Music star Sam Fender has backed a new programme aimed at giving North musicians the support and exposure they need to go global.
The Northern Music Export Office has been supported by the North East Combined Authority, the Tees Valley Combined Authority and Liverpool City Region Combined Authority amid moves to boost international growth of the region’s thriving music scene. The office will provide services including export opportunities for professionals and showcases, as well as national and international touring support, targeted resources, mentorship, and export-ready development programmes to pave the way for the music sector’s success on the world stage.
Discussions are also under way to extend support to artists and professionals across other northern regions.
North Shields’ award-winning singer songwriter Sam Fender – who won the Alternative/Rock Act trophy at the The Brit Awards 2025 – has thrown his weight behind the programme, after it was unveiled at SXSW Festival in Austin, Texas.
The People Watching singer said: “Giving artists from the North funding and support to tour nationally and internationally is key to ensuring opportunity is for everyone involved in the sector, not just for the few. Projects such as this will help musicians reach audiences beyond their own regions, which has always been massively important.”
The export office will focus on ramping up worldwide awareness of the region’s music sector, driving international opportunities and growth of emerging music talent. The move comes after artists including North East singer-songwriters Cortney Dixon, Amelia Coburn and Finn Forster joined a delegation promoting the North’s creative industries at the SXSW event.
North East Mayor Kim McGuinness said: “I want to see a new generation of home-grown North East talent find its place on the world stage. We’re incredibly proud of Sam’s rise – he’s a shining light in putting another Tyneside voice on the global stage, and it’s great this initiative has his support.
“We have so many great young musicians here in our region, and this new Export Office builds on our success in bringing the MOBO awards to Newcastle and attracting a major label recording studio to the region, opening the door to real opportunities for the talent we know is out there.”
Liverpool City Region Mayor Steve Rotheram added: “The Liverpool City Region’s musical legacy is second to none. Our area has long been a global trailblazer in music, and we’re determined to build on that success by giving the next generation of Northern artists the backing they need to reach new audiences worldwide.
“The Northern Music Export Office is proving to be a game-changer for our region’s artists and music businesses, offering them the tools, support, and opportunities to take their talent global. Whether it’s through touring grants, mentorship, or showcase events, this initiative will ensure that musicians from our region can compete – and thrive – on the world stage.”
Tees Valley Mayor Ben Houchen said: “We have incredible talent across our region – and we want to have the very best support to allow these fantastic artists to achieve their potential. The new Export Office will provide vital backing to bring Teesside artists to a global audience and further demonstrate how we are leading the way in providing innovative support across a wide range of industries.”
Development agency Generator North East and its partners are already working with global music export agencies and international industry partners to create opportunities for regional artists and businesses.
Mick Ross, CEO, added: “Music is an essential part of the North’s cultural identity, and we are thrilled to see this initiative developed. The Northern Music Export Office will provide invaluable support to our artists, helping them access international markets, grow their careers, and showcase their talent to the world, whilst recognising the need for national tour support for artists.”
