north carolina, usa
Client state of carolina
Project to define and support a Music Friendly Communities program and a Music Office for the state
Year 2022
CHALLENGE
Despite North Carolina's diverse grassroots culture, low cost of living, and community support, the state's music industry has historically operated in isolated silos, hindering collaboration and connection between cities and music scenes. To leverage its resources and foster a thriving music ecosystem, North Carolina needed a dedicated framework to organize and promote the industry locally, nationally, and internationally.
Our work with North Carolina was two-folded and included: the design of a Music Office and an Action Plan for implementation; and the establishment and continous development of a Music Friendly Communities program, taking inspiration from the Texas Music Friendly Cities, that unites music-centric cities pursuing sustainable urban development and collaboration. This 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.
To date, Sound Diplomacy has defined the two programs and has continued supporting on the Music Friendly Communities with 3 more cities in 2024 and 6 to come in 2025
NORTH CAROLINA MUSIC OFFICE TOOLKIT
Sound Diplomacy drew inspiration from two existing music offices (Huntsville and Texas) and gathered insights through stakeholder engagement to design a toolkit to guide the development of a state music office. The toolkit consisted of an analysis of key findings, two detailed case studies and 15 steps for implementation.
MUSIC FRIENDLY COMMUNITIES PROGRAM
Elizabeth City, Shelby, and Durham were selected as pilot cities in North Carolina. Sound Diplomacy worked together with the cities to conduct 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 and creative city networks, highlighting relevant strategies for North Carolina.
As part of the toolkit, Sound Diplomacy supplied templates and guides for mapping, stakeholder engagement, and SWOT analysis for the member 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.
Once the Come Hear NC Communities program was formally established, Sound Diplomacy has continued to work with 3 more cities following the same structure and using the templates and steps designed in the pilot program, and the state is planning to include 6 more in the next months.
Findings & outcomes
The Music Friendly Communities pilot program was successful, leading to a second phase and expansion with three new cities in 2024 and six in 2025. 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 these initiatives 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.
