HomeMy WebLinkAboutCAO-12-034 - Music Works The Action PlanREPORT TO:
Planning & Strategic Initiatives Committee
DATE OF MEETING:
September 24, 2012
SUBMITTED BY:
Rod Regier, Executive Director
PREPARED BY:
Silvia DiDonato, Manager Arts and Culture
WARD(S) INVOLVED:
All
DATE OF REPORT:
September 17, 2012
REPORT NO.:
CAO-12-034
SUBJECT:
Music Cluster Update
RECOMMENDATION:
That this Music Cluster Update report be accepted by Council as information.
SUMMARY:
This report provides an overview of music cluster development activities, initiated in fulfillment of
the Kitchener Economic Development Strategy 2011 (KEDs.)
is a City of Kitchener initiative to support, facilitate and accelerate the local
music business cluster, specifically in actions to nurture an environment for community success
in this important creative industry.
As with other clusters identified in the Kitchener Economic Development Strategy, stakeholder
consultation was initiated to best identify the needs in the specific local sector. Following staff
research and local interviews, a steering committee was formed and a consultation event was
held.
The results of the research and community consultation are summarized in this report. The
action plans are suggested as a starting point and consultation will be ongoing as priorities,
networking events and action plans move the cluster forward in the future.
BACKGROUND:
Music was identified as a key element in the arts and culture cluster initiative, confirmed by
council in 2011 as part of the Kitchener Economic Development Strategy 2011 (KEDS.)
As referenced in CAO-11-019, immediate actions for 2012 would include stakeholder symposia
for key cluster activities, such as the independent music industry. It also outlines the importance
of networking relationships between clusters, where, for example, digital media connects with
content creators (artists) in the community to strengthen both clusters. The music cluster
initiative is aligned with many parts of the Economic Development Strategy, including "Cross-
Cluster Building" "Talent Magnet" and "Dynamic Downtown."
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Regional alignments include the Creative Enterprise Initiative (CEI) and the activities related to
arts, culture and music within the regional programs.Additionally, Communitech has started an
Arts and Digital Media Peer to Peer Network series. The first of these events was extremely well
attended by local artists including traditional visual artists, performing artists, digital and
industrial designers alike. The Communitech Hub now hosts a musical performance space for
regular use by the large number of technology workers who play musical instruments.
Research
Industry research was conducted to determine the context of the music sector in Canada,
Ontario, Kitchener and surrounding area. Further study is required, but the labour force
engagement is significant, with the added catalytic impact on community, talent and innovation.
A review of best practices was conducted by staff identifying many examples of cities engaged
in music cluster development. It is a pivotal time of opportunity as the industry is experiencing a
fundamental shift in value chain, artistic development and audience outreach.
Staff also reviewed Austin, Texas as known for best practices in music cluster development.
Though further study is required, Kitchener exhibits community features similar to those
launching the successful music cluster in Austin, Texas: A strong independent music talent
base, a thriving technology sector, affordable lifestyle, a medium scale urban environment,
major post-secondary education presence, progressive economic development strategy and
major music festival activity. Another competitive consideration is weather patterns. South by
South West (SXSW) for example, is aglobally recognized music and interactive media
conference held in March of each year, avoiding the extreme summer temperatures in Austin.
Alternatively, the summer season offers pleasant temperatures in Kitchener, Ontario providing
as an ideal festival, tourism, music, technology and conference setting to attract a similar
audience.
Additional context includes Leveraging Best
/Winter 2012.Other
ax Sound: Live Music Economic Impact, and initiatives such as the
Boston Music Hackathon. The Future of Music Foundation, the Martin Prosperity Institute and
many other resources provide ongoing industry research.These reports validate the path
Kitchener has embarked upon with the music cluster to enrich community and generate
meaningful economic activity.
Music Cluster Defined
An economic cluster represents a group of people, businesses and resources that are
connected loosely in geography to form an economic system. All aspects are included: creation,
production, publishing, recording, digital distribution, retail, merchandising, management, career
development and live performance by musical artists of all genres. As with all clusters, it also
includes education, investment resources, government agencies and local organizations that
strengthen the cluster. It is important to note that economic research indicates that the top
criteria for cluster success rely mostly on networking. It is the capacity to network within a
cluster that is proven to accelerate innovation and sustainable growth within the community.
