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Generator joins North East creative revolution with new strategic plan and team expansion

Generator, the North’s premier music development agency, has announced significant team expansion and strategic partnerships as it embarks on a transformative new business plan.  

This plan is aimed not only at developing the local music industry but also at establishing Generator as a leading creative employer in the region, setting a new standard for cultural innovation and accessibility in the North East and supporting its evolution into a creative industry hotspot. 

This news comes during a period of significant transformation for the organisation, which has over the past 12 months established partnerships with Warner Music Group, EMI North and PRSF, as well as collaborating with North East Screen on its ambitious plans for the region’s creative sector. 

In a significant boost to its senior team, Generator welcomes Thea Van der Velde as the new Head of Brand and Marketing. Thea brings extensive expertise and a fresh vision to Generator’s branding and outreach strategies. Alongside her, Camilla Whitfield joins as Marketing Coordinator. With seven years as a music journalist and experience as a guest judge for Glastonbury’s Emerging Talent Competition, Camilla is well-positioned to amplify Generator’s message across the industry.  

Further strengthening the team are Chyaro Hylton and Emily Bowdon, joining as Programme Coordinators. Chyaro will lead business support initiatives, bringing innovative solutions to local music enterprises, while Emily will focus on education and skills initiatives, crucial for nurturing the next generation of musical talent. Earlier this year, Generator also welcomed Lucy Bridge as their first Music Industry Intern, in a groundbreaking partnership with Warner Music UK, marking a milestone in hands-on industry training.  

This month, Generator is also excited to announce the addition of three new board members: Beth Hazon, Jennifer Geddes, and Kenny Toal. Beth is a prominent figure in the North East creative sector, with over 20 years of experience in elevating global brands. Jennifer, the Communications Manager at UK Music, specialises in lobbying and developing industry relationships with local government. Kenny, an award-winning broadcaster with more than 20 years of experience, heads up Signpost Productions, a production company focused on diversity and inclusion, further strengthening links between the region’s screen and music sectors. All three are set to bring invaluable insight and leadership to Generator’s ambitious plans. 

In January, Generator launched Interval Records, a major label partnership based in the North East. This initiative is already creating jobs and providing numerous signing opportunities for local talent, allowing artists to make their big break without leaving the region.  

“Our expanded team, board, and the launch of Interval Records are emblematic of the new era at Generator,” said Mick Ross, CEO of Generator. “With these strategic developments, along with the groundbreaking work of our friends at North East Screen at the Crown Works Studios in Sunderland, this is a pivotal time for the region’s creative and cultural industries.  

“With devolution and the recent mayoral election, all eyes are on the North East. We have huge ambitions to cement ourselves as global leaders within the creative and cultural sectors.  

“Our innovative business plan is designed not just to develop the local music industry, but also to establish Generator as a beacon of employment and creative excellence in the North East. We are dedicated to creating an accessible and thriving cultural landscape where local talent can flourish without the need to relocate to major cities.”  

Generator’s commitment to fostering a vibrant music scene is complemented by its innovative partnerships and community-focused initiatives. These efforts ensure that the music industry remains a dynamic and inclusive pillar of the North East’s cultural identity.  

For more information about Generator, Interval Records, our programmes, or upcoming events, please visit here or contact

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