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.

We want to hear from YOU!

As part of the work we are carrying out, we're releasing a survey to assess the city’s music ecology, evaluate the economic and social impact of its music and determine its strengths and weaknesses. We want to hear from YOU.

You can acess the survey by clicking in the link below.

Here's some instructions:

  • Depending on your role in the San Francisco music ecosystem, the survey will take between 10 and 25 minutes to complete. If you are a music fan, it will take between 5 and 10 minutes.

  • You can take the survey on a mobile device, but it is easier to use a computer if you have access to one.


Key upcoming dates:


May-July – Survey 

Sound Diplomacy has launched a survey that will be open to everyone in the music ecosystem and to the public to learn more about music in San Francisco.

What We Have Done So Far

In November we submitted the first deliverables, including a regulatory assessment and a comparative analysis. These documents will be complemented by the findings from the study visit.

In December Lucas Knoflach and Azucena Micó, Senior Project Managers at Sound Diplomacy, spent a week in the city conducting a series of roundtables and interviews with local stakeholders and visiting some of its main music spaces. Overall, they met around 150 people.


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-July 2019


Step 4

Development of the Music Industry Strategy

Aug-Sep 2019


Step 5

Music Strategy


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 New Orleans (Louisiana), The City of Huntsville (Alabama) and the region of The Shoals (Alabama); 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 Creative 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.