 2018 was centred on music9. ENHANCES SOCIAL INCLUSION approximately 300,000 employees21. 70% of international visitors to Music has been featured as a tool IS A REGENERATION TOOL Memphis, USA, cite music as the for sustainable development at primary reason for their trip10. Entire regeneration schemes, the UN World Urban Forum16. from The Old Vinyl Factory in London to MidCity in Huntsville, Singing is a definitive, Alabama, are using music as scientifically-proven tool to 17 key drivers for growth. combat social exclusion . The music industry in Asheville, North Carolina, grew by 26% from 2010-2016, surpassing the growth of Nashville4. AND MUSIC IS EVERYWHERE 2 3 EXECUTIVE SUMMARY This is our tried, tested and All cities and places abound with musical This document is your introduction to sustainable cities and infrastructure – that talent, from the streets to arenas. Music realising what your music policy can your music policy will deliver. With this proven method to increasing pumps from speakers in shopping malls deliver. Music is a revenue stream you document and with Sound Diplomacy’s the value of music in your city, and metro stations, hospitals and car haven’t realised yet. And music, when direction, your music policy will create town or place. We have honed parks. From choirs in churches to the successful, drives growth across a jobs, drive economic growth, support this method over many years, call to prayer, from the boardrooms variety of sectors, from film to fashion, sustainable development goals, increase of our multinational record labels to education to logistics. This manual tourists and improve quality of life. tested it around the world and the basement of a pub, music fosters provides 13 key indicators – from have seen demonstrable results creativity, dialogue, creates commerce economic development to supporting from deploying it. Our method and incubates talent. Music is a common leads to the development of new denominator across age, wealth, race, TO START, remember these key points: creed and class. A thriving music scene music infrastructure, builds is an incentive for companies to relocate networks, creates jobs and or set up new offices. Music is a driver ‘MUSIC CITIES’ IS A THERE’S MUCH TO develops economies. It drives of evening, night time and leisure economies and elevates tourism. CONCEPT, NOT A DEFINITION LEARN EVERYWHERE tourism and promotes social All places have music, and all Across all continents, countries and However, few cities understand how inclusion and equity. And we music is of economic, social cities, music is improving the places to plan, manage and develop music and cultural benefit. From a we live, love and learn. The more want to share it with you. for economic, social and cultural gain. neighbourhood to a village, a you look outside your boundaries, Only a handful have developed the Wherever you are, from city town to a metro area, a state to