American Music Tourism Act aims to help struggling venues and musicians

If you get past the top 5% dominated by Live Nation and AEG live music tours, venues and festivals in the US are treading water and, in many cases, struggling to survive. The bi-partisan American Music Tourism Act hopes to harness music tourism to change that.

The United States boasts one of the world’s largest music industries, which generates over $43 billion in revenue each year. Music tourism is projected to generate over $11.3 billion in revenue nationwide by 2032.

Introduced this week by U.S. Senators Marsha Blackburn (R-Tenn.) and John Hickenlooper (D-Colo.), the bipartisan legislation would:

• Require the Commerce Department’s Assistant Secretary for Travel and Tourism to implement a plan to support and increase music tourism for domestic and international visitors.
• Require a report to Congress on the findings and achievements of these efforts.

“Music venues are keepers of our culture. From Red Rocks to the Grand Ole Opry, and hundreds of small venues across our country, millions visit Colorado and all our states to hear world-class musicians and connect with each other,” said Sen. Hickenlooper.

Why is 95% of live music struggling?

The reasons for the downturn for all but top-tier in live music are complex.

Factors include increased competition from mega-tours for finite ticket dollars, new post-pandemic habits that include going out and drinking less, and rising costs for artists and venues.

The new legislation is a far cry from the grassroots venue and festival subsidies under serious consideration in the UK and Australia, but its seen as a start.

A diverse coalition has thrown their support behind the bill including the Recording Academy, the RIAA, Live Nation, the National Independent Venues Association, the Nashville Songwriter’s Association International, the Colorado Music Hall of Fame, the Underground Music Showcase, and more.

“From rural communities to city centers, independent stages attract investment and visitors for the artists and professionals that put on shows and the restaurants, retail, and attractions around them,” said Stephen Parker, Executive Director of the National Independent Venue Association (NIVA). “The American Music Tourism Act finally recognizes music tourism as a catalyst for economic development and ensures its growth is a national priority.”

“Music has long played an important role in our economy and culture. This bill will amplify the music community’s contributions to economic growth and increase understanding of music’s impact on the U.S. and the world,” said Todd Dupler, Chief Advocacy and Public Policy Officer of the Recording Academy.

Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.