[Music]
music is the glue that binds our life
and experience to the places that we
live in to the places that we visit it’s
by no accident that I live in the city I
do music led me there music has kept me
there for the past 10 years music is as
entwined in my life as the air I breathe
from my bed to my work to meeting my
friends to buying groceries it imparts a
feeling that persuades me to buy things
it follows me down the street it
accompanies my meal orders music is a
powerful tool it increases the body’s
feelgood transmitter dopamine it makes
us happy it reduces the stress hormone
cortisol it creates memories I’d be
pretty confident to ask many people in
this room if they have a memory that is
anchored by a piece of music personally
I met my girlfriend at a concert not
only making memories music sharpens
concentration it enhances IQ music helps
Alzheimer’s patients remember it also
creates jobs it builds cultural identity
it drives revenue into the systems in
which our cities operate music creates
tourism and there are many cities around
the world that have utilized music and
built-in benefits for economic growth
and social cohesion the live music
industry in Melbourne Australia creates
one hundred and sixteen thousand jobs
and generates one bill
in Australian dollars a year Rock Hill
Park Festival in Bogota Colombia
attracts 400,000 people every year
that’s 400,000 people visiting the city
traveling through the city 400,000
people eating and drinking in and around
the festival site music tourism is
accountable for nearly half of austin
texas –is 1.6 billion dollars economic
output and contributes 38 million
dollars a year in tax revenue I’ve got
one more fact South Korea saw a 13 point
4 increase in tourism the year directly
following the kpop mega hit Gangnam
style was released this may seem like a
coincidence but South Korea actually had
invested an awful lot of money into its
domestic and its export music programs
and this is all well and good but how
can other cities achieve similar success
stories through music or how can they
even know how or why to support music
and plan for its benefits and I must
know this isn’t just about live music or
about building a bigger music industry
this is about the value of music in
society it’s about the value of music
for us as people and in cities as a
whole and it’s about the fact that music
exists everywhere musicians live in our
cities so how can we build strategy to
better optimize and better use music in
our cities so first we must understand
music as an ecology a living breathing
series of organisms that interact
support and impact our environment
let’s take the ecosystem of a music
artist there are a sequence of
facilities that artists require to
develop the skills and the tools to
build opportunity they need education
they need to rehearse they need to
perform and they need to record if we
break this down further we can start to
map out the ecology of music through the
jobs it creates and the skills it needs
education requires teachers textbooks
computer programs we need instrument
makers we also need to think about the
buildings that look after our studios
and our venues and this and the systems
which service them they need managing
and they also have peripheral businesses
like bar businesses that need managing
and Stocking so once we understand there
is an ecology around our music in our
cities we can start to count and measure
that ecology pretty soon we will
understand that music connects with
everything and we can also identify
where music will and will not work we
can also support it where its
deficiencies may be furthermore we start
to learn the economic role of music in
our cities music is an economy and it
should be valued and respected as all
other economies it helps build the
communities and it helps drive the
systems it needs infrastructure and
policy to support this furthermore the
deeper we look into this and the more we
understand this the better we can plan
for the future smooth running of our
cities and so far I’ve acknowledged the
grassroots element of music ecosystems
by grassroots I mean the first access to
music from education through to early
development we can say colleges
workshops grassroots music venues etc
this is the most important part for our
cities to get right if our cities
understand our grassroots music
infrastructure we can start to plan the
working pathways to which to support and
further grow our music system and our
music business as any other sector we
must build the facilitation to create
the value we must also acknowledge and
celebrate music at every level most
cities are quite keen to build festivals
and week-long programs to celebrate
their culture but many fail to recognize
the full spectrum of their music
communities but if we deconstruct that
slightly and we look at the ingredients
which construct those big festivals and
those big events we start to see that
they all come from the grassroots
communities so for me we have one we
need the other we must support it in an
existence in a coexistence we must then
review assess and repeat regularly for
this to work in our cities there’s no
surprise that Austin generates huge
amounts of revenue from its music
tourism annually it hosts huge great
events that acknowledge the different
parts of its music ecosystem it also has
great policy which supports the
facilities for artists to create music
now I’ve been to Austin music took me
there I’ve also been to New York I’ve
been to Memphis and Nashville
I’ve been to New Orleans or Melbourne
music took me there but I live in London
and I have them for 10 years music keeps
me there music got me on the train to
the venue to see the band when I met my
girlfriend I got more out of music if
our cities acknowledge our grass roots
ecosystem and support artists at that
grassroots level they too can can get
more out of the music economy which
which grows from that thank you very
much
[Applause]
[Music]
music is the glue that binds our life
