Generator launches Japanese partnership

A North of England music initiative is aiming to forge international pathways into one of the world’s largest music markets.

Newcastle-headquartered music development agency Generator has announced a “landmark partnership” with Japan, designed to create long-term international opportunities for artists and music businesses from across the North. 

Backed by North East mayor Kim McGuinness and Tees Valley mayor Ben Houchen, the programme places Northern talent at the centre of Japan’s music market, which is the world’s second largest and valued at around $2.4 billion. 

Generator aims to rebalance export access traditionally dominated by London by creating direct pathways for Northern artists and music businesses to engage with global markets and influence them on their own terms.

The initiative follows more than a year of relationship-building led by Generator chief executive Mick Ross, including multiple visits to Japan through the Department for Business and Trade and BPI-led trade missions. 

That work has resulted in formal partnerships with Tokyo-based showcase and conference festival CUEW, the Music City Council of Fukuoka and audio brand KEF, alongside collaboration with a wider network of Japanese industry organisations.

Mick said: “Generator exists to ensure talent from the North is seen, heard and taken seriously – not just across the UK, but across the world. 

“Japan is a global powerhouse with a deep respect for creativity, and the relationships we’ve built show just how much appetite there is for the North’s voice, ideas and energy. 

“This partnership is a statement of intent. 

“It proves that world-class creative exchange doesn’t need to be London-led. 

“Our work in Japan directly supports the UK-Japan MUSUBI initiative, strengthening long-term cultural and economic ties through music and creative collaboration. 

“With the support of Tees Valley Combined Authority and North East Combined Authority, and through my role on the UK Government’s Creative Industries Council, we’re building a long-term bridge between the North of England and one of the most important music markets on the planet. 

“And this is only the beginning.” 

Mayor Houchen added: “Our region is packed with world class talent and this partnership is about making sure it gets the global platform it deserves.  

“It's good to see one of our names getting exposure on the world stage. 

“By backing Generator and opening doors into international music markets, we’re giving our artists access to more opportunities and helping ensure our brilliant talents and voices from across Teesside, Darlington and Hartlepool are heard across the globe.” 

Mayor McGuinness added: “For generations, North East music has shaped our region’s identity, but for too long, it has been treated as an optional add-on to our economic success.  

“We’re showing that the North East is a place where creatives can thrive, without having to depend on the London limelight. 

“The recent success of local artists has put our region rightfully back in the spotlight as a creative powerhouse. 

“It’s time to showcase our talent on an international stage.” 

Mick Ross, chief executive of Generator

At the centre of the programme is a Northern Music Exchange mission to Japan in February. 

Two Northern creatives – Tees Valley-based queer-pop artist Loren Heat, pictured below, and North Tyneside producer Chad Rodgers – have been selected directly by Japanese partners to take part in a ten-day programme spanning Fukuoka and Tokyo.

The exchange will begin with an international songwriting camp in Fukuoka, bringing together artists and producers from the North of England and Japan to create new collaborative work. 

Generator will also contribute to the Fukuoka Music Cities Summit, where discussions will focus on music cities, export models and creative infrastructure, alongside the premiere of new collaborative material.

The programme then moves to Tokyo, where Generator will deliver a headline showcase in Shibuya as part of the UK x Japan Music Summit, hosted in partnership with CUEW at KEF Music Gallery. 

Additional songwriting activity and industry engagement will connect Northern talent with Japanese labels, publishers, promoters and creative leaders.

Pop artist Loren Heat

Kenjiro Fukamachi, director of the Music City Council of Fukuoka, added: “We are very excited to collaborate with Generator to bring the Co-write Project to Fukuoka. 

“They say music easily transcends borders, and we’re looking forward to seeing what kind of chemistry will emerge when young artists from different cultural backgrounds collaborate on a project, and to see what the future holds for music.” 

Koki Takahashi, CUEW founder, added: “We are establishing this partnership to foster cultural exchange between our nations and regions. 

“By facilitating long-term creative collaboration, we aim to build international careers for artists that were previously unattainable. 

“This project marks the first step toward enriching our respective cultures and unlocking new possibilities.”

The Japan partnership represents the beta phase of a three-year cultural and industry exchange and forms a core pillar of the UK’s first Northern Music Export Office, a multi-authority initiative supported by combined authorities across the North and set to officially launch this spring.

Councillor Karen Kilgour, leader of Newcastle City Council, added: “This partnership is a game-changer for Newcastle and the wider North East. 

“It puts our creative industries on a truly global stage, opening doors for local talent to collaborate with one of the world’s most influential and lucrative music markets.  

“Beyond the cultural impact, it will enable us to drive economic growth by creating new opportunities for local businesses and entrepreneurs, attracting investment, and showcasing to the world that Newcastle is a city that leads in creativity and innovation.  

“More than bringing parts of a London-based industry to our region, through this Generator-led partnership with Japan we’re exporting the ambition, ideas and the talent that makes our region the unique and special place it is. 

“On the back of the MOBOs and the Mercury Prize both coming to our city in 2025, this is another incredible endorsement of Newcastle and the North East’s growing presence on the international music scene.” 

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