Reflecting on 2024 at Sound Diplomacy

As 2024 draws to a close, we reflect on a transformative year for Sound Diplomacy, marked by impactful projects, global events, and exciting milestones.

From shaping city-wide music strategies to advancing the creative economy on a global scale, this year has demonstrated the extraordinary power of music and culture to drive economic growth, community development, and sustainability.

2024 in Numbers

This year we engaged nearly 34,000 people from across music, creative industries and audiences/fans. This can be broken down by

• We have completed 18 projects spanning 16 countries and 46 cities:

• 4 city-wide music strategies, 1 statewide strategy, 1 territory strategy, 1 citywide strategy for the creative industries

• 7 infrastructure assessments (feasibility/impact)

• 4 economic and social value impact assessments

• Held in-person project launches and stakeholder meetings in 5 cities

• More than 500 delegates from 40+ countries and 140 different cities gathered across two Music Cities Conventions taking place in North America and the MENA Region

• More than 300 applications received from 19 different countries as part of the Music Cities Awards Ceremony

Project Highlights

This year we have continued our global impact on some incredible projects around the world. Some highlights include

• Delaware, USA

  The CREATE Plan set new benchmarks with 25 actionable recommendations, including creative hubs, streamlined event permitting, and cultural tourism integration.

• Niagara Falls, Canada

  A music strategy leveraging the city’s tourism strength resulted in 19 recommendations to position Niagara Falls as Canada’s entertainment capital.

• Fort Worth, USA

  Updated economic impact analysis revealed music supports over 6,000 jobs and generates $531M in economic output annually.
  
  
  

Spotlight: ABBA Voyage

ABBA Voyage is no just a must-see spectacle, it’s a economic powerhouse! This year, we completed the social and economic impact assessment for the groundbreaking virtual concert experience that continues to captivate global audiences.

• £1.4 billion in turnover generated for the UK economy.

• £775 million in gross value added supporting local, regional, and national growth.

• 90% of international visitors traveled to the UK specifically for the show, emphasizing its global draw.

ABBA Voyage showcases how music and culture are transformative economic and social drivers, creating lasting value.

Launch of the Sound Diplomacy Digest

In 2024, we launched the Sound Diplomacy Digest to share insights, research, and stories from our global projects. From analyzing hybrid funding models to exploring the environmental impact of music, the Digest has become a hub for thought leadership.

Highlights include a deep dive into the Culture Financing Culture Paradox and the viral success of our Speak Now article that analyses the ‘Swiftonomics’ of sustainability in touring.

Celebrating Sound Diplomacy Events & Education

This year, our events continued to connect global changemakers in music and culture:

• Riyadh Music Cities Convention

  Our first MENA edition featured panels, workshops, and live music with attendees from 30+ countries and 90+ cities during Riyadh Music Week.

• Music Cities Awards

  Recognized exceptional global initiatives with over 300 entries spanning six continents.

Looking Ahead to 2025

As we close out this impactful year, we celebrate the dedication and achievements of our team, clients, and collaborators. Together, we’ve demonstrated the vital role music and culture play in building stronger, more dynamic communities worldwide.

Here’s to more innovation, collaboration, and creativity in 2025!