Music Economy in Gloucestershire: New Report Urges Action on Internationalisation, Streaming, and Fair Pricing
New research into the local music economy in Gloucestershire has uncovered data and public opinion that could have ripple effects for the entire United Kingdom.
The data has been gathered from across industry and political spectrums, and its analysis shows a stark reality of issues affecting local music across the UK, underscoring the urgent need for industry attention in safeguarding areas like Gloucestershire.
Findings on musicians’ income show that COVID-19 and Brexit have challenged the balance of funding in the streaming era. The report shares interviews with Gez O’Connell, The Tonics and Sam Swancott and gathers public perception.
The report’s research on the effects of internationalisation has uncovered the underlying challenges of a fine balance between encouraging international talent and nurturing the local acts that may go on to reach the same level of status. Key dichotomies are at play between county hubs and feeder towns/villages, public opinion and public action, and live growth strategies routed in national/international vs local talent.
Cameron Thomas, MP for Tewkesbury, voiced his concern when interviewed, sharing, “If we’re going to improve [the availability of music], then that needs to happen at a governmental level.”
The report additionally highlights the growing concerns surrounding ticketing and issues faced in the primary and secondary markets. Surveying the region and speaking to industry professional Jon Collins (LIVE), Out The Box reveals that almost half of ticket buyers have missed out on purchasing at least one ticket as a result of dynamic pricing.
Recommendations include a call for greater transparency and consumer protection in the ticketing market, support for young people and undervalued music ecosystems, and clearer communication between industry and fans to help tackle the issues that will shape the industry in years to come.
Out The Box Productions is a team of music business academics based in Gloucestershire. Working closely, the team have investigated three of the largest implications the industry faces: the implications of artists’ incomes in the aftermath of COVID-19 & Brexit, the changing faces of festival lineups with internationalisation, and consumer concerns with dynamic pricing in the ticketing markets. With input from LIVE’s Jon Collins and Cameron Thomas MP, OTB have taken a deep dive into some of the industry's largest questions and uncovered what these threats mean for grassroots gig economies such as Gloucestershire.
You can view the report at the link here.