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'Live Music Measures Up', commissioned by Music Canada, shows a "vibrant music scene" which "drives value in many important ways"
By Jon Chapple on 22 Jan 2016
Music Canada today released Live Music Measures Up, the first study into Ontario’s live music sector.
The Toronto-based music industry association commissioned Nordicity to interview and survey artist managers, promoters, agents, music venues and festivals in the province, which, with a population of 13.5m, is Canada’s most populous.
The report is divided into four areas: revenue, audience, economic impact and future outlook. It reveals:
“This report provides a comprehensive picture of the benefits live music brings to Ontario,” says Graham Henderson, president of Music Canada. “In fact, it only enhances our understanding of data collected in our 2012 economic impact study [into the recorded music sector] and cements what we know about Ontario as a powerhouse for the music industry.
“It shows that a vibrant music scene drives value in many important ways, including job creation, tourism development, brand building and artistic growth. With the new data from this study, we now have the necessary benchmarks to measure and support its growth. Live Music Measures Up allows us to look at live music through a new lens, and to better understand how critical it is to the entire music ecosystem.”
Erin Benjamin, executive director of Music Canada Live, adds: “Measuring Live Music represents an historic, timely and monumental opportunity, one which will enable us to entrench the true value of the live music economy in the minds of our stakeholders, government and audiences alike. It’s inspiring to see the sector organise, work together and build on the momentum we can all feel, here in the province and around the world – the kind that will help guarantee live music takes its rightful place as one of Ontario’s greatest natural resources.”