How does music and culture shape the identity of a place and drive international interest and investment? Having hosted two national music awards over the past year – the MOBOs and the Mercury Prize – the North East’s music scene is on the rise. Generator-led Newcastle Gateshead Music City aims to accelerate this upward trajectory, with goals of creating 2,000 to 4,000 music-related jobs and contributing an additional £750 million to the local economy.
Music is a powerful tool that can shape global perceptions by creating an emotional connection to a place. What can we learn from other international cities? What has this got to do with investment? This session will look at how music can drive a place brand, investment and tourism. How can we develop the infrastructure that is needed for the sector to continue to grow and thrive?
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