Part 5
Action Plan
Policy & Governance
Recommendation #1
TIMEFRAME Short term (0-12 months)
Establish a regional Music Advisory Council
A regional Music Advisory Council should be established to allow music stakeholders to share knowledge and work together to advocate for the music industry, supporting the creation of new initiatives aimed at addressing challenges identified by its members and the broader music community.
Recommendation #2
TIMEFRAME Long term (2-3 years)
Advocate for the establishment of a region‑wide Music Office
The establishment of an East Tennessee Music Office, including a Music Officer role, would provide significant support for the regional music ecosystem, while making a clear statement that the region recognizes music as one of their target industries. Sitting between regional county and city governments and industry, the Music Office would be responsible for advocating and negotiating better conditions for actors in the music industry in terms of licensing, permits, funding, and other government-related aspects.
Recommendation #3
TIMEFRAME Medium term (1-2 years)
Advocate for the implementation of music‑friendly regulations and guides
The proposed Music Advisory Council and Music Office should advocate to East Tennessee’s county governments and city councils for the implementation of regulations and licensing processes that align more closely with the specific needs of the music sector in the region. By doing so, it can create a supportive environment that not only empowers artists, but also facilitates the growth and success of cultural events, ultimately fostering a thriving and vibrant music community. Resource guides on a broader range of industry priorities should also be developed.
Recommendation #4
TIMEFRAME Short term (0-12 months)
Establish a one‑stop shop for music regulations
Review the regulations and licensing processes that impact the music industry and include them in a one‑stop shop platform that those wanting to organize and promote special events in the region will use in order to browse regulations and licensing processes, as well as financial support and other resources and opportunities.
Recommendation #5
TIMEFRAME Short term (0-12 months)
Leverage TAC funding for music organizations and events
Many potential live music, festival and placemaking initiatives in the region qualify for Tennessee Arts Commission (TAC) funding but do not apply for it. TAC support can play a catalytic role in developing new programming, particularly in rural communities. Regional county governments, with support from local organizations supporting the arts, should ask the TAC for a list of organizations currently receiving these funds so they can raise awareness among smaller organizations and festivals, ensuring they can apply.
Recommendation #6
TIMEFRAME Medium term (1-2 years)
Improve financial literacy and access for creative enterprises
Review the regulations and licensing processes that impact the music industry and include them in a one-stop shop platform that those wanting to organize and promote special events in the region will use in order to browse regulations and licensing processes, as well as financial support and other resources and opportunities.
Talent & Creative Ecosystem
Recommendation #7
TIMEFRAME Medium term (1-2 years)
Develop an IP and copyright education program
Strengthening rights management is essential to increasing artist income and supporting long‑term professional development. There is a need to develop practical, hands‑on support in these areas, through targeted workshops, local partnerships, and clearer guidance.
Recommendation #8
TIMEFRAME Short term (0-12 months)
Expand the "Fair Wage Stage" initiative to the regional level
The Knox Music Coalition (KMC) should expand its "Fair Wage Stage" initiative to the East Tennessee region to ensure all musicians receive fair pay for their performances at venues across the region.
Recommendation #9
TIMEFRAME Medium term (1-2 years)
Develop the higher education and entrepreneurial pipeline
The proposed Music Office, with potential support from regional county governments, should develop partnerships with local universities and colleges, and with other universities in Tennessee such as Middle Tennessee State University and Vanderbilt University to strengthen the professional pipeline for students in the music industry in the region. The aim would be to fill the gap in music business roles, and to increase knowledge amongst musicians.
Recommendation #10
TIMEFRAME Short term (0-12 months)
Develop networking opportunities within the music sector
The TEC, alongside nonprofit organizations supporting the music sector and potentially the proposed Music Office, should organize networking sessions for the music sector to meet, share experiences and knowledge, and collaborate. Some of these sessions could also be open to other sectors that could be related to the music industry, such as other creative industries or tourism. Ultimately, these sessions would foster improved communication and collaboration within the music community and related industries. Via networking, there is also an opportunity to offer music stakeholders additional avenues for funding and support by connecting them with potential clients and collaborators, while providing the business community increased access to creative and innovative thinkers.
