Ontario a Leader in Live Music
The live music sector generates an estimated $455 million in revenues and contributes $252 million to the Canadian economy. Overall, the Canadian live music market has demonstrated growth at an annual average rate of 6.4 per cent since 2010.1
Ontario's wealth of talent, wide range of venues and vibrant festivals make it Canada's largest and one of the world's most diversified music industries, generating 80 per cent of total national revenues, up from 65 per cent in 2005.2
Playing an important grassroots role, Ontario's live music sector showcases Ontario's musicians and facilitates the long-term success of the music industry.
As a leader in North America, Ontario is firmly placing itself on the map as a key destination for music tourists and artists. Spending in Ontario by arts and culture tourists totalled $4.1 billion in 2010 -- representing 36 per cent of spending by all overnight tourists in the province that year.3
Ontario's Live Music Strategy
Ontario is committed to the growth of its music industry through the development of a Live Music Strategy. This strategy will promote live music in Ontario to boost concert attendance, visitor spending and economic impact.
Core objectives of the strategy include:
- developing a coordinated live music marketing and promotions plan
- leveraging of existing resources and creating opportunities to promote music through measures such as new online resources
- positioning Ontario as a premier global destination for live music and music tourism through the province's international marketing initiatives.
A key initiative is the creation of a live music promotions portal, the first of its kind in Ontario that will provide information on all the exciting live music events occurring throughout the province.
Elements of the strategy will continue to be rolled out in spring/summer 2013.
Industry Working Group
To develop the strategy and strengthen Ontario's position as a global capital for live music, the province is proactively partnering with the industry through the creation of a working group comprised of music associations, concert promoters, venues, managers, festival organizers, chambers of commerce and three agencies of the Ministry of Tourism, Culture and Sport: the Ontario Media Development Corporation, the Ontario Arts Council and the Ontario Tourism Marketing Partnership.
President and CEO
Hamilton Chamber of Commerce
Canadian Music Week
Vice President, Public Affairs
Massey Hall/Roy Thomson Hall
Live Nation Canada
General Manager/Regional Vice President
Budweiser Gardens/Global Spectrum
National Director, Hospitality
Great Estate Wines of Niagara
The Agency Group
Peterborough Folk Festival
North By Northeast
Bumstead Productions Ltd.
Presidents and CEO
Ontario Media Development Corporation
Michael Adam Murray
Ontario Arts Council
President and CEO
Ontario Tourism Marketing Partnership Corporation
1 Economic Impact Analysis of the Sound Recording Industry in Canada, prepared by PricewaterhouseCoopers for Music Canada, 2011.
2 Statistics Canada, Survey of Sound Recording and Music Publishing, 2010.
3 Ontario Arts and Culture Tourism Profile, prepared by Research Resolutions & Consulting Ltd for the Ontario Arts Council, January, 2013.