Across the country, communities are discovering that music culture isn’t just heritage — it’s strategy.
From centuries-old Appalachian ballads preserved across generations, to modern broadcast platforms owned by destination organizations, music has the power to elevate geography, attract visitors, and extend a region’s identity far beyond its borders.
In this featured session, leaders from Madison County, NC and Macon, GA share how they are activating music culture in unconventional ways — through community-led revival efforts, touring collaborations, documentary publishing, curated music experiences, and independent radio — to drive tourism growth and civic renewal. Through storytelling and live performance, this session explores how deeply rooted traditions can become powerful engines for visitation, resilience, and long-term cultural impact.
Moderator:
Marisa Rodgers VP & Chief Marketing Officer, Visit Macon
Panelists:
Susie Cowan | General Manager, The Creek 100.9 American Roots Radio,
Lisa Love | Director, Georgia Music Foundation,
Donna Ray Norton Ambassador, Appalachian Memory Project / Sound Archive Books