Date of Award
Spring 5-2019
Degree Type
Honors College Thesis
Department
Mass Communication and Journalism
First Advisor
Cindy Blackwell
Advisor Department
Mass Communication and Journalism
Abstract
City branding has become a popular tactic by cities looking to improve economic development, reputation, or attract tourists and businesses to move to its specific town or city especially with music branding. However, much of the research on city branding focuses on massive international cities.
This project focuses on how city branding can be implemented in a smaller setting, but more specifically how the uniqueness of a smaller town’s music scene can be the catalyst to an effective city brand. To do this, data from the Levitt Foundation was analyzed to get a better grasp on what qualities a smaller city needs to be a music city, and a framework is offered for small cities as a guide to develop a music city brand.
The Levitt Foundation awards the Levitt AMP [Your City] Grant, which matches up to $25,000, to help cities execute a 10-week music series. Through the analyzing of these applications, coupled with the literature review, nine themes became apparent that could lead to the implementation of a successful music-oriented city brand. This project uses these findings to suggest what qualities they should obtain to become a city.
Copyright
Copyright for this thesis is owned by the author. It may be freely accessed by all users. However, any reuse or reproduction not covered by the exceptions of the Fair Use or Educational Use clauses of U.S. Copyright Law or without permission of the copyright holder may be a violation of federal law. Contact the administrator if you have additional questions.
Recommended Citation
Ford, William, "Music Scenes, The Creative Economy, and Changing your Backyard" (2019). Honors Theses. 652.
https://aquila.usm.edu/honors_theses/652