Austin’s Music Commission Contemplates Strategies For Boosting Local Musicians
In an attempt to provide more support to local artists, Austin’s Music Commission is considering proposing that the city utilize excess Hotel Occupancy Tax funds or money from the city’s General Fund. The move aims at increasing promotional opportunities for performances held by local musicians.
A Comprehensive Proposal in Place
At a recent meeting, the commission was briefed by Commissioner Scott Strickland and musician Chris Hawkes on potential uses of over $400,000 in hotel tax revenues, currently not allocated to the Live Music Fund or any other related initiatives.
Strickland and Hawkes outlined a scheme purporting the Local Music Awareness Initiative, which encompasses continuous advertising efforts with local radio stations that support Austin artists. It would also involve informative signage and coordinating with local hotels to keep visitors abreast of upcoming concerts that feature local musicians.
One of the proposals includes the possibility of awarding microgrants to musicians or even venues to promote particular shows featuring Austin-based artists.
Microgrants Allocations and Associated concerns
While most commissioners voiced support for the city’s increased involvement in promoting local music, there were some reservations regarding the administration of microgrants. Since the city’s Economic Development Department already employs third-party vendors to oversee some existing programs, this raised concerns.
The recent request for the city budget also saw the commission including a $400,000 ask for increased support for local artists. Commissioner Celeste Quesada stressed the importance of building on existing media outlets, including radio stations, digital platforms, and print publications for any potential promotional programs.
Existing Efforts and Lessons
The Director of the Music and Entertainment Division, Erica Shamaly, highlighted that currently, the city annually spends about $100,000 with Visit Austin. The goal is to promote local music to external visitors while also providing training to recipients of Live Music Fund grants to help boost their promotional and career marketing endeavors.
However, she cautioned that any further promotional efforts by the city need careful planning to avoid the risk of appearing to favor specific artists or compete with existing marketing avenues.
Looking Forward
With the commission having successfully established a framework for the Live Music Fund, which is considered a resounding success, there is optimism that a similarly successful promotional program can be established.
Commissioner Scott Strickland, an active musician, highlighted the necessity of local artists becoming economically viable for Austin’s music scene to continue flourishing. He emphasized that the only way to ensure this happens is if the artists have sufficient funds to advertise their shows and ensure audience turnout.
Through these proposed initiatives, the Music Commission aims to champion the cause of local musicians, enabling them to grow and thrive in the vibrant city of Austin.
