13 years of Sound Diplomacy! Reflecting on a global journey

On 4 February, Sound Diplomacy marked a significant milestone: 13 years since its founding in 2013. What began as an independent consultancy has evolved into a global practice, working across governments, cities, and regions to redefine the value of culture in urban development.

Over the past decade, the team has moved from advising individual venues to shaping national music strategies and delivering large-scale economic and social impact assessments. From the launch of the Music Cities Convention to supporting the development of major cultural institutions, the firm’s work has consistently centered on one core principle: music is not an accessory to urban life, but a foundational component of resilient, growing communities.

A Foundational Philosophy

Reflecting on the journey, Founder and Executive Chairman Shain Shapiro notes that the evolution of the firm has been driven by a shift in how the world views cultural investment.

“Sound Diplomacy was built on a belief that music and culture are not peripheral to economic and social development — they are central to it,” says Shapiro. “Over the years, that belief has been tested, challenged and strengthened through collaboration with extraordinary partners around the world.”

This commitment has seen the team work across every level of government, around the world. For Sound Diplomacy, the mission has always been less about geography and more about a shared commitment to how cities grow, govern, and invest.

The Road Ahead

Thirteen years in, the mission remains consistent: demonstrating that investing in culture—and the people who make it—is fundamental to long-term economic resilience, social cohesion, and civic life.

However, this anniversary is as much about the future as it is the past. As the team celebrates this milestone with clients, partners, and collaborators worldwide, we are also preparing for the next chapter of our evolution.

In the coming weeks, we will be sharing more exciting information and key dates regarding our upcoming projects and new directions for 2026.

To our global community: thank you for being part of this 13-year journey.

Onward and upwards!