Melbourne, Live Music Capital of Australia to World Domination

Abstract

This chapter examines the impact of strategies that Melbourne undertook to address obstacles to its urban sociability, and its consequent branding as the live music capital of the world in 2018. It highlights that Melbourne adopted strategies drawn from Austin which, since 1991, has been the self-proclaimed live music capital of the world. It examines how music advocacy groups (such as SLAM, Music Victoria) have worked with governments to address issues related to liquor licensing, noise complaints in venues and the impact of gentrification, with the agent of change principle. It explores solutions to address saturation of gigs, busker complaints, musicians’ minimal wage and the lack of a technology startup culture. The chapter concludes by assessing Melbourne’s music heritage and the impact of Melbourne Music Week.