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THE MUSIC SECTOR IN BOLOGNA
Edited by PromoBologna with additional material from
Vittorio Capecchi, Sergio Maccagnani, Elisabetta Rizzoli, Laura Reka, Lucia Chiodini
PROJECT BACKGROUND
The importance of an economy of knowledge and culture
UNESCO RECOGNITION OF BOLOGNA AS A CREATIVE CITY OF MUSIC
Creativity as a factor in economic development and as a means for attracting investment
Bologna’s long and diverse musical tradition, skills and well-established identity as an area of musical excellence
The intention of local institutions to run projects and activities to develop and enhance the sector within the territory
BOLOGNA “CREATIVE CITY OF MUSIC”: THE OPERATORS
This research project is a full and up-to-date survey of the music sector in Bologna.
The research methodology included:
a) desk research using the Internet, Infoimprese (information on companies), Yellow Pages
b) analysis regarding economic indicators was based on data collected from interviews and from a sample of company balance sheets archived at the Chamber of Commerce
c) information on events and places was sourced from data provided by SIAE (the Society for Authors and Publishers)
This research includes an initial mapping of operators that could be put into practice through direct recommendation*
•* There is no database or reference source on artists, musicians, bands and orchestras. For this reason, a new ad hoc survey•would be required.
BOLOGNA’S ARTISTSa) Bologna owes its fame in Italy as “the city of music” to the
numerous famous singer-songwriters and singers with close ties to the city
BIAGIO ANTONACCI, FREAK ANTONI, SAMUELE BERSANI, LUCA CARBONI, CESARE CREMONINI CRISTINA D’AVENA, LUCIO DALLA, FRANCESCO GUCCINI, CLAUDIO LOLLI, ANDREA MINGARDI, GIANNI MORANDI, VASCO ROSSI, GLI STADIO, CRISTINA ZAVALLONI
These artists’ music production, live performances and TV appearances continue to add value to the sector and are fundamental in generating wealth and
employment for the city
Up to now, census data reveals that there are more than 100 bands and artists based in Bologna
c) Bologna has a long-standing reputation as the “city of jazz”, still very much alive today as the city is home to artists of national fame
PAOLO FRESU, TEO CIAVARELLA, STEVE GROSSMAN, ALMA JAZZ ORCHESTRA
b) Bologna is home to many young up-and-coming artists and bands trying to follow this tradition of success
e) Bologna is home to orchestras and ensembles of international fame, dedicated to classical and modern music
ORCHESTRA DEL TEATRO COMUNALE, ORCHESTRA MOZART, ACCADEMIA DEGLI ASTRUSI, ENSEMBLE RESPIGHI, ENSAMBLE FONTANAMIX, ORCHESTRA DELL’ASSOCIAZIONE FABIO DA BOLOGNA, ENSAMBLE DI MUSICA MEDIOEVALE MALA PUNICA, ORCHESTRA BAROCCA DI BOLOGNA
f) In and around Bologna there are numerous bands and choirs, testimony to the fact that folk and religious music are still important today.
At present, census data reveals more than 18 bands and 16 choirs
d) Bologna is the “city of composers and musical arrangers”, who work with the greatest Italian light music artists
FIO ZANOTTI, CELSO VALLI, MAURO MALAVASI
Census data revealed 372 operators working in the music sector within the territory. Of these, 62,1% are companies, 28,2% Associations and 9,7% Institutions.
MAPPING OF ASSOCIATIONS, COMPANIES AND INSTITUTIONS
The graph does not include bands involved in training
0
50
100
150
200
250
Associations Companies Organisations & Institutions
105
231
36
Associations
Companies
Organisations & Institutions
Multi-specialisation of operators: 38 associations (36,2% of total associations), 29 companies (12,6% of total companies), 6 Organisations and Institutions out of 36, work in the music sector.
