Help Shape Greater Madison’s Music Identity
The City of Madison, in collaboration with regional music leaders and The Creative Company, a public relations and marketing agency, are sharing a new public survey designed to uncover the greater Madison area’s authentic music story.
The public survey is part of the branding and messaging initiative called the Hero’s Journey. This effort invites residents, musicians, venues, educators, and music lovers of all backgrounds to help shape a shared regional music brand.
The Hero’s Journey process is rooted in community participation. Through the survey, community members are encouraged to reflect and respond to what makes the Madison-area music scene unique, what resonates most with audiences, and how the region can elevate its cultural identity on a broader stage.
This survey is an opportunity for everyone, whether you perform, promote, teach, attend shows, or simply enjoy music in your everyday life, to help guide a more equitable and inclusive future for the Madison music scene.
Angela Puerta, City of Madison Urban Planner and local Latinx musician
The initiative engages a wide network of partners, including musicians, venues, underrepresented communities, music educators, policymakers, and industry leaders. Their collective insight, alongside public input, will lay the foundation to develop a music brand that accurately and authentically reflects the region’s music voice and identity. In turn, a new music brand will strengthen and unify the greater Madison music ecosystem and increase equitable growth for the broader creative economy.
We want this process to be inclusive and community-led. Every voice matters. Your feedback will help us develop a music identity that is authentic to our region and supports the long-term vitality of Madison’s vibrant music landscape.
Mark Frairie, Dane County Director of Arts and Cultural Affairs
A dynamic and inclusive music economy is more than entertainment — it’s a force that shapes Madison’s identity, draws people to visit, and gives residents reasons to stay. Investing in and uplifting our music ecosystem builds a city where culture fuels connection, opportunity, and long-term vibrancy.
Carole Schaffer, Wisconsin Market Vice President of Business Development and music equity advocate
The survey is open to all residents across the greater Madison region. Responses are confidential and will be used to guide future music initiatives, cultural planning, and brand development efforts.
The public is encouraged to participate by completing the Hero’s Journey survey by December 8, 2025.
About The Creative Company
The Creative Company is a woman-owned public relations and marketing firm based in Madison, Wisconsin. Since 1989, the company has helped mission-driven organizations shape narratives, elevate brands, and create meaningful impact in the communities they serve. Guided by a belief that stories can transform people and places, The Creative Company blends strategy, creativity, and purpose to help clients grow with clarity and confidence.
Visit www.thecreativecompany.com to learn more.
