WISH YOU WERE HERE MUSIC TOURISM'S CONTRIBUTION TO THE UKECONOMY OCTOBER 2013 - UK Music
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WISH YOU
WERE HERE
MUSIC TOURISM’S CONTRIBUTION
TO THE UK ECONOMY
OCTOBER 2013
CONTENTS
Forewords
– Jo Dipple, Chief Executive, UK Music 6
– Ed Vaizey MP, Minister for Culture, 8
Communication and Creative Industries
– Sandie Dawe, Chief Executive, VisitBritain 9
– Paul Latham, Chief Operating Officer, 10
Live Nation International Music
Introduction 12
Music Tourism in Perspective 14
Music Tourism in the UK 35
Music Tourism in the Nations and Regions 50
UK Music Recommendation 64
Methodology 67
Annex: Tables 82
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ACKNOWLEDGEMENTS
Throughout this project we have received We have also enjoyed fruitful discussions
support from a wide range of individuals and with members of UK Music’s Live Music
organisations that have provided datasets Group which have aided us in our analysis.
essential to this analysis. These include: UK Music’s Live Music Group is comprised
of representatives from the following
– AEG Live organisations:
– The Association of
Independent Festivals (AIF) – The Association of Independent Festivals
– Symphony Hall, Birmingham – The Association of Festival Organisers
– Arts & Festivals Management, – Concert Promoters Association
De Montfort University, – Agents Association
(with particular thanks to Richard Fletcher) – International Live Music Conference
– Glasgow Concert Halls – The National Arenas Association
– Live Nation – Production Services Association
– The National Arenas Association (NAA) – Musicians Union
– PRS for Music (The Performing Rights Society) – The Music Managers Forum
– Sage Gateshead
– See Tickets The analysis was carried out by Oxford
Economics.
– Ticket Factory
– Ticketmaster
In addition, we are hugely grateful for
the support offered by Professor Martin
Cloonan of the University of Glasgow and
Professor Simon Frith of the University
of Edinburgh who kindly acted as peer
reviewers during the project. Their advice is
reflected in the final methodological
approach outlined in this report.
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MUSIC TOURISM
IN NUMBERS
Prime Minister
Rt. Hon.
David Cameron MP £2.2 BILLION Total direct and indirect spend
generated by music tourism in 2012
[Music] is an
industry that is
an international
£1.3 BILLION Amount spent directly
by music tourists
success story and
we should go on
backing it. It’s not 6.5 MILLION Number of
music tourists
just the exports
that [it] provides
for this country.
It’s not just the
41% Proportion of live music
audiences that are music tourists
people [it] employs
in this country.
It’s the massive £657 Average spend by overseas
music tourists while in the UK
and growing music
tourism, people
coming to Britain
to listen to
24,251 Number of full time jobs sustained
by music tourism
great acts.
David Cameron Photograph by Alessandro Serranò.
Couple in field. Photograph by Ghislain & Marie David de Lossy / cultura / Corbis.
6 WISH YOU
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FOREWORD
Earlier this year I was in the back of a taxi Queen performed their first concert in Jo Dipple
heading up to Abbey Road Studios. The London on 18 July 1970.
Chief Executive
cabbie and I got chatting about the Beatles,
as you do, and just before he dropped me Previous awardees include Blur, Elton UK Music
off he pointed to a dozen or so youngsters John, Soul II Soul, UB40, Snow Patrol,
marching across the zebra crossing. Faithless, James, Jethro Tull, Dire Straits
and Supergrass.
They crossed in front, with us patiently
waiting in the idling cab, they were four at Britain attracts thousands of tourists
a time, taking pictures, laughing and joking. because of our music history. But we also
attract thousands because we create some
People emulating The Beatles on their of the best music in the world today.
Abbey Road album sleeve cover has
become another tick on the tourist list That means every year Britain is putting
when people visit London, like going to the on some of the most exciting gigs,
Tower of London or taking a trip on the Eye. concerts and events in the world in a myriad
of world class and renowned venues and
This country is full of similar destination festival sites.
spots for the musically inclined traveller.
Last year, I was at Heaton Park with
225,000 Stone Roses fans as they kicked
Outside of London, in Liverpool, Manchester
off their resurrection in Manchester. In the
and Glasgow, the effects of music tourism
mud and the rain, singing along to
are just as pronounced. Tourists still flock
Ian Brown, it was clear that not all these
to the Salford Lads Club to pay homage to
fans were from Manchester - or even the
The Smiths; many take the trip down
UK. They were musical tourists.
Manchester’s Whitworth Street to marvel PRS for Music heritage award
at where the Hacienda Club kick-started presented to Queen at
a whole global dance movement and Checkout brilliant venues and festivals like Imperial College London,
the second summer of love. the Royal Albert Hall, the Roundhouse, L-R Roger Taylor, PRS Chair,
Guy Fletcher, Brian May.
Glastonbury and Hyde Park. Photograpy by Warren King
In this research we’re not even counting
these people. This is something that we This Report details the specific
could look at in future reports, but I think contribution that live music events
it’s important to think about these make to tourism.
landmarks in this report to provide more
context. These are all strands of the UK’s However, we know that the impact of
musical landscape of which we should be music on tourism can be broader, creating
incredibly proud. These landmarks are part a direct economic contribution to cities
of our rich cultural heritage which enhance and regions. Music has the capacity to
our offering to visitors to the UK – musical create a mutually reinforcing relationship
heritage is part of their journey to the UK. with other tourist related and cultural Jo Dipple, Ghostpoet and
activities in an area. Steve Lamacq at the AIM
PRS for Music established the Heritage Awards 2013, presenting
Award scheme in 2009 to recognise an award for Best
important live music venues where iconic A packed gig, concert and festival Independent Festival.
schedule feeding into a strong musical Photography by James Arnold
bands and songwriters performed.
culture in an area can provide many
Earlier this year, a plaque was unveiled valuable opportunities for local councils
at Imperial College to commemorate where and businesses to brand their locale.
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Britain attracts
thousands of
tourists because
of our music
history. But, we
also attract
thousands because
we create some
of the best
music in the
world today.