The companies specialise in production, management and events organisation, venue management, sales and radio
The associations specialise in research and training, management and events organisation
The Organisations and Institutions specialise in training and research, management and events organisation and management of museums and libraries
38
NUMBER OF ASSOCIATIONS, COMPANIES AND INSTITUTIONS BY SECTOR
2
23
69
13
0 0
15
0
112
3946
29
20
31
9
07
0 0 0
38
0
20
40
60
80
100
120
Research & Training Museums andLibraries
Production Management & EventsOrganisation
Venue Management Sales Radio
Associations
Companies
Organisations &Institutions
RES
EA
RC
H A
ND
TR
AIN
ING
TRAINING INSTITUTES:ACADEMIC AND ADVANCED TRAINING COLLEGESSCHOOLS WITH MUSIC WORKSHOPSMIDDLE SCHOOLS SPECIALISED IN MUSICMUSIC COLLEGES FOR INSTRUMENTS AND SINGINGMUSIC SCHOOLS FOR SPECIAL COURSESSCHOOLS FOR TECHNICIANSINSTITUTES OFFERING COURSES FOR CHILDRENMUSIC BANDS WITH TRAINING PROGRAMMES
RESEARCH INSTITUTES
Specialisation of operators by type of course
PromoBologna data, 2008
9 schools offering academic and advanced training courses
18 middle schools specialising in music
The importance of courses for children, bands and technicians
9
5
18
24
1411
1618
0
5
10
15
20
25
ADVANCED
TRAINING
COLLEGES
SCHOOLS WITH
MUSIC
WORKSHOPS
MIDDLE SCHOOLS
SPECIALISED IN
MUSIC
MUSIC SCHOOLS
FOR
INSTRUMENTS &
SINGING
SCHOOLS FOR
SPECIAL
COURSES
SCHOOLS FOR
TECHNICIANS
SCHOOLS FOR
CHILDREN
MUSIC BANDS
WITH TRAINING
PROGRAMMES
MUSEUMS
LIBRARIES
MU
SEU
MS
AN
D
LIB
RA
RIE
S
1
2
3
4
5
6
MUSEUMS LIBRARIES
6
5
MUSEUMS
LIBRARIES
MUSIC PUBLICATIONS
RECORD LABELS (RECORD COMPANIES)
RECORDING STUDIOS AND REHEARSAL ROOMS
MANUFACTURE OF MUSICAL INSTRUMENTS
OTHER PRODUCTION-RELATED SERVICES
MU
SIC
PR
OD
UC
TIO
N
Music Production
Out of a total of 135 operators in production-related activities, 83% are companies
Record labels are the backbone of production, both in terms of type of activity and number
The associations within the music production sector mainly focus on managing rehearsal rooms and recording studios
7
14
0 2
23
38
24
1512
0 0 0 0 0005
101520253035404550
MusicPublications
Record Labels RecordingStudios &
Rehearsal rooms
Manufacture ofMusical
Instruments
Other services
Associations
Companies
Organisations& Institutions
Music Publications
Of the 23 music publications, the following stand out:
Bologna’s historical music publications
Publications under some of the most important Italian composers Publications of some of Bologna’s great singer-songwriters
Publications linked with producers from the region
Music publications that reinforce regional traditions from Emilia Romagna
Publications relating to techno, dance and electronic music
With the transformations within the record industry, the role of music editor has changed, and the borders that define their job are increasingly blurred. The distinction between music production and publications is becoming fainter. In Bologna, out of a total of 23 publications, 7 are also record labels.
