As Andy Burnham's sights are set on Westminster and the Labour leadership, music has become an integral component of his rebranding efforts. The Greater Manchester Mayor's latest campaign video, showcasing homegrown talents like Oasis, Elbow, and James, highlights a deliberate attempt to weave music into his political identity – a move that sets him apart from mainstream politicians.
The integration of music in Burnham's campaign is no fleeting gimmick; it reflects a deeper understanding of the sector's cultural and economic significance. His proposed business rates cuts for music venues are merely one example of this, with potential long-term benefits extending to the local economy and creative industries. 'Manchesterism', his core platform, hinges on harnessing the city's rich cultural heritage to tackle national challenges – an approach that has garnered support from industry experts.
Burnham's affinity for music has been evident since the 2017 Manchester Arena bombing, when he championed the 'One Love Manchester' fundraiser and joined The 1975 at Parklife festival. His subsequent collaborations with the music sector have earned him praise from key figures like Guy Garvey of Elbow, who notes that Burnham's approach is far from ordinary: 'these aren’t ordinary times and Andy isn’t an ordinary man.'
Through his initiatives, including the Greater Manchester Music Commission, which he leads, Burnham has demonstrated a keen awareness of the sector's soft power – its ability to transcend policy boundaries and foster connections with diverse communities. His efforts extend beyond Manchester's borders, as evidenced by his pitch for the city at SXSW in Austin, Texas.
With charity DJ battles and a personal fondness for bands like Doves on display, Burnham's blend of genuine fandom and strategic engagement has allowed him to forge unique connections with industry figures. This distinctive approach underscores 'Manchesterism' as more than just a campaign slogan – it is a bold vision for civic leadership that puts culture at its core.