Music Tourism

MUSIC IS THE NEW GASTRONOMY: YOUR GUIDE TO MUSIC AND TOURISM


UN WORLD TOURISM ORGANISATION, SOUND DIPLOMACY AND PROCOLOMBIA RELEASE FIRST EVER GUIDE TO MUSIC AND TOURISM

Launched globally on 6th November at World Travel Market, London


Sound Diplomacy, the global leaders of the Music Cities movement, in partnership with ProColombia and the UNWTO are proud to launch the world’s most extensive guide ever written on music and tourism.

The music industry is growing at twice the rate of the global economy. Global tourism numbers are increasing as well, with tourist arrivals increasing by 7% in 2017, from a year previous. But the relationship between music and tourism has never been defined globally, to look at how the sectors can partner to increase economic value on both sides. This is what this white paper offers.

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This is the first report commissioned by the UNWTO that specifically looks at music as a key, primary driver of tourism. While we all enjoy music when we're travelling, never has music been looked at as a primary source of travel and tourism, from individual experiences to festivals, music heritage and the use of music videos to promote, and share, local culture and local experience. This white paper serves as a source of inspiration to help those working in tourism better realise and capitalise on their music tourism assets and show that around the world; from Australia to Mississippi, China to Argentina, music tourism is increasing visits, increasing spend, bringing people together and creating jobs.

The music industry – from streaming to live music – is growing at twice the rate of the global economy right now, and music, across all genres, create a sense of togetherness and openness that few other artforms and expressions share. Music enhances traditional ceremonies. It creates a transcendental moments you remember forever and most importantly, it is ubiquitous. From our hotels to our airports, from bars and restaurants, music is everywhere. It's all around us. This report, featuring over a dozen case studies from all over the world, explores the role, value and importance of music as a tool to enhance your destination and better tell your story.

It will be launched exclusively at World Travel Market 2018 in a joint press conference, followed by a panel exploring the value of music tourism, featuring some of the authors of the report.

In addition to the release, Sound Diplomacy have announced the next global Music Tourism Convention – the world’s largest conference exploring the relationship of music and tourism – to be held in Liverpool, UK on September 5 & 6, 2019. Part of Music Cities Events – the leading global conference series exploring the role of music and culture on our cities, places and quality of life – the convention will feature speakers featured in the whitepaper alongside other keynotes.

To download the guide and learn more, click here.


Links:

ProColombia:  www.procolombia.co
UNWTO:  www.unwto.org
Music Tourism Convention:  www.musictourismconvention.com  
Sound Diplomacy: www.sounddiplomacy.com


MUSIC IS THE NEW GASTRONOMY: WHITE PAPER ON MUSIC AND TOURISM


YOUR GUIDE TO CONNECTING MUSIC AND TOURISM, AND MAKING THE MOST OUT OF IT

Sound Diplomacy, the global leaders of the Music Cities movement, in partnership with Pro Colombia and the World Tourism Organization (UNWTO) are proud to launch the world’s most extensive guide ever written on music and tourism.


This is the first report UNWTO has co-authored that specifically looks at music as a primary driver of tourism. Drawing upon experiences from all over the world, it teaches us how music is a tool to enhance destinations and better tell their stories.
— Zurab Pololikashvili, Secretary-General, UNWTO

Titled ‘Music is the New Gastronomy’, the white paper is the first to examine and define the relationship between music and tourism. While we all enjoy music when we're travelling, never has music been looked at as a primary source of travel and tourism, from individual experiences to festivals, music heritage and the use of music videos to promote, and share, local culture and local experience.

In this report, we hope that you learn from the experiences of others, from all over the world, on how music is a tool to enhance your destination and better tell your story.

Both sectors are outpacing global economic growth. The music industry – from streaming to live music – is growing at twice the rate of the global economy right now and in 2017 international tourist arrivals worldwide grew by 7%. This white paper looks at how the sectors can partner to increase economic value on both sides. The report includes case studies examining the role of music in destination development, travel marketing, conferences and experiential travel – from music festivals and heritage music to the use of music videos to promote and share local cultures and experiences. Through these studies, the guide identifies areas for discussion and suggests opportunities for destinations to develop musical tourism products and boost their tourism branding.

We hope these case studies, lessons and experiences help you think more seriously, and deliberately, about your music offer, heritage and story. There's more value there than you know it. Just take a listen, and you'll realise music is a value-add across your entire touristic offer.