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REPORT:
Why Music Works: Community, Talent and Economy
In arts and culture and music in particular, the impact is threefold: to enhance community
experience, to attract talent necessary for continued innovation, all helping to help drive the
regional economy.
The music cluster moves beyond primary and secondary economic impact, such as
employment, ticket sales, event retail spending, tourism, service and restaurant activity. It
enhances the quality of life and provides an opportunity for diversified community expression.
As a cluster, music activities create natural opportunities for networking, the primary success
factor in building strong economic clusters. As confirmed by the Martin Prosperity Institute, the
music cluster success provides a multiplier effect that ignites innovation across every economic
sector and enhances community quality of life.
At the heart of the music business cluster is the artist, therefore implementing actions that
support musician opportunities, as in any other sector, build and sustain the labour force in a
creative economy.Based on Canada Revenue Agency data, live musical performance is also
recognized as the current largest source of income for working musicians.
Kitchener Music Cluster Momentum and Advantage
For 2012 the timing is ideal to build on momentum in the community. In addition to economic,
diversified, innovative digital media sector. The effect is multiplied into areas as diverse as
product design and innovation. Also, consulting with the music community reveals significant
energy and confidence to grow the cluster at this time.
Kitchener has the advantages of strong community momentum for leadership, substantial
independent music talent, a growing digital media scene, a large post-secondary education
community, affordable lifestyle and medium sized urban population. These same features were
the part of the foundation to the success of Austin, Texas, where the music scene has grown to
drive music, digital media, film and tourism, widely recognized for considerable economic impact
on that city.Based on this success,
identified in the Austin approach.
A distinct advantage exists for Kitchener in cross-cluster development. Digital media has
revolutionized the music industry. Online distribution and access have largely replaced the
purchase of physical recordings. Live performance experiences are intertwined with
community, social media and visual art consumption. Technology allows for artistic control and
non-hierarchical access to recording, distribution, related merchandise, and deeply connected
interest-based customer relationships. Kitchener is ideally poised to leverage the shift to non-
traditional models taking advantage of new technologies.
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Music Works Draft Action Ideas
The actions and ideas outlined in this report are proposed as a result of the Music Works event.
Some of the actions are already in progress due to the energy of the event itself and are noted
e organized based on their relative impact on economy,
community and talent. They are in the process of evaluation based on basic criteria such as:
Effectiveness in furthering the music cluster impact on community, talent and economy
Feasibility or ease of implementation; and
Financial cost estimated for the suggested action.
Immediate Impact Ideas
(This list captures actions and opportunities that emerged simply as a result of delegates
coming together at the Music Works event in July 2012.)
1. Music Cluster Working Group:
Beginning in the fall and winter of 2012, ACAC (Arts and Culture Advisory Committee)
subcommittee to
prioritizing, amending and implementing action plans in the future.
2. Networking Events: Music and Digital Media Focus:
Connecting post-secondary education, music, digital media, film, design and art will be a
focus of events for early 2013. A first event linking music to interactive game development
companies has already taken place on September 14, 2012. Held in conjunction with the
Kitchener Ontario Independent Music Festival (KOI,) local post-secondary students were
introduced to career or research opportunities in local game start-ups and established
companies.
3. Continued Stakeholder Consultation:
Ongoing consultation with the music and related businesses will be implemented to ensure
community-based initiatives can be facilitated as they emerge. Leadership for continued
public input will be provided by Advisory Committees, volunteers and staff.
4. Ontario Contact 2012, 2013:
Include local musician talent to enhance this program for cross country theatre showcases,
beginning in fall of 2012, supported by the City of Kitchener and the Downtown BIA.
5. Artist Readiness Program 2013:
Facilitate aprofessional development series that prepares artists for touring, to be
scheduled for 2013 with regional and provincial support.
6. Leverage new CBC Office:
Conestoga College and City of Kitchener staff have meetings and tours planned to
maximize local content for CBC, planned for winter 2012 with ongoing future collaboration.
