strategy

To craft a comprehensive music strategy, Sound Diplomacy analyzed Huntsville's music ecosystem, drawing inspiration from global best practices. The team conducted an in-depth mapping exercise, studied the economic impact of music, and surveyed community members for insights into their musical engagement. The response from the Huntsville community was remarkable, reflecting a highly engaged populace. In addition to surveys, Sound Diplomacy engaged stakeholders through in person roundtables and interviews, facilitating rich discussions on how music could invigorate the city.

Armed with a wealth of data and stakeholder input, Sound Diplomacy presented the music strategy to Huntsville, comprising a series of 47 recommendations.

Findings & outcomes

Huntsville eagerly embraced the strategy, demonstrating their dedication to its implementation. 

• Music Officer and Board

  The city appointed a music officer and formed a music board, comprising local music sector experts. Sound Diplomacy played a vital role in supporting the officer's integration into the city's administration and provided them with guidance on various initiatives, including the revision of noise ordinances and operating hours. Additionally, the team facilitated exchanges between Huntsville and Muscle Shoals, another music-centric city, seeking opportunities for collaboration and network expansion.

• The Orion Amphitheatre

  One of the most notable outcomes of the strategy was the development of the Orion Amphitheatre—a vibrant new venue that invigorated the area, operated by The Venue Group. The amphitheatre became a centrepiece of the city's revitalization efforts, offering lively events and fostering a sense of community. In 2024, The Orion Amphitheater has been named the "Number 1 East Coast Amphitheater" in the United States and one of the top 26 venues in the world by Billboard.

• Ongoing Work and Impact

  Beyond creating the strategy, Sound Diplomacy remains actively engaged with Huntsville, supporting the ongoing implementation and tracking its economic impact, and MidCity - the mixed-use development site surrounding The Orion. As the economic results typically manifest a few years after implementation, Sound Diplomacy continues to revisit and assess the strategy's effectiveness.

• Exemplary Community Engagement

  Working with Huntsville was a memorable experience, as the artistic community displayed immense enthusiasm, passion, and commitment to the process. This passion, combined with Sound Diplomacy's guidance, led to a truly special project that will continue to shape Huntsville's cultural and economic landscape for years to come.

Sound Diplomacy's expertise and the city's engagement have transformed Huntsville into a thriving cultural hub with a blossoming music industry. The strategy's success has been defined not only by the blueprint itself but also by the dedicated efforts of all involved to create a harmonious and prosperous community united by the power of music.