New partnership set to amplify northern talent

A North East music organisation is expanding opportunities for regional talent through a renewed partnership with a major UK record label.

Warner Music UK has confirmed a new three-year partnership with Newcastle-based Generator, reinforcing its long-term commitment to the music ecosystem across the North of England. 

The agreement is designed to expand opportunities for artists, producers, executives and emerging talent while strengthening the region’s creative infrastructure.

Bosses say the partnership will establish Newcastle as a more prominent focal point for talent development, skills building and creative innovation, embedding Warner Music UK more firmly within the North’s music landscape. 

By doing so, regional talent will gain more direct access to teams and expertise traditionally concentrated in London.

Mick Ross, chief executive of Generator, said: “Right now, the world is looking to the North. 

“The creativity coming out of this region is extraordinary, and it deserves national and global visibility. 

“This partnership deepens the link between our talent and the wider industry, making it possible for artists to build successful careers without leaving the region. 

“It’s a major step toward a stronger, more connected creative North - and a future where the industry comes here, rather than the other way round.”

Generator and Warner Music UK will also collaborate with colleges, universities and music education partners to create clearer routes from education into industry careers. 

The focus will be on supporting future engineers, producers, songwriters, content creators and music entrepreneurs, helping to build a stronger and more sustainable talent pipeline.

Simon Robson, president, EMEA, recorded music, Warner Music Group, added: “The North has always been a powerhouse of creativity, producing some of the most iconic music in history.

“We’re proud to be continuing its legacy with Generator by investing in the North’s grassroots music communities. 

“It’s not just about finding the next big star, it’s about contributing towards a better system where the next generation of artists and executives can grow, evolve, and lead in the North throughout their careers.”

The three-year commitment comes amid growing momentum for the region’s music economy, following high-profile national events such as the MOBO Awards and the Mercury Prize being hosted in the North for the first time. 

Further details on Warner Music UK’s label activity in the region are expected to be announced in spring 2026.

Local support from Newcastle City Council and the North East Combined Authority has played a key role in nurturing the city’s music scene and backing Generator’s work.

North East mayor Kim McGuinness added: “This is such an important moment for North East musicians. 

“Seeing world-leading performers recording their music right here in the region will inspire our next generation of artists.

“We’re already backing North East talent by supporting grassroots venues, investing in skills and backing great events. 

“But this is the next step. 

“This is about putting the North East on the world music map, and opening up the opportunities that it’ll bring.

“We’re showing people growing up in the region that they don’t need to move to London to succeed. 

“The tides are shifting, and the stage is set for our local talent.”

Councillor Karen Kilgour, leader of Newcastle City Council, added: “This exciting partnership between Generator and Warner Music UK marks an incredible new chapter for aspiring artists across Newcastle and the wider region. 

“It will offer young musicians, producers and creators’ new opportunities that were previously unthinkable. 

“It will provide a gateway into the music industry and help talented people from our region take their first steps and build real careers.

“It’s incredible to see a project like this coming to life and giving our emerging talent the tools, networks, and industry exposure they deserve.

“The creative potential here is huge, we’ve seen that during the MOBOs and the Mercury Prize. 

“This partnership is another fantastic step towards removing barriers and making sure local people can realise their dreams right here in the North East.”

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