INDEX Process Research Demand References Conclusions Solutions
“Nothing brings a city alive like citizens losing music. It’s the glue that ties a community toget - PATRICK DONOVAN, MUSIC VICTORIA -
themselves with complete strangers to soulful ther.�
PROCESS
MUSIC EVOLUTION IN SEGOVIA
DATA
https://www.segoviactiva.es/wp-content/uploads/documentacion/DIAGNOSTICOSEGOVIA_v8.pdf
STRATEGIC LOCATION OF SEGOVIA
SWOT ANALYSIS STRENGTHS Wide variey of music festivals. Successful Tourism through out the year. Prestigious School of music: Conservatorio Multiplicity and fusion of genres Good quality of life Accessible and well communicated with other cities Succsesful and usable public spaces and urban areas
SW THREATS Online music piracy since thousands of people obtain music illegally -- for free -- instead of paying the artist Music Industry being associated with alcohol fueled violence Accelerated aging of the population Empty public buildings in old city
WOT
WEAKNESSES Lack of support. Lack of recourses. Poor Branding. Not enough permanent venues. Music life is not constant through out the year. Not enough recording studios. Not enough rehearsing spaces. Industry is highly fragmented with poor communication between sectors. Poorly developed business models for digital content and apps. Poor marketing. In music festivals almost all of the artists come from outside. Stablished competitive labels. Concert fee. Lack of young people (20-40) in overall population. Lack of job opportunity. Disconnection between Segovians and students Empty public buildings in old city Flight of talent
OPPORTUNITIES
Facilitate resources for musicians. Growth of cultural movements and new technology. Small city so it is easier to manage activity and branding. Create affordable recording studios and rehearsing spaces. Population age equilibrium thanks to music. Growing students population. Empty buildings that need a use. More affordable than surrounding cities Create job opportunity
RESEARCH 4000 people in the old city neighbourhood. 1000 are IE students. The aging of the population of the enclosure is confirmed. 53% of its inhabitants are over 45 years old, while 10% are under 16 years old. In 2018 , 55,000 square meters of buildings in the old town of Segovia will be disused. This was indicated by the study, conducted at the end of last year, by the demarcation in Segovia of the Official College of Architects of Castilla y Leรณn Este (COACYLE), in which Segovian professionals consider the PEAHIS as the fundamental instrument to revitalize the old town , also afflicted by an aging population.
RESEARCH COACYLE architects propose that these buildings must have a use and content to boost the life and activity of the walled enclosure and stop their current “lethargy” situation. “Between public and private, more than 60 buildings are in disuse, they have been left empty or abandoned, waiting for a tenant or a new owner who does not arrive; they are 40% of public buildings, not to mention private homes, as one in four, 25% and about 1,600 are empty.” (COACYLE) We can fit 2666 more people in the old city ( 6666 in total ) There are around 100 music bands in Segovia
RESEARCH
1. Sede del INSS en la plaza Reina Doña Juana
2. El Hospital PoliclĂnico
RESEARCH
3. A corto plazo las sedes de los juzgados
1. Palacio de Mansilla
RESEARCH
2. Palacio Episcopal
3. Schools: Jesuitinas y las Concepcionistas.
Research The plaza del Barrio del Salvador became a stage for the students of the IES Ezequiel Gonzรกlez and Mariano Quintanilla. / PHOTOS: NEREA LLORENTE And this year, the institutes Ezequiel Gonzรกlez and Mariano Quintanilla decided to join forces and celebrate this day by taking the music to the street, specifically, to the Plaza del Salvador neighborhood, where the students themselves offered a great concert their classmates and teachers.
36 Semana de Música Sacra
Musica Diversa
Folk Segovia
MUSEG
Vente al Fresco
Jornadas de Musica Contemporanea
Musica en los Barrios
Maps Combined
RESEARCH Cities common problem:
This is a desperate call: we need more, many more rehearsal venues in our cities. And its price has to be infinitely more affordable. In a city like Madrid, rent a space of 10 miserable square meters to play around 400 euros per month, which is clearly beyond the reach of the vast majority of young bands, who are looking for chestnuts as they can. The waiting lists are endless. The conditions, abusive. And the offer, very poor. If you really want to promote culture and the appearance of new and stimulating musical proposals, it is urgent to start at the base and offer opportunities to those who start. Because in this sense, Spain is light years away from other European countries. And that is reflected in the quantity and quality of our groups.
Concert rooms: Sala beat(CLOSED) Teatro Juan Brazo Conservatorio Recording studios: Estudio Vertical DOS EVENTOS S.L. TRACK 13 Conservatorio Courses and rehearsals: Casa Joven Curso Internacional de Musica, Segovia Conservatorio
RESEARCH Albert Salmerón, president of APM (Association of Musical Promoters), assures that the announcement of the minister “is what we wanted to hear because the IVA increase has been the measure that has harmed the live music industry, which went from 8 to 21%. Music cities convention: Music Cities Convention is the world’s first event to explore the relationship between city planning, strategy, development and the music industry. From venue and community space development to education, employment, event provision, licensing, regulation and demographics, music industries impact a number of issues prevalent in city planning, strategy, regulative and legislative aspects. Music Cities Convention will bring together the top minds from municipalities, regions, academics, consultancies and the music industry to discuss, debate and introduce new thinking, action and structure to develop more vibrant, global cities. This editions’s theme is: DIVERSITY & IMPROVING OUR CITIES AND COMMUNITIES THROUGH MUSIC Conclusion: There is a clear relationship between city planning, strategy, development and the music industry. From venue and community space development to education, employment, event provision, licensing, regulation and demographics, music industries impact a number of issues prevalent in city planning, strategy, regulative and legislative aspects.
