New £4m investment targets access to creative careers in the North East
Scheme promises to prioritise underrepresented groups and support hundreds into music, screen and writing roles
North East Mayor Kim McGuinness has unveiled a £4 million programme designed to help local people develop the skills needed to work in the region’s growing creative industries.
The Create Talent Programme will run for three years and offer training, mentoring, networking and work experience across music, screen, and writing and publishing.
It will be delivered in partnership with Generator, The NewBridge Project, ITV Signpost and New Writing North, with the aim of supporting hundreds of people into sustainable creative careers.
The investment comes at a time of heightened visibility for the North East’s creative economy.
In recent years the region has hosted major cultural events including the Mercury Prize and the MOBO Awards, while large-scale developments such as Crown Works Studios, a Centre for Writing and Publishing and new partnerships with national organisations including Warner Music UK are expected to increase production activity and opportunities.
Announcing the scheme, McGuinness said she wanted to address barriers that prevent many local people from accessing careers in the sector.
“I’ve spoken to actors, directors, writers, musicians and producers, and they all agree, the best thing about the North East is the people and our proud working-class culture,” she said.
“But we know that there aren’t enough opportunities in the creative sector for regular working class people. So I’m changing that.
“This investment is about backing our talent, and helping local people build sustainable careers in our thriving and vibrant creative sector. And making sure that at the centre of our music, screen and writing industries is a workforce that reflects what makes this region so powerful – hard working, ambitious people who lift up those around them.
“I’m serious about growing our creative industries, and improving opportunities for local people is at the heart of my plans.”
The programme will prioritise people who are underrepresented in the creative industries. This includes care-experienced people, women, young people not in education, employment or training, people with health conditions, those from ethnically diverse backgrounds and individuals experiencing socio-economic disadvantage, particularly in areas of high deprivation.
Participants will be offered professional development and technical skills training alongside mentoring and access to industry networks. The scheme is open both to those looking to enter the sector for the first time and to freelancers seeking to expand their skills and opportunities.
Mick Ross, CEO of Generator, said the funding would strengthen the region’s music sector by investing in people as well as infrastructure.
“This investment is a major step forward for music in the North East. A strong creative economy starts with strong foundations - supporting artists, producers, creators and industry professionals at every stage to build skills, networks and sustainable careers.
“The Mayor’s commitment to music recognises that talent is everywhere, but opportunity must be too. By investing in people and clear progression pathways, this programme strengthens our regional music industry and ensures more talent can succeed here at home.”
In the writing sector, New Writing North (NWN) will play a key role in developing progression routes into publishing and supporting emerging talent.
Anna Disley, executive director (programme and impact) at NWN, said: “This is great news for writers, aspiring writers and people interested in working in the writing industries.
'“We will develop a talent pipeline which delivers meaningful programmes focussing on; opening opportunities in our poorest and most underrepresented communities; progression routes for people into successful careers in writing and publishing; and the development of nationally significant, award-winning writers and writing enterprises from the region.”
ITV Signpost will contribute expertise from the screen industry, with a focus on skills and access.
Kenny Toal, director at the production unit said: “By investing in skills, inclusion and access, the programme will help grow the region’s screen industry, create sustainable careers and connect a diverse new generation of talent with real opportunities.”
The Create Talent Programme is due to launch in spring 2026, with further details about how to apply expected in the coming weeks.
Rebecca Huggan, director of The NewBridge Project said: “With this support for our ambitious artist development work, we will build upon our inclusive and responsive programmes for creatives and freelancers across the region and will be working with fantastic partners to do this.”
Find out more about the programme and how to apply to take part at northeast-ca.gov.uk