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Music is one of the greatest motivations for tourism. Whether live or recorded, experiencing the music of the world is celebrating its rich diversity and talent, promoting intercultural dialogue and encouraging exchange.
— Julian Guerrero, Vice-President of Tourism, ProColombia 

 


The full Music Tourism White Paper is available free for a limited period only. For more information about the guide, contact us
here.

 

MUSIC TOURISM CONVENTION - ON THE ROAD


MUSIC TOURISM CONVENTION COLOGNE

29-30 August 2018 • Cologne, Germany


On August 29-30 2018 we headed to Cologne, Germany to kick off the third edition of Music Tourism Convention – the first to be held in Germany & mainland Europe – to explore what music tourism means and how cities can benefit from it. We had over 30 speakers and 150 delegates from all over the world in attendance, and we introduced a new feature to the convention which saw us and 75 of the attendees travel to Düsseldorf for a very special music tour of the city.

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This year’s theme was “The Importance of Music Genres in Tourism Identity” and Cologne, with its impressive music history, was the perfect location to discuss crucial topics such as music heritage, music trails and guidance, music tourism strategies and economic impacts.

On Wednesday morning we welcomed our delegates to Hotel Pullman, where breakfast awaited, and after a warm welcome from the First Deputy Mayor of Cologne, the Managing Director of the NRW Tourism Board and the Director of Conventions & Marketing for the Cologne Tourism Board, we were ready to set the ball rolling with the first panel: “Let’s Talk About Genre – Learning From Local Customs”.

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We then travelled to Mississippi, USA and then back to Europe with a presentation from Liverpool. The morning ended with a panel which aimed to answer the question “How Does Music Fit Into a Tourism Master Plan?” and a performance by Mississippi Music Ambassador Steve Azar, before we headed for lunch which was provided by Visit Mississippi.

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After lunch we visited Japan and learned more about the “Northern Soul Movement” and then discovered the “Urban Jungle” of North-Rhine Westphalia, before grabbing pens and paper for Music Cities Events’ iconic roundtable.

Presentations spanning from classical music in Germany to Sydney’s live music ecosystem and from USA’s branding strategy to music tourism’s economic impacts concluded the session: meaning it was time for the evening reception, offered to guests by Visit Vancouver, and for the c/o Pop Festival Reception and Live Show.

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On 30th August, a limited number of guests took part in a very special tour of Düsseldorf’s music scene offered in partnership with #VisitDüsseldorf and Lastminute.com. Starting with a double-decker bus ride from Cologne to Düsseldorf, participants then embarked on a walking tour guided by local experts to discover the city’s past and present music landmarks.

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Stops along the way included Kling Klang Studio, Salon des Amateurs, Creamcheese and Unique Club; the tour ended at city hall, where lunch was served before a final panel discussion and presentation.

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Day 2 ended on a high note with a special performance by Love Machine at Stone im Ratinger Hof, the historic music venue where Germany’s punk scene was born.

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This year’s Music Tourism Convention couldn’t have gone better and we would like to thank our partners for making the event possible, as well as all the speakers and delegates for sharing our passion for music and contributing to unlocking the potential of music tourism around the world.

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Our next Music Tourism Convention will be held in Liverpool in September 2019 and we’re already very excited! In the meantime, here’s the official event video :)


LONDON AS A MUSIC CITY


CLIENT: MAYOR OF LONDON

Sound Diplomacy has been working with the Greater London Authority (GLA) since 2015, with the objective of increasing London’s profile as a global music city. 


What we did:


Sound Diplomacy has worked with the Greater London Authority (GLA) since Autumn 2015, with the objective of increasing London’s profile as a global music city.

Working internally with the GLA, we helped to develop the role of a Night Czar for London. This role, currently held by Amy Lamé, is to champion London’s nightlife, including safeguarding venues across the city and working in partnership with the night time industries, local authorities, the Metropolitan Police, Transport for London and the public.

We also supported the development of a Night Time Commission to carry out research on London’s night time economy, and helped develop the London Music Board, to protect grassroots music venues and support London’s grassroots music scene.

On the public-facing side, we lobbied, conducted a feasibility study for, and delivered a Mayoral-led music campaign called Sounds Like London. The campaign was aimed at celebrating and marketing London’s outstanding music offer, as well as shining a light on some of the successes we’d achieved with the Night Czar and Music Board initiatives, including reversing the rate of grassroots music venue closures, working with the Met Police to scrap Form 696, and introducing the Agent Of Change principle within planning law.

