December 2016
LIVE MUSIC ACTION PLAN (LiveMAP) – KEY ISSUES & OPPORTUNITIES SUMMARY
Purpose
The Live Music Action Plan (LiveMAP) will guide the ongoing development of a live music culture in Geelong, with an initial focus on Central Geelong’s live music scene.
Vibrant live music contributes positively to the economy and community. We’re hoping the Central Geelong LiveMAP will help grow networks and align civic and commercial efforts towards a more active, creative and sustainable live music culture.
Key Issues
Below are various issues identified as affecting the vibrancy of live music culture in Central Geelong. See the Key Issues Report for more information and discussion.
1.Barriers to Greater Regular Attendance at Live Music in Central Geelong
- Minimal ‘music lovers culture’ with fans that regularly attend concerts/gigs (probably less than there used to be, particularly young people)
- Casual music audiences (e.g. attending occasional concert/gig) can be conservative and price sensitive
- Casual music audiences may have limited awareness of events that might spark their interest
- Negative perceptions of night-time public safety in Central Geelong, and perceived sparse police presence in CBD at night
- Difficulty getting home(parking, public transport) as a disincentive to going out
2.Widening the Pool of Audiences for Live Music in Central Geelong
- Many locals/tourists across various demographics want a food/drink/entertainment experience in a central location (with music one component)
- Live music is coherent with the fresh & energetic, adventurous and courageous 'Brand Geelong' being encouraged
- Individual presenters/venues can promote their own activities, but have little ability to influence broader public knowledge, attitudes and expectations
- Exposure to music leads to greater interest, and more special events and public activities involving music in Central Geelong would make live music more visible
- Central Geelong revitalisation capital works are positive for creating a lively city culture and encouraging the city as a destination
3.Geelong as a Location for Live Music Events
- Geelong has good diversity of infrastructure/facilities, with various venues of different size, floor/seating, atmosphere, etc. (i.e. no major infrastructure gap)
- Many headliners do not tour to Geelong, in part because some (national) booking agents do not see the size of the Geelong market as viable for their acts, whether or not this is true
- Small number and diversity of events of certain kinds (e.g. under-18s, free public events)
4.Rules and Regulations Affecting Live Music Venues or Events
- Costs of complying with regulatory requirements or processes (e.g. planning, liquor, use of public spaces, noise) naturally affects the viability of music activities – and some consider that costs are too high and insufficiently attuned to the risk of individual circumstances
- Perceived contradictions or inconsistencies between the attitudes across areas of Council and other regulators as it relates to the encouragement of live music
- Limits to local discretion over some State Government-mandated regulatory matters, which is not necessarily understood by venues/promoters
- Venues/promoters have limited ways to offer constructive feedback to regulators/decision-makers on opportunities for improvement in regulatory processes
5.Being a Musician Based in Geelong
- Many active and aspiring musicians and bands with a keen interest in live music – probably more than 10 years ago – but small range of performance opportunities
- Challenges getting good practical experience in the practical realities of gigging and other commercial/industry issues (e.g. audience building, relationships with venues)
- Limited use of Council strategic procurement to support local live music suppliers
Where to from here?
It is intended that the Central Geelong LiveMAPwill include specific actions in response to these issues to realise the benefits of a more vibrant live music scene across the community. Before the workshop, we ask you to consider:
1)Are there any major issues affecting live music in Geelong that haven’t been covered?
2)What do you think are the most important actions to focus on? – which could be something new, or an improvement on or addition to something that currently exists
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