Team Generator

Jim Mawdsley

Jim MawdsleyAs CEO of Generator, Jim Mawdsley oversees the agency’s work to build and strengthen regional music and creative digital businesses.

Jim is currently an active board member of The Association of Independent Festivals and Festival Director for Evolution Festival which regularly sees attendance of 45,000.

Jim has operated as an independent music promoter since the mid eighties promoting events ranging from small venues to large scale outdoor events including building Shindig, the Newcastle club night into an internationally recognised brand over his 12 year involvement.

Ged Robinson

As well as the current Acting Talent Development Manger, Ged holds a key role in Generator’s Talent Development Team, supporting artists through a programme of advice sessions, masterclasses, training, seminars, conferences and showcases that provide creative and professional development for UK talent. Ged also works on the organisation’s key North east new music showcase – Evolution Emerging.

With a background as a performer and organiser of diverse music projects he has enjoyed features on BBC Radio 1, Radio 2 and BBC 6 Music as well as the BBC Introducing Stage at Latitude Festival. In addition to this Ged has a strong track record in working on live events and has held production roles connected to BBC 6 Music Festival London jazz Festival, Tramlines, Liverpool Sound City, The Great Escape and in the Performance Programming team at Sage Gateshead.

Rachel Peacock

Emma Whitenstall

Louise Henry

Karen Taws

Diana Denbury

Charlie Dancer

Generator are supported, advised and governed by our board which includes:


Roy Sandbach

Jason Legget

Jason is an experienced senior media executive with project leadership, senior marketing and business development experience, with a proven track record across a range of media and tech industries in both the private and public sectors.

Specialist skills include multi-platform content, digital marketing, leveraging value from dormant IP, product development, business development, project management, partnership brokerage and deal flow.

Dave Cross

Dave brings immense experience of national networking having developed the Arts Council’s UK-wide META network which later evolved into the Music Industries Development Association and following on from which, he became an Executive and Trustee of the National Music Council.

His involvement in the industry began with small scale arts promotions in the late 1960s and regular hands-on work with live and broadcast music, local and national theatre and in event production. Having directly managed small businesses with personal responsibility for staff, IT, accounts and admin he has active in planning, budgeting, management and statutory permissions, particularly Licensing, attached to a range of projects, from community festivals to regional flagship attractions and events, in the public and private sectors. Dave continue to provide audio and licensing services for events and to provide IT and Internet hosting facilities.

Catherine Johns

Kari Owers

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