About Us


In November 2014, Calgary’s own National Music Centre released a report on Alberta’s music industry, detailing the economic benefits of a strong provincial music industry and making recommendations to government and other sector partners. Through the support of Music Canada and the funding of Scotlyn Foundation the report, titled Fertile Ground: Alberta Music Cities Initiative, made detailed recommendations to stimulate the growth and sustainability of Alberta’s music industry through an economic lens. Alberta Music Cities was formed as a result of this report and has since been rebranded as West Anthem.

Maximizing the Impact of Music on Cities in Alberta.


Utilize Alberta’s music industry as a key economic driver and a vehicle for diversification by which municipalities can stimulate economic growth, increase investment, youth retention and attraction and tourism.

Establish and implement a live music strategy for Alberta through venue mapping and audience profiling to improve the live music product offering in Alberta and generate increased music tourism.


Fertile Ground: Alberta Music Cities Initiative

Alberta has long been a destination for young people from other parts of the country looking for employment opportunities. A resource-based economy, Alberta consistently delivers strong job growth, so much so that the province cannot keep up with the demand for skilled workers.

This Alberta Music Cities Initiative (AMCI) builds on the strong foundation present in Alberta in live and recorded music. The AMCI was developed while keeping in mind key national priorities for the development of music as well as current strategic directions of agencies and commissions in Alberta including Alberta’s Cultural Industries Division, Calgary Arts Development Authority, Edmonton Arts Council, and The Banff Centre.

Published by the National Music Centre, The Fertile Ground report demonstrates that it is the right time for a coordinated, collaborative focus on music in Alberta. This report outlines four key strategies, starting with a collection of important information about the music sector in order to better understand Alberta’s music story, including its strengths and weaknesses.  This information can be found in West Anthem’s Music Ecosystem Study (October 2020).

READ Fertile Ground: The Alberta Music Cities Initiative Study HERE


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