and experience to the places that we
live in to the places that we visit it’s
by no accident that I live in the city I
do music led me there music has kept me
there for the past 10 years music is as
entwined in my life as the air I breathe
from my bed to my work to meeting my
friends to buying groceries it imparts a
feeling that persuades me to buy things
it follows me down the street it
accompanies my meal orders music is a
powerful tool it increases the body’s
feelgood transmitter dopamine it makes
us happy it reduces the stress hormone
cortisol it creates memories I’d be
pretty confident to ask many people in
this room if they have a memory that is
anchored by a piece of music personally
I met my girlfriend at a concert not
only making memories music sharpens
concentration it enhances IQ music helps
Alzheimer’s patients remember it also
creates jobs it builds cultural identity
it drives revenue into the systems in
which our cities operate music creates
tourism and there are many cities around
the world that have utilized music and
built-in benefits for economic growth
and social cohesion the live music
industry in Melbourne Australia creates
one hundred and sixteen thousand jobs
and generates one bill
in Australian dollars a year Rock Hill
Park Festival in Bogota Colombia
attracts 400,000 people every year
that’s 400,000 people visiting the city
traveling through the city 400,000
people eating and drinking in and around
the festival site music tourism is
accountable for nearly half of austin
texas –is 1.6 billion dollars economic
output and contributes 38 million
dollars a year in tax revenue I’ve got
one more fact South Korea saw a 13 point
4 increase in tourism the year directly
following the kpop mega hit Gangnam
style was released this may seem like a
coincidence but South Korea actually had
invested an awful lot of money into its
domestic and its export music programs
and this is all well and good but how
can other cities achieve similar success
stories through music or how can they
even know how or why to support music
and plan for its benefits and I must
know this isn’t just about live music or
about building a bigger music industry
this is about the value of music in
society it’s about the value of music
for us as people and in cities as a
whole and it’s about the fact that music
exists everywhere musicians live in our
cities so how can we build strategy to
better optimize and better use music in
our cities so first we must understand
music as an ecology a living breathing
series of organisms that interact
support and impact our environment
let’s take the ecosystem of a music
artist there are a sequence of
facilities that artists require to
develop the skills and the tools to
build opportunity they need education
they need to rehearse they need to
perform and they need to record if we
break this down further we can start to
map out the ecology of music through the
jobs it creates and the skills it needs
education requires teachers textbooks
computer programs we need instrument
makers we also need to think about the
buildings that look after our studios
and our venues and this and the systems
which service them they need managing
and they also have peripheral businesses
like bar businesses that need managing
and Stocking so once we understand there
is an ecology around our music in our
cities we can start to count and measure
that ecology pretty soon we will
understand that music connects with
everything and we can also identify
where music will and will not work we
can also support it where its
deficiencies may be furthermore we start
to learn the economic role of music in
our cities music is an economy and it
should be valued and respected as all
other economies it helps build the
communities and it helps drive the
systems it needs infrastructure and
policy to support this furthermore the
deeper we look into this and the more we
understand this the better we can plan
for the future smooth running of our
cities and so far I’ve acknowledged the
grassroots element of music ecosystems
by grassroots I mean the first access to
music from education through to early
development we can say colleges
workshops grassroots music venues etc
this is the most important part for our
cities to get right if our cities
understand our grassroots music
infrastructure we can start to plan the
working pathways to which to support and
further grow our music system and our
music business as any other sector we
must build the facilitation to create
the value we must also acknowledge and
celebrate music at every level most
cities are quite keen to build festivals
and week-long programs to celebrate
their culture but many fail to recognize
the full spectrum of their music
communities but if we deconstruct that
slightly and we look at the ingredients
which construct those big festivals and
those big events we start to see that
they all come from the grassroots
communities so for me we have one we
need the other we must support it in an
existence in a coexistence we must then
review assess and repeat regularly for
this to work in our cities there’s no
surprise that Austin generates huge
amounts of revenue from its music
tourism annually it hosts huge great
events that acknowledge the different
parts of its music ecosystem it also has
great policy which supports the
facilities for artists to create music
now I’ve been to Austin music took me
there I’ve also been to New York I’ve
been to Memphis and Nashville
I’ve been to New Orleans or Melbourne
music took me there but I live in London
and I have them for 10 years music keeps
me there music got me on the train to
the venue to see the band when I met my
girlfriend I got more out of music if
our cities acknowledge our grass roots
ecosystem and support artists at that
grassroots level they too can can get
more out of the music economy which
which grows from that thank you very
much
[Applause]
[Music]
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