Record Labels
CHARACTERISTICS OF THE 45 RECORD LABELS WITHIN THE TERRITORY:
Bologna’s record labels are all independent
COMPANIES
in general we found:
A cluster of electronic-dance and modern music groups in Bologna
Some labels producing classical music, recognised on a national level
A gradual process of digitalisation of the music produced
TYPE OF LABEL NUMBER
Multi-specialist historic labels 2
Labels producing dance, electronic and house music 13
Labels producing chill-out / ambient music 2
Labels producing classical music 3
Labels producing modern music (light, rock, pop) 16
Labels producing music for ballroom dancing 2
TOTAL LABEL COMPANIES 38
ASSOCIATIONS
TYPE OF LABEL NUMBER
Labels for self-producing music groups 3
Labels that produce CDs for the events they organise 1
Labels specialising in other genres of music 1
Labels that group together bands /groups organised as an association 2
TOTAL LABEL ASSOCIATIONS 7
Recording Studios and Rehearsal Rooms
Operators that manage rehearsal rooms and/or recording studios Out of a total of 38 operators managing rehearsal rooms and/or recording studios,
63,2% are companies, while Associations make up 36.8% of the operators
Rehearsal rooms and recording studios by management operator
Category Managed by Associations
Managed by companies
Total
Recording studios 14 26 40
Rehearsal rooms 26 26 52
Bologna has a total of 40 recording studios and 52 rehearsal rooms. 63,4% of the recording studios are managed by companies. As for the rehearsal rooms, there is an even split between companies and associations.
Location of rehearsal rooms and recording studiosCategory In Bologna In the Province Total
Recording studios 22 18 40
Rehearsal rooms 39 13 52
While recording studios are evenly distributed across the territory, rehearsal rooms are mostly concentrated within the city (74%)
Musical Instrument Manufacturing
Bologna specialises in manufacture of lutes (10 companies out of 15). Two operators specialise in the manufacture of wind instruments, one in harspichords and one in organs
The majority of the operators are not only manufacturers, but also handle maintenance, sales and the buying and selling of musical instruments. Half of the operators also carry out restoration work.
Other production-related services
This category includes operators specialising in post-production audio, graphics for album promotional campaigns, rental of audio-video and lighting equipment, production of optical supports, CDs / DVDs, etc.
These operators form an initial, partial list, which nevertheless highlights the numerous possible activities branching out from production. At the same time, this list is important as it shows how difficult it is to define precise borders around the music sector.
MA
NA
GEM
EN
T A
ND
EV
EN
TS
O
RG
AN
ISTA
ION MANAGEMENT AGENCIES
MANAGEMENT AND EVENTS ORGANISATION AGENCIES
EVENTS ORGANISATION AGENCIES
PROMOTION AGENCIES
Events Management and Organisation
There are 115 operators working in the field of management and events organisation
Events organisation is the category with the largest number of operators (94 out of 115, equivalent to 81.7%)
The role of Associations is noteworthy, as they represent 60% of total operators
22 1
65
17 8
22
20 07
00
10
20
30
40
50
60
70
Management Management & Events Organisation
Events Organisation Press Off ice & Promotion
Associations
Companies
Management There are 9 operators in Bologna specialising in artist and band management
5 companies, based in the Bologna area, managing some of the most important Italian singers
2 companies working in the field of ballroom dancing and orchestras
2 Associations that manage mostly jazz musicians
Management and Events Organisation
Bologna and its province are home to the headquarters of 8 companies that manage a number of famous artists and also organise events
Events Organisation
THREE MAIN CATEGORIES OF EVENTS ORGANISATION: a) Companies that organise events for third parties
3 companies, based in the Bologna area, specialising in organising tours and concerts for famous artists
3 companies, based in the Bologna area, specialising in the organisation of big events/shows
16 companies, based in the Bologna area, specialising in the organisation of concerts and music events
b) Associations and Institutions that organise Festivals, Reviews and Competitions in the territory (for a list of operators, please see the chapter on Events)
There are 48 Associations and 7 Institutions that organise music events each year in Bologna and the province.
