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FEBRUARY 26TH from 1pm

How to successfully drive economic development in your city/region by implementing ‘The Austin Model’



An intensive workshop and networking event for C-Suite delegates from Core Cities, Key Cities and Local Enterprise Partnerships


Presented by Dr Julia Jones - CEO, Found in Music & Director, Sound Diplomacy

Hosted at the Gibson Guitar Corporation Headquarters, Central London

Places are extremely limited so please RSVP as per the instructions below as soon as possible




Building and maintaining a strong pool of skilled 18-34 year old employees is vital in attracting and retaining corporate employers and successfully driving economic development.


For several generations young adults have been drawn to live in places with vibrant evening and night-time economies. This has consistently driven a regeneration effect (subsequently pricing out the music scene that created the appeal).


Music is at the heart of successful evening scenes – in restaurants, bars, retail, on streets (busking) and in venues. Music, therefore, offers unique opportunities to towns, cities and regions due to the way it attracts and engages the 18-34 year old population. Successful cities focus on ensuring that their music and evening economy infrastructure is prioritised.


The economic effect is far wider than just creative industry revenues alone. This is a well established trend and shows no sign of slowing down. If anything the relationship between the 18-34 year old population and music is growing stronger each year and also visibly having a continuing effect throughout life. Thereby, connecting several age groups and social classes.


Cities in the USA have realized they compete for the young adult population. They recognize that a thriving evening economy scene and nightlife is vital to attract a large skilled employee pool and to encourage large corporate employers (especially the technology sector) to locate in their area.


Successful manipulation of the music scene enables places to purposely engineer this effect. The workshop will examine this model in detail and offer recommendations regarding how the same principles can be embedded in urban development plans and strategic thinking to drive economic growth in UK cities and regions.




Gibson Guitar Headquarters

61-62 Eastcastle Street

Fitzrovia, London, W1W 8NQ




1pm – Arrival and lunch

Gibson Guitar Headquarters


2.15pm – Workshop (part 1)

Analysis of ‘The Austin Model’, comparison with the objectives of the UK Industrial Strategy and examination of contemporary music’s impact on cultural capital.


3pm – Break


3.15pm – Workshop (part 2)

Examination of methods to successfully implement this effect in your locality.


4pm – Break

(We will all make our way to the House of Lords - please arrive at the House of Lords at 5pm to allow time to clear security before the meeting below)


5.30pm – ‘Music in Society’ evidence meeting, Committee Room G, House of Lords

This evidence meeting will examine the wider role that music can play in economic development and the delivery of the UK Industrial Strategy beyond direct creative industry revenues. See

7pm – Networking drinks

The Red Lion on Whitehall


This is an invite only event and numbers are strictly limited

Please RSVP to by Tuesday 29th January


Found in Music and Sound Diplomacy advise governments, cities, the property sector and the United Nations on Evening & Night-Time Economy Strategies and the implementation of music experiences. They advise an extensive list of clients including Mayor of London, Austin, New Orleans, San Francisco, Vancouver, Nashville, New York, Berlin, Cardiff, Manchester and Memphis.  Their 'Music in Society' inquiry at the House of Lords has for the first time examined the full role of music in driving economic development, skills training and public health.

We look forward to seeing you there.

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