7. TEDx Music Curator:
A dedicated music curator for TEDx will be established for 2013, based on Music Works
event momentum, with meetings planned for TEDx in October, 2012.
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8. Musician-in-Residence:
Kitchener Music Working Group provides curatorial selection of an annual musician-in-
residence similar to current artist-in-residence, with a focus on community engagement.
This concept will be considered by the Music Working Group above, as part of ACAC in
established in January 2013.
Economic Impact Ideas
(These action items are suggested with a focus on growing and sustaining musician careers,
music related business and their resulting economic impact.)
9. Music Business Resource Centre(s):
Study the feasibility of distributed locations and/or centralized facilities for professional
development, networking events, performances and community building activities in the
music cluster.Online community for networking is recommended
The approach could be similar to the
Summit, or the Solar Industry Networking Groups (SING.) Coordination will leverage a
regional arts web presence to be launched by the Creative Enterprise Initiative for late
2012.
10. Economic Cluster Research and Data analysis:
Continue research and analysis of the local music cluster to quantify the economic impact,
and provide further analysis of national, international trends.
11. Kitchener City LimitsTV Programming:
Explore a local video programming series is proposed in the style of Austin City Limits PBS
television programming. Conestoga College would be interested in supporting pilot
production, live web streaming and future self-sufficient models for production.
12. Music Works Integrated Media Plan and Brand Strategy:
Begin the process of developing a media plan for Music Works that promotes Kitchener as
community vision. The Kitchener
Music Working Group, (see item 1) could lead strategies and tactical delivery with the
substantial contribution of Conestoga College student work placements.
13. Live Music at More Events:
Consider a policy to include live music at as many City of Kitchener functions as possible,
actively recruiting sponsors for those budget line items. This creates more employment and
enhances innovative networking experiences. Continue to include live music in all
municipal celebrations or sporting events. Encourage similar policies for local agencies and
business groups.
14. Media Programming at the Boathouse:
Explore an opportunity leverage local, national, international profile working with CBC,
Conestoga College and local community film groups to create audio and video recordings in
the Boathouse at Victoria Park, creating a learning opportunity for students and low cost
recordings for artists.
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15. Live Music Venue Guidelines and Incentives Program:
Explore the possibility of City of Kitchener developing guidelines and incentives to support
and properly outfit live music venues in Kitchener. For example, guidelines would be
developed to include noise by-law adherence, professional sound installation, fair practices,
consistent scheduling, staging, energy cost reduction or other criteria. Venue planning
guidelines could include flexible design ideas for restaurants and pubs to allow for more
modular layout, i.e. avoiding permanent dividers, ceiling design and materials that preclude
future uses for quality live music experiences. Qualifying venues would benefit from in-kind
sound technology and other services provided by post-secondary training programs.
16. Busking Policy and Guidelines:
Review existing City of Kitchener by-laws related to busking with a view towards supporting
program in Winnipeg.
17. Musician Parking Pass:
Consider a program to provide qualified musicians with a temporary dashboard pass for
loading and unloading at venues.
Community Impact Ideas
(These action items are suggested with a focus on enhancing the community experience for
people who live in Kitchener. They are ideas suggested to bring people together, developing a
local audience for valuing music and art in general; and for developing pride in local talent.)
18. Loyalty Card Program:
Consider working community partners to develop a loyalty card program with incentives for
cross promotion, prizes and discounts to encourage live music audience development.
-time participants to launch. Use smartphone and other digital
methods to connect. A model of rapid prototyping, testing and revisions is suggested.
19. Music Bus Pass and Responsible Driving:
Explore programs for event based music bus passes, overnight parking forgiveness or
other ideas to increase comfort and safety for community to attend music related events.
20. Pop Up Concerts:
Consider live music programming through staging urban and suburban spaces, including
and other non-traditional locations.
21. Grow Downtown Live:
ore locations and expand the
schedule in the future. The concept of King Street being closed to vehicle traffic on
weekends during summer was also outlined as a desired opportunity.
22. Grand River Music Awards:
Explore the launch of a Music Award, working with existing volunteer groups in the
community such as the Waterloo Region Arts Awards, Kiwanis Music Festival or others.
