TEDxMemphis
Elizabeth Cawein: How to build a thriving music scene in your city
伊麗莎白 · 卡文: 如何在你的城市打造蓬勃發展的音樂環境
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一座城市如何以「音樂城市」而聞名？ 宣傳人員伊麗莎白 · 卡文解釋蓬勃發展的音樂環境如何讓城市更健康、更快樂，並分享她的想法：支持、激勵當地音樂的發展，並向全世界展示你所居城市的才華。
Elizabeth Cawein - Publicist, strategist and music advocate
Elizabeth Cawein is dedicated to the belief that smart cities are music cities. Full bio
Elizabeth Cawein is dedicated to the belief that smart cities are music cities. Full bio
Double-click the English transcript below to play the video.
00:12
Each of these songs
represents a scene, a movement,
represents a scene, a movement,
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（剛剛所提到的）每一首歌，
都代表了一種情景、一場運動，
都代表了一種情景、一場運動，
00:16
in some cases, a sonic revolution
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有些情況下，代表一場聲音上的革命，
00:18
that completely altered
the course of popular music.
the course of popular music.
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完全改變了流行音樂的軌道。
00:22
They're all also calling cards,
almost, for those cities,
almost, for those cities,
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它們也幾乎是那些城市的名片，
00:26
songs totally linked
with their city's identity,
with their city's identity,
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那些歌曲和城市的個性
完全連結在一起，
完全連結在一起，
00:28
and it might be why you probably
consider them to be music cities.
consider them to be music cities.
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這也是你可能會認為那些
城市是「音樂城市」的原因。
城市是「音樂城市」的原因。
00:33
Now, the magical mythical thing,
the thing we kind of all love
the thing we kind of all love
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這種事，有其魔幻而又神秘的一點，
同樣也是大家都喜聞樂見的，
00:37
about stories like these
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00:38
is that those cities weren't doing
anything in particular
anything in particular
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那就是，那些城市並沒有
特意做什麼來給人以如此印象。
特意做什麼來給人以如此印象。
00:42
to make those moments happen.
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00:45
There's no formula for capturing
lightning in a bottle.
lightning in a bottle.
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世界上沒有捕捉靈感的公式，
00:48
A formula didn't give us grunge music
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公式不會給我們帶來油漬搖滾樂，
00:51
or introduce Tupac to Dr. Dre,
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也不會讓 Dr. Dre 與 Tupac 強強聯手，
00:53
and there's definitely no blueprint
for how to open your record business
for how to open your record business
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肯定也沒有藍圖會說明要如何
00:57
in a South Memphis neighborhood
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在南曼非斯的街區經營唱片事業，
00:59
that, turns out,
is home to Booker T. Jones,
is home to Booker T. Jones,
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那裡正是布克 · T · 瓊斯、
01:02
William Bell and Albert King.
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威廉 · 貝爾和艾爾伯特 · 金的家鄉。
01:05
So this is just something
that happens, then, right?
that happens, then, right?
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所以事情就是這樣
偶然發生了，對吧？
偶然發生了，對吧？
01:08
When the stars perfectly align,
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若天公作美，
01:10
great music just happens.
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偉大的音樂就會湧現。
01:13
And in the meantime,
New York and Nashville
New York and Nashville
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同時，紐約和納許維爾
01:16
can churn out the hits
that come through our radios,
that come through our radios,
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可以大量生產出
收音機上的熱門金曲，
收音機上的熱門金曲，
01:18
define our generations
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定義我們的世代，
01:19
and soundtrack our weddings
and our funerals
and our funerals
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為我們的婚禮和葬禮
01:22
and everything in between.
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以及人生中的其他時刻進行配樂。
01:25
Well, I don't know about you,
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我不知道你們覺得如何，
01:26
but the very idea of that
is just deadly boring to me.
is just deadly boring to me.