c) Associations that organise music concerts
There are 17 Associations that organise concerts periodically within the territory:
3 specialising in metal, rock and punk
7 specialising in classical music
Press Office and Promotion
There are 2 companies and 1 Association in Bologna, operating as Press Office and specialising in the promotion of artists-events exclusively within the music sector:
VEN
UE M
AN
AG
EM
EN
T
COMPANIES THAT MANAGE CLUBS-DISCOS AND RISTO-MUSIC CLUBS
COMPANIES THAT MANAGE THEATRES
ASSOCIATIONS THAT MANAGE CLUBS-DISCOS
Venue Management
Considering there are 313 venues where music events are held, for the purposes of this research we decided that the “venue management” category should include only those operators whose income is strictly related to an events programme that qualifies them as music venue managers
a) Companies managing Risto-Music Clubs
There are 13 companies managing restaurants and bars that regularly feature a music events programme
b) Companies managing clubs and discos
There are 32 companies managing clubs and discos (66.7% of total clubs and discos)
c) One company and one assocation managing theatres
d) Associations managing clubs and discos
There are 12 Associations managing clubs and discos within the Bologna area:
SA
LES
WHOLESALE SALES OF MUSIC PRODUCTS
RETAIL SALES OF MUSIC PRODUCTS
WHOLESALE SALES OF MUSICAL INSTRUMENTS
RETAIL SALES OF MUSICAL INSTRUMENTS
Sales
8
4
15
2
0
2
4
6
8
10
12
14
16
Retail music products Wholesale music products
Retail musical instruments
Wholesale musical instruments
Out of a total of 29 companies involved in sales, most are focused on retail sales of music products and musical instruments
Almost half of the total number of companies sell musical instruments
There are a considerable number of retailers selling CDs, specialising in classical, hard rock and electronic music
As regards retail sales, it should be noted that only specialist shops have been included, while large stores (hypermarkets, bookshops) that sell a wide variety of products have been excluded
RA
DIO
BR
OA
DC
AS
TIN
G
RADIO
Radio Stations
Census data reveals 20 radio stations based in the Bologna area
0
1
2
3
4
5
6
7
DANCE/ELECTRONIC 60s / 70s /80s MUSIC RELIGIOUS COMMERCIAL ALTERNATIVE
4
6
1
7
2
Main genres of music featured on the radio
Focus on 60s / 70s /80s music and commercial music Significant number of radio stations specialising in dance/electronic and alternative music
ESTIMATED VALUE OF THE WHOLE SECTOR
ADDED VALUEin euro
PAID PERSONNEL working in the sector (employees,
freelancers, partners, part time staff, etc.)
MARKET REVENUE(revenue from sales and services)
in euro
2006 2007 2006 2007 2006 2007
TOTAL SECTOR 51.535.176 57.905.898 1.603 1.558 148.143.384 160.514.282
% of total PROVINCE 0,18% 0,19%
In 2007 the music sector in the province of Bologna generated total wealth of at least 60 million euro
the market generated revenue in excess of 160 million euro
the sector provides employment for no fewer than 1600 workers, including employees, freelancers and partners
Between 2006 and 2007, the sector’s added value grew by almost 6 million euro
If we consider the operators excluded from the total estimate, the above figures are to be seen as a minimum threshold
EVENTS & MUSIC CONSUMPTION
According to SIAE data, 313 venues in the Bologna area hosted more than 5 music events in 2007
4146
94
48
4
35
45
0
10
20
30
40
50
60
70
80
90
100
open air venues historic and religious places
social clubs and community centres
risto-music clubs & music bars
indoor sports arenas
theatres-auditoriums-concert
