Measuring the true value of music and culture

For too long, the cultural and creative industries have been judged primarily by their economic output — jobs created, revenue generated, or tourist spend. While these measures are important, they fail to capture the real impact culture has on people’s lives: the sense of belonging at a gig, the wellbeing boost of music-making, or the way cultural spaces help communities thrive.

That’s why MusicFutures, the Liverpool City Region’s £6.75m music R&D cluster, and Liverpool-based social value consultancy RealWorth are collaborating on an ambitious new research project. Together, they have awarded the first MusicFutures Scholarship for MRes in Culture to Impact to Martha Cook, who will lead a pioneering study into how we define, measure, and communicate the social value of culture.

A new framework for culture

Martha’s project – “Developing a Practical Framework for Social Value Measurement in the Cultural Sector – A Liverpool City Region Case Study” – will explore how cultural assets, programmes and creative activity can be assessed for their true impact on people, communities and place.

The research will:

• Review existing best-practice frameworks for measuring social value in culture.

• Identify gaps and opportunities for improvement.

• Engage stakeholders across Liverpool City Region’s cultural and music ecosystem.

• Develop and test a new, practical framework that reflects the unique impacts of culture, beyond purely financial metrics.

Ultimately, this framework will be adopted by MusicFutures in the mid to later stages of its programme to help evaluate its overall impact — and will also provide a valuable tool for cultural organisations nationally.

Martha’s journey

Speaking about the award, Martha Cook said:

“I’m really excited to start my MRes researching the social value of culture and music, particularly how it impacts people and their everyday lives. I look forward to working with RealWorth and learning how you collaborate with communities and industries through your support and expertise.”

Her enthusiasm reflects the urgency of this work. As cultural organisations navigate financial pressures, making a compelling case for their broader contribution to society has never been more important.

Building on RealWorth’s expertise

RealWorth has long championed social value evaluation across the built environment and cultural sectors. Its work ranges from assessing the impact of housing and regeneration projects to analysing the role of theatres, museums, music venues and creative programmes.

Locally, RealWorth partnered with the University of Liverpool and the Liverpool City Region Music Board to measure the social impact of the night bus service, showing how such initiatives bring life-changing benefits far beyond financial returns.

RealWorth's James McGowan said: "RealWorth is thrilled to host an MRes scholarship in collaboration with Music Futures and the University of Liverpool's Music Department. We know the culture and music sector has a huge impact on the Liverpool City Region, and are super excited to be working with Martha to develop a framework to measure the true value the Music Futures programme will have on the city's residents."

Why it matters for Liverpool and beyond

Dr Mathew Flynn, Co-Director of MusicFutures, added:

“We are delighted to welcome Martha as the first recipient of the MusicFutures Scholarship. Her work will provide an essential framework that not only helps MusicFutures measure its own impact, but also gives the wider cultural sector a practical tool for demonstrating its value to society.”

This scholarship is another step in MusicFutures’ mission to establish the Liverpool City Region as a world-leading hub for music R&D and innovation. Funded by the Arts and Humanities Research Council (AHRC), MusicFutures brings together universities, local government, industry, and the creative sector to drive innovation and create sustainable futures for music.

Looking ahead

Martha’s research will help ensure that culture is not just seen as an economic driver but as a social good with measurable benefits — shaping policy, strengthening funding arguments, and embedding culture as a vital part of healthy, thriving communities.