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但我覺得這樣的想法
實在無聊得要命。
實在無聊得要命。
01:30
There are musicians all around you,
making powerful, important music,
making powerful, important music,
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你們身邊到處都有音樂家，
創作出動人心弦、有影響力的音樂，
創作出動人心弦、有影響力的音樂，
01:36
and thanks to the internet
and its limitless possibilities
and its limitless possibilities
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受益於網路，
創作者創作音樂、
粉絲發現音樂的方式，
粉絲發現音樂的方式，
01:39
for creators to create music
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01:41
and fans to discover that music,
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有著無限的可能性，
01:44
those zeitgeist songs
don't have to be handed down to us
don't have to be handed down to us
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因此，那些具有時代
代表性的歌曲不再遙不可及；
代表性的歌曲不再遙不可及；
01:48
from some conference room
full of songwriters
full of songwriters
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要欣賞音樂，不必親臨大雅之堂。
01:50
in a corporate high-rise.
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01:53
But also, and more importantly,
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但更重要的是，
01:56
we can't decide that it's just
something that happens,
something that happens,
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我們無法自作主張斷定它是偶發的，
01:59
because music is about
so much more than hits,
so much more than hits,
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因為音樂，遠不止於熱門金曲，
02:03
those big, iconic moments
that change everything.
that change everything.
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那些重大、代表性的時刻改變一切。
02:07
It's more than just entertainment.
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音樂不只是娛樂。
02:09
For so many of us,
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對我們許多人而言，
02:11
music is truly a way to navigate life.
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音樂真的是一種探索人生的方式。
02:16
A means of self-expression, sure,
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當然它是一種表達自我的方式，
02:17
but it also helps us find our self-worth
and figure out who we are.
and figure out who we are.
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但它也協助我們
找到自我價值、理解自己。
找到自我價值、理解自己。
02:22
It connects us with other people
as almost nothing else can,
as almost nothing else can,
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它能以無與倫比的方式，
將我們與他人連結，
將我們與他人連結，
02:26
across language barriers,
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跨越語言的障礙，
02:28
across social and cultural
and economic divides.
and economic divides.
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跨越社會、文化和經濟的分歧。
02:31
Music makes us smarter
and healthier and happier.
and healthier and happier.
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音樂讓我們變得
更聰明、健康和快樂。
更聰明、健康和快樂。
02:37
Music is necessary.
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音樂是不可或缺的。
02:40
What if you lived in a city
that believed that,
that believed that,
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如果你所住的城市
相信這一點，會如何？
相信這一點，會如何？
02:43
that said, "We're not waiting
for that hit song to define us.
for that hit song to define us.
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它相信：「我們不會等著
熱門金曲來定義我們，
熱門金曲來定義我們，
02:47
We're a music city
because music is necessary."
because music is necessary."
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我們是『音樂城市』，
因為音樂是不可或缺的。」
因為音樂是不可或缺的。」
02:53
By seeing music as necessary,
a city can build two things:
a city can build two things:
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當城市認為音樂不可或缺，
就能建立兩樣東西：
就能建立兩樣東西：
02:57
first, an ecosystem to support
the development of professional musicians
the development of professional musicians
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第一：商業生態系統，
能支持專業音樂家
以及音樂事業的發展；
以及音樂事業的發展；
03:02
and music business;
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03:04
and second, a receptive and engaged
audience to sustain them.
audience to sustain them.
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第二：思想開明、熱心投入的觀眾，
來支撐音樂的發展。
來支撐音樂的發展。
03:09
And those are the two critical
elements of a music city,
elements of a music city,
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這兩個元素是音樂城市的關鍵元素，
03:13
a city whose leaders recognize
the importance of music
the importance of music
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音樂城市的領袖認可音樂的重要性：
對於我們的個人發展、
03:17
for our development as individuals,
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對於社區之間的連結，
03:20
our connection as a community
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對於構建生氣盎然的居住環境，
音樂都有著深厚影響。
音樂都有著深厚影響。
03:22
and our viability
as a vibrant place to live.
as a vibrant place to live.
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03:26
See, smart cities, music cities,
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智慧城市、音樂城市都懂得：
03:28
know that thriving nightlife,
a creative class, culture
a creative class, culture
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繁華熱鬧的夜生活，
有創意的團體、文化，
有創意的團體、文化，
03:33
is what attracts young,
talented people to cities.
talented people to cities.
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能夠吸引有才華的年輕人來到城市。
03:37
It's what brings that lightning.