Abbey Road crossing: music tourism in action. Photograph by Andy Rain.
This has the obvious effect of generating The by-product of that is to encourage
wealth and maximising economic activity more of them to travel around Britain and
with the attendant regenerative and also for more tourists to visit this country
growth potential. and help VisitBritain achieve its goal of
attracting another nine million more
And with thousands of music tourists tourists to these shores by 2020.
flocking into an area, it has the knock on
effect of providing a vibrant culture – for UK Music and VisitBritain are committed
both visitors and locals. to working with Government and their
agencies to design a strategy to maintain
British live music’s primary job is to put and grow our advantage in music tourism.
on great shows which attract thousands
of music fans.
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FOREWORD
This year’s Glastonbury reminded us yet And Government is committed to Ed Vaizey MP
again of just what a powerful force our continuing its support for the growth of Minister
music industry is. Easily the world’s most both the music and tourism industries.
famous music festival, Glastonbury draws The introduction of the Government’s for Culture,
in visitors from every corner of the globe, Licensing Act has been credited with Communication
contributes more than £100 million to the doubling the number of musical festivals and Creative
economy annually and is a wonderful over the last decade, we have extended
celebration of the strength and diversity of the range of performances that no Industries
the UK’s live music industry. longer require a licence and through
Arts Council England we will be investing
But Glastonbury is only one example of over £70 million a year in music
how the music industry’s position as one organisations up to 2015.
of our most successful creative industries
is unquestionable. Adele’s “21” album The Culture Secretary, myself and the
released in 2011 was the best selling album Minister of State for Sport and Tourism
globally for 2 years running. are working with colleagues across
government, as well as with committed
Last year was the 5th time in 6 years that private sector partners, to ensure that we
a British act claimed the world’s top provide the conditions in which both the
selling album title, and 2012 saw UK music and tourism sectors can continue
artists‘ share of global album sales to thrive. Evidence, such as the research
reach the highest levels on record. 2011 contained in this report, will be of the
saw the O2 arena sell more tickets than upmost assistance in helping us make the
any other arena on earth, making it the case for continued support. I thank all of
most popular music venue in the world those involved in putting together such
for 5 consecutive years. a comprehensive and informative look
at just what these two dynamic sectors
Music is without question an essential are capable of delivering.
element of Britain’s tourism appeal, and it
is this ability of the UK’s music industry to
attract tourists from near and far to our
shores that is celebrated in this report.
The huge financial contribution to the UK
economy by the millions of music tourists
to the UK annually makes it very clear that
when combined, the music and tourism
industries are powerful drivers for growth.
The wonderful synergy that exists
between these two sectors is something
Government recognises, and the reason
why music is one of the major themes
of the current GREAT Britain campaign -
the Government’s most ambitious
international marketing campaign ever.
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SANDIE
DAWE
Sandie Dawe British music is a cultural asset that Brazilians the most active - 15% taking in
Chief Executive inspires people overseas. Our musical a performance, followed by Kiwis (12%)
heritage is as much a part of our appeal as and Norwegians (11%).
VisitBritain Buckingham Palace or fish and chips.
Heritage doesn’t stop at castles and This research points to the huge potential
stately homes: from the Roundhouse to of music tourism to boost domestic and
The Cavern Club, historic music moments overseas visitor numbers throughout the
have been, and always will be, made in country. Glastonbury is rightly world
Britain. After all, we are the second largest famous, but what about the rest? There is
exporter of music in the world. truly something for everyone. Fancy some
rock whilst holidaying in Scotland? Head
Music is a global language and attracts to RockNess in Inverness-shire. Love your
people to visit our cities and countryside. surfing as much as your music? Then it’s
Whether it’s Elgar at The Proms, The Boardmasters in Cornwall for you.
Proclaimers at T in the Park or Manches-
ter’s club scene, music transcends all The ‘Symphony of British music’ that was
boundaries and you don’t need to be fluent the 2012 Olympic Games closing
This report in English to enjoy it. ceremony was the perfect showcase for
should act as a our range of musical talent, and brought
catalyst to ramp Britain’s recent successes on the global home to us just how much British music
stage - Adele, Jessie J, Mumford & Sons, has influenced the world. We are centre
up our activity Florence + The Machine - are all flying the stage in the world’s live music industry.
and with the British flag overseas and helping attract Now, we need to capitalise on this
help of UK some of the 31 million tourists who come strength to welcome more overseas
Music to forge to Britain. Not to mention the iconic artists visitors to enjoy the wealth of music
who put British music on the map –The experiences here, immersing themselves
partnerships Rolling Stones, Elton John and The Who. in our cultural heritage at the same time.
with producers, The Beatles are synonymous with our
festival musical heritage and have been Music is a key ‘pillar’ in our GREAT
organisers, influencing musicians around the world for campaign alongside shopping, sport, food,
decades. The current David Bowie heritage and countryside, and features in
venues and exhibition is proving to be one of the most our global advertising. We recently
promoters to popular attractions in the V&A’s history. partnered ‘Rock in Rio’, one of the biggest
raise awareness music festivals in the world, with a
In a VisitBritain survey, music was Britain-themed Rock Street and a Beatles
of our amazing highlighted as an integral part of Britain’s tribute band re-enacting their famous
live music culture and heritage. 44% felt it was a roof-top gig.
scene around cultural activity they would expect to be
the world and ‘produced’ in Britain. When asked about I welcome this report. It should act as a
musical activities, visitors chose a Beatles catalyst to ramp up our activity and, with
to encourage tour in Liverpool, with those from the help of UK Music to forge partnerships
more visitors Argentina, Mexico and Brazil the keenest with producers, festival organisers,
from overseas. participants. Meanwhile, South Africans, venues and promoters, raise awareness of
Poles and Chinese visitors favoured our amazing live music scene. VisitBritain
heading to Glastonbury. is committed to working alongside UK
Music to ensure we maximise the benefits
Many overseas visitors have experienced from this largely untapped tourism
the live music scene across the UK, with market.
