The results of the Greater Nashville 2024 Music Census were disclosed today during a press conference in downtown Nashville with many creatives and industry members voicing concerns surrounding the cost of living, low pay rates, opportunities for younger artists, and gender and racial disparities.
The census was produced by Sound Music Cities and surveyed the Greater Nashville region, which includes the 14 counties in and around Nashville. The census, held from March 1 – April 1, drew 4,256 respondents, with music creatives making up 61% of respondents, industry members making up 31% and venue/presenters making up 7% of respondents. In terms of musical genres, 28% of respondents work in country music, with other genres including American Roots (16%), rock (12%), pop (8%) and alternative (5%). Respondents from other genres including gospel/contemporary Christian, rap and R&B were less than 5% per genre. Industry category respondents primarily work as agents/business services (20%), marketing (14%), production support (13%) and music publishing (10%).
Respondents in the creative category noted that their primary concerns are “cost of living” (48%), followed by “pay rates not increasing” (38%) and “lack of music work” (26%). Creative respondents also noted that they spend an average of $13,559 annually on music-related expenses for a total of $58 million, with 52% of that money being spent locally.
The majority of respondents noted that they have never received financial assistance (76%) and are most eager for tax incentives/relief. The census also noted that Davidson County respondents also struggle more with rent or mortgage (30%) versus respondents from other counties (20%). Davidson County respondents are also less likely to own their own home (59%) than respondents from other counties (75%). Additionally, 83% of respondents indicated they were concerned with low pay, while 65% found lack of benefits such as health insurance and retirement a challenge.
The census noted a need for greater representation of Black, African-American, Hispanic and other minority groups in local and independent music scenes. The census’s results showed that Nashville’s music ecosystem is made of primarily white/European persons (85%), which is higher than this segment in Nashville Metropolitan Statistical Area’s general population (71%). Black, African and African-American representation is at 6%, lower than the Nashville MSA general population (14%). Hispanic representation in the Nashville music ecosystem is at 4%.
Men made up 61% of the Nashville music ecosystem across all census respondents, while women made up 37%. One percent of respondents preferred not to reveal their gender, while another one percent use a different term than male or female. Among industry members, women led at 55% of respondents, with men at 44%. The creative sector revealed the most stark disparity, with men at 71% and women at 26%.
The average household income for respondents is $93,000 annually, while respondents note that income direct from music-related work is, on average, $52,000 per year, per respondent.
Local performances and touring are the major sources of income for creative professionals at 27% and 20%, respectively. Recordings and studio work also offer supplemental income, with 27% of respondents earning some income from recordings and 25% from studio work. A little over a third of respondents noted they earn very little income from songwriting, while 23% reported that they earn some income from songwriting.
The nearly 300 venue/presenters respondents offered an average of 172 events per year, collectively offering over 26,000 annually. Most are live music venues (31%) or independent promoters (15%). Aid for independent venues was also identified as a key need, including increasing the number of local independent venues that book artists and providing financial/policy support for independent venues to purchase real estate (68% of live music venues rent their spaces) and avoid displacement due to rising property values, such as models used in Toronto and Sacramento.
In terms of efforts that would help creatives continue to stay in the Nashville area, 41% say that tax incentives/relief would be helpful, followed by 37% of respondents saying creative/music-friendly policies such as parking and loading zone policies would be helpful.
Also, work is needed to increase the pipeline for new talent and diverse genres. Increasing opportunities for talent ages 18-24, developing mentorship programs and platforms for younger artists, and increasing performance spaces/opportunities for various musical genres, as well as addressing gender imbalances within the independent music ecosystem, especially for creatives, and enhancing representation of Black, African-American, Hispanic and other minority groups in local and independent music scenes were all cited as much-needed solutions to attract new talent.
Among the other music-friendly cities in the Sound Music Cities cohort are Dallas, Chicago, Minneapolis, New Orleans and Chattanooga, Tenn.
For the full census results, visit greaternashvillemusiccensus.org.