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「靈感」源於此處。
03:40
And no, we can't predict
the next egg that will hatch,
the next egg that will hatch,
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當然，我們不能預測接下來
哪個蛋會「孵出小鷄」（取得成果），
哪個蛋會「孵出小鷄」（取得成果），
03:45
but we can create a city
that acts like an incubator.
that acts like an incubator.
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但我們能創造像孵化器一樣的城市。
03:48
To do that, first,
we've got to know what we've got.
we've got to know what we've got.
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若要做到這一點，首先，
我們得要知道我們有什麼。
我們得要知道我們有什麼。
03:51
That means identifying
and quantifying our assets.
and quantifying our assets.
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那就意味著要辨識出
我們的資產並將之量化。
我們的資產並將之量化。
03:55
We need to know them backward and forward,
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我們得要對它們有徹頭徹尾的了解，
03:57
from who and what and where they are
to what their impact is on the economy.
to what their impact is on the economy.
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從它們是什麽人、什麼事物、
在哪裡，到它們對於經濟的影響。
在哪裡，到它們對於經濟的影響。
04:01
Let's count our recording studios
and our record labels,
and our record labels,
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讓我們來計算我們的
錄音室和唱片公司的數目、
錄音室和唱片公司的數目、
04:04
our historic landmarks
and our hard-core punk clubs.
and our hard-core punk clubs.
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歷史地標數目及硬蕊龐克俱樂部數目。
04:07
We should count monthly free jazz nights
and weekly folk jams,
and weekly folk jams,
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我們應該計算每個月有多少免費的
爵士之夜、每週有多少民俗音樂表演，
爵士之夜、每週有多少民俗音樂表演，
04:11
music schools, artist development,
instrument shops,
instrument shops,
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計算有多少音樂學校、
藝術家發展計畫、樂器行、
藝術家發展計畫、樂器行、
04:15
every lathe and every luthier,
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車床、製琴師、
04:17
music museums open year round
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全年開放的音樂博物館，
04:21
and music festivals
open just one weekend a year.
open just one weekend a year.
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以及一年一度在某個
週末舉行的音樂藝術節。
週末舉行的音樂藝術節。
04:25
Now, ideally through this process,
we'll create an actual asset map,
we'll create an actual asset map,
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理想上，透過這樣的過程，
我們就能創造出一張資產地圖，
我們就能創造出一張資產地圖，
04:28
dropping a pin for each one,
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將每項資產在地圖上標示出來，
04:30
allowing us to see exactly what we've got
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讓我們能清楚看見我們有什麼，
04:33
and where organic momentum
is already happening.
is already happening.
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以及哪些地方正在蓬勃發展。
04:36
Because it's not enough
to paint in broad strokes here.
to paint in broad strokes here.
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因為光是整體性的粗略描述並不夠。
04:39
When it comes to specific support
for music locally
for music locally
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當要給當地的音樂事業特定的支援，
04:42
and a broad understanding
of a music brand nationally,
of a music brand nationally,
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並充分了解一個音樂品牌
在整個國家中的情況，
在整個國家中的情況，
04:46
you've got to have the receipts.
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你必須要有收入才能做到。
04:49
Next, we'll need
to identify our challenges.
to identify our challenges.
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接著，我們需要確定面臨的挑戰。
04:52
Now, it's important to know
that, for the most part,
that, for the most part,
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關鍵在於，我們要懂得，
在大多數情況下，
在大多數情況下，
比起第一步看我們有什麽，
這一步並不只是看我們沒有什麽。
這一步並不只是看我們沒有什麽。
04:55
this won't be just
the opposite of step one.
the opposite of step one.
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04:58
We won't gain a whole lot
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如果只是簡單思考
我們的地圖中缺少了什麼，
我們的地圖中缺少了什麼，
04:59
by simply thinking
about what's missing from our map.
about what's missing from our map.
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我們不會有太多收穫。
05:03
Instead, we need to approach this
more holistically.
more holistically.
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取而代之，我們要用
更全面的方式來檢視。
更全面的方式來檢視。
05:06
There are lots of music venues on our map.
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在我們的地圖上
有許多音樂展演場地。
有許多音樂展演場地。
05:08
Awesome.
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這很棒。
05:09
But are they struggling?