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FOREWORD
I didn’t know what to expect from the headline might be getting their first break in the Paul Latham
figures in the Wish You Were Here report. music business. Chief Operating
We know how big the live sector is in this
country. That’s something quantifiable They might get a taste for the business and Officer
and measurable. approach one of our colleges to train up, Live Nation
possibly with an apprenticeship or training International Music
But, other areas of our industry, which through the UK Music Skills Academy that
greatly interest the policy makers in was launched earlier this year.
Westminster, are less well known. Music
tourism is one of them. While promoters The other figure that stood out for me was
sweat over ticket sales, music tourists the £657 spent by foreign music tourists.
remain a relatively untapped – and And overseas travellers shelled out nearly
potentially massive - market that the UK’s a grand when they camped out at a
music industry can and should begin to festival as part of their stay.
cultivate more seriously.
That’s a fair whack because you wouldn’t
Getting some numbers in place is the expect our kind of tourist would have the
starting point. It’s something we haven’t highest spend – there’s a lot of
previously attempted on such a big scale. impoverished students there, sleeping
So when I saw £2.2 billion for total spend, in tents.
I thought ‘that’s a pretty big number.’
Many would think a slab of Tuborg lager
You need to put that figure in context. would be one of the biggest expenditures,
That’s not everyone just popping on the bus but with foreign visitors spending £910
to catch a gig in their neighbourhood or at festivals and domestic travellers
crossing town to see a concert. That’s only shelling out £396 that’s significant cash
the people prepared to travel at least 33 being pumped into parts of the UK
miles – and mostly a lot more - to get to see economy that are probably desperate
the live music they love. That shows for a boost right now.
commitment.
And make no mistake, these are
Then, I started thinking about it a bit more. challenging times right now. When you
If UK tourism is worth around £115 billion look at live music, you can’t ignore
then the music industry is already providing the state of the economy because our
a sizeable chunk of that. Clearly not target audience is obviously impacted
everyone in Britain is going to the Isle of by factors such as youth unemployment
Wight to build sandcastles or flying in from and higher education fees.
Germany and France to tour stately homes.
It beggars belief that kids are coming out
I also wear another hat as the Chairman of of university now with the equivalent of
Creative and Cultural Skills. So when I saw mortgages around their necks. Perhaps
24,251 jobs were sustained in the UK last those who are cool about having an
year alone through music tourism then that albatross over their heads will still spend
is excellent. money on festivals. But, will they spend it
on more than one festival? If they go to
I know a lot of jobs in live music might only something at the start of the season in
be temporary or short term, but some of May will they have enough for a ticket to
them will be filled by young kids who Reading or Leeds at the end?
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Many would think Focusing more on music tourism can only scratch. And something like Download
a slab of Tuborg help. But, I’m not sure our festivals and Festival proves you can bring over the
concerts are necessarily benefitting from overseas visitors. Even though there are
lager would be any general bounce in cultural tourism. metal festivals in places like Germany,
one of the biggest If you want to go and see old buildings, they Download is like a visit to Stonehenge for
expenditures, are there whether you are travelling in July metallers. Getting that mass of metal
or December. together doesn’t happen easily, But it`s
but with foreign not just the mega-festivals that have
visitors spending Music is more of a specialist subject. the creative flair, the Association of
£910 at festivals It takes focus – and a lot of determined Independent Festivals team have some of
and domestic phone calls - to make sure your holiday the most imaginative themed events
in Devon will also take in three days of situated all over the UK.
travellers shelling Glastonbury.
out £396 that’s People will travel further for the music
significant cash That might mean we have to think more they like presented in a way that they like.
being pumped about how we market events overseas or If we can persuade more people that is
persuade someone in Taunton to travel all what the UK is doing right now, we have
into parts of the way up to T-in-the Park. the building blocks for more specific music
the UK economy. campaigns.
What we do know is that we have the skills
and imagination to put on the best shows Wish You Were Here can hopefully persuade
on the planet to attract visitors. Just look the powers that be that music is already
at the Olympic Games opening ceremony. a powerful tourism tool that is generating
It was spectacular and reminded the more than £2 bn in spending and boosting
World of not just the UK`s heritage but local economies all over this country.
also our indigenous creativity.
Imagine what could be achieved with a
There is no shortage of that creativity in little more backing and support from our
these shores. We build great events from friends in Westminster.
Marilyn Manson performing at the Download Festival, 2013. Photograph by Rune Hellestad / Corbis.12 WISH YOU
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INTRODUCTION
The UK has a whole range of assets - Cities steeped in musical tradition, such as There’s no
beautiful beaches, the Royal Family, ancient Liverpool, have already made huge doubt that
castles, unrivalled museums and art progress in creating a strong tourist trade
galleries - working in its favour. They all sell around music.
the UK’s music
Britain and boost the tourist industry. festivals, such as
Earlier this year the city launched its Beat Glastonbury, and
That sector’s economic impact on the UK In The Mersey tour to promote other bands the extensive
economy is regularly researched and and music genres that have kept Liverpool touring
documented. The visitor economy is worth rocking over the years. 3
programmes of
£115bn annually and employs 2.6 million
people . 1 Other towns in Britain can replicate international
Liverpool’s ambition and push their own acts, such as
Earlier this year the Office for National musical heritage. the Rolling Stones
Statistics revealed the UK tourism sector and Beyonce,
recorded the strongest levels of spend and Alongside inbound tourists, many music attracts massive
visitor numbers since 2008. 2 lovers in the UK also travel long distances
to watch their favourite bands and artists
overseas interest
A year after Britain hosted the London 2012 perform. and foreign
Olympic and Paralympic Games, inbound visitor to
tourism proved it is one of the UK’s key This is international and domestic music these shores.
growth markets: 15.2 million visitors flocked tourism working. And working well. But,
to the country in the first half of 2013 exactly how much music tourism adds to
(an increase of 4% on the same period the GDP, contributes to employment and can
previous year). help boost - even revive - local economies
has gone largely unexplored.
Tourism Minister Hugh Robertson said,
“These record figures show that our It is clear music tourism offers an opportunity
tourism strategy is working. The tourism for economic growth at the local,
sector has a big role to play in delivering regional and national level.
economic growth and we must keep up this
momentum and continue to promote If the music industry can demonstrate live
Britain as a great place to visit.” music encourages more people to holiday
in the UK, or travel around the UK to get to
What is less well know, however, is the gigs, it can calculate how much money
specific contribution music makes to the music tourists generate and also estimate
UK’s tourism business. the potential for future spend.
