Four Northern mayors have joined forces to launch the UK’s first pan-regional Music Export Office – a landmark new initiative designed to help Northern artists and music businesses reach audiences across the world.

Officially launched at SXSW London today, the Northern Music Export Office brings together partners from across the North of England to support the growth, visibility and international success of the region’s music sector.

Mayor of the Liverpool City Region Steve Rotheram joins the Mayors of West Yorkshire, Tees Valley and the North East in leading the initiative, which is powered by Generator, a leading music sector development organisation, focusing on delivering tangible outcomes.

Artists from across the North – including Michael Aldag (Liverpool) Young Rebel Set (Tees Valley), Venus Grrrls (West Yorkshire) and Nadine Shah (North East) – will take centre stage at the launch event, performing to leaders and key music industry partners who recognise the potential for growth and exporting talent abroad.

Michael Aldag at the Liverpool City Region Sound! Music Hub launch.

The Northern Music Export Office will provide targeted support for artists, managers, labels and music businesses through national and international touring grants, export-ready development programmes, mentorship opportunities and specialist resources designed to help Northern talent build sustainable careers on the global stage.

The programme will focus on increasing the international visibility of the North’s music sector, driving exports, facilitating global industry connections and creating new opportunities for emerging artists and independent music businesses.

Liverpool City Region Mayor Steve Rotheram said:

“The Liverpool City Region has produced some of the biggest names in contemporary music and has a proud history of producing artists who have shaped culture and influenced audiences around the world.

“The challenge now is making sure that artists and music businesses across the North have the backing they need to reach new audiences and compete on a global stage.

“By joining forces with our Northern neighbours, we’re sending a clear message: the North isn’t just home to some of the UK’s greatest music stories – it’s helping write the next chapter too.”

West Yorkshire Mayor Tracy Brabin said:

“Music is part of the North’s identity, but talented young people still feel they need to leave home to build successful careers in music.

“By working together across the North, we are creating new opportunities for artists, managers and music businesses to connect with international audiences, while staying in the places that inspire their creativity the most.

“With passion and collaboration as The Great North Creative, we’ve launched the Northern Music Export Office to back Northern ambition, support emerging talent, and make sure the next generation has a chance to thrive on the world stage.”

North East Mayor Kim McGuinness said:

“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.

“The North is where some of the biggest names in music were forged. 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.

“So we’re joining forces to back our local artists, fighting for the opportunities they deserve, and showing why the North East is the future of music.”

Tees Valley Mayor Ben Houchen said:

“Teesside, Darlington and Hartlepool are all home to an incredible amount of musical talent.

“We and the wider north deserve to have more of our sounds heard on the big stage, and it’s vital we back our local artists with the opportunities, networks and support they need to succeed.

“This is why the Northern Music Export Office matters. It will help our artists build international connections and will ensure our world-class musicians get the global attention they deserve.”

Mick Ross, CEO, Generator / Northern Music Export Office, said:

“Music from the North has always had global influence, but the infrastructure around it hasn’t always matched the scale of the talent. The Northern Music Export Office is about changing that – opening up direct international opportunities for artists, businesses and music professionals across the North, and making sure the regions shaping culture are properly connected to the global industry.

“Launching at SXSW London alongside the British Music Embassy feels incredibly significant. The BME has helped platform globally recognised artists for decades, and Northern Sound is a chance to showcase the breadth, ambition and quality of music coming out of the North right now – while sending a clear message that the future of the UK music industry will be built far beyond London.”

Trade Minister Chris Bryant said:

“I want UK Music to thrive in every corner of the country which is why I’m so pleased that the new Music Export Office will help more Northern artists to achieve international success without having to move to London.

“We have also extended our flagship Music Export Growth scheme until 2029, boosting our world leading music industry and allowing more British artists to tour the world.”

The Northern Music Export Office demonstrates the power of collaboration and the impact of The Great North Creative – a pan-regional partnership of combined authorities, Mayors, Arts Council England, Public Service Broadcasters, the Creative PEC and other stakeholders, chaired by Jude Kelly CBE. It aims to grow the creative industries economy and diverse workforce from Liverpool to Hull, Sheffield to Newcastle.

Today’s launch at SXSW London cements the North’s growing confidence as a global creative force and highlights the role music can play in driving economic growth, exports and cultural exchange across the country.