Promoting Ontario Music. August 23, 2013

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1 Promoting Ontario Music August 23, 2013

2 Music Sector: Overview Ontario is home to Canada s largest, and one of the world s most diversified, music sectors. Ontario s music sector generates over 80% of national revenues, up from 65% in The province s music sector is distinguished by the fact that it has a wide range of players. As of 2011, the sector was represented by over 700 establishments, a growth of 37% from 513 in Live music plays a critical role in the vibrancy and success of Ontario and Canada s music industry. It is also a key economic sector and driver of tourism and regional economic growth: 6.4% in average annual growth $455M in revenues $252M to Canada s annual GDP Over 7,000 direct and indirect jobs The sector demonstrates significant potential to grow the music and tourism industries as demonstrated by successful music destinations such as Nashville and Austin. Given Ontario s diversity and scale of music across the province s regions, the Ministry recognized an opportunity to leverage this sector to drive economic growth. 2

3 Live Music Strategy: Overview In January 2013, Minister Chan announced a commitment to developing an Ontario Live Music Strategy in partnership with key music industry and tourism players, the business community and government partners. An integral dimension of the strategy will be tourism development. Developed with music industry partners as well as the Ontario Media Development Corporation (OMDC), the Ontario Arts Council (OAC), and the Ontario Tourism Marketing Partnership Corporation (OTMPC), the Ontario Live Music Strategy aims to: Create an Ontario live music brand in support of audience development, visitor spending and overall economic impact; Create opportunities to promote live music through initiatives such as new online resources; Align existing initiatives in support of the development of live music; Develop a co-ordinated Ontario live music marketing and promotions plan. The Ministry and industry partners have been working on the Ontario Live Music Strategy, which will be activated with the launch of a live music portal and branded elements in Fall

4 Live Music Strategy: Working Group Industry Associations Venues, Festivals, Events, Business Associations MTCS - Industry Working Group Managers, Promoters, Agents, Artists Still in its relative infancy, the Live Music Strategy: Working Group is a forum where stakeholders in the live music sector contribute to the development of a comprehensive and cohesive Live Music Strategy. The membership of the Live Music Strategy: Working Group is growing, and participation by individual RTOs is welcome. MTCS Agencies MTCS: Culture, Tourism and Communications Branch 4

5 Live Music Strategy: Branding and Promotions Phase 1: Connect Ontario Ministry of Tourism, Culture and Sport Phase 2: Amplify Music Industry Music Industry Garner interest and fuel collaboration among Ontario s diverse music industry. Rally collective energy to build awareness of Ontario s live music potential. Local and Visiting Fans Cultivate artists, both from and visiting Ontario, to serve as ambassadors of Ontario s exciting music scenes. 1. Build an online Live Music Portal 2. Create an Ontario Live Music Brand 3. Launch the brand to the industry 1. Launch the Ontario Live Music Portal to consumers 5

6 Live Music Strategy: Branding MTCS has retained DraftFCB to develop branding for Ontario s live music sector. The Ministry is also supporting Music Canada in its work to create a live music brand specific to Toronto. The Ontario Live Music Brand will provide the industry with a common language and imagery to assist in promoting and showcasing live music across the province. The overarching goal of the branding is to position Ontario as a premier live music tourism destination, and a leading place to perform music and conduct business. The ministry will work industry partners on the development of a communications plan to support the adoption and ongoing promotion of the live music brand. 6

7 Live Music Strategy: Music Portal MTCS has partnered with Music Canada in the development of an Ontario Live Music Portal. The portal will have an interface that allows RTOs to place their own, unique lens on the music tourism opportunities in their regions. The objective of the portal is to provide a powerful tool for tourism and live music promotion through a co-ordinated approach across the province that includes the following: A single-window that is accessible, comprehensive and reliable for live music listings and information about venues, festivals and events across the province. Central access point for information about Ontario s music sector more generally (e.g. artist and venue profiles, funding opportunities, etc.). Effective tool to increase music tourism to Ontario and raise awareness about live music opportunities among tourists more generally. Music Canada conducted market research to inform the development of the portal. 7

8 Live Music Strategy: Leveraging Tourism Marketing and Promotions In addition to these initiatives, Ontario has a number of tourism promotions assets and activities that could be leveraged to enhance the promotion of live music activities and events across the province: The Ontario Travel website and associated Discover Ontario app could be modified to highlight live music and include it as a stand-alone, searchable category. Information from the Ontario Live Music Portal could be cross-listed on the Ontario Travel website and associated Discover Ontario app. Live music activities and events (e.g., festivals) as well as historic venues (e.g., the Horseshoe Tavern) could be profiled in each issue of the OTMPC s Ontario magazine. Overall, the presence of Ontario live music in various tourism marketing and promotion materials, documents, and publications (online and print) could be expanded and enhanced. 8

9 Live Music Strategy: The Opportunity There is significant opportunity to drive tourism and visitor spending through live music. A recent study by the Ontario Arts Council demonstrates that music is a major driver of tourism in Ontario, with 6.5 million tourists (31% of North American tourists to Ontario) taking in music performances while visiting the province. Successful live music regions such as Austin and Nashville illustrate the huge potential of linked music and tourism strategies: Ontario has several pockets of intense live music activity, and literally every region of the province has its own live music scene. 9

10 Live Music Strategy: Seizing The Opportunity Ontario municipalities are recognizing live music as a strategic cultural and economic opportunity: Kitchener, Hamilton, Toronto and Peterborough have launched their own regional live music strategies with plans to develop music offices to guide regional development. London, Windsor and Guelph are exploring the opportunity. The music industry is a priority sector for the government as evidenced by the new $45 million Ontario Music Fund, and the development of the Live Music Strategy that will be launched with the public release of the Ontario music branding and portal. Ontario has a vibrant fabric of live music activities raging from festivals and events, concerts, artistic series, shows in music venues, pubs and cultural spaces, to myriad community events taking place every month and season. Live music presents an important opportunity for the RTOs as a tourism enhancer and driver. RTO can leverage the portal, branding, communications and marketing elements of the Ontario Live Music Strategy to profile and integrate music into their ongoing development initiatives. Celebrate Ontario estimates that 80% of the activity it funds has a music component. 10

11 Live Music Strategy: Next Steps Launch the Ontario Live Music Strategy with the release of the branding and portal in the Fall 2013 (same timeframe as the launch of the Ontario Music Fund). Explore options to leverage the Live Music Strategy in partnership with RTOs and other tourism organizations across the province. 11

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