Black Sabbath as a best practice for music tourism strategy
Black Sabbath’s reunion could get the official backing of Birmingham City Council as part of proposals to boost local tourism by exploiting the area’s rich musical heritage.
The legendary band’s original four members, including Ozzy Osbourne, are set to play live again this year, including performing at the Download festival on June 10.
Now city councillors are being asked to consider marking the reunion in some way as part of an 11-point plan they will consider on February 7 about how Birmingham can make more of its extensive musical heritage for tourism and cultural purposes.
The plan drawn up follows the publication of a report last year by UK Music that quantified spending by overseas and domestic music tourists. The report recommended a national strategy “to unleash the full potential of live music to contribute to the UK’s tourism economy”, while urging public bodies “to realise the potential of this considerable economic asset”.
That call has now been answered by Birmingham City Council’s leisure, sport & culture overview and scrutiny committee with a series of recommendations, at the heart of which is the proposal for the council to set up a Music Birmingham office to act as a single contact for the music industry. It is suggested this point of contact would be a champion or ambassador figure which would make connections across the sector and represent the sector.
Other ideas include building on the success of an exhibition held last summer called Home of Metal by finding a permanent home for some of the exhibits, launching a heritage plaque scheme and housing a music digital archive in the new Library of Birmingham due to open next year.
The committee found Birmingham had a thriving music sector and a long and proud history of popular music, but there had been little in terms of quantifying its value to the city or region, which prompted the proposals to be drawn up.
Committee chairman Coucillor Philip Parkin said: “This isn’t about the city council suggesting for one minute that it has any specific expertise with regards to the music industry. What the city council does have, however, is extensive networks, contacts and clout and given the huge importance of this sector – culturally, economically and as a way to improve perceptions of the city – the council has an important role to play in terms of finding out what the industry considers to be its priorities and then being responsive to them.
“The key recommendation of this report is that we set up a Music Birmingham office to support the independent popular music sector. A single point of contact for the industry within the council, with the ability to bring together different departments and take responsibility for providing advice and support would send out the clear message that we recognise the huge value of popular music in this city.”
UK Music chief executive Jo Dipple welcomed the report and noted: “Birmingham is a city of significant musical heritage and remains home to some of this country’s most exciting artists and live events, so we are naturally delighted that Councillor Parkin and the City Council have reacted so positively to UK Music’s recommendations. Harnessing this unique asset has potential to boost the local economy, drive tourism and create jobs. We hope other regions of the UK will look up and follow Birmingham’s example.”
Source: Music Week
