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London Music Task Force Report

In February of 2014, Allstage was asked to be part of a Task Force of local music industry stakeholders to pursue a music strategy for London. The task force made up from local businessmen in music retail, venue owners, music promotion, booking agents, musicians, recording studio personal all came together to put their own agendas on the back burner for the purpose of the greater good of the London Music scene.
Our objective was to find a way to leverage an economic boost in our local music sector and tackle multiple initiatives to accomplish that end result. With the need for The Investment and Economic Prosperity Committee (IEPC) to endorse a strategy to include London’s music industry into their economic development plans, we had to have a plan that was both logical and watertight.
The Task Force also made clear that we were not to be used as a tool to endorse a multi-million dollar performing arts centre.
On August 27, with Bob Breen who was the facilitator for the Task Force through all 5 meetings,presented our final report – the committee endorsed the London Music Strategy and with it, a $300,000 funding request to get priorities started.
While London has been known for sports tourism relating to many events, there is a strong belief that we can also be known for our strong music culture here in the city and the excellent venues that facilitate those artists.
With an approval of $300,000 funding marked in the Economic Development Reserve Fund over two years, this has set the plan in motion to establish a “London Music Officer and/or Office” to begin setting in motion the strategy’s main goals.
The London Music Strategy and the funding request will also look for approval at council’s next full meeting September 2, 2014.

Rough Draft Initiatives:
1. Permanent Organizational Structure – create a London Music Office: Put a Permanent Organizational Structure in place to accelerate growth, represent the interests of London’s music industry – a collaborative effort between the public and private sector? “Music London?” “London Music Office?”

2. Bylaws: Examine and update bylaws, which affect our sector. London Music needs a voice at the table, along with community organizations that complain about noise. Remove barriers to industry growth. Consider bar hours, noise laws, development fees, etc.

3. Music Tourism – Brand the London Music initiative: Make a concerted effort towards “Music Tourism” as London has made with Sports Tourism since the late 90s. Brand the Music London venture.

4. London – Production Center: New Media Programs – Internet and Youtube an option in addition to the live show – think forward – a “London Technology Development Center” – London should focus on production of music as we have incredible talent which we need to keep in town.

5. London – Music Mentor Center: Utilize the resources at Fanshawe, Western and OIART through mentorship’s, internships and coaching workshops. Hold conferences and conventions for educators and mentors. Connect these institutions.

6. More Small Venues: Need more venues for upcoming acts to play – more small performance venues + incentives for small businesses to create these spaces – restaurants? – Create a path from Jam Night to Bud Gardens

7. Increase Local Live Music Everywhere – Parks, Community Events, Venues, Malls: Bring music to the people, not people to the music.

8. Identify Key Demographics – Study the audience we want to appeal to. Understand the market.

9. Increase Advertising: Promote to smaller towns – Woodstock, St. Thomas, Ingersoll, Dorchester, Tillsonburg, Sarnia. Expose London “suburbia” to the music of the downtown core.

10. Increase London Music on Radio and Television – An improved method and effort to help showcase musicians on various media outlets within and outside of London – Use media outlets such as TV to teach artists what to do.

11. Music Business Support and Incubation: Connect songwriters with publishers, grant writing assistance, business resources.

12. Increase Collaboration Between Music Colleges and the Community: Connect Western, Fanshawe, OIART – more collaboration and Mentoring

13. Improve Communications Within the London Music Community: Create a resource center for musicians – a connection point to pair up musicians with venues. Connect festival programmers and promoters to work together. Provide more knowledge to artists about the music scene in London – what’s happening where? Workshops? Shows? Etc.

14. Directory: A directory for clubs and a pool of artists for the public.

15. Music Education – Collective that Focuses on Youth Talent Development: Invest in music education, bring students out to community venues and teach them how to play instruments. Ask young people at the schools, what do you need?

16. Pay Standardization for Shows: “Musicians Performance Trust Fund”style, paid through the Musician’s Union – The Musicians Performance Trust Fund is being used and partially funds a lot of events – Better relationship between bar owners and artists

17. Improve Bus Schedules: Transportation shuts down at midnight. Make it easier for fans to attend shows.

18. Live Resource Document for Musicians: outline in general – how much does it cost to rent a venue? Need more education about How To?

19. Financial Support To Venues: Re:sound, Socan – financial support to venues for fees?

20. Embrace Diversity: Women and minorities are not well represented in the industry as compared to older white males need to integrate more

21. Funding: Seek corporate financial involvement with the London Music Industry, apply for relevant grants for our initiatives.

Final Initiatives
1. Create a Permanent Ongoing Volunteer Music Committee
2. Create a Permanent London Music Position and/or Office
3. Increase Live Music City Wide
4. Enhance Audience Developments and Engagement
5. Study and Update Bylaws, Policies, Practices and Procedures to Create Favorable Business Conditions for Venues, Festivals, Performances and Music Businesses
6. Obtain Investment for Specific Implementation Strategies of LMIDTF Key Priorities
7. Future Music Presentation Spaces
8. Co-ordinate and Disseminate Directories, Websites and Mailing Lists, Enhance the Music Resource Inventory
9. Create a Marketing Strategy with Demographic Study – Increase Advertising
10. Support Music Tourism
11. Actively Seek and Locate/Relocate High Tech and Music Businesses to London
12. More Music Residencies