On Tuesday, October 24th, 2017, Mayor Richard Berry announced the results of a year long study regarding the health of the music industry in Albuquerque and the strategy for growing that industry. The executive summary recommended the following:
Albuquerque is a dynamic, diverse community full of civic pride and creativity. In general, people who live in Albuquerque love Albuquerque. When it comes to the music community, there is a sense that the various stakeholders can come together to ensure the City’s music scene is strong and vibrant.
The goal is not to become Austin, Nashville or Seattle – the goal is for Albuquerque’s music scene to be its best version of itself. What does that mean? One way to think about it is by creating more opportunities for musicians to live and work in the City and a deeper connection between Albuquerque residents and the music community. Through a six-month process of meeting with Albuquerque music and policy stakeholders and exploring other strategies and initiatives that have worked in other communities, we have crafted a series of specific, actionable recommendations that we feel will lead to substantial, tangible progress.
These recommendations will be implemented by a Launch Team – a core group of stakeholders that have led this process and are prepared to move forward. They will be assisted by an Activation Team – a broader network of stakeholders that do not need to be
concerned with the entire strategy but rather can be helpful with specific subject matter. Both groups will be supported by an Advisory Network consisting of experts throughout North America who bring experience and relationships to the conversation.
The initial recommendations are in service of three core goals:
1. ARTIST REVENUE: Albuquerque musicians need paid gigs and other revenue opportunities to generate income, grow audience and perfect their craft. In an evolving digital music marketplace, revenue opportunities can include live performances, licensing music for use in advertisements or soundtracks, grants, commissions, teaching opportunities and a host of traditional and emerging revenue streams.
2. AUDIENCE DEVELOPMENT: Audience development requires aligned strategies to increase awareness of what is happening in the music community, directly engage existing and potential audiences and increase both community engagement and monetary investment.
3. CULTURAL INFRASTRUCTURE: Successful music scenes require thriving support structures – promoters, critics, distributors, publicists, managers, labels, accountants, booking agents, video producers and the other members of the community that provide the infrastructure that allow musicians to reach audiences. The community should intentionally engage with the emerging networks of industry leaders, strategists, researchers, policymakers and philanthropists who are leading the way on how to strengthen that infrastructure.
The entire report can be viewed here: