Tulsa

Music Strategy

 

Sound Diplomacy worked with the Tulsa Office of Film, Music, Arts & Culture to produce an in-depth music strategy for Tulsa, the city’s first economic development initiative focused on its diverse and growing music ecosystem.

The Tulsa Music Strategy is a significant accomplishment for the local music sector and provides the city with the tools for recovery planning, securing resources, and fostering partnerships to continue to ensure music is a leader in Tulsa's economic, social and cultural development.

The strategy is the result of eight months of research, stakeholder engagement, and analysis. The 14 recommendations in the action plan aim to create a more resilient music economy that prioritizes Tulsa musicians, singers, producers, and other creators, together with an ecosystem of professionals and businesses that promote their music and Tulsa to the rest of the world. It demonstrates the significant value music has to Tulsa, the biggest music economy in Oklahoma, as a sector with an output of $335 million annually and responsible for 1.4% of the total workforce in the county. The study was written by Sound Diplomacy.

The report is now publicly available. You can read and download the Executive Summary of the report by clicking this link.

Our Work

The scope of this study was to determine Tulsa’s music economic impact, organisee stakeholder engagement and deliver a comprehensive implementation plan to further develop Tulsa’s music offer. We performed an audit and gap analysis of existing infrastructure; identified areas of strategic investment; and opportunities for artist and industry incubation, leveraging local resources and assets. Additional research was also carried out to assess the short and long term effects, measures and precautions related to COVID-19.

  • Roundtables and interviews were originally planned to be held during a study visit in Spring 2020, but became virtual instead to comply with social distancing measures in the City of Tulsa. We engaged key focus groups like artists, music industry, music education, tourism, government, etc. to uncover the challenges, opportunities and strengths of the music ecosystem, identifying policy gaps and optimization points. 

    After the interviews, a survey to professionals, musicians and the general public in the local music ecosystem was released. The survey aimed to gather quantitative feedback from the local music ecosystem, as well as data on the make-up of the Tulsa music industry, its economic value, and the amount of industry professionals, availability of suitable music spaces, etc., in the city. 

  • We used our economic impact assessment methodology to produce figures on the direct economic impact and the indirect economic impact of music within Tulsa. We did this by combining our input-output analysis with the use of official statistical secondary sources in order to provide Tulsa with a clear understanding of the current value of music within the city.

  • We delivered a wide-reaching, comprehensive music strategy and action outlining the role of music in Tulsa, and a series of recommendations to grow the music ecology across the city.

 

About Sound Diplomacy

 

Sound Diplomacy is a global research and strategy consultancy, committed to building and supporting sustainable ecosystems that bring economic development to people, places and cities.

We provide research and recommendations to businesses and policymakers to help them make informed decisions on the best use of places and how to stimulate economic, social and cultural growth.

We have delivered results across six continents, in over 100 cities and 25 countries.