North East musicians bound for SXSW as Northern Sound showcase launches
Acts including Tom A Smith, Jenna Cole and Hector Gannet are travelling to Texas for the prestigious international showcase
A group of North East musicians will take their music to one of the world’s most influential industry events later this month as part of a new initiative designed to strengthen international opportunities for artists across the North of England.
Hector Gannett, Jenna Cole, Tom A Smith, Andrew Cushin, Loren Heat and Marketplace are among 10 acts selected to perform at SXSW in Austin, Texas this March as part of the Northern Sound showcase.
Taking place at UK House during the globally recognised conference and festival, the event forms part of a wider push to raise the international profile of music being made across the North. The showcase is the first major outing for the newly established Northern Music Export Office, a pan-regional initiative created to help artists from across the North of England access global opportunities.
Alongside the North East artists, the line-up includes KOJ and MT Jones from Liverpool City Region and King No-One and Adult DVD from West Yorkshire.
The initiative brings together mayoral authorities from Liverpool City Region, the North East, Tees Valley and West Yorkshire in a shared effort to promote Northern music internationally while strengthening the infrastructure that supports artists and music businesses.
North East Mayor Kim McGuinness said the region’s musical heritage and emerging talent made it well placed to benefit from the new approach.
“The North East is the place where some of the biggest names in music were forged, from Sting to Sam Fender. So rightfully, eyes are on us to see what’s next, and that’s a huge opportunity to drive investment and create opportunities for local artists to break into international markets.
“For too long, London has been the centre of the music industry infrastructure, but we’re changing that and levelling the playing field for Northern musicians.
“So we’re backing our local artists and showcasing our richness in talent, to one of the biggest collections of music industry professionals. Showing why the North East is the future of music.”
The Northern Music Export Office, delivered by music development organisation Generator, aims to create long-term pathways into international markets for artists based outside traditional industry centres.
Mick Ross, CEO of Generator, said the programme is designed to open up opportunities that have historically been difficult for Northern artists to access.
“The music industry is constantly looking for the next wave of talent - new voices, new scenes and artists who reflect the world as it really is. That talent exists in abundance across the North of England, but for too long the pathways into international opportunity have been fragmented or out of reach. This initiative is about changing that.”
The SXSW showcase marks the first step in what organisers say will be a wider programme of international activity aimed at helping Northern artists build sustainable careers on a global stage.