We outlined a vision for the growth of Calgary and Edmonton’s music economy. The vision was foundational, setting out the key objectives of the strategy.

We reviewed all local, national and international literature relevant to both the industry profile and ecosystem assessment objectives, benchmarking Calgary and Edmonton with other like-minded cities both in the United States and abroad. We then completed an extensive review of Calgary and Edmonton’s music policy. This was compared and contrasted with the benchmarking studies completed. This stage encompassed interviews with staff members and desk research, providing Calgary and Edmonton with the most comprehensive music policy infrastructure in the area and significant competitive advantage to other cities.

We involved the breadth and depth of Calgary and Edmonton’s music sector to better understand, gauge and measure the music ecosystem in the area through two surveys, a series of roundtables and personal interviews.

We identified music-related uses in Calgary and Edmonton. We also profiled key stakeholders as case studies, which told the story of the Calgary and Edmonton's music ecology and why it is important to the development of the area.

Our economic impact assessment methodology produced figures for the direct and indirect economic impact of the music sector in both cities.

We delivered a wide-reaching, comprehensive music strategy and action plan outlining the role of music in Calgary and Edmonton, and a series of recommendations to grow the music ecology across the cities.