Northern Sound set to take centre stage at SXSW

A collective of artists from across the North of England is set to take its music to one of the world’s most influential industry showcases.

Ten acts from Liverpool City Region, West Yorkshire, Tees Valley and the North East will perform at SXSW in Austin, Texas, this month under the banner Northern Sound. 

The showcase at UK House marks the launch of the UK’s first pan-regional Music Export Office, designed to accelerate northern talent onto global stages.

Delivered by music development organisation Generator and backed by the four Combined Authorities, the Northern Music Export Office has been created to help artists and music businesses build sustainable international careers without relocating to London.

It forms part of a shared export framework agreed by northern mayors to promote collaboration and long-term industry growth.

Mick Ross, chief executive of Newcastle-headquartered 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.”

Artists selected for SXSW include KOJ and MT Jones from Liverpool City Region; Hector Gannett, Jenna Cole, Tom A Smith and Andrew Cushin from the North East; Loren Heat and Marketplace from Tees Valley; and King No-One and Adult DVD from West Yorkshire. 

The line-up reflects the breadth of genres and scenes emerging from the region.

Tracy Brabin, mayor of West Yorkshire, added: “The Great North Creative is powered by world-class talent and bold ambition, and through the UK’s first pan-regional Music Export Office, we’re opening doors and backing our creatives to unleash their global potential.

“I’m proud to see ten artists, including two outstanding bands from West Yorkshire, taking their homegrown talent and energy to Texas.

“This is the North stepping up and showing the world what we’re made of.”

SXSW is widely regarded as a key platform for music discovery, innovation and global industry networking. 

For the North, the showcase represents more than a performance slot; it signals a coordinated effort to position the region as a connected, outward-facing creative force with the infrastructure to support long-term growth.

By presenting a united front on a global stage, officials hope to create a more sustainable route to international success for artists based outside traditional industry centres.

The initiative sits within The Great North Creative collaboration, which aims to highlight the North as a centre of cultural production and economic opportunity. 

Further international showcases and partnerships are expected to follow later this year as the export office begins rolling out a wider programme of activity.

Kim McGuinness, North East mayor, added: “The North East is the place where some of the biggest names in music were forged, from Sting to Sam Fender.

“So rightfully, 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.

“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.

“So, we’re backing our local artists and showcasing our richness in talent, to one of the biggest collections of music industry professionals. 

“Showing why the North East is the future of music.”

Tees Valley mayor Ben Houchen added: “Our region is home to an incredible depth of musical talent, and it’s vital we back our local artists with the opportunities, networks and support they need to grow their careers on a global scale.

“Through our support of the Northern Music Export Office, performing at SXSW gives our musicians a powerful platform to reach new audiences, build international connections and prove that world-class music is being created right here in Teesside, Darlington and Hartlepool.”

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