Both urban planning and academic research are increasingly interested in the notion of the music city and its value in terms of urban (re)generation and creativity. However, for many cities this aspiration may be problematised politically, culturally and indeed physically. Live music on the Gold Coast, Australia is poised for major growth according to participants in the sector, but this demands attention to a range of socio-cultural and spatial factors. Despite a significant history of live music, the Gold Coast is in many ways starting from scratch in developing the necessary hard and soft infrastructure. Geographically, the strip-like city lacks a single live music hub and is located between larger music centres, posing unique challenges as well as opportunities. Based on research undertaken for the City of Gold Coast council, including community consultations, focus groups and individual in-depth interviews, this article investigates the mixed blessings of the Gold Coast as a space for a developing live music sector.