How the New Music Strategy Aims to Take Melbourne’s Music Scene Next Level

Melbourne could use some good news in the live music department. Just this year we've seen beloved live music venues permanently shut their doors, noise complaint surveys threatening the venues still standing, and the cessation of one of Australia’s greatest touring music festivals. But in the wake of our beloved Palace closure and tumultuous Big Day Out rises a flicker of hope, in the form of the Melbourne Music Strategy 2014-2017.

According to the Victorian Live Music Census (2012) there are around 120 clubs, bars and hotels offering live music in Melbourne’s CBD as well as 17 larger theatres and concert venues. Every Friday and Saturday night around 97,000 people attend popular music performances in the city, generating an average turnover of around $5.4 million per weekend in ticket sales, door entry, food, drink and merchandising. Yes, it’s pretty clear this is an industry worth investing in.

The Melbourne City Council has worked closely with members of the music industry — including venue owners, promoters and musicians — to compile this strategy, which aims to make Melbourne the undisputed music capital of Australia. Here are five of the best proposals featured in the Melbourne Music Strategy that we're looking forward to becoming a reality.

Music Events to Run Year-Round, Not Just Summer Festival Time

While Melbourne certainly has its fair share of gigs and festivals throughout the year, we don’t really have an anchored program running all year long. Creating steadfast events happening all year is an attempt to make music significantly more visible in Melbourne, reminding more Melburnians that music is a part of every day inner-city life.

A big ask, for sure (and maybe they could stop a few venues closing to help this bullet point along). The council are targeting families with this one; they plan to implement more family-friendly music events, also potentially starting up a busking and street performance festival in the future. More all-ages and alcohol-free events have been optimistically pitched by the council too. But after all-ages event Push Over Festival was cancelled this year due to low ticket sales, the council is going to have to think long and hard about making these events more appealing to younger audiences.

Make Melbourne's Music Knowledge Known

Melbourne wants to be up there with the greats, as they list music Meccas like Toronto, Austin, Nashville and Berlin as inspiration for the strategy. The City of Melbourne is looking to create musical alliances with these cities to further a global reputation as a unique music destination. Closer to home, the council are looking to strengthen Melbourne’s musical culture and identity by spreading the word of Melbourne’s musical history. They’re hoping to introduce a Melbourne Music City guide and app, a super useful tool for punters looking for a good gig.

Keep Melbourne Music Week Going Strong

Music festival lovers, rejoice! Melbourne Music Week continues to go from strength to strength — last year certainly put on an applaudable spectacle. Capitalising on existing MMW support and attendance, the new strategy aims to build a five-year vision for the festival; supporting and celebrating our local music labels and performers. The team are looking to continue staging performances in iconic Melbourne locations and unique spaces — the IOU party at Flagstaff Station last year was pretty awesome. Melbourne Music Week is a great way to discover new music, check out new venues or simply party for nine days; we have no objections to any of that.

Potential Music Hub in Melbourne CBD

A dedicated space for musicians in the CBD could be on the cards. While a space has not yet been found, they’re hoping to work with other industry and state-based initiatives to examine existing research into this possibility. It’s unclear as to what sort of access the public would have to this music hub, however it could provide an excellent opportunity for musical collaboration and community building. In the meantime, Melburnian musicians and the council alike will keep searching for new spaces for meeting, rehearsal and performance spaces in the city.

Create Industry Toolkits for the Music Business Community

Good news for those looking to open a venue or start up their own music business venture in Melbourne. The Music Advisory Committee are considering putting their heads together to create an easy-to-use toolkit for operators, musicians and new entrants into the music industry. It will include information on funding, business mentoring, opening a new venue, applying for planning permits, obtaining acoustic advice and the rules around serving food and alcohol. In addition to this, the council are hoping to raise awareness of the funding programs that the City of Melbourne currently have in place. Basically, they want to help you help yourselves.

Photographs via The Tote, Melbourne Music Week and Melbourne Festival.