Empowering Black Music Talent: Generator’s Incubator Programme Launches in the North East Backed by Warner Music UK

North East headquartered music development agency, Generator and Yaw Owusu’s Nothin But The Music creative consultancy organisation, which is based in Liverpool, have announced the expansion of its collaborative Black Music Incubator Programme. 

In a week that saw the world of Black music focus its attention on Newcastle’s successful hosting of the renowned MOBO Awards for the first time in its 29-year history, Generator is to expand it’s dedicated programme, launched in 2024 in the North West, across the North East. 

On the cultural triumph of the MOBOs being hosted in Newcastle, their founder, Kanya King, comments: “What I love about what we’ve been doing in Newcastle and within the MOBO Fringe Festival. We have basically been talking about Black culture, Black music. Using this opportunity to discuss what brings us together, rather than what divides us.”

Mick Ross, CEO at Generator, adds: “The impact of the Black Music Incubator has been undeniable, and this next phase proves that regional development works. We are not just talking about diversity, we are creating sustainable pathways for talent that can be scaled and repeated. Newcastle is just the beginning. The MOBO Awards, and its numerous fringe events, were warmly embraced by North East music fans. It showed us that both the untapped talent, and the fan base for Black artists, deserves much wider recognition. We have to aim for the incubator to produce the North East’s own MOBO Award winners of the future.” 

Yaw Owusu, Creative Consultant and Founder of Nothin But The Music said: “This is another positive step forward for Black music in the North. By supporting those who have ambitions to grow their careers, but may not have had those key impactful opportunities or proper support to do so, we are effectively upping the potential of not just the individual but the Black music ecology in the North East too. To do it with the support of Warner Music intensifies the potential impact!”. 

Building on the successful internship opportunities with Warner Music UK, and off the back of the success of the Liverpool Incubator programme, Generator is now launching a new North East incubator dedicated to fostering Black talent by securing opportunities for emerging creatives. As a result, one artist will be signed to a record deal, while one industry professional will gain invaluable experience through a placement at Warner Music UK. 

 Created with the intention of expanding and impacting the wider music industry through the support of Nothin But The Music and Warner Music UK, Generator is securing career-changing opportunities for Northern Black creatives, directly addressing industry-wide disparities. The initiative will continue to champion fair access to the music industry, with plans to expand its reach in 2025 and beyond. 

 Austin Daboh, EVP, Atlantic Records, says: “Warner Music UK partnering with this programme is a key move in the right direction for championing Black talent, enabling them to flourish and reach their goals, no matter how ambitious. We understand how difficult it is to enter the room if you don’t feel reflected there, therefore, we’re hoping our involvement will continue to alter this, encouraging change from the ground up.” 

Josh Daniel, Head of Label, Interval Records, finishes: “At Interval Records, we’re looking forward to directly supporting and developing a Black artist to reach their full potential. We believe this is a national model in the making, with the ability to transform the future of Black music representation in the UK.” 

 A viable industry model for change, this programme builds on Founder of Nothin But The Music and Creative Consultant, Yaw Owusu, and Generator’s established approach to artist and industry development, proving that regional investment in Black music talent can yield real results while tackling an industry-wide issue.  

 The Liverpool-based Incubator programme was created with the illuminating ReMap Report* in mind, which concluded that issues of racism and other forms of discrimination in the Liverpool City Region (LCR) were consistent with existing UK-wide data on the issue.  

 The Sound of the Next Generation report conducted by Youth Music in 2024 found that those from all backgrounds aged 18-25 in the North East (52%) feel the least supported when making music in England. Despite finding the amount of 18–25-year-olds from Global Majority backgrounds who see themselves having a career in the music industry (37%) is much higher than the average (28%),  the data collected suggests they become more aware of inequalities at this age, as they are less likely to think they have the same opportunities as everyone else. Through the Ivors Academy Trust as part of their In The Room leadership programme, Nadedja Leal undertook a report on ‘Creating pathways for global majority music creators to succeed in North East England’, which echoed those sentiments. The report found that artist development initiatives, as opposed to funding initiatives, were much more beneficial to music creators, therefore, with these facts in consideration, the need for the continuation of the Black Incubator Programme across the North is self-evident.

 Currently working as an A&R Intern on the Liverpool-based programme, Menelek Brown, adds: “This project has already changed the trajectory of my career. The opportunities it has given me to work with top artists and industry professionals to work on live and impactful projects has been an exhilarating experience. Additionally, having access to TheWRD course has been great. It’s well- informed and easy to understand and digest. This whole experience has propelled my career and given me the confidence, skill set and connections to go to the next level. Most of all, the team are some of the most supportive, passionate and kind people I have had the pleasure of getting to know and work with.”  

Kim McGuinness, North East Mayor, said: “Hosting the MOBOs last week in Newcastle was a thrill, but that’s just the start. Our region is bursting with creativity and by investing in local talent through Generator we are not just helping local artists get heard but redefining the music industry. I want to see a new generation of North East talent shine on the global stage.”

Promoting sustainability and inclusivity for all is core to Generator’s mission, therefore continuing this project through a two-pronged approach is a natural progression for the forward-thinking organisation. They are committed to continue fostering strong relationships with London-based major labels to equip local rising professionals and artists with the skills they need to thrive while retaining North East talent.  This continuation of the Black Incubator Project is part of a wider initiative from Generator to combat the issue at the root with more development programmes to be announced soon.

 The search for the prospective artist and professional is set to begin in April with plans for an Autumn start. 

Featured Image: Shina Collins via Newcastle City Council