Sunderland hits high notes with music strategy

A new strategy to amplify Sunderland’s music economy and establish the city as a leading cultural hub will be unveiled at an upcoming Growth Lab event.

Spearheaded by Sunderland Music City, the strategy identifies opportunities to boost the local music scene, support talent development and drive economic and artistic growth.

Developed through extensive research and community input, the plan has been endorsed by the Music City Advisory Board and will outline recommended steps that the city can take to bolster its music scene.

Michelle Daurat, chief executive of the Sunderland Music, Arts and Culture (MAC) Trust, which delivers Sunderland Music City, said: “This strategy is central to the work we’ve been doing to lift up the city’s music scene - I’m so excited to put it out there and share the massive opportunities that we’ve unearthed as a community to help support our fantastic music scene.

“Putting this strategy together has been a real labour of love, and not just for our team.

“We’ve had input from so many people across the region. Sunderland loves music, and it’s been amazing to hear people’s experiences within the music scene and how they feel we can make things better for everyone.”

The strategy will be revealed at The Fire Station on January 21, with a free event hosted by Sunderland Music City and North East BIC. A panel of industry experts, including Mercury Prize nominee David Brewis and tour manager Carly Davidson, will discuss the strategy’s core pillars and share insights into fostering music business success.

Hosted by Sunderland Music City music officer Frankie Francis, the event will offer a unique opportunity for the public to learn more about the inner workings of the music industry and help drive their careers.

Michelle added: “All that feedback and counsel has made this document truly invaluable. It’s going to be our guiding light going forward, and I’m confident that it’ll be a great resource for anyone interested in supporting the city’s musical community, whether you’re an artist, a music fanatic, or part of a music-related business.

“This strategy is going to create a positive impact as we continue to work hard to implement these recommendations and seize on the opportunities we have to make Sunderland a place where music can be made, supported, and enjoyed for years to come.”

This initiative follows other Sunderland Music City efforts, including live events and a directory of music-related services. It also advances the city’s bid for global Music City status, potentially unlocking international recognition and investment.

The event is free and open to all, including businesses, members of the public and anyone with an interest in music. Tickets are available here.

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