Supporting regional music production clusters in the post-pandemic era: placing business support at the heart of local cultural policy

While the impacts of the COVID-19 pandemic on the live music industry have received much attention, little consideration has been given to regional music production clusters more broadly. Evaluating the impacts of the pandemic on the music economy of North West England, this paper identifies key areas of support required as music businesses transition into a digitally-orientated post-COVID period. Findings demonstrate the ways in which the pandemic encouraged or forced music businesses to innovate with new digital ways of showcasing, promoting and distributing music. Yet, while digitalisation offers many opportunities, these are often difficult for businesses to capitalise upon. The paper argues the need to place business support at the heart of local cultural policy. More specifically, the paper makes the case for a soft institutionalist approach whereby local policymakers, the market and civil society work together to generate and distribute crucial resources of human, financial and social capital.