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但它們是否經營困難呢？
05:11
Do we have a venue ladder,
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我們的表演場地有不同的等級劃分嗎？
05:13
which just means, can an artist
starting out at a coffee house open mic
starting out at a coffee house open mic
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也就是，藝術家在咖啡館
進行素人現場即興表演時，
進行素人現場即興表演時，
05:18
see a clear path for how they'll grow
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是否能看到一條清晰的成長道路，
05:20
from that 25-seat room
to a hundred-seat room and so on?
to a hundred-seat room and so on?
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從 25 個席位的場地，推進到
100 個席位的場地，以此類推？
100 個席位的場地，以此類推？
05:24
Or are we expecting them to go
from a coffeehouse to a coliseum?
from a coffeehouse to a coliseum?
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或者我們預期他們會
從咖啡館前進到大型體育館？
從咖啡館前進到大型體育館？
05:29
Maybe our challenges lie
in city infrastructure:
in city infrastructure:
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也許我們的挑戰是在
城市的基礎設施方面：
城市的基礎設施方面：
05:32
public transportation, affordable housing.
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公共運輸、可負擔的房價。
05:35
Maybe, like in London,
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也許，就像在倫敦，
05:37
where the number of music venues
went from 400 in 2010
went from 400 in 2010
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音樂展演場地的數目
從 2010 年的 400 個場地，
從 2010 年的 400 個場地，
05:42
to 100 in 2015,
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降到 2015 年的 100 個場地，
05:44
we need to think about
protections against gentrification.
protections against gentrification.
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我們必須要思考保護措施
對抗高檔化。
對抗高檔化。
05:48
The mayor of London,
in December of last year,
in December of last year,
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去年 12 月，倫敦的市長
05:50
actually added something called
the "Agent of Change" principle
the "Agent of Change" principle
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在該市的綜合計畫中加上了
所謂的「改變的推動力量」原則。
05:54
to the city's comprehensive plan.
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05:56
And the name says it all.
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這名字就說明了一切。
05:57
If a real-estate developer
wants to build condos
wants to build condos
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如果不動產開發商
想要把公寓大樓建立在
想要把公寓大樓建立在
06:00
next to an existing music venue,
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一個既有的音樂展演場地旁邊，
06:02
the developer is the agent of change.
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這個開發商就成了改變的推動力量。
06:05
They have to take the necessary steps
for noise mitigation.
for noise mitigation.
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他們得要採取必要的步驟，
來將噪音降至最低。
來將噪音降至最低。
06:09
Next, and this is a very big one,
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接著，這點非常重要，
06:11
we need leadership,
and we need a strategy.
and we need a strategy.
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我們需要領袖，以及策略。
06:14
Now we know there's a lot
of magic in this mix:
of magic in this mix:
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我們知道在這個組合當中
需要許多的幸運魔法：
需要許多的幸運魔法：
06:17
a lot of right people,
right place, right time.
right place, right time.
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許多對的人、對的地方、對的時間。
06:20
And that will never stop being
an important element
an important element
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就創造音樂的方式來說，
06:22
of the way music is made,
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那永遠都會是重要的元素，
06:24
the way some of the best,
most enduring music is made.
most enduring music is made.
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一些最棒、最歷久不衰的音樂
就是這樣創造出來的。
就是這樣創造出來的。
06:28
But there cannot be a leadership vacuum.
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但領袖的位子不能空缺著。
06:32
In 2018, thriving music cities
don't often happen
don't often happen
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2018 年，繁榮的音樂城市或許不常見，
06:35
and don't have to happen accidentally.
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也不再只能偶然發生。
06:38
We need elected officials
who recognize the power of music
who recognize the power of music
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我們需要那些清楚地
認識到音樂的力量、
認識到音樂的力量、
06:43
and elevate the voices of creatives,
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提升創作者的發言權的民選官員，
06:45
and they're ready to put
a strategy in place.
a strategy in place.
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且他們已經準備好
實施某種策略了。
實施某種策略了。
06:48
In music cities,
from Berlin to Paris to Bogotá,
from Berlin to Paris to Bogotá,
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在音樂城市，
從柏林到巴黎，再到波哥大，
從柏林到巴黎，再到波哥大，
06:51
music advisory councils
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音樂諮詢委員會
06:53
ensure that musicians
have a seat at the table.
have a seat at the table.
