Photo Courtesy of TNECD
NASHVILLE, Tenn. — The Tennessee Department of Economic and Community Development (TNECD), in partnership with the Tennessee Entertainment Commission (TEC), Tennessee Department of Tourist Development (TDTD), Upper Cumberland Tourism and Experience Tennessee, has launched the Southern Middle and Upper Cumberland Music Census, a comprehensive initiative aimed at assessing and strengthening the region’s music ecosystem.
The Census spans 30 counties across Southern Middle Tennessee and the Upper Cumberland and is currently in its discovery phase, with organizers inviting musicians, venues, music industry professionals, nonprofits, educators and community stakeholders to participate.
Building a Data-Driven Strategy for Tennessee’s Music Industry
The Music Census is part of a broader regional study that includes five key components:
- Asset mapping
- Regulatory assessment
- Economic impact assessment
- Community Census
- Stakeholder roundtables
The initiative seeks to better understand the strengths, challenges, and growth opportunities within the region’s music sector — providing actionable data to inform public policy, workforce development, tourism strategy and community investment.
“Tennessee’s music and entertainment industry extends far beyond Music City,” said Deputy Governor and TNECD Commissioner Stuart C. McWhorter. “Bringing the music census directly into our communities has already produced meaningful results, and we’re excited to see how it continues to strengthen and grow the creative ecosystem across Southern Middle Tennessee and the Upper Cumberland.”
Supporting Economic Growth Through Music
State leaders emphasized that music is a foundational pillar of Tennessee’s brand and economic identity, supporting job creation, tourism, entrepreneurship and cultural development statewide.
“Music is the cornerstone of Tennessee’s brand and one of the reasons we’re loved around the globe,” said TDTD Commissioner Mark Ezell. “Music lives in communities of every size, creating jobs and driving visitation. This census will give us the insight to strengthen that impact for Tennesseans.”
The Census findings are expected to influence multiple sectors within the music economy, including:
- Education and workforce training
- Regulatory and policy frameworks
- Venue and event development
- Audience growth
- Community investment strategies
Civic organizations, media outlets, public sector leaders, businesses and arts organizations across the region are encouraged to complete the survey and share the opportunity within their networks. Community partners may also formally register to support outreach efforts.
Collaboration with Sound Diplomacy
The founding agencies are partnering with Sound Diplomacy, a global leader in music and cultural strategy, to conduct the study and facilitate engagement with local music stakeholders.
The objective is to gather comprehensive insights that will help shape long-term strategies to bolster the music ecosystem and ensure broad representation across urban and rural communities.
“As has been revealed in previous censuses across our state, the music and entertainment industry is booming in Tennessee,” said TEC Executive Director Bob Raines. “Preserving and strengthening this sector is crucial to our state’s musical heritage.”
Music as an Economic Development Driver
Beyond entertainment value, music plays a significant role in economic development. It fuels tourism through concerts and festivals, supports small businesses and creative entrepreneurs, and influences adjacent industries such as film, fashion and advertising.
“This study will give us the data needed to plan intentionally, strengthen the industry and better understand how music contributes to our communities and economy,” said Ryan French, Executive Director and CEO of Experience Tennessee.
Upper Cumberland Tourism Executive Director Billie Davis noted that the Census will help highlight local music stories and traditions often overlooked outside major metro areas.
“This study helps us uncover the full music ecosystem and the diverse musical heritage that exists across Southern Middle Tennessee and the Upper Cumberland,” Davis said.
Learn More
The Southern Middle and Upper Cumberland Music Census is spearheaded by Experience Tennessee and Upper Cumberland Tourism, supported by funding from TEC and TNECD, with Sound Diplomacy providing administrative support.
For more information or to participate, stakeholders may contact Jimmy Wheeler, Director of Music Development at TNECD, at jimmy.wheeler@tn.gov.
