• Ten artists from across the North of England to showcase at the world-leading music conference and festival, SXSW, in March 2026.
• Northern Mayors back the UK’s first pan-regional music export office – uniting the north on the global stage
• Led by Generator, the northern music export office is built to accelerate northern talent onto global stages and into sustainable international markets.

The North of England will take a collective step onto the global stage this March as ten artists from across the region showcase at the internationally recognised conference and festival, SXSW, in Austin, Texas.

The showcase forms part of a new commitment from Northern Mayors to strengthen international pathways for artists and music businesses – launching the UK’s first pan-regional Music Export Office.

As the global music industry increasingly looks beyond London for new talent, authentic scenes and long-term creative infrastructure, the North is being recognised as a leading cultural hub for music. SXSW – one of the world’s most influential platforms for music discovery, innovation and international exchange – provides a powerful stage for the North to present itself as a connected, outward-facing creative force.

Presented as Northern Sound, the showcase at UK House during SXSW Austin brings together artists from across Liverpool City Region, West Yorkshire, Tees Valley and the North East, reflecting the breadth, diversity and strength of music being created across the North of England. Spanning a wide range of genres and styles, the showcase captures the richness of regional scenes and the growing international appetite for music developed outside traditional industry centres.

The artists performing at UK House, SXSW Austin are: KOJ and MT Jones (Liverpool City Region); Hector Gannett, Jenna Cole, Tom A Smith and Andrew Cushin (North East); Loren Heat and Marketplace (Tees Valley); and King No-One and Adult DVD (West Yorkshire).

Northern Sound at SXSW marks the first chapter of a new, long-term approach to international music export for the North of England. As the first pan-regional showcase delivered through the Northern Music Export Office, it signals the start of a wider programme of international activity, with further showcases, partnerships and export opportunities set to roll out later this year and beyond.

Mick Ross, CEO, Generator said:

“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.”

Generator has spent more than 35 years advocating for Northern artists and building the conditions they need to thrive. The Northern Music Export Office is the result of years of work behind the scenes – bringing regions together, aligning ambition and creating the infrastructure the industry needs to connect with talent emerging from outside traditional centres.

For artists, this means access to global networks, international audiences and sustainable career opportunities without having to uproot or go it alone. For the wider industry, it means a stronger, more diverse talent pipeline and a clearer route to discovering and working with artists who are already developing world-class careers from where they’re based. SXSW is the first time we’re showing up internationally under this shared banner – and it’s just the beginning.”

For the first time, Mayors from across Liverpool City Region, the North East, Tees Valley and West Yorkshire have committed to a shared export framework – working together through the Northern Music Export Office to support artists across the whole North of England.

Steve Rotheram, Mayor of Liverpool City Region, added:

“Music is woven into the very fabric of the Liverpool City Region, it’s part of our very DNA. From The Beatles to The Real Thing, our artists have created soundtracks that have inspired generations. That same extraordinary talent is alive and thriving today, not only in Liverpool, but right across the North.

“What makes this moment special isn’t just that Northern artists are heading to SXSW; it’s that we’re going together – united, ambitious and confident in what we have to offer.

“For too long, too much of the industry’s infrastructure has been concentrated in one corner of the country. We’re changing that by coming together as one and joining forces to cement the North’s place as a powerhouse of British music.”

As part of The Great North Creative collaboration , this approach brings the region together to showcase its shared economic strengths, creative infrastructure and talent on the national and international stage.

Established to ensure artists and music businesses can access international opportunity without having to relocate or operate in isolation, the Northern Music Export Office provides a shared platform for global engagement – supporting talent from across the North to build networks, form international partnerships and develop sustainable careers from where they are based.

Backed by Liverpool City Region, Tees Valley, the North East and West Yorkshire Combined Authorities, and delivered by Generator – the UK’s leading music development organisation – the Export Office represents a new model of collaboration designed to deliver long-term impact, inward investment and industry growth.

This approach sits within The Great North’s Creative’s wider commitment: championing the North as a place where culture is made, not just consumed; where creativity drives confidence, connection and global relevance; and where the region leads with ideas, talent and collective purpose.

By uniting regions, artists and infrastructure on the world stage for the first time, Northern Sound at SXSW marks a defining moment in how the North shows up internationally. The North is not only producing world-class talent – it is shaping how international opportunity is built, shared and sustained.