halls
clubs & discos
MULTIFUNCTIONAL VENUES SPECIALIST VENUES
SIAE 2007 data compiled by PromoBologna
Multifunctional venues account for 74% of total venues hosting music events in 2007
Social clubs and community centres denote the importance of places for social gathering, especially for the elderly, within the territory
As far as the other categories of venue are concerned, there is an even spread in the Bologna area with no particular focus on any one category
MUSIC VENUES
MUSIC OFFER CLASSIFICATION OF EVENTS
“C
ULTU
RA
L” E
VEN
TS
EN
TER
TA
INM
EN
T-R
ELA
TED
EV
EN
TS
LIGHT MUSIC CONCERTS JAZZ CONCERTS CLASSICAL MUSIC CONCERTS
Events focused on listening to music, which attract an “aware” audience that deliberately chooses to take part
LIVE CONCERTS WITH ORCHESTRAS RECORDED MUSIC EVENTS
Events focused on dancing, where music is not the only variable encouraging people to take part, but where other factors such as socialising and social gathering take on a primary role
LIGHT MUSIC % JAZZ
MUSIC % CLASSICAL MUSIC %
LIVE DANCING WITH
ORCHESTRA% RECORDED
DANCING % TOT %
OPEN AIR 156 17,4%
15 3,5% 9 2,9% 177 3,8% 26 0,7%
383 3,9%
HISTORIC & RELIGIOUS 42 4,7%
6 1,4% 116 36,8% 128 2,8% 40 1,1%
332 3,4%
SOCIAL CLUBS 6 COMMUNITY CENTRES 118 13,1%
11 2,6% 4 1,3% 2.068 44,7% 1.578 43,5%
3.780 38,2%
RISTO MUSIC BARS 285 31,7%
360 83,7% 2 0,6% 709 15,3% 214 5,9%
1.571 15,9%
CLUBS & DISCOS 175 19,5%
6 1,4% - 0,0% 1.533 33,1% 1.763 48,6%
3.478 35,1%
INDOOR SPORTS ARENAS 17 1,9%
1 0,2% 6 0,1% 7 0,2%
31 0,3%
THEATRES 106 11,8%
31 7,2% 184 58,4% 5 0,1% - 0,0%
327 3,3%
TOTAL 899 100%
430 100% 315 100% 4.626 100% 3.628 100%
9.898 100%
Number of events subdivided by music genre and type of venue:
SIAE 2007 data, compiled by PromoBologna
In total in 2007, there were 9,898 music events held in 313 venues
MUSIC CONSUMPTION
LIGHT MUSIC % JAZZ
MUSIC % CLASSICAL MUSIC %
DANCING WITH LIVE ORCHESTR
A
%
DANCING WITH
RECORDED MUSIC
% TOTAL %
OPEN AIR 104670 31,5% 1500 2,3% 5821 6,7% 29805 3,0% 6784 1,0% 148580 7,0%
HISTORIC & RELIGIOUS 5302 1,6% 653 1,0% 13497 15,5% 18536 1,9% 6634 1,0% 44622 2,1%
SOCIAL CLUBS & COMMUNITY CENTRES 8737 2,6% 90 0,1% 540 0,6% 200928 20,5% 137782 21,2% 348077 16,4%
RISTO MUSIC BARS 44282 13,3% 53822 82,0% 200 0,2% 76904 7,8% 37796 5,8% 213004 10,1%
CLUBS & DISCOS 67841 20,4% 357 0,5% 0 0,0% 653480 66,6% 456227 70,1% 1177905 55,6%
INDOOR SPORTS ARENAS 71576 21,5% 100 0,2% 0 0,0% 1106 0,1% 5255 0,8% 78037 3,7%
THEATRES 30111 9,1% 9116 13,9% 66755 76,9% 804 0,1% 0 0,0% 106786 5,0%
TOTAL 332519 100 65638 100 86813 100 981563 100 650478 100 2117011 100
15,7% 3,1% 4,1% 46,4% 30,7% 100%
In total in 2007 more than 2,100,000 people took part in music events in 313 venues in the Bologna area
Entertainment-related music accounts for more than 77% of total music consumption in the Bologna area.
Analysing the data on the basis of live or recorded music split, only 30.7% of spectators took part in recorded music events, while 69.3% preferred live music, both for entertainment and for “cultural” purposes.
Within the “cultural” music category, light music is the most popular genre in Bologna. In fact, 68.6% of people prefer light music.
SIAE 2007 data, compiled by PromoBologna
Number of spectators by music genre and type of venue
LIGHT MUSIC JAZZ MUSIC CLASSICAL MUSIC
DANCING WITH LIVE ORCHESTRA
DANCING WITH
RECORDED MUSIC
TOTAL
AVERAGE NUMBER OF SPECTATORS PER EVENT 370 153 276 212 179 214
Average number of spectators per event
Data shows that music events held in Bologna and province attracted an average of 214 spectators.
