KNOXVILLE, TN, August 28, 2026 — Music has been part of East Tennessee’s identity for generations. Now, a new study covering sixteen counties provides the clearest picture yet of the scale of the region’s music ecosystem, its economic impact, and the opportunities and challenges that will shape its future.
The East Tennessee Music Study, commissioned by the Tennessee Entertainment Commission and conducted by Sound Diplomacy, included Anderson, Blount, Campbell, Cocke, Grainger, Hamblen, Jefferson, Knox, Loudon, Monroe, Morgan, Roane, Sevier, Scott, and Union Counties. It estimates that the region’s music sector supports 14,035 jobs and generates $2.95 billion in economic output.
The study was unveiled on August 27 at the Visit Knoxville Visitors Center, at an event that brought together musicians, music industry professionals, arts and culture organizations, tourism leaders, government representatives, and other community stakeholders to examine the findings and begin discussing how the region can put its recommendations into action.
“East Tennessee’s music heritage is a powerful economic engine, and this study shows just how far its impact reaches. With billions in output and thousands of jobs supported, the region’s music ecosystem is a vital asset,” said Bob Raines, Executive Director of the Tennessee Entertainment Commission. “These findings give us a clear roadmap to strengthen coordination, investment, and support for the people who make it thrive. Now is the time for communities, industry partners, and local leaders to come together and turn these recommendations into action to ensure East Tennessee’s music economy continues to grow.”
The study documents an ecosystem that stretches well beyond individual performances and venues. East Tennessee’s music economy encompasses musicians and bands, recording studios, venues, festivals, radio, music education, booking and promotion, hospitality, tourism, and the many businesses and professionals working behind the scenes to make music possible.
It also demonstrates both the strength of that ecosystem and the challenges facing the people who sustain it. Nearly 80 percent of music fans surveyed said they want more live music, while nearly 70 percent of professional musicians surveyed said they cannot meet their basic financial needs through music alone.
The study offers 16 recommendations for strengthening East Tennessee’s music ecosystem, ranging from relatively immediate opportunities for coordination and professional development to longer-term investments in infrastructure, funding, policy, and regional strategy. Among them are:
Create an East Tennessee Music Council to bring together musicians, music industry professionals, tourism and hospitality leaders, educators, government, transportation, the nighttime economy, and other stakeholders. Strengthen professional development and business resources for musicians and music professionals, including education around the business side of music and opportunities to build sustainable careers. Improve music infrastructure and venues by identifying and addressing gaps in the spaces and resources needed to create, perform, record, and experience music. Increase funding and investment in the music ecosystem, including opportunities for public, private, and philanthropic support. Strengthen connections between music and tourism to better leverage the region’s music heritage and existing music assets as drivers of visitation and economic activity. Improve coordination and communication across the region’s music ecosystem, helping musicians, businesses, venues, organizations, educators, and other stakeholders connect and collaborate more effectively. Develop policies and regional strategies that support the long-term growth of the music industry, recognizing music as both a cultural asset and a significant contributor to the regional economy. With the study now complete, the next phase of the work will be led regionally. The Arts & Culture Alliance, Visit Knoxville, WDVX, Dogwood Arts, the Knox Music Coalition, and other community and industry partners are taking the lead in organizing around the study’s recommendations and building the relationships necessary to move them forward. Their work will begin with the formation of an East Tennessee Music Council, one of the study’s key recommendations.
“The strength of East Tennessee’s music community has long been broadly recognized. What we’ve been missing is a shared understanding of the ecosystem with a roadmap for addressing the challenges that keep local musicians and music businesses from realizing their massive potential,” said Liza Zenni, Executive Director of the Arts & Culture Alliance of Greater Knoxville. “This study gives us that starting point. Now we have an opportunity to bring together the people and organizations that make up this ecosystem and build a stronger, more connected music community across the region.”
The proposed council will bring together perspectives from across the music ecosystem and from the many sectors whose work intersects with music. It will provide a forum to identify priorities, build relationships, advocate for the region’s music industry, and begin turning the study’s recommendations into a coordinated regional effort.
The East Tennessee Music Study dashboard can be accessed at https://www.sounddiplomacy.com/east-tennessee/about-the-project
And the full report can be downloaded at
About the Tennessee Entertainment Commission
The Tennessee Entertainment Commission (TEC) works to strengthen Tennessee’s entertainment industries and promote the state as a destination for entertainment production, investment, and tourism. The Commission supports the growth of Tennessee’s creative economy through industry development, advocacy, research, and partnerships across the state. The East Tennessee Music Study was commissioned by the TEC as part of its effort to better understand the state’s diverse music ecosystems and identify opportunities for their continued growth. https://www.tnentertainment.com/
About Sound Diplomacy
Sound Diplomacy is a global consultancy specializing in music, culture, and place. The organization works with governments, cities, regions, and industry partners around the world to develop strategies that strengthen music ecosystems and maximize their cultural, economic, and social impact. For the East Tennessee Music Study, Sound Diplomacy gathered data and community input from across the region and translated those findings into recommendations for strengthening East Tennessee’s music ecosystem. https://www.sounddiplomacy.com/
Media Contact: Casey Fox Director of Impact & Development
Arts & Culture Alliance of Greater Knoxville
easttnmusic@knoxville.org
(865) 523-7543
