Music Nova Scotia
Nova Scotia’s musical roots run deep. Keeping those roots well watered – and well tended – is Music Nova Scotia.
“Our sole purpose is to develop the music industry in Nova Scotia. We work to foster, develop and promote the full potential of the music industry in Nova Scotia,” says Brian Doherty, president of the organization’s board of directors.
It’s a noteworthy industry. Close to 3000 people work in the industry, which is valued at approximately $100 million a year. Musicians in Nova Scotia – a province with just 3.6 per cent of Canada's population – receive 14 per cent of all music royalties paid to
Canadians and 60 per cent of the total paid in Atlantic Canada.
In addition to its direct economic impact, notes Doherty, the industry plays a key role as a cultural tourism product.
Studies show that visitors who come to experience the province's culture often stay longer and spend twice as much as the non-cultural visitor. One survey indicated more than half of participants would choose Nova Scotia for a vacation if a wide variety of music events were available.
“It’s our job to help make Nova Scotia’s musicians better known,” says Doherty. That promotion, in particular, is targeted at three main areas: Canada, the U.S. and Europe.
“The music of Nova Scotia is very well known in traditional areas and all other genres continue to gain popularity,” notes Doherty. “There’s a buzz.”
Helping to create and maintain that buzz is Music Nova Scotia, which has 950 members including bands, individuals and studios. Building awareness is only part of what the organization does, however. “We teach musicians to become businesspeople,” explains Doherty.
The nature of that business is changing as the music industry worldwide grapples with new technological challenges. In the new world of free downloading, low record sales and millions of artists promoting through the internet, Music Nova Scotia is attempting to clear a path towards a successful music industry in Nova Scotia.
The foundation for that path is laid out in the organization’s latest sector strategy. It is a plan for stability, development, and growth in Nova Scotia’s music industry. “The first music sector strategy was brought forward in 2002, and we have seen significant industry growth since then. Nova Scotian artists are making significant impacts nationally and internationally, and higher quality music is being produced,” says Doherty.
“Momentum in our sector has never been higher due to the quality of our musicians and the strong community that they’ve created,” he adds.
Music Nova Scotia, which celebrates its twentieth anniversary next year is helping build that momentum. The organization recently hired a full-time employee to help develop community presenters. “This is a program that reaches into small communities across Nova Scotia so they will have more musicians performing in more venues,” says Doherty. “We’re trying to create a little bit of commerce out of jams in the kitchen.”
“Our artists are very happy going out to communities across Nova Scotia,” he adds. “This is a grassroots approach.”
It’s one that is in tune with the culture of the industry in the province. “There’s a real sense of community in Nova Scotia that is not found everywhere,” notes Doherty. “Artists really help other artists.”
Artists also help promote the province, he adds. “All our musicians are cultural ambassadors by nature. When they sing, when they tour, when they perform, they are spreading the word – the great word – about Nova Scotia.”
As the official voice of the music industry in the province, Music Nova Scotia is also helping to establish the province as a great place for musicians to live and work. “We have been trying to develop a reputation in Nova Scotia as being a place to come and develop your craft,” says Doherty.
That reputation has been in the making for centuries. “Music contributes to our quality of life,” says Doherty. “Music, and culture in general, is vital to our province. It’s critical we keep it alive. It’s a big contributor to our way of life.”
Planning for the future is also front and centre today for Music Nova Scotia itself. After ongoing discussions with membership, stakeholders and the board, the organization has developed Strategic Priorities to guide it - -and the industry – over the next three years. Those priorities are: membership, finance and sponsorship, education, event management, board governance, and a music sector strategy.
“The focus is on propelling the music industry forward and ensuring that there are better opportunities for all members of our music industry,” says Doherty.
“This document will help guide Music Nova Scotia through the next several years,” he adds. “These priorities have been well thought out and give us a solid direction to continue growing our industry.”
Now that’s music to our ears.
