London City of Music Conference Shows How Music Can Shape a City’s Identity

PARTNER CONTENT

What role does music play in the identity of a city? For London, Ontario, it’s vital to everything the City does.

The fourth annual City of Music Conference returns to the city from November 11-12 to bring together music industry leaders, policymakers and cultural advocates for a national and international conversation on the power of local music ecosystems. Tickets are available now here.

London is Canada’s UNESCO City of Music. The designation embeds the city in UNESCO’s Creative Cities Network, which recognizes cities that use creativity as a strategic factor for sustainable urban development. Others include New Orleans, Bogotá, Auckland, Havana, Liverpool, Kingston, Jamaica, and more.

“It reinforces music and culture as defining aspects of our identity, making music and creative industries a priority, which is something that isn’t often thought of at City Hall [in other cities],” says Cory Crossman, Music Industry Development Officer for Tourism London.

“It makes music a tool for sustainable urban development. As we make plans to build and grow the city, we use a lens of music as a tool for positive social and economic good.”

For decades, London has functioned as a foundational training ground and launching pad for creative talent across Canada. Supported by major educational institutions like Western University, Ontario Institute of Audio Recording Technology (OIART) and Fanshawe College, alongside a dense network of recording engineers, producers and live venues, the city has long seen artists establish deep roots before gaining national prominence.

Thunder Queens at Punk Rock Flea Fest in London, Ontario.Natali Bravo

Well-established Canadian acts like Kittie, Shad and Loud Luxury have called the city home, while rising stars like King Cruff and the Thunder Queens — both of whom played at this year’s NXNE, where London was the Spotlight City — are continuing to put the city on the map. Though it’s not the same centre of industry as Toronto or Montreal, London is an important part of the country’s music network, which is why it has also brought the industry to town for events like the Junos and CCMA Awards.

By embedding a music-first perspective across municipal operations, London has reshaped its overall approach to civic planning. From featuring local artists on municipal phone hold lines and opening city council meetings with local live musical performances to engaging property developers on building dedicated rehearsal spaces rather than standard residential amenities, the city approaches policy challenges through a creative lens.

King Cruff at UNESCO City of MusicCourtesy Photo

As Crossman says in an example, applying this framework to something like transit infrastructure yields benefits that extend far beyond the arts sector.

"Looking at the challenges that the music sector will face around transit, these are the same issues that shift workers are gonna face, or hospital workers working night shifts,” he explains. “It helps shape a broader context for the challenges in the community."

That holistic vision forms the core foundation of the London City of Music Conference, where delegates gather to exchange practical insights for cultivating resilient cultural hubs.

This year’s programming features diverse panel discussions, including strategic lessons learned from the film industry, actionable insights from Montreal’s SMAQ on establishing music venue trusts to preserve historic spaces, a celebration of the 10th anniversary of the National Music Centre and a panel addressing climate risk in the live music centre.

The schedule also highlights perspective-driven discussions with touring musicians and industry figures, including Dave “Brownsound” Baksh of Sum 41, JJ Wilde, Adam Sturgeon of Status/Non-Status and Shad (the inaugural Musician-in-Residence at Museum London).

Status/Non-Status at Home County Music & Art Festival Courtesy Photo

Explaining the broader imperative behind the event, Crossman notes, "the more communities that are talking about music policy and understanding the positive impacts that the culture and the music sector can have on a community, the better." The conference provides a collaborative environment where industry decision-makers can "learn from one another," he says, and implement real-time improvements in their own regions.

For municipal planners, live music presenters, artists, and culture builders aiming to integrate music into long-term strategic growth, the London City of Music Conference offers a forum to network, share best practices and help shape the future of Canadian music policy.

Tickets are available now here. For the full schedule and more info, head here.