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Huntsville’s Music Ambassador Program seeks first artist applicants

Published on October 18, 2023

An innovative new program that provides financial support to musicians who promote Huntsville while on tour is now up and running.

A graphic that says HSV Music Ambassador Program in purple type against a white background.

Artists are invited to visit the Music Ambassador Program (MAP) page to learn more about the initiative, view eligibility requirements and complete an online application. Award amounts range from $750 to $1,500 per tour, with an annual cap of $4,500.

“The music made in Huntsville is very special,” said Huntsville Music Officer Matt Mandrella. “Mobilizing our amazing talent as brand ambassadors will help put Huntsville on the map for others who might want to pay us a visit. When a cool musician on stage says, ‘Huntsville is awesome, and you should check us out,’ their fans are closely listening.”

About the program

MAP is the first municipal government-funded strategic music export program in the country. Mandrella said the program’s benefits are two-fold – incentivize touring talent to put down stronger roots in Huntsville while also attracting other artists and curious music lovers to visit or potentially relocate to the area.

“Touring is an essential piece many musicians depend on to sustain their careers, but the reality is that it’s also very hard,” he said. “These funds will help alleviate some of the risks and challenges of being on the road while also helping artists tour more efficiently and profitably so they can keep sharing our story.”

In developing the program, the City entered into a consulting agreement with Music Export Memphis (MEM), which helped provide a framework for Huntsville’s program.

“Huntsville really gets it,” MEM Executive Director Elizabeth Cawein said. “The leadership understands that you can be a city of choice for musicians with smart, innovative approaches to music ecosystem support, and that doing it the right way also mobilizes those musicians as incredible evangelists for the City. With more and more artists out on the road, backed by the City, there will be a buzz around what’s happening in Huntsville.”

Artist eligibility

Artist eligibility is based on several factors, including vetting by the Huntsville Music Office. Artists must also have five or more tour dates booked outside Huntsville. The level of funding is based on the size of the band as well as geographic reach of the tour.

Once selected, Ambassadors will help promote Huntsville while on tour and shed a positive light on the City’s culture on social media and the stage.

Learn more at HuntsvilleMusic.com/map.