New audit to measure Huntsville’s music impact and momentum

Published on February 12, 2026

The City took a strategic step forward in strengthening Huntsville’s identity as a “music city,” entering into an agreement with Sound Diplomacy for a comprehensive analysis of Huntsville’s music ecosystem and its economic impact. The agreement will fund a 12-week study designed to measure growth and help chart the next phase of the City’s music strategy.

For Huntsville, this is not a new beginning — it’s a return to the blueprint.

In 2018, Sound Diplomacy conducted the first municipal music audit for the City of Huntsville, providing a data-driven roadmap to shape future progress. The audit helped inform the creation of the Huntsville Music Office, guide policy decisions and support strategic investments in infrastructure, programming and partnerships. It validated what many already knew: Huntsville’s music community was both culturally rich and economically significant.

Since then, the landscape has transformed.

Major milestones — including the opening of The Orion Amphitheater, large-scale festivals like South Star, expanded programming at the Von Braun Center and a strengthened network of independent venues, artists and industry professionals — have accelerated Huntsville’s momentum. The updated analysis will capture these developments and quantify their broader economic impact.

“Music is part of the economic engine that powers Huntsville,” said Mayor Tommy Battle. “The original audit helped us think strategically about how to support our artists, venues and creative entrepreneurs. This updated study ensures we continue making informed decisions as our city grows and as our music industry evolves alongside it.”

Under the agreement, Sound Diplomacy will deliver:

• A comprehensive database and interactive map of Huntsville’s music ecosystem
• A high-level analysis identifying growth and changes since 2018
• Case study integration highlighting South Star Festival, The Orion Amphitheater and the Von Braun Center
• An updated economic impact assessment measuring direct, indirect and induced impacts

This work will provide numbers and a narrative that tells the story of how Huntsville’s investment in music has translated into jobs, tourism, business development and quality of life.

For the Huntsville Music Office, the resolution reflects a commitment to accountability and forward planning.

“The 2018 audit gave us a roadmap,” said Matt Mandrella, Huntsville Music Officer. “Since then, we’ve seen tremendous growth with new venues, new festivals and new artists choosing Huntsville as home. This updated analysis allows us to measure that progress, identify emerging opportunities and ensure we’re building a sustainable music ecosystem for the long term.”