Parramatta to become a vibrant live music destination
City of Parramatta will encourage the growth of live performances in the CBD with a series of new initiatives to create a vibrant music scene. In partnership with the Live Music Office, Council will deliver a free one-day ‘Live and Local’ event where musicians will perform in cafes, bars and a range of other local businesses such as hairdressers and clothing boutiques. Council will also introduce the ‘AMPLIFY’ program – a 12-month plan to engage and collaborate with local operators to add live music to drive increased patronage.
A recently appointed Live Music Programming Coordinator will spearhead Council’s push to foster the growth of live music in businesses and spaces throughout the city, and develop a long term policy to ensure its success.
“A thriving live music scene has the ability to further boost Parramatta’s night-time economy, which is already estimated to be worth more than $858 million a year. It will complement the development of small bars and bring increased trade to our popular restaurant precinct,” City of Parramatta Administrator Amanda Chadwick said.
“The benefits will also extend beyond the night-time economy. Live music enlivens a city and has the potential to be used innovatively by a wide range of businesses, and to provide an enjoyable atmosphere for residents, visitors and workers.”
“We have already seen the positive impact of live music at Council’s major events and community gatherings, and this has encouraged us to pursue a fresh approach to bringing music to the city.”
Last month Council appointed a part-time Live Music Programming Coordinator, Steven Griffiths. With more than 30-years’ experience in the live music and events industries, Mr Griffiths will be responsible for guiding local businesses and programing music throughout the CBD.
Live Music Office Policy Director, John Wardle, said he had seen many examples of how live music can transform a city.
“These initiatives will provide jobs and opportunities for local artists, connect new venues with wider audiences, and represent the cultural and linguistically diverse make-up of Western Sydney,” Mr Wardle said.
Live and Local
The ‘Live and Local’ in Parramatta project is a one-day stand-alone event, staged on a weekend, that opens the doors to a wide range of trading businesses within the Parramatta CBD including traditional (pubs, clubs, cafes and restaurants) and non-traditional (hairdressers and other boutique retailers). The aim is to help them explore and establish financially sustainable live music and performance programming within their venue. Live and Local Parramatta provides a unique opportunity for the public to experience what their local live music scene has to offer and for businesses to witness first-hand the positive impact live music has on their customer experience, increased foot traffic and positive impact on their bottom line. It also provides paid performance opportunities for musicians, performing to diverse new audiences, and developing new relationships with local businesses that can be nurtured into longer term strategic business partnerships.
AMPLIFY Parramatta is a brokering and partnership program to assist Parramatta CBD business owners to embed live music as part of their business and customer offering. The key aim is to develop and implement a pilot business advice and brokering program focused on the introduction and optimization of live music and performance programming to drive visitation to the Parramatta CBD and boost the night time economy.
The program will include best-practice advice on topics such as:
- Live music production including equipment, sound and staging options
- Connecting with the music community, building partnerships and booking talent
- Marketing, promotion and audience development
- Licensing, administration and financial management
- Engaging with all-ages or underage audiences
- Other information resources
In addition to the provision of bespoke advice as described above, AMPLIFY, through the Live Music Coordinator Parramatta will be responsible for:
- Introducing and facilitating relationships with artist agents and booking agencies suitable to the aims and resources of the business
- Facilitating relationships with government stakeholders where required
- Work with businesses as they implement programming or programming changes