Generator launches landmark Japan partnership to put Northern music on the global stage

North-headquartered music development agency Generator has today announced a major new international partnership with Japan, marking a significant milestone in its mission to put talent from the North of England firmly on the global map.

The new programme, backed by North East Mayor Kim McGuinness and Tees Valley Mayor Ben Houchen, positions the North at the centre of one of the world’s most influential music markets and signals a step-change in how UK music export is delivered beyond London.

The initiative follows more than 12 months of relationship-building led by Generator CEO Mick Ross, including multiple visits to Japan through the Department for Business and Trade and BPI-led trade missions, working closely with senior leaders across Japan’s music industry to establish long-term, mutually beneficial creative and commercial partnerships.

This work underpins the development of the UK’s first Northern Music Export Office - a multi-authority initiative backed by West Yorkshire Combined Authority, Liverpool City Region, Tees Valley and the North East. The Export Office aligns directly with UK Government and Department for Business and Trade priorities to strengthen creative trade links with key global territories, including Japan.

As the world’s second-largest recorded music market, valued at approximately $2.4 billion, Japan represents a major global opportunity for artists and music businesses.

Yet access to international export routes has traditionally been dominated by London-based activity. Generator is challenging that imbalance, creating direct pathways for Northern talent to engage with global markets and influence them on their own terms.

A new international pathway for the North.

In February 2026, Generator will lead a Northern Music Exchange mission to Japan, taking two standout creatives from the North of England: Tees Valley-based queer-pop artist Loren Heat and North Tyneside-based producer, songwriter Chad Rodgers, both selected directly by Japanese industry partners.

Running from 6 - 16 February, the mission begins in Fukuoka with a three-day international songwriting camp, bringing Northern and Japanese artists and producers together to create brand-new collaborative work. Generator will also take part in the Fukuoka Music Cities Summit, contributing to global conversations on music cities, export and creative infrastructure. During the Summit, Loren Heat will premiere newly-created collaborative work with Japanese artist Momoka Iwasaki, produced by Rodgers.

The programme then moves to Tokyo, featuring a headline showcase at Tokyo ORD in Shibuya as part of the UK x Japan Music Summit, delivered in partnership with CUEW at KEF Music Gallery in Aoyama, bringing together leading Japanese labels, publishers, promoters and creative leaders. Generator will also deliver a songwriting camp in collaboration with other industry partners.

The visit marks the beta phase of a three-year cultural and industry exchange programme, forming a core pillar of the UK’s first Northern Music Export Office, set to officially launch in Spring 2026.

Mick Ross, CEO, Generator said: “Generator exists to ensure talent from the North is seen, heard and taken seriously - not just across the UK, but across the world. Japan is a global powerhouse with a deep respect for creativity, and the relationships we’ve built show just how much appetite there is for the North’s voice, ideas and energy.

“This partnership is a statement of intent. It proves that world-class creative exchange doesn’t need to be London-led. Our work in Japan directly supports the UK-Japan MUSUBI initiative, strengthening long-term cultural and economic ties through music and creative collaboration.

“With the support of Tees Valley Combined Authority and North East Combined Authority, and through my role on the UK Government’s Creative Industries Council, we’re building a long-term bridge between the North of England and one of the most important music markets on the planet. And this is only the beginning.”

Tees Valley Mayor Ben Houchen said: “Our region is packed with world class talent and this partnership is about making sure it gets the global platform it deserves.

"It's good to see one of our names getting exposure on the world stage.

"Too often opportunities have been available and easier to grasp elsewhere but we’re changing that. By backing Generator and opening doors into international music markets, we’re giving our artists access to more opportunities and helping ensure our brilliant talents and voices from across Teesside, Darlington and Hartlepool are heard across the globe.”

North East Mayor, Kim McGuinness said: “For generations, North East music has shaped our region’s identity, but for too long, it has been treated as an optional add-on to our economic success.

“I’m changing that, and investing in opportunities for aspiring creatives to explore their talents and the careers ahead of them. We’re showing that the North East is a place where creatives can thrive, without having to depend on the London limelight. The recent success of local artists has put our region rightfully back in the spotlight as a creative powerhouse. It's time to showcase our talent on an international stage.”

Chris Bryant MP, Minister of State for Trade, said: “This is fab. We are known the world over for our creative industries. People dance and sing along to our music in every karaoke bar in the world so this builds on our real strengths across the UK in all our regions.”

Cllr Karen Kilgour, Leader of Newcastle City Council, said: “This partnership is a game-changer for Newcastle and the wider North East.

“It puts our creative industries on a truly global stage, opening doors for local talent to collaborate with one of the world’s most influential and lucrative music markets.

“Beyond the cultural impact, it will enable us to drive economic growth by creating new opportunities for local businesses and entrepreneurs, attracting investment, and showcasing to the world that Newcastle is a city that leads in creativity and innovation.

“More than bringing parts of a London-based industry to our region, through this Generator-led partnership with Japan we’re exporting the ambition, ideas and the talent that makes our region the unique and special place it is.

“On the back of the MOBOs and the Mercury Prize both coming to our city in 2025, this is another incredible endorsement of Newcastle and the North East’s growing presence on the international music scene.”

Kenjiro Fukamachi, Director of Music City Council of Fukuoka, said: “We are very excited to collaborate with Generator to bring the Co-write Project to Fukuoka. They say music easily transcends borders, and we’re looking forward to seeing what kind of chemistry will emerge when young artists from different cultural backgrounds collaborate on a project, and to see what the future holds for music.”

Koki Takahashi, CUEW founder, said: "We are establishing this partnership to foster cultural exchange between our nations and regions. By facilitating long-term creative collaboration, we aim to build international careers for artists that were previously unattainable. This project marks the first step toward enriching our respective cultures and unlocking new possibilities."

Nick Luscombe, Tokyo-based DJ and broadcaster, said: This is the kind of collaborative initiative I’ve been hoping to see in Japan for a long time. There’s a real appetite here for new British music, and at the same time an extraordinary number of Japanese artists whose work deserves to be heard more widely outside the country. I’m very excited to see where this leads.