Networking opportunities for the music sector could also be increased via a comprehensive online database of music stakeholders. The TEC has a music directory for users to search for musicians, music venues, recording studios and music businesses across the state. It currently lists 16 musicians and 18 music businesses located in Knox County. The TEC should collaborate with the regional county governments, the proposed Music Office, and nonprofits supporting the music sector to complete this directory with local stakeholders and raise awareness around it and its potential. By centralizing all stakeholders’ information, the directory can serve as a business referral network tool, helping musicians connect with businesses, venues, industry professionals, and fostering collaborations and professional opportunities in the music ecosystem.
Infrastructure
Recommendation #11
TIMEFRAME Short term (0-12 months)
Create a Regional Inventory of Potential Spaces for the Music Sector
An online tool such as the Tennessee Entertainment Commission directory represents a valuable opportunity to address the identified infrastructure challenges in the region. By listing all music spaces, it can help raise awareness around them and increase their availability. It can also identify gaps and lead to the creation of additional spaces. Furthermore, it would allow for increased communication between industry stakeholders, providing opportunities to discuss the coordination of schedules, and potentially share spaces and reduce costs.
The TEC should collaborate with local stakeholders and owners to complete its directory with all music spaces, including facilities for live performance and working spaces. It should also include non‑music‑related spaces that could be adapted and used by the music community.
Recommendation #12
TIMEFRAME Medium term (1-2 years)
Expand music programming and establish a regional audience development strategy
A collaborative process between the proposed Music Office, the Music Advisory Council, regional county governments and local artists and organizations should be undertaken to lead the development and implementation of a music audience development strategy for the region.
This strategy should explore initiatives that activate different types of spaces in low‑visitor seasons or at less activated times. One of East Tennessee’s strengths is its access to rural spaces. With this in mind, it could also include developing new festivals in these locations to expand access across the region. Additionally, offering segmented music programming, by age or interest for example, as well as inclusive pricing will be key to wider engagement. Furthermore, with a strong sports culture in the region, the strategy could include adding music to different types of activities, such as sports events.
Audience & Community Engagement
Recommendation #13
TIMEFRAME Short term (0-12 months)
Increase government‑level music promotion
There is a need to leverage information from the survey about communication channels and messaging strategies that resonate most with local audiences, and to provide targeted promotional support to music stakeholders and organizations.
Brand & Music Tourism
Recommendation #14
TIMEFRAME Medium term (1-2 years)
Identify and promote the music brand for the region
To strengthen and promote the region’s music brand, local tourism agencies should adopt a strategic approach that would consist of evaluating the existing music scene and talking points, defining key elements that East Tennessee wants to be known for, and promoting it as part of the music destination development. A dedicated marketing strategist should be contracted to support this and build on existing branding and taglines. Programming, events, marketing and partnerships will need to follow suit. This could include expanding music programming (recommendation 12), developing a street performance program (recommendation 3), featuring local artists in hotels, transportation hubs etc.
Local music needs to be included in all City and region community communications and events, while evaluating current assets will ensure consistent messaging and targeted growth.
Recommendation #15
TIMEFRAME Medium term (1-2 years)
Develop a music tourism strategy
Local music and tourism stakeholders should work together to develop a regional music tourism strategy for East Tennessee. This should include creating a music strategy plan, music tourism marketing strategies and campaigns, and targeted initiatives and programs to increase music tourism offers.
Recommendation #16
TIMEFRAME Long term (2-3 years)
Develop a Music Ambassador program
Local tourism agencies should collaborate with the proposed Music Office, local music stakeholders and regional county governments to develop a Music Ambassador Program, as a strategic initiative to leverage local musical talent to promote the region's music scene, heritage and tourism assets to attract external audiences.
A Music Ambassador Program would aim to harness the artistic potential of East Tennessee’s music ecosystem, through promoting and showcasing regional music on the national and global stage, and cultivating opportunities to bring artists and businesses to the region. Initiatives will aim to increase the competitiveness and revenues of East Tennessee’s music artists, while fostering global cultural diversity. It would also further contribute to branding the region as a place for music creation and experiences (recommendations 14 and 15).
Implementing this program would involve providing financial support such as travel funds and branded promotional merchandise to musicians who perform at qualifying events outside of their home region, and connecting them with performance opportunities, new audiences, artists and industry professionals.