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23. Play Local Recorded Music:
Find a local organization to produce locally recorded playlists for businesses, so that
retailers and restaurants play local music recordings instead of typical canned music.
Talent Impact Ideas
(All actions are suggested with, but not limited to, a focus on outreach to talent of all ages and
demographics who would be attracted to the Kitchener area for reasons of employment, study
and find the music scene a feature for consideration.)
24. Live Stream Everything:
Linked to Kitchener City Limits TV, Conestoga College, commercial live music venues
including the Victoria Park Boathouse, CBC, CJIQ FM 88.3 and other partners, consider
live-streaming community audio and video on line and on traditional media.
25. Music Tourism Strategy, Meet and Greet:
Work with Waterloo Region Tourism Marketing Corporation to support music-event related
destination promotion as vacation planners often look for music as part of a holiday
experience; boost with concerts at the Waterloo Region Airport, VIA and GO train arrivals to
greet visitors, especially related to music festival seasons in the region.
26. Social Media Music Campaign:
As part of branding strategy, deliver tactics for all social media including youtube channel,
facebook, twitter, blogs, where, for example, consider activating #kwlive for audience,
#musicworks for industry cluster and any improvised opportunities as they occur.
Application development for phones and tablet ideas are numerous and should be
27. Music Appreciation Mash-Ups:
Local individuals can propose community centre or local restaurant events where music
appreciation discussions are open to participation, providing radio and live streaming
content that could feature vinyl record collections, history, artist profiles, or expert
workshops for audiences of all ages and levels of interest.
28. Vintage Non-Line Promotion:
Consider, as part of larger brand strategy, a non-digital alternative delivery of print tactics
and events that differentiate the community, including unique tactics that foster word of
mouth, as naturally occur in service environments unrelated to music, such as cab drivers,
retail store workers or hairstylists.
ALIGNMENT WITH CITY OF KITCHENER STRATEGIC PLAN:
This draft action plan is well aligned with the City of Kitchener Strategic Plan in multiple areas.
it supports a sense of pride and community, a focus on vitality where
arts and culture is central to healthy community and economy.
this plan seeks to be a guide that is implemented only with continued stakeholder
Diversityfor musicians, as
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stated by delegates at Music Works. This action plan is also strongly aligned with
"Development" strategies, especially in the need for creative communities. Vital, bold and
vibrant downtown activities are supported by the stakeholder consultation and will add to
community pride and prosperity. This also links strongly to continued support for a vital and
lively urban centre for the "Dynamic Downtown" focus, bringing more people to live, work, learn,
shop and play in the heart of the city.
FINANCIAL IMPLICATIONS:
These action plans are for continued discussion and community engagement. Current possible
action plans will be implemented within the constraints of existing human and financial
resources. Work plans will be developed with ongoing consultation that will include collaborative
community support wherever possible.
COMMUNITY ENGAGEMENT:
Stakeholder consultation began with local industry representatives as guided by discussions
with EDAC and ACAC. A steering committee was formed and based on background research,
topics were developed for further discussion. This followed with review and feasibility of best
methods to begin engagement with local music industry stakeholders. Through facilitation
services from Machteld Faas Xander, an effective consultation format was provided. The
approach included topic analysis and refinement to build on staff research, volunteer training
and event logistics. The result was a successful half-day workshop event where approximately
150 participants generated hundreds of focused ideas and suggestions in an informal but
structured facilitated environment. The in-depth results and analysis are in progress and will
serve as the foundation to future music cluster development.An online survey of participants
indicated many are interested in volunteering for more involvement in implementing the
suggested actions. Survey respondents also felt that the event was asuccessful and has
sparked further spontaneous networking. It is expected that this template will be used for further
consultation in this cluster, as well as future cluster stakeholder sessions for Economic
Development.
Moving forward, community engagement will be a key component in the prioritization, project
planning and implementation of music cluster development. The next event for consultation will
be a public open house event planned for November 2012.
The Arts and Culture Advisory Committee endorsed CAO-12-034, The Music Cluster Update,
Septem
before the end of 2012, as indicated above.
ACKNOWLEDGED BY:
Rod Regier
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