International Music Study Shows Proof of Vitality & Resources and Provides Plan to Amplify Macon’s Music Economy

What Makes a Music City? Macon, Georgia Has It All

International Music Study Shows Proof of Vitality & Resources and Provides Plan to Amplify Macon’s Music Economy

MACON, GA (February 28, 2024) — Visit Macon and the Macon Arts Alliance have released its Macon Music Study Final Report, which examines the results of a combination of desk research, stakeholder consultation and data analysis by Sound Diplomacy – a global research and strategy consultancy with expertise in music, the night-time economy, and creative industries.

Julie Wilkerson, Executive Director of Macon Arts Alliance, presented these key findings to the Macon-Bibb County Commission last week where County commissioners seemed widely accepting and enthusiastic about the results and enthusiastic to support initiatives that “get the ball rolling.”

The key preliminary findings of this process was an Ecosystem Assessment which highlighted Macon’s remarkable history and being known for its high quality of its artists and performers, the diversely represented music genres represented in the city’s numerous venues, its educational institutions involved in the music sector and Macon’s walkable downtown, nighttime economy and capacity to grow. It also emphasized the economic impact where 1,118 jobs are in the music ecosystem and this local employment was 1.77% higher than the national average, however, lower than other well-known music destinations. The music ecosystem’s total output generated $134.5 million and added a total gross value of $88 million.

The final study outlined Macon’s Music Strategy to leverage its existing infrastructure, its strengths and weaknesses, as well as strong pending and easily attainable opportunities. The study is available in an executive summary or the full 184 page report.

“Is Macon a ‘Music City?’ …the answer is a resounding ‘Yes!’ We believe that the assessment by Sound Diplomacy is a fantastic playbook to guide Macon into a thriving music ecosystem that stands up to its history, as well as position it in the same conversations of music destinations like Memphis, Austin, Nashville and New Orleans.” says Gary Wheat, President & CEO of Visit Macon.

“There’s a lot of opportunity,” Julie WIlkerson said in her presentation to the Commission. “This data can help Macon-Bibb increase economic development and opportunity for artists and musicians.”

“Larry Brumley of Mercer University, Gary Wheat of Visit Macon and myself have enjoyed teaming to learn all that we can from this process with Sound Diplomacy; and it will take support from many other local partners and our local government to collectively move the needle on its impact in Macon’s future,” continues Wilkerson. “This study acknowledges the already changing landscape of Macon’s music economy with the pending opening of the Atrium Health Amphitheatre and the rising influx of out-of-town visitation as a result of the soon-to-be National Park status of Ocmulgee Mounds. We must capitalize on the changing landscape and preserve what Macon was built upon, which is the opportunities that are here for artists to create, market and build successful careers, while creating a magnetism others are attracted to visit and experience for themselves.”

Informed by the research and analysis outlined previously, the Action Plan consists of 16 actionable recommendations, which serve as a blueprint for developing and maintaining a thriving music ecosystem.

STRUCTURAL PRIORITY RECOMMENDATIONS

#1 SHORT TERM Advocate for the appointment of a Cultural Officer for Macon

#2 MEDIUM TERM Create a Music Board for Macon

#3 SHORT TERM Create and support initiatives for the promotion of Diversity, Equity and Inclusion in the Music Ecosystem

#4 SHORT TERM Create a One Stop Shop for music related regulations, permits, funding opportunities and other resources

#5 MEDIUM TERM Advocate for the appointment of a Night‑Time Officer to support Macon’s Night-Time Economy

#6 MEDIUM TERM Support and foster the creation of training and professional development programs at all levels to support the development of the music ecosystem

#7 MEDIUM TERM Develop and facilitate a music technology training program for music professionals

#8 MEDIUM TERM Implement Audience Development initiatives

ECOSYSTEM DEVELOPMENT RECOMMENDATIONS

#9 LONG TERM Advocate for the formalization of Downtown Macon as an Entertainment District

#10 SHORT TERM Advocate for music-friendly regulations

#11 SHORT TERM Develop Fair Pay Guidelines

#12 SHORT TERM Advocate for music-specific government funding

#13 MEDIUM TERM Support and Incentivize the creation of more Family-Friendly music and live music events

#14 MEDIUM TERM Develop a program to support local venues in order to increase the offer of live music events

#15 MEDIUM TERM Create Music Tourism strategies to keep highlighting music heritage but also supporting the current music ecosystem

#16 SHORT TERM Create a comprehensive marketing and communications plan to raise awareness on city’s efforts to support the music ecosystem Investment in the Local Cultural Sector

For more information, please email mrodgers@visitmacon.org or visit visitmacon.org.

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