2016 Asheville Music Study: Understanding the Local Music Industry

The 2016 Music Study for Asheville presents a foundational assessment of the region’s music ecosystem. Commissioned by the Asheville Area Chamber of Commerce and conducted by Sound Music Cities, this report provides insights into the economic impact, sector infrastructure, and barriers to growth facing local music professionals and businesses.

At the time of the study, Asheville was gaining national recognition as a music city, but faced challenges in sustaining a robust and equitable music industry.

Key Findings:

• The local music ecosystem contributed an estimated $52 million in economic impact annually, with potential for further growth.
• While live music was thriving, the study revealed gaps in music education, career pathways, industry infrastructure, and affordable rehearsal/recording space.
• Musicians cited affordability, lack of healthcare, and limited professional development as top barriers to pursuing sustainable careers in the area.

Recommendations:

The report outlined five key strategies to strengthen the music economy in Buncombe County:

• Create an Office of Music & Culture to serve as a centralized resource hub and advocate
• Develop affordable creative space for musicians and related businesses
• Expand career pathways through training, mentorship, and education
• Strengthen the live music ecosystem through venue support and artist protections
• Increase public and private investment in music infrastructure and promotion

The study has since served as a catalyst for deeper exploration of the music industry in Western North Carolina, including follow-up research and music-friendly city initiatives. It also laid the groundwork for future planning and investment in Asheville’s music scene as part of the broader creative economy.

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