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會確保音樂家也能夠參與會議。
06:56
They're volunteer councils,
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他們是自願的委員會，
06:58
and they work directly
with a designated advocate
with a designated advocate
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在市政廳內部，甚至是商會裏，
07:00
inside of city hall
or even the chamber of commerce.
or even the chamber of commerce.
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他們直接與指定的宣導者合作。
07:04
The strongest strategies will build music
community supports like this one inward
community supports like this one inward
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最有力的對策，是從內部
建立像這樣的音樂社區支持，
建立像這樣的音樂社區支持，
07:09
while also exporting music outward.
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同時還向外輸出音樂。
07:11
They go hand in hand.
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他們攜手共進。
07:13
When we look inward, we create that place
that musicians want to live.
that musicians want to live.
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當我們向內探索時，我們
能創造音樂家想要生活的地方。
能創造音樂家想要生活的地方。
07:17
And when we look outward,
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當我們向外探索時，
07:18
we build opportunities for them
to advance their career
to advance their career
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我們為他們創造機會
來發展他們的事業，
來發展他們的事業，
07:21
while also driving attention
back to our city
back to our city
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同時也把注意力轉移到我們的城市
07:24
and leveraging music
as a talent-attraction tool.
as a talent-attraction tool.
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利用音樂作為吸引人才的工具。
07:28
And here's something else
that will help with that:
that will help with that:
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還有其他的東西也可以有所幫助：
07:30
we've got to figure out who we are.
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我們必須弄清楚我們是誰。
07:33
Now, when I say Austin,
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當我說到「奧斯丁」，
07:35
you probably think "live music capital."
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你可能想到：「現場音樂之都」
07:38
And why?
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為什麼？
07:39
Because in 1991, leadership in Austin
saw something percolating
saw something percolating
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因為在 1991 年，奧斯丁的領袖
結合既有的資產，看到了一種趨勢，
結合既有的資產，看到了一種趨勢，
07:44
with an existing asset,
and they chose to own it.
and they chose to own it.
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他們決定抓住機遇。
07:48
By recognizing that momentum,
naming it and claiming it,
naming it and claiming it,
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透過察覺那些市場動力，
指出它，並設法獲取它，
指出它，並設法獲取它，
07:51
they inevitably caused
more live music venues to open,
more live music venues to open,
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自然而然地，他們讓更多的
現場音樂場地開放，
現場音樂場地開放，
07:54
existing spaces to add
live music to their repertoire,
live music to their repertoire,
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已有場地的節目單上
也添上了現場音樂，
也添上了現場音樂，
07:58
and they created a swell
of civic buy-in around the idea,
of civic buy-in around the idea,
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他們成功地使得大量
市民為這個主意買單，
市民為這個主意買單，
08:01
which meant that it wasn't just a slogan
in some tourism pamphlet.
in some tourism pamphlet.
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這代表，這並不只是旅遊
手冊上的一句口號而已。
手冊上的一句口號而已。
08:05
It was something that locals really
started to believe and take pride in.
started to believe and take pride in.
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這是當地人真的開始相信
並為此感到驕傲的事情。
並為此感到驕傲的事情。
08:10
Now, generally speaking,
what Austin created
what Austin created
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整體來說，奧斯丁創造的是
08:13
is just an assets-based narrative.
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一種對「資産為本」的詮釋。
08:16
And when we think back to step one,
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當我們回想到第一步，
08:18
we know that every city
will not tick every box.
will not tick every box.
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我們知道並不是每個城市
都能如此順利地發展。
都能如此順利地發展。
08:21
Many cities won't have
recording studios like Memphis
recording studios like Memphis
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許多城市並不像曼非斯
坐擁許多的錄音室，
坐擁許多的錄音室，
08:25
or a songwriter and publishing
scene like Nashville,
scene like Nashville,
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或者像納什維爾擁有許多
歌曲創作者和出版商，
歌曲創作者和出版商，
08:28
and that's not a dealbreaker.
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但這不代表這樣就行不通了。
08:30
We simply have to find the momentum
happening in our city.
happening in our city.