There’s no doubt that the UK’s music This provides ammunition to gather
festivals, such as Glastonbury, and the support from politicians representing
extensive touring programmes of regions where thousands, perhaps millions
international acts, such as the Rolling of pounds, will be spent by music fans.
Stones and Beyonce, attract massive
overseas interest and foreign visitors to New, music specific, tourist strategies
these shores. could then be unleashed in these areas.
1 The Economic Contribution of the Visitor Economy: Deloitte and Oxford Economics, June 2010 for VisitBritain
2 Office for National Statistics (August 2013) retrieved from:
https://www.gov.uk/government/news/uk-tourism-sector-boosted-by-latest-spend-and-visitor-statistics
3 Liverpool Echo (2013) Liverpool music tour to go beyond The Beatles
http://www.liverpoolecho.co.uk/whats-on/music/beat-mersey-music-tour-go-4065385WISH YOU 13
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The UK has an Already, the UK has an edge on many of
its international competitors. It has a long
edge on many of
list of music - and potential music tourism
its international - strengths, including some of the best and
competitors. most famous music festivals in the world.
It has a long list
of music - and Obviously, well branded festivals and the
larger venues hosting international stars,
potential music
are well positioned to reach out to the
tourism - strengths, overseas visitor: these live music shows
including some can be harnessed as a major economic
of the best music asset by developing a comprehensive
festivals in music tourism strategy.
the world.
The live music industry – from festival
operators to concert promoters and
managers - has years of experience in
marketing its gigs using a variety of social
Strawberry Fields is on the tourists’ destination list of Liverpool. media tools coupled with more traditional
Photograph by Jim Dyson.
advertising routes.
There are already precedents for such
The sector also holds massive amounts of
specialist music tourism campaigns. Earlier
data on fans and their live music behaviour,
this year the Government of Ontario
which could be used as part of this music
launched a $45m programme, in tandem
tourism strategy.
with various tourism and marketing partners,
to boost concert attendance and visitor
It’s clear music can play a major role in
spending. 4
boosting the UK tourist industry. But, how
and by how much?
Key strands of the strategy are to promote
Ontario’s music and position the province
“as a premier global destination for live Up-to-date information and definitive data
music and music tourism.” on how successful music tourism is right
now can provide a baseline upon which
Music Canada has suggested the move could future music tourism can be measured.
create 1300 jobs in the province and generate
a further $60m in economic activity. 5 Using the data from Wish You Were Here
agencies will be able to measure
The potential for the UK to build a similar the effectiveness of any music-related
campaign, backed by the music industry, tourism strategies and policies that are
Government and promoters supported by put in place over the coming years and
all the marketing nous of tourism bodies, decades to amplify music’s part in Britain’s
such as VisitBritain, is enormous. tourism offer.
4 Ministry of Tourism, Culture and Sport (2013) Ontario A Leader in Live Music: McGuinty Government Developing Live Music Strategy to
Showcase Industry Globally
5 Music Canada (2013) The Next Big Bang: A New Direction for Music in Canada14 WISH YOU
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MUSIC TOURISM
IN PERSPECTIVE
Britain’s ambition is to attract 40 million music tourism is already successful at The Lord Bishop
visitors by 2020. Music tourism already drawing tourists into every corner of of Derby
contributes to this, but the music industry the UK.
can play a much bigger role in helping Music is not
VisitBritain and others achieve this target. An increase in music tourism has the
only important
potential to benefit every nation and
By 2020, the country targets earnings of region of the UK.
but a much
£31.5bn from inbound tourism. That is an underrated offer
additional spend of £8.7bn. Music tourists Tourism agencies and the music industry that we make
already spend over £1bn and an increase in could work more to promote and spread to the rest of
this sector could again help achieve the the benefits of music tourism in areas the world
target set. outside of London and the south east. through tourism.
When people
Overseas tourists are gold dust. They Music tourism can help improve Britain’s come here for
comprised just 6% of the total population image overseas and also help promote new music tourism
of music tourists in 2012, but accounted for and young artists, who haven’t yet found they engage
20% of music tourist spending. an audience outside of the country. in making a
community and
Support comes from across the political
spectrum for the music industry to push
in being joined
strategies to help grow music tourism. with others in a
common culture
through hearing
a common
language.
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IN FOCUS:
VENUE
Roundhouse HOW DO YOU GO food, screenings and exhibitions so it
Head Of Music ABOUT PROMOTING? becomes so much more than a gig.
David Gaydon
We do a mixture of things. We promote When we do something like a weekend
ourselves and also work a lot with the big or three day event, it will be the weekend
national promoters. ticket – the more expensive ticket - that
always goes first. There is always an
But, once a band is selling 3000 tickets in appetite for people who want to immerse
London they will generally have a long term themselves in the culture.
relationship with one of the big promoters.
So we tend to promote the more esoteric
stuff. We work with artists for more WHAT’S THE CAPACITY AND
creative reasons rather than just a London CONFIGURATIONS FOR MUSIC
stop off on a UK tour. AND DO YOU PROGRAMME
MUSIC ALL YEAR LONG?
YOU SEEM TO LIKE We’ve got a capacity of 3118. We just upped
DOING FESTIVALS? it a bit in a new seating system
upstairs to increase our seating capacity.
Yeah, we do Short Circuit and iTunes So now fully seated is 1,200 and 1,800 all
Festivals. Then we have the contemporary seated in the round. Sometimes we
classical Reverb and Ja Ja Ja Festival also do cabaret tables, but the standard
launching this year, which we hope to make rock‘n’ roll set up is 2500 standing and
into an annual event. It is all about Nordic 600 upstairs.
