Cardiff, Wales, UK
Client Cardiff Council
Project Creating a Music City
Year MArch 2019
CHALLENGE
Wales is known as the "Land of Song”, a title that reflects its deep-rooted heritage in music and singing, integral to the nation's cultural fabric. Cardiff, though one of Europe's smallest capitals, stands out as a beacon of this rich tradition. As both the capital of Wales and its most populous city, Cardiff acts as a heartbeat for Welsh culture as well as domestic and international tourism. Home to one of the oldest record stores in the world, Cardiff is the first city in the UK to incorporate music urbanism into its city structure, from planning and licensing to social wellbeing and tourism. In keeping with this, Sound Diplomacy was entrusted to develop a comprehensive music strategy for Cardiff, integrating music in each City Council department’s strategies in order to maximise its effects and improve the standard of living within the city.
strategy
The goal of the project was to help Cardiff establish itself as a leader in the Music Cities movement, a standard of urban development which champions and promotes music as a tool for growth rather than a by-product of it.
Regulatory Assessment
Detailed desk research including a review of relevant regulations impacting the music sector, and literature review.
Comparative Analysis
An international comparative analysis to determine how Cardiff positions itself within the global music cities movement.
Mapping Analysis
Asset mapping of Cardiff’s music industry, including venues, recording studios, festivals, music teachers, promoters, record/equipment stores, and other music infrastructure.
Economic Impact Assessment
Direct, indirect and induced economic impact assessment measured using research by the UK Office for National Statistics (ONS) and PRS for Music, and Sound Diplomacy’s survey responses.
Stakeholder engagement
A comprehensive survey involving a total of 1,078 respondents from Cardiff and beyond, as well as a series of roundtables and personal interviews with over 100 stakeholders throughout the process.
Strategic plan
Based on this analysis, Sound Diplomacy developed a set of actionable recommendations to further support the growth of Cardiff's music ecosystem. Recommendations included creating a masterplan for Castle Quarter, renovating St David’s Hall to transform it into the revitalised National Concert Hall of Wales, and revising existing licensing policies. Additionally, the recommendation to introduce dedicated Musician Loading Zones at city centre venues would improve access and infrastructure for live performances.
Arena supporting statement
Following the completion of the Music Strategy, Sound Diplomacy was engaged to prepare a supporting statement for the development of a new arena in Cardiff's Bay Area. This work included analysing the potential benefits the arena would bring to the local music ecosystem, presenting best-practice case studies, highlighting the economic impact, and confirming the priority recommendation to support its development.
Findings & outcomes
The outcome of this work has positioned Cardiff to build on its unique cultural offerings and a step closer to becoming an internationally recognised ‘Music City’.
Sound Diplomacy’s work led to the establishment of a Music Board, tasked with championing Cardiff's music scene and safeguarding its growth at all levels from grassroots initiatives to major events. The Board, chaired by Council Leader Huw Thomas, was specifically chosen to reflect the social diversity of Cardiff and represent multiple areas of Cardiff’s music sector, including: grassroots music venues, arena operators, promoters, journalists, musicians union, tourism experts, music business educators, community music organisations, public funders, artists, DJs and producers.
Following Sound Diplomacy’s recommendation to create a major international signature event/festival and artist showcase, Cardiff has developed the Cardiff Music City Festival, a three week-long celebration of innovative and accomplished music coming to Wales’s thriving capital city, designed to attract over 20,000 people from September 27 to October 20, 2024. The festival brought together talent from a mix of music genres, including international household names, emerging local talent, and everything in between.
Additionally, a new 15,000-seat indoor arena has been confirmed for Cardiff, as part of a £250 million project located in Cardiff Bay’s Atlantic Wharf. The development is a collaboration between Cardiff Council, Live Nation Entertainment, Oak View Group, and Robertson Property and will be the centerpiece of the 30-acre redevelopment.
In addition to the arena, the masterplan includes 1,000 new homes, cultural attractions, visitor experiences, and mixed-use leisure and hospitality spaces.The project aims to enhance Cardiff’s entertainment infrastructure and attract more visitors, benefiting local hospitality and increasing the city’s potential to host major events.
