5 Simple Things Any City Can Do To Increase Their Music Economy & Why It Matters

In 2020, my objective is to better explain the substantial, holistic value that music can have on all of us, wherever we are. We’ve been privileged that many cities have begun music audits and strategies with us. At the same time, others have tasked local policymakers to think about the role of music in their city. In the last week I’ve spoken to journalists in Buffalo NY, Albany NY, Christchurch NZ, London and Los Angeles, for example. All about music cities.

So here’s article 1 in a series of music cities pieces. Here are 5 simple things anyone (and anywhere) can do to increase the value of their music ecosystem and why it matters.

1. Include the word ‘music’ in the title of someone in a position to influence policy: If something is not mentioned in policy, statutes, ordinances or job titles, it doesn’t exist. If a city lacks a cultural strategy, then it wont engage with culture. Same with music. The first step — and one that doesn’t cost anything — is to empower someone willing and able to get their feet wet. If they are a cultural services officer, change it to culture and music services officer. You get the drift. Using the word legitimises it as something that requires attention. Words matter.
2. Make sure music is included in non-music plans, even tangentially: Every city produces a vision. Most cities have cultural plans. We all develop master plans for neighbourhoods and new regeneration areas. A sentence or two in such a plan to reference the impact and importance of a music venue, or music education facility or piece of music or cultural heritage can be a powerful tool to support more detailed plans in the future. I have read over a dozen cultural plans that do not include the word music.
3. Participate in existing global networks around music policy: Whether it is through our Music Cities Convention or Music Cities Network, the Music Policy Forum or something else, if music is of interest, regardless if you’ve thought about developing a strategy or not, be a part of the networks that are working to increase the impact of music on place. This can be, should be, your R&D.
4. Next Gig You Go To, Look Around You: The next time you go to a gig, make a mental note of all the people working to help facilitate the fun you’re having. It takes an army of workers to ensure that you can have fun safely when you’re not working, whether it is the bartender, cleaner, door person, security, sound and lighting, anyone. Now imagine all of their jobs disappearing if the gig didn’t exist. Recognising the jobs around you when you’re having fun creates a greater appreciation to fight for them as jobs.
5. If you really care, run for office or join a board: We need more musicians, music professionals and creative entrepreneurs in city councils, county and state officers and tourism and chamber boards. Often music is not included in discussions because there isn’t a translator around, like myself. Become that translator in your community. For example, our friend Pierce Freelon is running for State Senate in North Carolina. He’s a great example we can all learn from.

And remember, we have guides to continue to learn from. And I’m always available for questions, comments & thoughts.

Now, why does this matter?

These simple, proactive initiatives matter because:

1. It Legitimizes Music: It is important that music — as a strategic policy area— is treated the same as everything else. We have energy, transport, health, education, licensing policies etc… . Music is no different, other than its needs being handled by policies that have nothing to do with its objectives (like licensing, or noise). Music, in all its forms, functions and disciplines, deserves a music policy.
2. It Depersonalizes Music: Often we win work because the person we approach loves music. That’s great, but this should be a facts based decision, not a personal one. Loving music is important, but everyone should benefit economically, socially and culturally from it. In addition, explaining the holistic, external value of music allows for it to be discussed without any genre or discipline based bias. #hiphopmakescitiesbetter.
3. It Celebrates Music: Ensuring there is a policy history around music provides more opportunities to involve in it in other initiatives — master plans, regeneration, heritage celebrations, parades, city promotion, international trade etc… . Music fits in everywhere. Include it everywhere.
4. It Normalizes Music (in policy): Like providing clean water, or paving and maintaining roads, supporting music in our towns and cities requires a complex web of understanding. It is based on recognising music as an ecosystem, full stop. This requires being treated like any other piece of infrastructure.

Hope you enjoyed this post. Many more to come.

Image 1 — copyright John R. Rogers.