By 
November 18, 2025
On the road, some stories are simply unforgettable.
From Scottish villages to American cities, the Huntsville Music Office’s Music Ambassador Program (MAP) supports local musicians who tour regionally, nationally and internationally.
Along the way, they exchange the gospel of Huntsville’s dynamic, artist-forward music scene for moments that feel straight out of a travel memoir:
“One particularly special moment took place in Lairg, Scotland, where we performed at a local inn run by a couple originally from Decatur, Alabama. We shared how the MAP program and the Huntsville Music Office have supported us, and it was amazing to see their faces light up as they reminisced about north Alabama. They expressed pride in seeing musicians from their home region out touring internationally.”
MAP is the first municipal touring support program in the United States, investing directly in local musicians by easing the burden of touring costs.
From meals, fuel and lodging to merchandise printing, MAP helps artists tour more sustainably and with more confidence, all while proudly representing their hometown on stages worldwide.
Building recognition across the country and beyond
As more MAP artists take their music and stories across the globe, the City’s reputation as a city of choice for musicians strengthens, and word travels fast, artist to artist, stage to stage.
One MAP band recalled how quickly Huntsville became a talking point among fellow touring acts:
“For our Atlanta and Charlotte shows, we had the same band from Athens, GA, open both dates. They want to play Alabama, and I’m going to help them get a show in Huntsville next year. To me, Huntsville is becoming my go-to recommendation for first-time Alabama plays.”
Another MAP artist used their time at Austin City Limits (ACL) to tell bands not to sleep on Huntsville.
“At ACL’s Artist Village, [we told them] the crowds are supportive, the city has great creative energy, and touring artists are always surprised by how good it feels to play there.”
Since its launch in 2023, MAP has supported over 70 tours across the U.S. and abroad.
The good, the bad. And the flat tires.
To apply for funding, Huntsville-area artists, bands or ensembles fill out a short application form.
Qualified artists then receive funding amounts based on the size of the band, geographic reach of their tour and number of show dates.
Ambassadors submit a short post-tour reporting form as the last step of each funding cycle, where they are encouraged to share stories and learnings from the road.
These reports provide an honest snapshot of the unglamorous side of a touring musician’s life. One artist lamented about “three blown trailer tires,” while another returned home to discover their vehicle needed a new transmission.
Even so, MAP support helps soften the challenges.
“From trailer rentals to gas or even food in the middle of the night, this program has helped us feel 100% more comfortable on the road.”
Why MAP matters
Huntsville Music Officer Matt Mandrella said the program’s impact continues to expand as more artists participate and as the Music Office adapts to industry changes.
“MAP grows every year, and each tour teaches us something new about the realities artists are facing on the road,” Mandrella said. “This helps us ensure the program stays relevant, effective and truly supportive. We’re proud to see MAP becoming a model for other cities and states, and we’re even more excited about its trajectory here.”
For more information on the Huntsville Music Office and its MAP program, visit HuntsvilleMusic.com/map.
