Music Cluster Strategy Unveiled at NXNE by Music Canada
Accelerating Toronto’s Music Industry Growth, Leveraging Best Practices from Austin, Texas was presented by Author Nikki Rowling and discussed by panelists City Councillor Josh Colle, live music venue operator and promoter Jeff Cohen, and Music Canada President Graham Henderson.
“The music cluster strategy is an important step forward to helping Toronto claim its rightful place as one of the best music cities in the world. With legendary live music venues, a vibrant recording industry, and celebrated festivals such as NXNE, Toronto’s music scene is second to none,” says City Councillor Josh Colle.
Music Canada, which represents the major multinational music companies in Canada, who employ hundreds of Torontonians in their Canadian headquarters, commissioned the study in order to identify how Toronto can compete with cities like Austin, Texas, which advertises itself as the “Live Music Capital of the World”.
“Toronto is one of the top two or three music cities in North America. The music community generates thousands of jobs and enormous economic spinoffs including tourism, and yet it is not recognized as an important commercial sector that warrants a strategy or promotion,” explains Graham Henderson. “Imagine what we could do with a plan like Austin’s, or in fact, with the type of recognition and promotion that has been extended to Toronto’s successful film and television sector.”
Accelerating Toronto’s Music Industry Growth demonstrates that in Austin, music is considered commerce, and the commercial music sector has been identified as a key component of the economy. In Toronto, according to the report, music is considered art and has been undervalued as an economic contributor. It outlines some of the challenges faced by recording studios and live music venues and advocates for a more business-friendly environment.
“Toronto has one of the highest ratios of live music venues to population in North America,” says Jeff Cohen of Collective Concerts. “This privately created asset can be leveraged in order to increase tourism and other economic spinoffs, but it first must be recognized as an important sector of the community. This should begin at City Hall with the creation of a licensing category for live music venues, rather than lumping them in with pool halls, restaurants or dance clubs, and the establishment of a single point of contact for live music similar to the Film and Television office. ”
1. Create a Music Industry Board to provide industry input through the Economic Development Committee;
2. Create a Music Industry Office to provide coordination across the various city departments that deal with issues relating to live music events and venues;
3. Create a Provincial Ontario Music Office;
4. Expand the Provincial Music Production Tax Credit to mirror the successful film and television tax credits;
5. Proactively pursue music tourism programs included a multi-day international music festival.
Toronto’s music cluster was discussed by Toronto’s Economic Development Committee on February 21, 2012 at which time Music Canada presented early findings of this study. City staff has been directed to return to the committee with a report and recommendations.
For more information:
Amy Terrill – Vice President Public Affairs, Music Canada
About Music Canada
Music Canada is a non-profit trade organization that represents the major record companies in Canada, namely EMI Music Canada, Sony Music Entertainment Canada, Universal Music Canada and Warner Music Canada. Music Canada also provides certain membership benefits to some of the leading independent record labels and distributors. Its members are engaged in all aspects of the recording industry, including the manufacture, production, promotion and distribution of music.
Now in its 18th year, North by Northeast Festivals and Conference (NXNE) has become the Canadian festival destination for emerging artists and major-label headliners, for music filmmakers, and for digital interactive innovators bridging the gap between technology and the arts. Seen as the most anticipated summer music event in Canada, NXNE Music, NXNE Film, and NXNE Interactive are an essential gathering for artists, industry, and fans.