VICTORIA – The City of Victoria‘s first-ever Music Strategy seeks to make Victoria a dynamic music hub and a global music destination.
Intended to cover a five-year period, from 2022 to 2026, the Music Strategy was unanimously endorsed by the Music Advisory Committee and was presented and adopted by Council on Thursday, November 4, 2021.
“While earning a living as an artist is not easy, this Music Strategy has the power to connect people, bridge cultural divides, support the city’s tourism industry, and fuel job creation,” said Mayor Lisa Helps. “A city with a strong music ecosystem supports its musicians at all stages of their careers, drives economic value, and contributes to making places more vibrant and attractive and enhances the City’s liveability.”
The Economic Impact Assessment conducted as part of the strategy measured the economic output of the music sector. In 2017, the music ecosystem created 3,630 direct jobs in Victoria contributing $223.61 million (GDP) and a direct output of $463.21 million to the local economy. Victoria accounted for 22 per cent of total GDP of the BC music sector, compared to 51 per cent in Vancouver and the rest of BC at 27 per cent.
Music is ingrained in Victoria’s heritage and identity. The narrative of Victoria’s musical history is one of diversity and talent of the highest quality. From ANSWER Women’s Drum Group and contemporary local Indigenous artist Black Belt Eagle Scout to Nelly Furtado and Aidan Knight to Hot Hot Heat, Victoria is home to a long history of music in our community. As Canada’s seaside hotbed of twee pop and indie rock, it has nurtured countless iconic independent music upstarts, including Kathryn Calder, Current Swell, Frog Eyes, Immaculate Machine, and Carolyn Mark…to name a few.
The strategy and its objectives are the guiding document and principles to help ensure action is taken on five major priorities:
- Remove regulatory barriers and create music friendly policies.
- Preserve existing spaces and encourage the development of new spaces.
- Build local capacity for artists to develop their music careers.
- Grow audiences and expand access to music in all its forms.
- Seek partnerships and collaborations to explore new innovative music platforms and experiences.
The first year of the Music Strategy funding will be focused on COVID-19 pandemic recovery efforts for musicians and music organizations, including increased free programming in public spaces such as parks, transit and tourism hubs and downtown public spaces, as well as hosting a music symposium to convene the sector during Canada Music Week.
Did you know:
- To help create the strategy, 1,498 respondents participated in an online survey, and 16 roundtables and 20 online and in-person interviews were conducted with over 100 music industry and policy representatives.
- Victoria has the highest per capita number of music educators and music venues as compared to Vancouver, Calgary and Halifax.
- There are 128 private music teachers, 30 professional and community choirs, 28 orchestras and community bands, 27 music associations and nonprofits, 25 music schools and 8 tertiary music education institutions in Greater Victoria.
You can read and download the Music Strategy at victoria.ca/musicstrategy.
