Sunderland Music City to unveil strategy to transform the region's musical economy

The Sunderland Music City project is to unveil its strategy to transform and expand the region’s musical economy at the next Growth Lab Sunderland event.

A critical piece of Sunderland Music City’s ongoing work to develop music in Sunderland, the strategy aims to boost engagement with an investment in the area’s music scene by identifying key opportunities for growth and development.

The document is based on months of extensive research to assess the strengths and weaknesses of the local music scene, as well as input from music fans, artists, and stakeholders working in music-related roles across the region.

Approved by the Music City Advisory Board, the new strategy will outline recommended steps that the city—including government agencies, businesses, and individuals—can take to bolster its music scene and support job creation, talent development, and economic and artistic growth across the region.

The new plan will be officially unveiled at an event at The Fire Station on Tuesday, January 21, between 3pm and 6pm, and entry is free.

Sunderland Music City was launched on June 21 of this year, with the intention to establish Sunderland as a Music City. The project received early backing from Dave Stewart of The Eurythmics, Frankie Francis of Frankie and the Heartstrings, Marty Longstaff of The Lake Poets, and Barry Hyde and Ross Millard of The Futureheads – as well as all major grassroots music organisations in Sunderland including We Make Culture, The Bunker and NAME.

Presented by North East BIC and Sunderland Music City, Growth Lab: The Sunderland Music City Strategy will see a panel of industry experts dig into what it takes to help music-based businesses thrive and outline key takeaways from the Sunderland Music City Strategy.

During the event, the panel, including Mercury Prize nominee David Brewis (Field Music), Carly Davidson (tour manager for The Last Dinner Party and Foals), and more, will share real-world success stories and practical advice to help attendees take their music businesses to the next level.

The panel will also discuss the core pillars of the Sunderland Music Strategy, and discuss how the framework will guide, inspire and grow the regional music economy and the next generation of music talent on Wearside.

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.

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

The strategy comes hot on the heels of other initiatives already delivered by Sunderland Music City to make the Sunderland music ecosystem bigger and better, including new live events, fundraising projects for local charities, and an invaluable new directory of music-related opportunities and services across the area.

Led by the Sunderland Music, Arts and Culture (MAC) Trust, the Sunderland Music City partnership was launched in the summer of 2024, and is dedicated to helping Wearside become a globally recognised music hub.

The launch of the strategy is the latest step towards gaining official Music City status. The scheme hopes that the work outlined in the strategy will stand the city in good stead to be accepted into the global Music Cities Network, a non-profit association that includes places like Berlin, Manchester, Reykjavik and Sydney. The bid aims to bring both cultural and economic benefits to the region, with global Music Cities around the world already having attracted significant commercial investment.

Michelle Daurat, chief executive of the Sunderland 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.

"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."

There are a limited number of tickets for the event remaining, and you can purchase them here.

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