Today, the National Music Centre (NMC) released Fertile Ground: Alberta Music Cities Initiative, a new report on Alberta’s music sector that outlines the economic benefits of a strong provincial music industry. The report identifies the unique opportunity for the development of Alberta’s music sector and provides four key recommendations for further growth.

The NMC commissioned Music Canada to author the report, which was supported by funding from the Scotlyn Foundation. In a release, NMC President and CEO Andrew Mosker said the report was inspired by Music Canada’s success in demonstrating the value of provincial and municipal live music strategies in Ontario.

“Graham and Paul Lessard with the Scotlyn Foundation approached us, eager to do something meaningful for Alberta’s music industry,” said Mosker. “I was very aware of the incredible work Music Canada had done in Ontario, and wondered if the same strategic business approach could work in Alberta.”

The report notes that Alberta is already home to a number of key music assets, and that a strategic initiative to develop the music cluster would create the opportunity for diversification of the Alberta economy.

“This report is about breaking music out of the cultural box, and into the general consciousness of Alberta’s economic leaders, demonstrating its value and ability to attract and retain creative talent, support tourism and inspire investment across a variety of economic sectors, thereby supporting efforts to diversify Alberta’s economy,” said Amy Terrill, VP of Public Affairs at Music Canada and author of the Fertile Ground report.

Music Canada and NMC consulted a variety of stakeholders across Alberta in researching the report, including Alberta Music, tourism agencies, arts and culture organizations, and Alberta Chambers of Commerce. The report found that a strategic music initiative would “closely align with the priorities of numerous agencies and commissions involved in economic development, tourism and related fields, suggesting that it will be well received throughout the province.”

The four key recommendations to government and other sector partners are:

• Develop a comprehensive understating of the economic profile of Alberta’s music cluster, with regional breakouts for Calgary and Edmonton as well as other smaller cities as appropriate.
• Position music as a key economic sector, a vehicle for the diversification of Alberta’s economy, and a tool that municipalities can use to stimulate economic growth, increase investment, retain youth, and drive tourism.
• Develop and implement a strategic plan to build the business capacity of the music industry in Alberta.
• Develop and implement a live music strategy for Alberta to improve the live music product offering in Alberta and generate increased music tourism.

To view the full Fertile Ground report, visit the NMC site at www.nmc.ca/amci.