Camden’s Roundhouse, home to the iTunes Festival. Photograph by Will Pearson.16 WISH YOU
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IN FOCUS:
VENUE
We have invested heavily in infrastructure to touring. Maybe there are less festivals so I think both
allow us to flip back between events. bands are not tied into exclusivity deals. audiences and
Because of all the different art forms it does In my remit I want to be really across every
make it complex flipping from a circus show genre and demographic so we have a very
bands like it
to a normal rock ’n’ roll gig to a big corporate diverse music policy. We don’t want to be that the
gig with sit down meal. Everyday brings us all dad rock. So much different music works Roundhouse
different challenges, but that makes it a in the space so we want to create a really has this rich
good place to be and keeps us on our toes. diverse programme in there. rock n roll
Certain times of the year, such as spring, heritage.
I work closely with promoters, agents,
autumn and winter, are definitely better for mangers and I go after particular shows
live music. March, April, May and the that I want to happen whether I promote it
beginning of June are normally good. But, or it is externally promoted.
July, August and September are pretty
terrible because bands are generally tied I don’t think there is any particular genre that
into exclusivity deals with the festivals. doesn’t work and we can have a different
crowd of people coming in every night.
Last year, we probably did around 80 shows
plus another 30 iTunes shows. This year, I think both audiences and bands like it that
including iTunes, we will have around 150 the Roundhouse has this rich rock n roll
shows so we are pretty much back to back. heritage. It was this amazing eclectic venue
This year, compared to last year, we have through the 60s and 70s, with crazy
very few dark days. happenings, the first Pink Floyd performance
was here. The Ramones played here. Lady Gaga leaves 2013
iTunes festival at Roundhouse
So it has this rich cultural heritage. © KP Pictures / Splash News / Corbis
WHAT ABOUT THE OLYMPICS
LAST YEAR?
But, I think the shape of the place also helps.
If you are at the back at some venues then
Last year the Olympics were really hard for
you are really right at the back. But, here
us. We thought we would do a big hire
there is no back because it is round.
and tried to hire to one of the competing
countries as many venues did, but it all came
to nothing. For bands looking out, the shape makes it
look intimate even with 3000 people in
I think the whole year was affected by the there and that works for bands and
Olympics in terms of people putting things audiences alike. It creates more of a sense
off or artists not wanting to play so I think of occasion just because it feels different
we really suffered in terms of the amount of from the normal venue.
shows we did.
Because of all this The Roundhouse is often
used for a statement show. Younger bands
WHAT ABOUT THE KINDS OF BANDS see it as a stepping stone and some more
YOU WANT FOR THE ROUNDHOUSE? established acts might prefer to do a run
of three or four shows here rather than
Everyone had a little bit of a dip last year so playing one big venue.
this year there’s a lot more bands outWISH YOU MUSIC TOURISM 17
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MUSIC IS
BIG BUSINESS
The UK is The UK music industry is an incredibly and David Bowie, have launched from
one of only important sector for the UK economy. Britain’s shores and their music is available
and bought in countries from Australia to
three countries
The UK is one of only three countries that Zimbabwe.
that exports exports more music than it imports
more music because the global impact of music Fortunately, that trend for producing world
than it produced in the UK or by British musicians beating stars has not diminished in the last
imports. is massive. few years with artists such as Adele,
Coldplay, Mumford & Sons, Jessie J and
The UK is the largest producer of recorded Florence & The Machine all producing
music in Europe and the third largest in global selling albums and ensuring that
the world. 6 Incredibly, UK artists are no fewer than five of the top 10 selling
responsible for around 12% of global album global albums in 2012 were by British acts.
sales. 7
This continual unearthing and development
The UK has always produced world class of new globe straddling talent provides
musical talent in every genre from dance to Britain with a shop window and a reason
classical. Some of the biggest rock and pop for people all around the world to be
stars on the planet, including The Beatles, interested in what is happening in the UK
The Rolling Stones, Pink Floyd, Led Zeppelin and to become potential music tourists.
GLOBAL TOP SELLING ALBUMS OF 2012 (SOURCE IFPI)
POSITION ARTIST TITLE TOTAL SALES (M)
1 Adele 21 8.3
2 Taylor Swift Red 5.2
3 One Direction Up All Night 4.5
4 One Direction Take Me Home 4.4
5 Lana Del Ray Born To Die 3.4
6 Pink The Truth About Love 2.6
7 Rod Stewart Merry Christmas, Baby 2.6
8 Rihanna Unapologetic 2.3
9 Mumford and Sons Babel 2.3
10 Maroon 5 Overexposed 2.2
6 IFPI (2013) Recording Industry in Numbers: The Recorded Music Market in 2012
7 BPI 2013 BPI Yearbook18 WISH YOU
WERE HERE
Photograph by Simon Winnall / ©VisitBritain.WISH YOU MUSIC TOURISM 19
WERE HERE IN PERSPECTIVE
Britain hosts some of the world’s best known One of these reports suggested that last
festivals, such as Glastonbury and Isle of year’s Games would generate a
Wight. massive net increase in tourist visits (10.8m
between 2005 and 2017). The additional
The country also attracts the cream of global tourist expenditure was expected to
talent playing in a range of top class venues, generate another £2bn contribution to GDP. 8
including the O2 and Royal Albert Hall.
Obviously, music played a major part in the
Last summer’s Olympic Games also saw the
Games. However, its contribution – and
best of British music take centre stage for
its potential to increase tourism – has been
the opening and closing ceremonies and
less well researched.
at shows in Hyde Park and across London.
The Games brought obvious and significant Despite overseas media showering
gains to the capital and the nation as a praise on Britain’s musical offering during
whole. There have been a catalogue of last year’s Games the international
reports that have made a study of the interest in British music and its inherent
Games’ economic impact and their legacy – linkage with the UK as a place to visit
including their potential to increase tourism. (for a holiday or a concert) hasn’t been
fully exploited. 9
Arctic Monkeys performing at the 2012 Olympics opening ceremony. Photograph by Lars Baron.
