London aims to turn up the volume about being Canada’s first UNESCO City of Music

London councillors are looking to expand awareness about London’s recognition as Canada’s first UNESCO City of Music.

There were calls for greater awareness and greater transparency, during a meeting of the Strategic Priorities and Policy Committee (SPPC) about London’s recognition in 2021 as Canada’s first UNESCO City of Music.

Staff provided an update and action plan regarding the international designation awarded to 84 cities around the world including Liverpool, England and Kingston, Jamaica.

“There’s a lot of stories that are being shared, but they’re not necessarily reaching everybody,” Cory Crossman, director of the London Music Office told the committee.

“Something that we heard is that not everyone is aware of the wins that are taking place, even those that are following us on social media channels. So, more engagement is needed,” he explained.

According to an online dashboard, over the past four years 372 initiatives have been implemented across six strategic areas of focus in London’s City of Music Vision.

Crossman’s presentation included a summary of feedback received from local stakeholders invited to the City Music Conference Summit last November, “There was a clear need for more music incubation spaces in the city. There’s more [musician]

exchanges (with other cities) that are being requested. The need is for us to welcome more to London and export more to the world.”

Coun. Anna Hopkins expressed confidence in the action plan.

“We can align it with our economic development plan and the downtown plan. I think it’s really exciting,” she said.

However, Coun. Sam Trosow and Coun. Susan Stevenson wanted greater details about the expenditures to date, and plan for renewing the designation in 2027.

“There seem to be some serious gaps in the kind of information that I’m looking for and that I’m able to find on the public record,” Trosow told city staff.

Stevenson asked for details about the Music Office’s budget actuals and travel costs related to international talent exchanges.

The committee supported Trosow’s amendment directing city staff to report back about preparing the renewal application, including:

• Improving alignment between public perceptions and expectations
• Developing a strategy to address the need for additional program space in light of high commercial vacancy in the downtown core
• Identifying potential funding sources to support UNESCO City of Music programs
• Providing further detail regarding the purpose, goals, structure, and implementation of creative sector incubation hubs
• Strengthening strategies for public participation and engagement in the Action Plan and 2027 renewal process, including consideration of a dedicated “Get Involved” webpage, public participation meetings, community forums, and other outreach initiatives
• Addressing ongoing governance and organizational matters related to the administration and leadership of the UNESCO City of Music Program

After the meeting when asked by CTV News about renewing the City of Music designation Trosow responded, “Renewal? I can’t speak to whether we’ve gotten good value unless I’ve seen the numbers.”

He emphasized the need for greater transparency about the program.

“It’s difficult for people to get information. It’s difficult for people to get a budget for the Music Office, and [answers to] the direct question about how much money is spent on the international travel,’ he said.

Mayor Josh Morgan expressed confidence in the progress to date, while acknowledging more can be done.

“There’s a network in place. Artists feel supported. We’re doing music in more places than we ever have, and we’re seeing some of the economic benefits of that, but we’re really not realizing the full potential of that designation yet,” he said.

“A couple years ago, [London] passed $1 billion of tourism spend in the city, and I don’t think Londoners realize there is a significant and robust tourism industry [from] people coming here to see what our city has to offer,” Morgan added.

Trosow stressed the importance of maximizing the benefits that come from the international recognition.

“We have to think of music not just as an industry, but as a fundamental public good that touches the lives of all residents,” he said.

Council will make a final decision about the City of Music Action Plan on March 3, 2026.