Abstract
The creative economy has become an important engine of economic development, with creativity and heritage now playing a central role in growth and sustainability strategies. Cities represent the basic geographic unit from where to articulate strategies of visibility and amplification of cultural capital. For the entire Caribbean region, music represents one of the main cultural assets. Puerto Rico has been recognized internationally as a mecca of Latin music; the Puerto Rican diaspora in New York City was responsible for the emergence and development of Salsa; and since the beginning of the twenty-first century Puerto Rico has been the main driver of the urban music movement in the region: Reggaetón. Despite this musical richness, there is no formal strategy to promote Puerto Rico as a music destination, mainly through its capital city: San Juan. However, in an organic way, some live music scenes that could articulate those strategies have developed. Live music venues for popular and traditional music, festivals, tourist routes based on music history and music education opportunities represent an interesting case study for the development of music cities through entrepreneurship. This chapter discusses Puerto Rico as a case study of a bottom-up design that facilitates the role of government and related entities in connecting the dots. The chapter will propose a model of elements to be developed in order to promote music cities, especially for those based on local music heritage.
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Hernández-Acosta, J.J. (2020). A Bottom-up Strategy for Music Cities: The Case of San Juan, Puerto Rico. In: Ballico, C., Watson, A. (eds) Music Cities. New Directions in Cultural Policy Research. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-35872-3_7
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