Most recently, we delivered a study that aims to accurately map all of London’s music spaces. The map gives a full spectrum of music performance, recording and rehearsal spaces in London, highlighting the areas of threat, opportunity and growth.


London’s buzzing live music scene is world-renowned, having produced artists from Adele to Ed Sheeran, The Clash to The Rolling Stones. Grassroots venues are the foundation of our successful music industry. We’ve taken positive steps to address some of the challenges facing grassroots music venues, but there’s still much to be done.
— Mayor of London, Sadiq Khan



GERMANY AT SXSW


CLIENT: INITIATIVE MUSIK – GERMAN MUSIC FUND & EXPORT OFFICE

Between 2015 and 2019 Sound Diplomacy was hired by Initiative Musik gGmbH to manage the German presence at SXSW, one of the most important trade shows for the music, technology and film industries in the world, in cooperation with Hamburg Music Business Association (IHM).


What we did:

  • Venue scouting in Austin

  • Event production and preparation for 5+ day event - including conference, concerts and interactive exhibitions.

  • Stakeholder engagement and invitations

  • Programming of music events at the German Haus

  • OrganiAation of Berlin Beats showcase with the support of Musicboard Berlin, showcasing musical talent from Berlin, including Robot Koch, rRoxymore, Stefan Goldmann and Perera Elsewhere.


We have worked in over 40 countries and with over 100 clients, spanning public, private and third sectors, such as the Greater London Authority, City of Cardiff, Ville de Lausanne, City of Brisbane and UNIDO. We are very proud to work with Initiative Musik and the partners of the German Haus on organizing the German presence at SXSW.

South By Southwest (SXSW) is one of the most important trade shows for the music, technology and film industries in the world. In 2017, approximately 1,000 Germans travelled to SXSW, showcase their music and network with international delegates.

A collaboration between different German states, cities and organisations and supported by the Federal Ministry of Economic Affairs and Energy, the German presence included the German Haus and a Trade Show booth at the official SXSW Trade Show in Austin. Our work has involved coordinating activities at the Trade Show booth, but mainly focused on running German Haus. In line with the objectives, the German Haus offers space for showcases, networking activities, workshops, concerts and showcase events.

The goal of the German presence is to provide substantial business and networking opportunities for participating startups, businesses and musicians and to showcase Germany in the US and other international markets. In 2018 the German Haus and the German Trade Show booth registered over 10,000 visitors at SXSW.



PROMOTING PERU THROUGH MUSIC


International Music Marketing Strategy for Tourism and Brand Building

Client: PROMPERÚ


Sound Diplomacy developed an International Music Marketing strategy for Promperu, Peru’s national branding agency, between August 2017 and December 2017. We mapped music genres in the country and identified the most suitable genres and artists to promote their country brand to Peruvians and the rest of the world.


What we did:

  • We partnered with researchers at the Pontifical Catholic University of Peru to map all contemporary music genres in the country and identify the most suitable domestic artists to champion Peru through a system of indicators of export-ready artists.

  • We also researched and identified emerging and consolidated Peruvian artists living abroad to act as international ambassadors of Peru’s country brand.

  • We benchmarked Peruvian music against emerging and consolidated international artists and country brands using marketing and business analytics for music sales, streaming, live music revenues and music tourism campaigns.

  • After analysing the current competitors and structural challenges to the promotion of Peruvian music abroad, we delivered an extensive analytical report on the state of the music industry in Peru and its potential to champion the Peruvian country brand through music export and music tourism.


Sound Diplomacy mapped the existing music industry of Peru and researched domestic best case examples on music tourism, music festivals, regional music markets, record labels, artist and genre trends, as well as variations on music consumption trends. These were compared against other similar or aspirational international markets and initiatives to identify the strengths of Peru’s musical country and unique selling points.

We provided a roadmap to export Peru’s most suitable music assets to target audiences on the local and international level, identifying key stakeholders and promotional platforms for the 3 strategic music export areas that had been identified in the previous stage.

We concluded the strategy with an action plan containing 28 short- and long-term actions aimed to grow Peru’s music brand in the strategic areas of Governance, Industry Development, Skills Development, Marketing and Events, and Music Tourism Promotion.


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