Item - 2013.ED27.2

Toronto is an international music city and the largest centre of music in Canada.  It has a thriving music industry and a well-established and vibrant music scene that engages people across the city, attracts visitors and artists, and engages with other industries such as film, television, and fashion.  The music sector is a significant industry and a major cultural asset within the city of Toronto.  While Toronto is an international music centre with an abundance of talent and most of the physical infrastructure required for success, it can be bigger and better. 

Earlier this term, City Council adopted a new economic strategy, Collaborating for Competitiveness: A Strategic Plan to Accelerate Economic Growth and Job Creation in Toronto, and a new culture strategy Creative Capital Gains:  An Action Plan for Toronto.  Both strategic plans support initiatives to advance the music industry.

As is the case with a number of other sectors, one of the most significant barriers to success is the fragmented voice and activities of the music industry.  Toronto is home to many talented individuals and firms in the various sub-sectors within the music industry, however, it lacks the connective tissue necessary to make the separate parts into a whole and realize its full potential. 

In addition to the above referenced strategic plans for economic growth and culture, City Council and the Economic Development Committee have also adopted specific recommendations in support of the establishment of a Toronto Music Industry Advisory Council and endorsing a Music City Alliance with Austin, Texas.

In October of this year, Mayor Ford together with Councillors Thompson, Crawford, Colle and Ford also participated in a mission to Austin, Texas, to exchange knowledge and best practices in regard to strengthening the music industry as a means to stimulate economic growth and job creation.  The City of Austin is recognized as the Live Music Capital of the World.  It has a population about one- third that of Toronto but has developed a music industry that generates about three times as much economic activity.

Austin has achieved this impressive outcome through deliberate and collaborative approach to integrate and coordinate the activities, efforts and resources of the City, private sector, and community on a year round basis.  This collaborative approach supports and facilitates signature events such as the South by South West (SXSW) festival, the largest music festival in the world based on number of official performers and venues, and the Austin City Limits (ACL) festival, as well as numerous smaller events and activities.

Following endorsement by Austin City Council and Toronto City Council a Music City Alliance Agreement was signed by Mayor Leffingwell on behalf of the City of Austin and Mayor Ford on behalf of the City of Toronto on October 3rd, 2013.  The Austin – Toronto Music City Alliance is the first partnership of its kind anywhere in the world.

The first and most important next step for the City of Toronto is to establish a Toronto Music Industry Advisory Council to accelerate the formation of the connective tissue required to strengthen and expand the music industry.  The Advisory Council would provide a forum for the discussion of opportunities and challenges, exchange of ideas, input and advice, and collaborative development of recommendations to advance the music sector in Toronto.

An Austin - Toronto Music City Alliance Advisory Committee should also be established and a framework set out to give effect to the Agreement between the City of Austin and the City of Toronto, i.e. to strengthen ties, and support and encourage opportunities for mutually beneficial practical exchanges in the field of music and culture.  To ensure alignment, a Working Group of the Toronto Music Industry Advisory Council will be formed to represent Toronto on the Austin – Toronto Music City Alliance Advisory Committee.

This report recommends the establishment of a Toronto Music Industry Advisory Council and an Austin – Toronto Music City Alliance Advisory Committee.  Terms of Reference for both Advisory Groups are attached as Appendix A and Appendix B respectively.