As regards music genre, it is interesting to note that while in absolute terms entertainment music has the highest number of events and spectators, “cultural” music genres are still the most appealing in the city.
Light music and classical music boast the highest number of spectators in relation to the number of events.
Entertainment-related music has a lower average number of spectators than the overall average, which denotes that the entertainment music offer is highly fragmented and consumption is relatively low compared to the offer.
SIAE 2007 data, compiled by PromoBologna
MUSIC CONSUMPTION IN THE MAIN ITALIAN PROVINCES
SIAE 2007 data, compiled by PromoBologna
Number of spectators by music genre in the main Italian provinces
In absolute terms, Rome and Milan are the top ranking Italian provinces in terms of numbers of musical spectators in 2007 as regards all music genres
The province of Bologna ranks sixth out of the Italian provinces in terms of total numbers of spectators in 2007
The Bologna area ranks third in terms of numbers of jazz spectators
LIGHT JAZZ CLASSICAL LIVE ORCHESTRA
LIVE RECORDED TOTAL
MILAN 1403739 2 140447 1 615319 1 2880062 1 1939962 1 6979529 1
ROME 2490958 1 123915 2 582292 2 1541445 2 1162103 3 5900714 2
TURIN 888880 3 27330 5 230807 3 1463659 3 1463659 2 4074336 3
BOLOGNA 332519 6 65638 3 86813 6 981563 5 650478 5 2117011 6
FLORENCE 392938 4 10942 6 149547 4 957412 6 815479 4 2326319 5
NAPLES 338996 5 34352 4 109612 5 1440735 4 499499 6 2423194 4
GENOVA 126005 7 9986 7 63803 7 170124 7 291402 7 661321 7
Index of spectators in relation to number of residents by province and by music genre
LIGHT JAZZ CLASSICAL LIVE ORCHESTRA
LIVE RECORDED
NUMBER OF RESIDENTS
MILAN 0,36 4 0,04 2 0,16 1 0,74 3 0,50 4 3884481
ROME 0,62 1 0,03 3 0,15 2 0,38 6 0,29 6 4013053
TURIN 0,40 2 0,01 4 0,10 4 0,65 4 0,65 3 2248995
BOLOGNA 0,35 5 0,07 1 0,09 5 1,03 1 0,68 2 954682
FLORENCE 0,40 2 0,01 4 0,15 2 0,99 2 0,84 1 970414
NAPLES 0,11 7 0,01 4 0,04 7 0,47 5 0,16 7 3082756
GENOVA 0,14 6 0,01 4 0,07 7 0,19 7 0,33 5 887094
AVERAGE INDEX 0,37 0,03 0,11 0,59 0,43
Elaborazioni PromoBologna su dati SIAE 2007
Bologna is the top-ranking Italian province for jazz and live music for dancing, in relation to its population
The Bologna area ranks second for recorded music for dancing, in relation to its population
The Bologna area ranks fifth for light music and classical music, in relation to its population
MUSIC EVENTS
Data compiled by PromoBologna, 2008
Census data for the Bologna area reveals 112 events, including festivals, reviews, concert seasons and competitions.
LOCATION OF THE EVENTS
NUMBER AND TYPE OF EVENT
58% of the events are held within the city of Bologna, 35.7% within the Province and 6.3% in the province and city.
44
45
11 12
FESTIVALS
REVIEWS
CONCERT SEASONS
COMPETITIONS
6540
7BOLOGNA
PROVINCE
BOLOGNA & PROVINCE
Data compiled by PromoBologna, 2008
EVENTS THROUGHOUT THE YEAR
Events are spread evenly throughout the year
MUSIC GENRES AND EXCELLENCES
47,3%
45,5%
7,1%summer
winter
all year round
50
4614
17
16 5
classical
contemporary and experimental
musical theatre
jazz
modern music (electronic, light, rock)
folk and ethnic music
others
Data compiled by PromoBologna, 2008
Data compiled by PromoBologna, 2008