It’s music to Alberta music lovers and music creators’ ears.
The new Alberta Music Action Plan recognizes music as a powerful cultural force and a major driver of economic growth, stated the Government of Alberta.
“Supporting more than 23,000 jobs across the province, Alberta’s music sector generates almost $5 billion in economic output annually, contributing approximately $2.5 billion to provincial GDP.”
The provincial government partnered with West Anthem to develop a comprehensive music ecosystem study and strategic reports focused on Calgary, Edmonton and rural Alberta.
This work identified clear priorities to support the sector, as results were reviewed and validated through extensive roundtable discussions with almost 20 key industry representatives, ensuring perspectives from across the sector were reflected.
Allied Arts Council of Lethbridge Executive Director Steven Foord said it’s encouraging to see the province recognizing music, as not only a cultural but an economic driver. “That kind of alignment matters, especially for communities like Lethbridge, where the scene is strong but often under-recognized at a provincial and federal level.”
Lethbridge has a deep bench of exceptionally talented artists, viable venues, and presenters, Foord added.
“A plan like this, if it connects on the ground level, can help remove some of the barriers around access, touring, and career sustainability that artists in smaller centres face. The artists are certainly putting in the work, and it’s encouraging to see the Government of Alberta identifying that potential,” he noted.
That broader economic case is important too, Foord explained, and it extends beyond music. “The Alberta Foundation for the Arts’ recent Arts Impact Alberta 2025 report found every dollar invested by the AFA generated $1.76 in economic return, with AFA-funded organizations generating an estimated $2.4 billion in total economic output over six years. That reinforces what we see locally. Investment in the arts not only supports artists but also builds community and creates tangible economic results.”
Foord said it’s worth noting Lethbridge-based musician John Wort Hannam is Alberta’s current Artist in Residence. “That says a lot about the calibre of work coming out of this community. There’s real momentum in Lethbridge already. The opportunity now is to make sure plans like this actually reach and support it.”
A key action in the plan is the creation of a dedicated Alberta Music Commission.
Building on the success of Alberta’s Film Commission, it will champion the voices of the music industry to strengthen cross-sector coordination and promote Alberta’s strengths on the world stage.
The role of music commissioner will focus on supporting music organizations, artists and related businesses to thrive in Alberta — while driving new investment, leading industry development and boosting music tourism.
“With continued annual funding of almost $15 million in the music sector, Alberta’s government will expand opportunities for artists, entrepreneurs and businesses — while increasing the industry’s overall economic impact,” the Government of Alberta noted.
An additional $800,000 in grants has also been awarded to organizations, including the National Music Centre in Calgary, Alberta Music and West Anthem, to support early action and ensure the plan delivers results right from the start.
