THE NORTH OF ENGLAND TAKES THE GLOBAL STAGE AT SXSW AUSTIN
TEN ARTISTS FROM ACROSS THE NORTH OF ENGLAND TO SHOWCASE AT THE WORLD-LEADING MUSIC CONFERENCE AND FESTIVAL, SXSW, IN MARCH 2026
NORTHERN MAYORS BACK THE UK’S FIRST PAN-REGIONAL MUSIC EXPORT OFFICE - UNITING THE NORTH ON THE GLOBAL STAGE
LED BY GENERATOR, THE NORTHERN MUSIC EXPORT OFFICE IS BUILT TO ACCELERATE NORTHERN TALENT ONTO GLOBAL STAGES AND INTO SUSTAINABLE INTERNATIONAL MARKETS
NORTHERN MAYORS BACK THE UK’S FIRST PAN-REGIONAL MUSIC EXPORT OFFICE - UNITING THE NORTH ON THE GLOBAL STAGE
LED BY GENERATOR, THE NORTHERN MUSIC EXPORT OFFICE IS BUILT TO ACCELERATE NORTHERN TALENT ONTO GLOBAL STAGES AND INTO SUSTAINABLE INTERNATIONAL MARKETS
Words: Press
The North of England will take a collective step onto the global stage this March as ten artists from across the region showcase at the internationally recognised conference and festival, SXSW, in Austin, Texas.
The showcase forms part of a new commitment from Northern Mayors to strengthen international pathways for artists and music businesses - launching the UK’s first pan-regional Music Export Office.
As the global music industry increasingly looks beyond London for new talent, authentic scenes and long-term creative infrastructure, the North is being recognised as a leading cultural hub for music. SXSW - one of the world’s most influential platforms for music discovery, innovation and international exchange - provides a powerful stage for the North to present itself as a connected, outward-facing creative force.
Presented as Northern Sound, the showcase at UK House during SXSW Austin brings together artists from across Liverpool City Region, West Yorkshire, Tees Valley and the North East, reflecting the breadth, diversity and strength of music being created
across the North of England. Spanning a wide range of genres and styles, the showcase captures the richness of regional scenes and the growing international appetite for music developed outside traditional industry centres.
The artists performing at UK House, SXSW Austin are: KOJ and MT Jones (Liverpool City Region); Hector Gannett, Jenna Cole, Tom A Smith and Andrew Cushin (North East); Loren Heat and Marketplace (Tees Valley); and King No-One and Adult DVD
(West Yorkshire).
The showcase forms part of a new commitment from Northern Mayors to strengthen international pathways for artists and music businesses - launching the UK’s first pan-regional Music Export Office.
As the global music industry increasingly looks beyond London for new talent, authentic scenes and long-term creative infrastructure, the North is being recognised as a leading cultural hub for music. SXSW - one of the world’s most influential platforms for music discovery, innovation and international exchange - provides a powerful stage for the North to present itself as a connected, outward-facing creative force.
Presented as Northern Sound, the showcase at UK House during SXSW Austin brings together artists from across Liverpool City Region, West Yorkshire, Tees Valley and the North East, reflecting the breadth, diversity and strength of music being created
across the North of England. Spanning a wide range of genres and styles, the showcase captures the richness of regional scenes and the growing international appetite for music developed outside traditional industry centres.
The artists performing at UK House, SXSW Austin are: KOJ and MT Jones (Liverpool City Region); Hector Gannett, Jenna Cole, Tom A Smith and Andrew Cushin (North East); Loren Heat and Marketplace (Tees Valley); and King No-One and Adult DVD
(West Yorkshire).
Cortney Dixon - (Photo - David Weddle)
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Andrew Cushin - (Photo - David Weddle)
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A United North on the World Stage Northern Sound at SXSW marks the first chapter of a new, long-term approach to international music export for the North of England. As the first pan-regional showcase delivered through the Northern Music Export Office, it signals the start of a wider programme of international activity, with further showcases, partnerships and export opportunities set to roll out later this year and beyond.
For the first time, Mayors from across Liverpool City Region, the North East, Tees Valley and West Yorkshire have committed to a shared export framework - working together through the Northern Music Export Office to support artists across the whole North of England. As part of The Great North Creative collaboration, this approach brings the region together to showcase its shared economic strengths, creative infrastructure and talent on the national and international stage.
For the first time, Mayors from across Liverpool City Region, the North East, Tees Valley and West Yorkshire have committed to a shared export framework - working together through the Northern Music Export Office to support artists across the whole North of England. As part of The Great North Creative collaboration, this approach brings the region together to showcase its shared economic strengths, creative infrastructure and talent on the national and international stage.
Tom A Smith (Photo - David Weddle)
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Adult DVD (Photo - David Weddle)
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Established to ensure artists and music businesses can access international opportunity without having to relocate or operate in isolation, the Northern Music Export Office provides a shared platform for global engagement - supporting talent from across the North to build networks, form international partnerships and develop sustainable careers from where they are based.
Backed by Tees Valley, Liverpool City Region, the North East and West Yorkshire Combined Authorities, and delivered by Generator, the UK’s leading music development organisation, the Export Office represents a new model of collaboration designed to deliver long-term impact, inward investment and industry growth. This approach sits within The Great North’s Creative’s wider commitment: championing the North as a place where culture is made, not just consumed; where creativity drives confidence, connection and global relevance; and where the region leads with ideas, talent and collective purpose.
By uniting regions, artists and infrastructure on the world stage for the first time, Northern Sound at SXSW marks a defining moment in how the North shows up internationally. The North is not only producing world-class talent - it is shaping how international opportunity is built, shared and sustained.
Backed by Tees Valley, Liverpool City Region, the North East and West Yorkshire Combined Authorities, and delivered by Generator, the UK’s leading music development organisation, the Export Office represents a new model of collaboration designed to deliver long-term impact, inward investment and industry growth. This approach sits within The Great North’s Creative’s wider commitment: championing the North as a place where culture is made, not just consumed; where creativity drives confidence, connection and global relevance; and where the region leads with ideas, talent and collective purpose.
By uniting regions, artists and infrastructure on the world stage for the first time, Northern Sound at SXSW marks a defining moment in how the North shows up internationally. The North is not only producing world-class talent - it is shaping how international opportunity is built, shared and sustained.