Empowering Alberta’s Music Scene: New Strategies and Toolkit Released

June 4, 2024 | Industry, Calgary, Edmonton, Alberta, Music

It was a big week for West Anthem! We've released the long-anticipated Music Strategies for Calgary, Edmonton, and a toolkit for rural and small cities in Alberta, organizing exciting launch events in both Calgary and Edmonton.

What is West Anthem?

Founded in 2012 as the Alberta Music Cities Initiative, funded by the Scotlyn Foundation and the National Music Centre, West Anthem is an advocacy group aiming to stimulate the growth and sustainability of Alberta’s music industry. Key milestones include the 2014 release of “Fertile Ground: The Alberta Music Cities Initiatives” and the “2020 West Anthem Music Ecosystem Study,” which highlighted critical investments needed during challenging pandemic times. Throughout 2023, West Anthem unveiled a series of phased reports, culminating in this week’s launch of two major strategies and a toolkit, backed by extensive research and engagement with industry leaders and supporters.

What are these Strategies?

In 2022, West Anthem, in partnership with the Government of Alberta, Alberta Music and the National Music Centre, embarked on developing Music City strategies. Through extensive research and stakeholder consultations, West Anthem divided this work into four phases: two research phases, one engagement phase, and one phase dedicated to writing the strategies and developing the toolkit.

The research, published periodically throughout 2023, culminated in the release of two strategies and a toolkit, offering tailored proposals for Calgary, Edmonton, and smaller Alberta jurisdictions to grow and support the province's budding music scene.

Key points include developing music-friendly policies and infrastructure, creating spaces for musical collaboration and innovation, offering professional development for emerging artists, and supporting artists from diverse backgrounds. The reports also highlight the profound economic impacts of Alberta's music industry, both directly and indirectly, through tourism, the night time economy, and more.

Calgary Launch

Calgary’s Music City Strategy launch was hosted at the long-standing live music venue, Mikey’s on 12th. Here, local musician, Shane Ghostkeeper, set the stage for the announcement, playing live to the reception.

Andrew Mosker, Co-Founder and Chair of West Anthem and President and CEO of the National Music Centre, served as the afternoon’s emcee, introducing Calgary’s report: “Resonant Energies: A Music City Strategy for Edmonton”. Speakers Patti Pon, President and CEO, Calgary Arts Development, Executive member of RISE UP Calgary, and Lisa Jacobs, BMT, MTA, Musician, Music Therapist, were present to provide insight into how this strategy can support and weave itself into many aspects of the music industry and Calgary’s creative economy.

Check out West Anthem’s Calgary Launch blog for more info and photos!

Photos by: Sebastian Buzzalino

Edmonton Launch

Edmonton’s Music City Strategy Launch was hosted at the River City Revival House. We had the pleasure of featuring Métis singer-songwriter Cynthia Hamar who played to the arriving guests.

Puneeta McBryan, Executive Director of the Edmonton Downtown Business Association and a member of the West Anthem Steering Committee, emceed the afternoon where she introduced: “Resonant Energies: A Music City Strategy for Edmonton”. Speakers Melissa Radu, Executive Director for Destination Stewardship at Explore Edmonton, and Tyson Boyd, Co-Owner of the Starlite Room and River City Revival House, both shared their perspectives on how the strategies highlighted are key to supporting the night-time and visitor economy and the vital support independent venues need for a thriving local music scene. 

Check out West Anthem’s Edmonton Launch blog for more info and photos!

Photos by: Marc Tran

Rural and Small City Music Toolkit

There are thriving music scenes in every corner of Alberta, not just in Calgary and Edmonton! That’s why West Anthem chatted with folks from smaller jurisdictions — city and town council members, chamber of commerce leaders, local musicians, music business owners, and entrepreneurs to develop an understanding of music in rural and small-city Alberta.

The Rural and Small City Music Toolkit breaks town into eight proposed action areas, including ideas, examples, and links to resources to help small towns, communities, and jurisdictions grow their local music scene.

An Exciting New Direction for Alberta

Bird Creatives has had the immense pleasure of working on these reports and strategies as the main consultant for West Anthem. Through chatting, consulting, and ideating with music industry professionals, players, and supporters across this province, we’re confident that these strategies will have a lasting impact on our province’s music scene and creative economy as a whole.

But it doesn’t stop here! Share the word! Take a look at these strategies, share them with your music friends, and share them with your local policymakers. Together, we can inspire change!