Client: UNIDO
Project: Developing a Music Industry Strategy for Cuba
Year: 2016-2018
Republic of Cuba
Challenge:
Sound Diplomacy was entrusted with a groundbreaking task: to develop a formal music development strategy in Cuba, promoting job creation and tourism throughout the country. This initiative, supported by the United Nations Industrial Development Organization (UNIDO), aimed to establish music as an industrial mechanism for economic growth—an unprecedented approach within UNIDO. The project, initiated by the Korean International Agency and funded by Korea, held geopolitical significance as it sought to inspire future collaborations between Cuba and Korea.
Strategy:
Working closely with the Cuban Ministry of Culture, music companies, and musicians, Sound Diplomacy embarked on a comprehensive strategy to transform Cuba's music industry. Despite challenges such as limited internet access and regulatory constraints, the team designed a platform and framework to elevate music as a driver of development. The strategy encompassed multiple components, including music business workshops, music policy for government, music cities and music tourism, artist development, and music publishing and intellectual property.
Training and Capacity-Building:
To empower the music industry in Cuba, Sound Diplomacy conducted a series of training sessions and consultancies across the country. Representatives from various sectors within the music industry attended specialised workshops tailored to their needs:
Public servants focused on music cities
Artists and label services
Intellectual property
Marketing
Additionally, business consultants provided individualised support to six Cuban companies or institutions, all of which were state-owned entities. By sharing expertise and knowledge, Sound Diplomacy aimed to enhance their business operations and stimulate growth.
Outcomes:
The project's findings and outcomes had a transformative impact on Cuba's music landscape:
Comprehensive Country Strategy: Sound Diplomacy developed a full-fledged music strategy for Cuba, outlining key initiatives and directions for the country's music industry.
Music Cities Strategy for Santiago de Cuba: In recognition of the city's cultural significance and potential, Sound Diplomacy crafted a specific strategy for Santiago de Cuba, the country's second-largest city.
UNESCO City of Music: Following the implementation of the strategy, Havana, Cuba's capital, achieved the prestigious designation of a UNESCO City of Music, further solidifying its cultural prominence.
The project's impact was tangible and far-reaching. By providing extensive training and consultancy services, Sound Diplomacy equipped the entire music ecosystem in Cuba with valuable knowledge and skills. The collaboration with UNIDO and the Korean International Agency enabled Cuba's music industry to thrive, positioning it for sustainable growth and global recognition. Cuba's music scene evolved into a catalyst for economic and cultural development, unlocking new opportunities for musicians, businesses, and the Cuban people.