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我們只需要找到我們
城市中的發展勢頭。
城市中的發展勢頭。
08:33
What are our unique assets
in comparison to no other place?
in comparison to no other place?
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與其他地方相比，
我們有什麽獨特的資產？
我們有什麽獨特的資產？
08:40
So, if all of that sounds like something
you'd like to happen where you live,
you'd like to happen where you live,
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所以如果這些聽起來還不錯，
你希望它們也發生在你的居住地，
你希望它們也發生在你的居住地，
08:45
here are three things you can do
to move the needle.
to move the needle.
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你可以做以下三件事加快進程。
08:48
First, you can use your feet,
your ears and your dollars.
your ears and your dollars.
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第一，你可以用你的腳步、
耳朵和鈔票去音樂現場。
耳朵和鈔票去音樂現場。
08:52
Show up. Be that receptive
and engaged audience
and engaged audience
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做思想開明且熱心投入的觀眾，
08:55
that is so necessary
for a music city to thrive.
for a music city to thrive.
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這對讓音樂在城市中
蓬勃發展是不可或缺的。
蓬勃發展是不可或缺的。
08:59
Pay a cover charge.
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付服務費。
09:00
Buy a record.
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買張唱片。
09:01
Discover new music,
and please, take your friends.
and please, take your friends.
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發現新音樂，並帶上你的朋友！
09:05
Two, you can use your voice.
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第二，你可以為此發聲，
09:07
Buy into the assets-based narrative.
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為這些「資産為本」的詮釋買單。
09:10
Talk about and celebrate
what your city has.
what your city has.
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談論並讚揚你所居城市的資產。
09:14
And three, you can use your vote.
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第三，你可以使用你的投票權。
09:17
Seek out leadership that doesn't
just pay lip service to your city's music,
just pay lip service to your city's music,
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找出好的領袖，他或她對城市的
音樂發展不只是開空頭投票，
音樂發展不只是開空頭投票，
09:21
but recognizes its power
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而是真切地認知音樂的力量
09:22
and is prepared to put a strategy in place
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並準備好合宜的策略。
09:25
to elevate it, grow it
and build collaboration.
and build collaboration.
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讓音樂能在城市中發展、
成長，並創造合作的機會。
成長，並創造合作的機會。
09:29
There really is no telling
what city could be defined
what city could be defined
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或許沒有辦法可以斷言，
在接下來的十年中，
在接下來的十年中，
09:33
by a certain scene or a certain song
in the next decade,
in the next decade,
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哪個城市會被哪個場景、
哪首歌給定義，
哪首歌給定義，
09:37
but as much as we absolutely
cannot predict that,
cannot predict that,
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但即使我們絶對無法預測它，
09:40
what we absolutely can predict
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我們絕對可以預測的是：
09:43
is what happens
when we treat music as necessary
when we treat music as necessary
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當我們把音樂當成必需品
並努力打造出一座音樂城市時
並努力打造出一座音樂城市時
09:46
and we work to build a music city.
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會發生什麽。
09:49
And that is a place where I want to live.
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這正是我想要生活的地方。
09:51
Thank you.
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謝謝。
09:53
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Elizabeth Cawein - Publicist, strategist and music advocateElizabeth Cawein is dedicated to the belief that smart cities are music cities.
Why you should listen
Elizabeth Cawein founded Signal Flow Public Relations, a boutique media firm dedicated to serving the Memphis music industry, in 2011. Her portfolio of clients includes the Memphis Music Hall of Fame, The Recording Academy, Royal Studios and more. In 2014, she dreamed up and launched Music Export Memphis, a nonprofit that leverages public and private support to function as an export office for Memphis music, creating opportunities for musicians and driving economic development through music and culture.
Cawein is an adjunct professor of music publicity at the University of Memphis. In 2015 she was honored by the British Council at its Education UK Alumni Awards, and in 2016 the Greater Memphis Chamber selected Signal Flow PR as one of its "10 to Watch" companies in 2017. Cawein has moderated panels at international music conference SXSW and has presented showcases at Folk Alliance International, SXSW and AmericanaFest.
Elizabeth Cawein | Speaker | TED.com