What do you get when you combine a love for music, an impressive marketing mind, and a city brimming with potential?
The answer is Rick Thurmond, the maestro behind some of Charlotte’s most exciting cultural and economic initiatives.
If you’ve ever strolled through Uptown or South End, caught a live set at a local venue, or heard about the city’s annual music conference Confluence, chances are, Rick had something to do with it.
From championing Charlotte’s music scene to orchestrating massive city events, Rick Thurmond is a driving force behind the sounds that make the Queen City sing.
But how did a man with a degree in English and an MBA end up leading one of the most exciting music initiatives in the Carolinas?
Buckle up—we’re going on a tour of Rick’s remarkable journey, his vision for Music Everywhere CLT, and how Confluence is turning Charlotte into a southern music hub.
A Humble Beginning… at a Record Store?
While many C-suite execs cut their teeth in boardrooms, Rick’s first taste of work life was a bit more tuned in—literally. After graduating from Davidson College with an English degree (yes, English majors do cool things, too), Rick found himself working at a local record store.
Picture it: a young Rick, elbows deep in vinyl, introducing customers to the next big thing in music. Little did he know, years later, he’d be running the show on Charlotte’s biggest stages.
From those humble beginnings, he developed an ear for local talent and an eye for culture—two skills that would serve him well down the road.
Editor, Publisher, Marketer Extraordinaire
Before we get to the cool stuff (like transforming Charlotte into a music city), we’ve got to talk about his stint at Charlotte Magazine. As editor and publisher, Rick got an inside look at the Queen City’s movers and shakers.
But it wasn’t enough just to write about the action—he wanted to make it happen.
So when Charlotte Center City Partners came knocking, Rick stepped into the role of SVP of Community Development and Economic Development, helping to shape the city’s growing landscape.
But his true magnum opus began when he took on the role of CMO, overseeing the marketing strategy for a variety of brands under Charlotte Center City Partners, including iconic projects like the Novant Health Thanksgiving Eve Parade and Camden Commons.
It’s clear that Rick’s heart beats to the rhythm of the city, and he’s been instrumental in ensuring Charlotte’s beat is heard around the world.
Music Everywhere CLT
It’s 2019, and Charlotte’s music scene is as underground as a basement jam session. Sure, there’s talent, but where’s the spotlight?
Enter Music Everywhere CLT, Rick’s brainchild aimed at putting Queen City’s music on the map—because if Austin and Nashville can do it, why not Charlotte?
The magic behind Music Everywhere CLT started with a simple question: How can Charlotte leverage its music scene to make the city a cultural and economic force? Rick understood that music has the power to unite people from all walks of life.
He saw that a flourishing music ecosystem wasn’t just about cool gigs at local venues but about job creation, tourism, community building, and, let’s be honest, giving Charlotte an irresistible cool factor.
After all, music isn’t just entertainment; it’s identity.
Launched in 2019, Music Everywhere CLT quickly set out to put Charlotte on the map as a “music city”—the kind of place where local venues thrive, artists make a name for themselves, and industry professionals flock for new talent.
Rick and his team did more than book a few shows through this nonprofit initiative. They created a whole infrastructure for the music industry, connecting musicians, promoters, venue owners, and industry insiders to grow the local scene from the inside out.
And then… the pandemic hit.
Hitting Pause for a Pandemic
Ah, 2020—the year that said, “You thought you had plans? Hold my drink.”
Just as Music Everywhere CLT was gearing up to roll out its full strategy, the pandemic hit, and like many live music scenes worldwide, Charlotte’s venues and musicians were left in the lurch.
But Thurmond and his team didn’t skip a beat. Instead of focusing on the loss, they pivoted to relief work, providing emergency grants to struggling musicians and working with the community to support independent venues.
With this, Charlotte became the second city in the U.S. to establish a relief fund specifically for music venues.
“That ended up being some of the most satisfying work of my career,” Rick reflects.
And no, that’s not the kind of corporate satisfaction where you get a pat on the back and a Starbucks gift card. This was real, community-driven satisfaction—helping people keep roofs over their heads and dreams alive.
Confluence: The Carolinas’ Premier Music Conference
As the clouds of the pandemic began to part, Rick knew the time was ripe for something bigger—something that could bring the music community together and amplify their voices.
That “something” was Confluence.
First launched in 2019, Confluence is now the annual must-attend event for music professionals in Charlotte and across the Carolinas. The conference is an all-out celebration of music, creativity, and industry innovation with panels, workshops, keynote speakers, and live showcase sets.
It’s where artists and execs meet, deals are made, and, most importantly, the Carolina music scene takes center stage. Confluence was the tentpole moment Charlotte needed.
“It gave artists a chance to make connections within the industry while also giving community members a great way to discover new musicians across all kinds of genres,” Rick says.
Held at the AvidXchange Music Factory, Confluence isn’t just for industry insiders. It’s also for fans who want to experience the diverse talent that calls the Carolinas home.
From indie rock to hip-hop, bluegrass to jazz, Confluence showcases artists of all genres, making it a melting pot of musical magic.
What’s Next for Charlotte’s Music Scene?
Rick Thurmond has a way of speaking about Charlotte’s music scene that makes you believe the best is yet to come.
And it is.
With Music Everywhere CLT continuing to push boundaries and Confluence growing bigger every year, Charlotte is well on its way to becoming a recognized music city on the national—and even international—stage.
Rick’s next steps?
Keep building relationships between artists, venues, and the community while continuing to enhance the infrastructure that supports the music industry.
His ultimate dream?
For Charlotte to become a city where music isn’t just played—it’s a core part of its identity.
“When I look back through my career, I’ve realized that what I’ve been trying to do all along is create the kind of city I’d like to live in,” Rick says.
And that includes a thriving, inclusive music scene where everyone—artists, fans, industry professionals—feels like they have a place.
A City of Music and More
For Charlotte, Rick’s work has an impact beyond just having more live music venues or festivals (though let’s be real, those are pretty awesome). It’s about what music represents for the city.
A thriving music scene can attract young professionals, build stronger communities, and enhance Charlotte’s cultural footprint on the world stage. It also creates jobs, fuels local businesses, and even boosts tourism.
As Rick would tell you, music is the heartbeat of any great city. And thanks to his leadership, Charlotte’s heart beats louder than ever.
How to Make It Big, Charlotte Style
At this point, if you’re not impressed by Rick Thurmond, you must be tuning out all the great music around you.
Rick’s leadership, passion, and strategic thinking have transformed Charlotte from a city that just dabbles in live music to a place where the scene is vibrant and growing. Whether through Music Everywhere CLT, Confluence, or the myriad of other projects he’s involved in, Rick is turning up the volume on what it means to live in Charlotte.
Want to follow in Rick’s footsteps?
Here’s his advice from the man helping shape Charlotte’s future: “Figure out what interests you, and then go make it happen where you live.”
Easy, right?
Well, maybe not for everyone—but for Rick, it’s working. He’s taken his love of music and turned it into a force for good, blending community development with a dash of rock ‘n’ roll.
And while he might not be grabbing a guitaranytime soon, Rick’s definitely playing the long game in making Charlotte a city that doesn’t just talk the talk—it sings it.
So next time you’re enjoying a local show or wandering through Uptown and hear a street musician playing something that makes you stop in your tracks, you might just have Rick to thank. After all, he’s the man who’s been working behind the scenes (and sometimes center stage) to make sure the music never stops.
Because in Charlotte, music isn’t just everywhere—it’s for everyone. And who knows? Maybe one day, Charlotte will be the next Nashville or Austin, and we’ll all look back and say,
“Yeah, Rick Thurmond made that happen.”