Cultural branding of cities: the role of live music in building a city's brand

This research explores the role of live music infrastructure and music cultural identity in building a city's brand through a multiple case study comparing the cities of Rio de Janeiro, Brazil and Montreal, Canada. We conducted 60 interviews and observed 35 live music events in cities known for their strong live music traditions. The results show a relationship between live music infrastructure and identity that affects city branding. Rio's music identity has developed from grassroots, while Montreal's is shaped by government-funded efforts. Our findings suggest that a favorable infrastructure and environment can contribute to developing a city's identity over time. Our study also highlights that when a city's musical identity is strong, live music can survive in the city's neighborhoods despite poor infrastructure. We discuss implications for academics, urban planners, and city branding professionals.