Amplify 817: Vital Support Beyond Streaming
Fort Worth Public Library
Innovation Synopsis
In any city, the creative economy is driven by entrepreneurs. These are small business owners who trade in ideas, intellectual property, and cultural currency. In Fort Worth, Texas, many of these entrepreneurs are musicians.
The Fort Worth Public Library (FWPL) recognized that for these artists, their craft is their business. Through its Amplify 817 initiative, the library has redefined its role in entrepreneurial support by becoming a direct investor, partner, and supporter in the local music scene.
Challenge/Opportunity
Unsigned or independent, professional musicians are responsible for product development (writing and recording music), marketing, distribution, and live performance logistics.
They often lack access to the seed capital, marketing platforms, and professional development resources that are afforded by more traditional small businesses. The Fort Worth Public Library identified an opportunity to fill this critical gap in a unique way.
Key Elements of Innovation
Launched in 2020, Amplify 817 is an economic model providing local musicians with awareness and sustained support.
Funded in part by the FWPL Foundation, the Library pays artists an up-front stipend for a three-year, non-exclusive license to stream their music. This seed money honors existing work and can be reinvested into their businesses for studio time, equipment, or merchandise. This is the opposite of the business model used by other streaming platforms.
The library also created a paid performance ecosystem with Amplify 817 concerts at libraries, partner venues, and a large annual showcase, creating reliable revenue streams for artists while remaining free to the public.
Professional development offers workshops on the music business and media training.
The streaming site elevates artists, while a CBS Texas partnership provides mainstream media exposure. Artists retain full ownership of their work, allowing them to thrive.
Achieved Outcomes
In its 5th year, Amplify 817 is a vital part of Fort Worth's cultural and economic landscape.
- The program has supported over 150 local artists, injecting consistent capital into the creative economy through stipends and performance fees that also serve as an investment in library programming.
- Through media training, PR support, and high-profile partnerships, artists gain skills and secure new business opportunities.
- A diverse curation panel managed by FWPL Music Librarian, Rita Alfaro reflects the city’s arts and cultural community.
- The initiative has repositioned FWPL as a dynamic engine for economic development and an essential partner in the music scene.
By treating musicians as entrepreneurs and their music as a business, FWPL created a unique and replicable model for urban libraries nationwide. Amplify 817 is more than a streaming service; it is a direct investment in the workforce, a celebration of local culture, and a testament to the innovative future of library service
