The Missing Export: Culture as Economic Infrastructure

"In today's experience economy, cultural capital is increasingly valuable, especially for cities seeking to differentiate themselves. Municipalities routinely invest in traditional industries, physical infrastructure, and innovation pipelines, but music is often siloed as "entertainment." Music can function as an economic engine, a form of cultural connective tissue, and a powerful competitive differentiator. The scale of the opportunity is significant. The music industry contributes more than $212 billion to the U.S. GDP and accounts for 2.5 million jobs nationwide."

"Cultural exports are not just symbolic; they shape global perception, attract investment, and support workforce retention. According to the Recording Academy, when an out-of-town visitor buys a concert ticket for $100, the local economy sees an additional $335 in related spending. New models show that with the right civic support, music can and should be treated like any other high-impact export."

"City-supported music touring programs are emerging as effective tools for both artist development and place branding. When artists tour, they become de facto cultural diplomats who carry a city's stories, aesthetics, and identity into new markets. As artists expand their reach, the city's cultural profile grows alongside them, creating a powerful feedback loop of visibility and credibility. This reframes the relationship between municipalities and creators. Rather than acting as passive supporters, cities become strategic amplifiers."

Cultural capital has growing value in the experience economy and can help cities differentiate themselves. Music functions as an economic engine, cultural connective tissue, and competitive differentiator. The U.S. music industry contributes over $212 billion to GDP and supports 2.5 million jobs. Cultural exports shape global perception, attract investment, and support workforce retention, and a $100 concert ticket can generate about $335 in additional local spending. With civic support, music can be treated as a high-impact export through city-supported touring programs that develop artists and amplify place brands. Music Ambassador Programs use touring grants and media facilitation to grow artists and strengthen a city's global music destination profile.

Read at Fast Company