Mayor Tory returns from music business mission in Austin, Texas

TORONTO – Mayor John Tory has scheduled a press conference Monday afternoon to provide an update on his recent Austin-Toronto music business mission.

Tory attended the South by Southwest (SXSW) festival held last week, met with technology industry executives and was also handed the key to the city from Mayor Steve Adler.

“Both cities recognize the importance of music in creating jobs and attracting investment, and we are looking at ways to make this kind of economic development a success,” said Tory in a media release last week.

Both Mayor Tory and Adler reaffirmed their support for the Austin-Toronto Music City Alliance which was initiated in 2013.

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The alliance commits both cities to work collaboratively to develop and expand elements of the music industry and to support and encourage opportunities for practical exchanges in the fields of music and culture.

This year, the city sponsored a live music showcase of seven Toronto artists at SXSW and co-sponsor of the annual Canadian Blast BBQ, presented by the Canadian Independent Music Association (CIMA).