8 Oxford Economics/Lloyds Banking Group July 2013 The Economic Impact of the London 2012 Olympic & Paralympic Games
9 Guardian (July 2012) World's media lavishes praise on Olympic opening ceremony retrieved from
http://www.guardian.co.uk/media/2012/jul/28/world-media-london-olympic-opening-ceremony20 MUSIC TOURISM WISH YOU
IN PERSPECTIVE WERE HERE
TOURISM IS ALSO
BIG BUSINESS
Tourism is a massively important sector of Only 21% of Britons holiday at home, The UK attracts
the UK economy. It is one of the UK’s six compared to nearly 30% in the rest of 31 million people
biggest industries and the country’s third Europe. 12
largest export earner. 10
from across
This is where music tourism - travelling the globe
The UK attracts 31 million people from to concerts and festivals across Britain - and last year
across the globe and last year these offers significant scope to help boost theses overseas
overseas tourists spent £18.6bn in the UK. 11 domestic tourism and, consequently,
tourists spent
economic growth
Overseas and domestic tourism together £18.6 billion.
contribute £115bn to the Gross Domestic The growth potential of both domestic and
Product and provide employment for 2.6m overseas tourism has not been missed by
people. One in 12 jobs in the UK is either politicians, eager to lift Britain’s economy.
directly or indirectly supported by tourism In July 2012 Prime Minister David Cameron
and 44% of the employees in the sector are said there was no reason to stop “pushing
under 40. the message that Britain is a GREAT place
to visit, a great place to come and do
Tourism is also a growth industry. Although business.”
the UK’s GDP did not grow last year, the
spend by overseas tourists increased by 4%. In April 2013 Culture Secretary Maria Miller
echoed this view. She said that in the 21st
However, there is still enormous potential to century travel was something within the
grow the sector, something recognised by reach of more people. “This change offers
the 2011 Government Tourism Policy Britain an incredible opportunity to grow
document. This suggested the domestic our tourist industry, helping to create more
tourist sector was ripe for expansion jobs and bring in further investment and
because Britain currently runs a large growth.”
tourism deficit.
10 1 IFPI(2011)
John Penrose MP Minister for Tourism and Heritage, DCMS DigitalGovernment
Music Report
Tourism
2013 Policy
11 VisitBritain (2013) Delivering a Golden Legacy: A Growth Strategy for inbound tourism to Britain from 2012 to 2020
12 Government Tourism Policy March 2011WISH YOU 21
WERE HERE
The Olympic Stadium one of the UK’s newest music venues. Photograph by Chris Harvey.22 MUSIC TOURISM WISH YOU
IN PERSPECTIVE WERE HERE
MUSIC + TOURIST
= MUSIC TOURISM
There are a lot of reasons why tourists visit Many tourists from countries, including VisitBritain
the UK. Argentina, Mexico and Brazil, rated a found that 44%
musical experience highly. The Foresight
Some come to see the changing of the Report found that 11% of all respondents
of incoming
guard. Many Americans like playing our would like to go on a Beatles Tour and some tourists to the
golf courses. Spanish surfers head off for 8% were keen on a trip to Glastonbury: UK believed
Cornwall’s beaches, Shakespeare lovers South Africans were the most likely (13%) music was one
head for Stratford upon Avon and Berlin to travel to Somerset to experience the of Britain’s
hipsters head out east to Hoxton. festival.
key cultural
But, there’s another reason why all these Music is now one of seven pillars of activities.
people flock to the UK. They come for the VisitBritain’s multimillion pound GREAT
music. Britain image building campaign launched
in 2011 and given an addtional £12m of
Britain is the music capital of Europe. The funding over the 2013-14 financial year.
Beatles, The Rolling Stones, Led Zeppelin,
David Bowie, Elton John, Rod Stewart, The This ambitious marketing campaign,
Sex Pistols, The Clash, Elvis Costello, New featuring slogans such as Culture is GREAT
Order, Coldplay, Adele, Mumford & Sons, and Music is GREAT, was delivered as
Florence + The Machine, One Direction – a direct response to Penrose’s 2011
they all made it big here before the world got
Government Tourism Policy. In addition to
to hear about them.
this major advertising campaign, the
Spanish, German or Australian fans can see policy document also highlighted two other
a gig any night of the week featuring an objectives:
artist from the UK. But, there is something
special about coming to the home of British –– to increase the number of UK residents
music to see and hear British bands play live holidaying in the UK
– or even where they sleep and buy their –– to break into the world’s top five visitor
clothes. economies
A recent survey by the UK’s national tourism A crowd shot at the Reading Festival
agency found the country’s musical success features in the Music is GREAT campaign
on the domestic and global stage was one of and helps remind potential hoilday makers
the reasons for attracting at least some of that Britain produces some of the best
the 31 million tourists who travelled to the musicians and music on the planet.
UK last year. 13
VisitBritain found that 44% of incoming
tourists to the UK believe music was one
of Britain’s key cultural activities.
13 VisitBritain (2012) Foresight: The Importance of music to inbound tourismWISH YOU MUSIC TOURISM 23
WERE HERE IN PERSPECTIVE
Music is one of the seven pillars of VisitBritain’s multimillion pound GREAT Britain image building campaign24 MUSIC TOURISM WISH YOU
IN PERSPECTIVE WERE HERE
A vibrant music
UK TOURISM’S ECONOMIC CONTRIBUTION scene, such
as that found in
£115 BILLION ANNUALLY TO GDP Manchester in
the eighties
PROVIDES 2.6 MILLION JOBS around the
Madchester
44% OF PEOPLE EMPLOYED IN TOURISM ARE UNDER 30 YEARS movement,
will have a
major impact
OVERSEAS VISITORS SPEND £18.6 BILLION IN THIS COUNTRY
on a city or
Source VisitBritain region’s
bottom line.
Government recognises this and has clearly Music does clearly have a big part to play in
signposted that tourism is a cornerstone of the tourism story.
its policy to grow the UK economy.
