Toronto’s Music Community and 4479 Supporters Pleased To Participate in Austin Business Mission
September 30th, 2013
Representatives of Toronto’s music community and supporters of 4479 are pleased to be participating in the business mission to Austin, Texas being led by Mayor Rob Ford. One of the primary objectives of the mission is to establish the terms of the music alliance between the two cities, a first-of-its-kind pairing that was endorsed by the two city councils earlier this year.
“This alliance provides an immense opportunity for Toronto to work closely with Austin, a city that shares our status as one of the most active music scenes in the world, and uses its successful music community to drive other sectors like tourism and high tech,” says Graham Henderson, President of Music Canada which studied Austin and has been a catalyst behind the alliance.
“Early in our career we had the good fortune of connecting with the fertile music scene in Austin, which exposed our music to an international and sophisticated listening audience. It also gave us the opportunity to work with some of the world’s most talented singer-songwriters and musicians” says Michael Timmins of the Cowboy Junkies. “Strengthening the connections between our two creative communities will provide new opportunities for up and coming artists to reap some of the same benefits.”
In addition to Graham Henderson, the following music industry representatives will take part in the mission: Jeff Cohen of Horseshoe Tavern and TURF fame, Jesse Kumagai from Massey Hall, Michael Hollett and Mike Tanner from NXNE, Amy Terrill from Music Canada and Jacob Smid from Live Nation.
“Toronto and Austin are in the enviable position of having insatiable markets for live music,” says Riley O’Connor, Chairman of Live Nation Canada and founding member of 4479. “Closer ties between our music communities, supported by municipal governments that understand the economic and cultural value of music, will open up new avenues for programming and collaboration that will lead to greater opportunities for all involved in the music community.”
4479 was established after a Music Canada report revealed the programs and initiatives in Austin that have allowed it to grow its music industry impact from $1.2 Billion in 2005 to $1.6 Billion today.
“Austin and Toronto have a natural affinity, as evidenced by the twinning of our own festival with SXSW,” says Michael Hollett. “While it is true that Toronto has a great music scene, I think there is plenty of room to learn from Austin. Our music city brand, 4479, is one example and the way Austin’s music sector works with city hall is another.”
In addition to supporting the alliance, 4479 is calling for a music office and music advisory board (similar to the Film Board) at Toronto City Hall, based on best practices in Austin.
4479 is a campaign to position Toronto as one of the greatest music cities in the world. It recognizes Toronto’s diverse sounds, eclectic venues, many of them steeped in musical history, globally sourced audience and culturally diverse background. 4479 is being led by a growing coalition of music industry leaders, in conjunction with supporters who work in tourism, municipal government and business. Every artist, musician, music supporter and fan in Toronto is part of 4479. For more information please visit https://4479toronto.ca/
