SAN FRANCISCO Music Strategy

Sound Diplomacy is the global expert in developing long term and self sufficient music strategies. 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 Vancouver, and UNIDO. 

We are proud to be working with San Francisco to develop a Music Strategy.


Following a competitive Request for Proposals earlier this year, the San Francisco Office of Economic and Workforce Development has selected Sound Diplomacy, to develop a Music Strategy for the City and County of San Francisco.

The San Francisco Music Strategy will provide a comprehensive mapping of the City’s music-related assets, including, among others, local performance, recording, and rehearsal spaces, industry professionals, and educational institutions. Drawing from stakeholder feedback and global best practices, this effort will result in a strategic plan to engage San Francisco music makers, industry stakeholders, and audiences to support the industry’s future growth.

This website will be updated regularly, with reports on what has been done, what is planned, key dates, and an opportunity for you to stay up to date. Sign up below to get updates straight to your inbox, and to get an alert when new pieces of research or participatory surveys are published online.


Key upcoming dates:


December 10-14 - Study Visit 

Interviews, either in individual, group or roundtable format, will be conducted by members of the Sound Diplomacy over a 5-day period in San Francisco.


Overall timeline:


Step 1

Desk Research

Oct-Nov 2018


step 2

Place Research

Oct-Dec 2018


step 3

Stakeholder Engagement and Needs Assessment (including survey)

Dec 2018-Mar 2019


step 4

Development of the Music Industry Strategy

Apr-Aug 2019


step 5

Music Strategy

Sep 2019

General information:

Please contact us if you require any further information:

Azucena Micó, Project Lead, Sound Diplomacy, E-Mail

Lucas Knoflach, Project Lead, Sound Diplomacy, E-Mail

Ben Van Houten, Business Development Manager, Nightlife & Entertainment Sector, OEWD, E-Mail

Azucena Micó, Senior Project Manager

Azucena is Senior Project manager at Sound Diplomacy. She has managed some of the company's biggest projects, including music market analysis and music strategies for cities, countries and spaces. At the moment, she is working in music city strategies for the City of San Francisco, The City of Huntsville (Alabama) and the region of Northwest Arkansas; she is coordinating an economic impact analysis of a festival in Mallorca; she is managing the design of a two-year project to strengthen the Cuban music industry through UNIDO; and is the coordinator of Fabra i Coats Creative Factory Music Committee, among others. She holds a Masters Degree in Cultural Policies and Management and a Masters Degree on Cultural Production and Communication. She is an academic researcher in the field of social value of music in the urban environment and guest lecturer at Universitat Blanquerna Ramon Llull in Barcelona.

Lucas Knoflach, Senior Project Manager

Lucas is a Senior Project Manager at Sound Diplomacy with 8 years of experience in the music, cultural and tech sector. Amongst other projects, he co-wrote an analysis of the digitization processes of the music- and music/tech sector for the Berlin Senate Department for Economics, Technology and Research, organizes the Music Cities Hackathons and has managed several events (Germany at SXSW, BIME, Reeperbahn Festival,...) for Sound Diplomacy in the past years. At the moment, he is working on music city strategies for the City of San Francisco, the City of Lausanne and the region of Northwest Arkansas. Lucas has spoken at conferences such as MUTEK Montreal and BIME in Bilbao and holds a Master degree in Marketing & Media Management from the Stockholm School of Economics and a Bachelor degree in International Business from the Vienna School of Business and Economics.