As a recent report about the music
In August 2010 Prime Minister David industry in Scotland suggested, “Music is
Cameron set out his ambition for tourism; a significant aspect of the cultural value
in a speech at the Serpentine Gallery in that Scotland uses to drive tourism,
London, Cameron said he wanted more both explicitly and implicitly.” 16
visitors from overseas and – also,
importantly - to encourage more Britons to Successful music tourism is often the
holiday at home. 14 product of a complex, interlocking
infrastructure where a region’s musical
assets, including festivals and concert
Cameron wanted tourism to focus on
venues, are the building blocks.
national parks, seaside towns, castles, coun-
try houses, museums, galleries, and -
A vibrant music scene, such as that found
importantly - festivals and viewed tourism as
in Manchester in the eighties around the
a key factor in rebalancing the economy with
Madchester movement, will have a major
both public and private sectors playing
impact on a city or region’s bottom line;
a part.
creative workers and businesses will be
attracted to an area with a thriving
VisitBritain now suggests that with the right commercial music economy.
backing the UK could attract 40m overseas
visitors a year by 2020, earning a massive Major televised music events such as
£31.5bn. 15 Glastonbury Festival and The Last Night of
the Proms also help shine a light on the UK
The UK is at the centre of the global live and can ramp up the travel plans of people
music industry. But, its role in generating - watching in Berlin or Paris.
and potential to increase - tourism has not
been adequately explored.
14 D. Cameron speech retrieved from http://www.bbc.co.uk/news/uk-politics-10950167.
15 VisitBritain (2013) Delivering a Golden Legacy: A Growth Strategy for inbound tourism to Britain from 2012 to 2020.
16 Behr A and Brennan M (2013) Scotland on Tour: Strategies for promoting the music industry within and outwith Scotland.WISH YOU MUSIC TOURISM 25
WERE HERE IN PERSPECTIVE
Austin branding Tourism also makes a positive contribution Birmingham has already considered a
itself the live to many local and regional economies. It proposal to establish a Music Birmingham
traditionally employs a higher percentage of office to help push the city’s musical
music capital of
young people, who are more likely to be heritage.
the world – when interested in music.
actually the live A ‘Destination Birmingham: A Music City’
music scenes are Thus, music and tourism are excellent bed report published by Birmingham City
much bigger and fellows. Separately, they are strong, Council in February 2012 suggested the
broader in cities established businesses. But, together they city had not exploited its music history to
can become powerful drivers for growth, attract more tourists. The report stated:
such as Los Angeles
employment and enrich the cultural ‘we believe Birmingham could and should
and London – and offering of a region. do more to celebrate its diverse musical
marketing its annual heritage.’
SXSW music festival Any music festival or the region it is based
has helped the in can brand itself and then market that The benefits, it suggested, would ‘provide a
Texan capital rake brand – and all the musical delights that focal point for visitors and celebrations
make up the offering - overseas or and improve external perceptions of
in around $1.6bn.
domestically. Birmingham.’
Teamed with promotional support from a Some ideas mooted included establishing
local council, Government and tourist a music ambassador, a plaque scheme
agencies the brand recognition could to celebrate musical achievement, a
increase exponentially and the cultural, permanent hard rock exhibition and a music
musical and economic gains can be added digital archive.
up annually.
Photograph by Adrees Latif. In 2010 the Association of Independent
The success of Austin in the US is a case in Festivals borrowed the twinning of towns
point. By branding itself the live music concept to launch a cultural exchange
capital of the world – when actually the live programme that helped raise the profile of
music scenes are much bigger and broader indie festivals in the UK around Europe. 18
in cities such as Los Angeles and London –
and marketing its annual SXSW music At the time AIF co-founder Rob Challice said
festival has helped the Texan capital rake he hoped the twinning initiative would lead
in around $1.6bn in annual revenues from to many creative partnerships.
visitors. Music tourism has been estimated
to account for around 50% of that. 17 Participating festivals have built local
awareness of their twins through cross
Similarly, New Orleans has branded itself press and marketing promotions and talent
the home of jazz and Nashville is the discussions have helped to co-ordinate
capital of country. bookings of international artists and
further reinforce the fundamental values
that unite the festivals.
17 Music Canada (2013) The Next Big Bang: A New Direction for Music in Canada
18 Association of Independent Festivals Twin Festivals: A Cultural Exchange retrieved from http://www.aiforg.com/news.php?news_search=twinning26 MUSIC TOURISM WISH YOU
IN PERSPECTIVE WERE HERE
Twins have also been sharing not only Liverpool every year to visit the birthplace
artists and expertise but also audiences, of The Beatles and how much they spend
as competition winners have been given at the city’s Matthew Street Music Festival. 21
the chance to experience the twin festival
in action.
UK Music also contributed to the level of
There have been a number of studies to understanding with its Destination: Music
investigate how music and tourism fit report in 2011. 22
together and what its economic impact is.
However, these have largely focused on This was a very useful marker for Wish You
individual festivals, such as Glastonbury 19 Were Here and subsequent work in the
and Reading, or a particular region. 20 area. Now there have been calls from
the highest political levels to uncover
There has also been quite a bit of work comprehensive and up-to-date data on the
investigating how many people visit value of live music and tourism.
Chvrches performing at SXSW 2013 in Austin Texas. Photograph by Tony Nelson.
19 Baker Associates/Mendip District Council (2007) Economic Impact of Glastonbury Festivals 20 Baker Associates/University of Reading (2010)
Economic Impact Assessment for the 2009 Reading Festival 21 itsliverpool.com We Can Work It Out retrieved from http://www.itsliverpool.com/
passions/we-cant-buy-their-love-but-can-we-put-a-price-on-the-beatles/ 23 UK Music/School of Tourism Bournemouth University (2011)
Destination: Music The Contribution of music festivals and major concerts to tourism in the UKWISH YOU 27
WERE HERE
IN FOCUS:
TICKETS
Festicket’s WHAT DO YOU DO? WHAT KIND OF THINGS
Head of DO PEOPLE GO FOR?
Marketing Festicket aims to make booking music
festival trips easy and very cost effective by We try and offer the full spectrum, so
Barri Coen creating packages that include tickets to the everything from camping and glamping to
festival, accommodation in the local area, apartments and five star luxury hotels.
transfers for those coming from further If you want to camp but don’t want to or
afield and transport between the hotel and its not practical to go out and get a tent
festival. and equipment, we will get it for you.
So far, we have worked with over 80 festivals We curate packages that are built around
worldwide, with around a dozen of those the needs of a festival goer, which means
festivals located in the UK, including Bestival, that we don’t just pick the closest hotel to a
Camp Bestival, Leeds, Latitude and Eastern festival or the cheapest, we’ll pick the hotel
Electrics. that is right for the festival audience.