RESEARCH Bridges for music: “We believe electronic music is a universal language that can be used to break down socio-economic boundaries. Music and artists can help bridge the extensive gap that exists between the rich and the poor as well as between diferent races in developing countries. Artists today have a strong engagement with their fans and through this more are becoming opinion leaders, giving them a responsability to raise awareness and take action on issues that need attention. Globalisation is affecting the music industry and electronic music is expanding to developing countries where we have a great opportunity and responsability to leave a legacy. We believe the music industry has a great power to “give back” but the result will be exponentially bigger if we all pull together in the same direction. Electronic music has become the fastest growing music genre and the most accesible, now anyone can develop their talent from any random corner in the World.” Conclusion: Music can work as a bridge between IE students, UVA students, local segovians and turists. Using the pubic spaces for rehearsals and concerts this spaces will work as bridges to create a new bond with the different social areas of Segovia and this will generate new economical opportunities and new music material.
REFERENCE Austin: - Armadillo world Headquarters - Unite hippies and rednecks - This union created a new vibrant music scene - And after years they notice that music could contri bute with a lot of money so applied the branding by calling the city “Live Music Capital of the World� and this helped to keep that music growth Conclusion: First step is to have more live music venues (Segovia should have these public spaces used by musicians, so the different styles will combine and that will create new music) Then the city government should point out the potential of the music by making it as important as the aqueduct and cochinillo, this will help the growth of music and it would spread the word around by the tourists.
REFERENCE Adelaide(Australia) Adelaide, the capital city of South Australia, has a history of cultural vision and social reform and is known internationally for its thriving arts festivals. It has a proud musical heritage, being the first Australian city to establish a tertiary music institution in 1883, and is home to the nation’s first major arts centre complex, Adelaide Festival Centre, opened in 1973. The city centre is bordered by expansive Park Lands which host numerous cultural events such as Australia’s favourite outdoor music festival WOMADelaide. The metropolitan area extends to famous food and wine regions, whose produce infuses the city’s diverse music culture throughout the year, and its suburbs have given rise to some of Australia’s greatest rock bands and pop artists. Festivals are key economic contributors and drivers for tourism in Adelaide, and the city also produces outstanding orchestral, chamber, choral and youth music events year-round. Adelaide’s leadership holds creativity at the heart of its cultural policies, highlighting the role of live music in a vibrant, liveable city, and its contribution to economic development. In 2014, a pioneering Music Development Office was established, envisioning a whole music ecology for the city and placing music as central to the city’s identity and development. The Mission of Adelaide UNESCO City of Music is: 1. To enhance and promote collaboration, excellence, diversity and sustainability in all aspects of music making in throughout the City of Music, including urban and regional South Australia. 2. To build international pathways for the City of Music throughout the UNESCO Creative Cities Network and beyond 3. To advocate locally and nationally on behalf of the City of Music and the entire Music sector to fully integrate culture and creativity into policy and sustainable development plans 4. To develop and facilitate connection and collaboration for Music with Industry and all other creative sectors 5. To foster life-long love for and engagement with Music within our entire community through education and participation Conclusion: Through the making of music as a big identity for the city, this makes more alive the city, more vibrant and liveable and this contributes to the economic development.
DEMAND
Segovia is demanding musical SUPPORT AND Right now music festivals take place on seve the year? With time, there are less and less places for There are around 100 bands in Segovia but f Is the city helping musicians to be succsessfu about support? Music festivals are a physical and final outco We believe in Segovia as a city with a power A city that helps and invites musicians to cre A city that encourages. A city that supports. A city where mucisians share everyday their community. A city that attracts musicians from the world attitude, affordable recourses, limitless opp
D RESOURCES through out the year. eral days but what happens with the rest of
concerts, recording or rehearsing in Segovia. festivals are full of foreign musicians. ul? Do they have enough recources? What
om of an enriching process of creation. rful and unique music life and identity. eate and shear their talent.
r composition process and results with the
d because of its calm environment, creative portunities and personal support.
Branding
Branding
Proposal Transform Public Spaces • More permanent scenarios • Spaces creating cultural bridges • Easy booking • Activities throughout the year
Inhabit Empty Buildings • Rehersing spaces & Recording studios • More affordable than Madrid and Valladolid • Courses given by local musicians to generate job oportunities and to educate the yonger ones • Production spaces • Rehabilitated with local help(egg cartons)
Jamming Sessions • Public spaces • Inhabited buildings • Depending on the hours of the day • Renting instruments & musical equipment throughout the app
Phone App • Musica life app • Festival maps • Connect musicians • Booking system • Daily events • Contact local music companies (transport, sound equipment,etc)