north carolina, usa
Client state of carolina
Project uniting music cities across north carolina for economic resilience and growth
Year 2022
CHALLENGE
Despite North Carolina's diverse grassroots culture, low cost of living, and community support, the state's music industry operates in isolated silos, hindering collaboration and connection between cities and music scenes. To leverage its resources and foster a thriving music ecosystem, North Carolina needs a dedicated framework to organize and promote the industry locally, nationally, and internationally.
The goal of the project was to establish a Music Friendly Communities program, taking inspiration from the Texas Music Office, that unites music-centric cities pursuing sustainable urban development and collaboration. The network aims to enhance each member city's ability to implement effective music programs and policies, strengthening local music industries and fostering communication among engaged cities.
strategy
Elizabeth City, Shelby, and Durham were selected as pilot cities in North Carolina. They conducted a comprehensive assessment of their music assets, engaged with stakeholders in the local music ecosystem, and performed a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. Sound Diplomacy guided the pilot cities through the process and conducted independent research, including a regulatory assessment of music-related policies and regulations.
The insights from the pilot program and desk research were synthesized into a toolkit to guide the creation of the Come Hear NC Communities program. The toolkit includes step-by-step instructions, while best practice case studies analyze successful music city networks, highlighting relevant strategies for North Carolina.
Sound Diplomacy supplied templates and guides for mapping, stakeholder engagement, and SWOT analysis in the pilot cities. The mapping template included instructions, category designations, and a step-by-step guide. The SWOT analysis guide provided detailed instructions and a template for assessment.
Sound Diplomacy analyzed local regulations and legislation in each pilot city, focusing on areas such as transit, governance structures, grants and funding, music and tourism strategies, permitting processes, and economic development incentives. This assessment provided insights into the current music ecosystem and informed recommendations for improvement.
Findings & outcomes
The pilot program was successful, leading to a second phase and expansion with three new cities. As a result of the project, a permanent program, the Come Hear NC Communities program, was established. To further develop the program, Sound Diplomacy was appointed to work with three additional cities over one year and support the development of a state-wide music office.
In 2024, announced by Governor Roy Cooper at the Make Music Day event, North Carolina is extending its commitment to music and creative economies through the establishment of the North Carolina Music Office. This new office will promote and celebrate North Carolina’s music, whilst expanding on its music-based programming, resources, and research, across the state.
We are proud to have contributed to the music strategy of this initiative and to have raised awareness of the state’s vibrant musical heritage and culture. Sound Diplomacy is excited for our continued work with N.C. Department of Natural and Cultural Resources.
