Government's new music strategy recognises the North's growing role in shaping the UK's music industry

Generator has welcomed the publication of the Government's new Turn It Up: Our Plan for Music, saying the strategy marks an important recognition of music's role in driving economic growth, skills, exports and opportunity across the UK.

The strategy sets out a long-term vision for the future of the UK's music industry, with commitments spanning music education, grassroots venues, artist development, international exports and creative infrastructure. Throughout the report, the Government highlights the importance of place-based investment and regional leadership, recognising Generator and its leadership of the Northern Music Export Office alongside organisations including Brighter Sound and Launchpad as examples of how regional partnerships are creating new opportunities for artists, businesses and communities across the UK.

Among the initiatives referenced are the Northern Music Export Office, the North East Small Venues Fund, Create Talent and wider investment in creative infrastructure. The report also highlights the international success of Leeds band Adult DVD, whose recent performances in Japan were supported through the Northern Music Export Office, recognising the impact regional export programmes can have in helping Northern artists reach new global audiences.

Led by Generator in partnership with mayoral authorities across the North of England, the Northern Music Export Office is creating new international opportunities for artists and music businesses through trade missions, showcase festivals, strategic partnerships and export programmes. The initiative is helping Northern talent reach new global markets while strengthening the North's position as an internationally connected music region.

Mick Ross, CEO of Generator and member of the Creative Industries Council, said:

"Music is a serious driver of economic growth, opportunity and regional development, and we're proud to see so much of the work happening across the North reflected throughout this strategy.

What's particularly encouraging is the breadth of initiatives it brings together to support the industry. The challenge now is making sure artists, businesses and entrepreneurs understand what's available and know how to access it, and that's something we'll be working hard on across the North.

We've always believed that when you invest in places, you unlock extraordinary potential. Seeing the Northern Music Export Office recognised through Adult DVD's success in Japan is a great example of what's possible when artists from across the North are backed with the right partnerships and international opportunities.

More broadly, it's no surprise to see organisations like Brighter Sound, Launchpad and Generator, alongside initiatives including the Northern Music Export Office, recognised as examples of excellence from across the UK's regions and nations. They demonstrate that world-class music development is happening right across the country, with so much of that innovation and leadership coming from the North when local organisations are trusted to lead and backed by long-term investment.

We're already seeing that momentum reflected through major events such as the Mercury Prize, the MOBO Awards, the BRIT Awards and BBC Radio 1's Big Weekend coming to the North. This strategy gives us the opportunity to build on the organisations, partnerships and programmes already delivering results in every region, ensuring even more artists, businesses and communities can benefit in the years ahead."

Generator has long championed greater investment in music education, grassroots infrastructure, skills and international trade, helping secure major investment into the North while creating new pathways for artists, creative businesses and music professionals to build sustainable careers. Through partnerships with Government, Combined Authorities and industry, the organisation will continue working to ensure artists and businesses from across the North have access to the opportunities, networks and support needed to succeed.