That’s why West Anthem, the Government of Alberta, Alberta Music, and the National Music Centre have developed tactical music city strategies for Edmonton and Calgary, and a toolkit to support rural and small cities aiming to grow the impact of music on their communities. To get there, we’ve built upon research and engagement from the last decade. Here you will find the strategies and toolkit along with milestones from our progress throughout the project.
In a province that seeks a more diverse economy, music is an industry that can grow—providing jazz and jobs, filling concerts and coffers, and keeping Alberta the best place to both live and work. Music is poised to thrive alongside and enhance other upcoming provincial industries such as gaming, filmmaking, and live experiences. So we’re preparing to give it a push forward.
Music cities are
“communities of various sizes that have a vibrant music economy which they actively promote.”The Mastering of a Music City (2015), p.10
“In 2017, Alberta’s music sector generated a total output (direct, indirect and induced effect) of $4.18 billion and a total Gross Domestic Product (GDP) of $2.10 billion.”
We’ve spent years proving the value of music to Alberta’s economy and communities. Without a plan, however, our music industry misses its potential. Other provinces and cities have devised music strategies and reap the benefits of having a concrete vision to use for funding, advocacy, and collaboration.
For example, starting in 2013, the Ontario Music Fund infused $15-million per year for three years to enhance the music ecosystem. In the first year they saw a return of $24-million in additional revenue to music-related businesses and support for 2,000 jobs. These results solidified the Ontario Music Investment Fund as a permanent program in 2015. British Columbia—hoping in part to slow the drain of talent eastward—created AmplifyBC in 2018. Their initial $7.5-million investment stimulated nearly $30-million in expenditures and supported 3,000 jobs. Each $1 invested resulted in $3 of economic activity. BC renewed support for Amplify BC in 2021.
With our own strategies in hand, Alberta can realize the economic and societal benefits of music. We can further diversify and drive our economic base while investing in an industry that has countless positive knock-on effects for the wellbeing of Albertans and the liveability of our cities and towns.
Call
Email