Many of those festivals we continue to work Some of our packages also include
with, and are also on our way to building transfers and shuttles from the airport to
relationships with many more new and the festival site or their accommodation,
exciting events. and there have also been packages where
we can organise shuttles to take them and
Festicket works very closely with festivals, pick them from the festival. We’ve also done
creating packages with festival-goers very ferry packages for the Isle of Wight.
much in mind and tailored to their specific
needs.
ARE YOU GETTING A LOT
We offer a wide range of packages for each
OF PEOPLE FROM ABROAD?
festival, providing for those who want to
camp up to five-star luxury, as well as for
those who just want to find cost-effective We have a lot of reach in Europe and
local hotels and apartments. Our packages people in Europe are used to travelling all
are very often available to purchase directly over the continent to go to festivals. We are
from the festival website through our white- also quite lucky to have so many concerts
label platform, so essentially the organisers and festivals here in the UK.
are providing their clientele with an
alternative and hassle-free range of ticket Different UK festivals face various
and travel options. challenges and vary in appeal. We found
that at Latitude everyone who booked with
We also provide a level of customer support us was from the UK, But interestingly for
that you wouldn’t get through the bulk of Leeds around 40% were from outside of
other routes to purchase festival tickets. this country.
Continued overleaf...
1 IFPI Digital Music Report 201328 WISH YOU
WERE HERE
We had three from Australia, probably ARE YOU IN FAVOUR OF If people come
because Leeds has a higher international A MUSIC TOURISM STRATEGY? to a festival
profile and also an international airport, and
in this country
we have also been having conversations with Going to gigs in Paris does seem to be fairly
customers in Japan. then they are
normal and transport links are very good. I
don’t know how much that happens in likely to stay
reverse, but we could be doing better to for a few days.
WHO DO YOU AIM FESTICKET AT? market our gigs there. There is a
big opening
We are aiming at music fans and alternative When it comes to festivals obviously
for the way
holiday fans. The beauty of festivals is we everyone in the world has heard of
don’t have to look at it in the same way as a Glastonbury, but have all the rest of festivals
package tour holiday. the festivals done enough to promote present
themselves overseas? themselves
It is not someone’s big holiday for the year; and market
people might go to more than one festival so If people come to a festival in this country
themselves
it is slightly more of an impulse purchase. then they are likely to stay for at least a few
days spending more time in London or abroad.
The typical conversion path in the tourist Britain.
industry is something like 28 days from
researching a holiday to booking it. We see It is about getting small and medium sized
that usually 80-90% of our purchases festivals to present themselves because
happen on the same day someone has been some of them like Secret Garden Party
on our website. you just don’t get anything like that
anywhere else in the world. There is a big
opening for the way festivals present
themselves and market themselves abroad.
MIA at Bestival 2013. Festickets works with Bestival and Camp Bestival. Photograph by Caitlin Mogridge.WISH YOU MUSIC TOURISM 29
WERE HERE IN PERSPECTIVE
MUSIC TOURISM:
THE POLITICAL CASE
The creative The BPI, a trade body that represents the UK On July 11, 2013 Lord Storey tabled a debate
industries recorded music sector, held an event in June in the House of Lords asking the Government
2013 where the Prime Minister David about its plans to support and promote the
and tourism are
Cameron made the point that the UK music impact of music upon tourism. 26
among the industry was an “international success
sectors with story”. He also said the Government should The Lib Dem peer was joined in the
the greatest back it partly because of the “massive and 90-minute debate by nine other peers,
potential to drive growing music tourism, people coming to among them Conservative peer Lord Black,
Britain to listen to great acts.” 24 Labour’s Baroness Liddell and the
economic growth.
Government spokesperson on culture in the
The Glastonbury The political interest in music tourism House of Lords Baroness Northover.
music festival has increased since. J i m Cunningham MP
is a great tabled a two part question in the House of The cross party group of influential peers
example of the Commons on June 28 2013. called on Government to develop a new
strength and strategy to support music-based tourism
Cunningham asked the Culture Secretary and help grow the UK economy.
diversity of Maria Miller to estimate the financial effects
the UK's live of the Glastonbury Festival on the local and
Lord Storey said music festivals have been
music industry. national economy. 25
attracting unprecedented numbers of
overseas visitors and have been pouring
The Labour MP for Coventry South also
Creative money into local economies. He argued
asked Miller to “make an assessment of the
Industries, that the world’s “evident love” of the UK’s
benefits to the economy of the music
Minister musical heritage should now be harnessed
festival industry.”
and used to support music tourism.
Ed Vaizey
Creative Industries Minister Ed Vaizey
replied for Miller. Vaizey said that the He told the House: “I have seen first-hand
creative industries and tourism are among the positive impact music can make on local
the sectors with the greatest potential to tourist economies. But, we must also
drive economic growth. consider the impact music can have on the
country as a whole. Great Britain simply
Vaizey said, “The Glastonbury music festival has too much potential for musical tourism
is a great example of the strength and for the Government to stand idly by.
diversity of the UK's live music industry. I strongly urge the Government to consider
While we produce economic estimates on how best to implement a well defined music
the value of the creative industries to the UK strategy.”
economy, including the music industry, we
do not do so for specific music festivals.” Storey suggested that to attract more
overseas music tourists, Government
Vaizey’s answer indicated there was - and should emphasise and engage with existing
still is - a significant gap in Government tourist bodies and authorities across Britain
statistics covering tourism and music’s and help them market themselves as music
role within it: Wish You Were Here and tourist destinations.
subsequent research from UK Music and
the music industry will help enrich the
statistics and understanding.
24 Paul Williams, Music Week (2013) We Have To Back The Music Industry
25 Music: Festivals and Special Occasions House of Commons (2013)
retrieved from http://www.publications.parliament.uk/pa/cm201314/cmhansrd/cm130704/text/130704w0003.htm
26 Tourism: Music, Question for short debate (2013) House of Lords. Lord Storey to ask Her Majesty’s Government what plans they have
to support and promote the impact of music upon tourism.You can also read
