Northern Music Export Office

Welcome to the Northern Music Export Office. This guidance document answers key questions relevant to all of our programmes. It outlines our core investment criteria, regional eligibility, and application expectations. It is vital you read through and understand all of this before you look at a specific NMEO programme.

For detailed guidance and answers to questions about the International Artist Programme, International Professional Programme, UK artist Touring Programme and Northern Sound showcases, head to each of the individual programme pages.

The Northern Music Export Office (NMEO) is a place based export initiative dedicated to supporting and developing music talent and music businesses from across the North of England on the global stage.

NMEO is more than a funding body; it is a strategic, holistic development platform designed to drive the North forward as a key player in the international music market. We combine strategic co-investment with a wide wraparound support model. Our support mechanisms include:

• Dedicated programme support before, during, and after your international activity.

• Producing curated showcase stages and profile-raising platforms at premier global industry events (including SXSW, The Great Escape, Eurosonic, and Reeperbahn). Beyond securing official festival slots, NMEO provides dedicated showcase platforms that multiply live performance opportunities directly in front of international festival bookers, A&R scouts, and global media.

• Direct B2B access to global networks, trade missions, and international delegations.

• Regional, national and international advocacy and profile-raising for Northern artists and businesses.

• Long-term ecosystem building to keep the economic and cultural benefits of creative success rooted in the North.

The NMEO is backed by the Tees Valley Combined Authority, the North East Mayoral Strategic Authority, and the West Yorkshire Combined Authority, (with Liverpool City Region Combined Authority as a founding partner), working alongside The Great North Creative.

The Northern Music Export Office was established through a partnership between Mayoral and Strategic Authorities from across the North of England with the intention of helping artists and music businesses from the region access national and international opportunities.

Through a combination of investment, advocacy, industry connections and tailored support, NMEO helps Northern talent build sustainable careers while strengthening the wider regional music ecosystem. By taking a place-based approach, NMEO is able to respond to the specific strengths, opportunities and challenges of the region's music sector while ensuring cultural and economic benefits are retained within the North.

We prioritise international festivals and conferences that feature a dedicated music industry conference element geared toward professionals rather than the general public. Examples include SXSW, Eurosonic (ESNS), Reeperbahn, CUEW, Folk Alliance and WOMEX.

Panels evaluate applications across three core areas:

1. Export Readiness & Traction:
Applicants must demonstrate export readiness with a solid UK foundation that shows they're prepared for international growth. This means evidence of meaningful UK traction: national radio airplay, positive press coverage, a track record of national touring, and strong, demonstrable audience numbers.

What "export ready" typically means in practice:
There is no single measure of export readiness. Assessors will consider the overall strength of your current activity and whether international investment is likely to generate meaningful outcomes at this stage of your development. Evidence could include:

Radio & media presence
- Airplay on national stations (BBC Radio 1, 1Xtra, 2, 6 Music, Capital, Kiss, etc.) rather than only local/community radio

• Playlist adds on major UK playlists (New Music Friday, Radio 1's Future Sounds, etc.)
• Press coverage in recognised outlets (NME, DIY, The Guardian, Clash, Line of Best Fit) — reviews, features, "ones to watch" lists

Live performance track record
- A history of national (not just regional) touring. Multiple UK cities, not just a home city residency

• Festival slots, ideally on stages with reasonable capacity or profile (not just the smallest/unpaid slots)
• Evidence of selling tickets independently, not just supporting bigger acts

Audience and streaming data
- Consistent, growing monthly listeners on Spotify/Apple Music (real numbers, not just percentage growth)

• Engaged social following - comments and shares, not just follower counts
• Mailing list or fanbase data showing genuine reach (within GDPR guidelines)

Industry infrastructure already in place
- A team around the artist: manager, booking agent, PR, possibly a label or distributor

• Existing sync placements, brand partnerships, or playlist relationships
• A release history showing consistency (not a one-off single)

Signs of organic international interest
- Streaming data showing pockets of listeners abroad already

• Press or radio pickup outside the UK, even informally
• Requests or enquiries from overseas promoters, media, or playlists and proof that demand exists before the investment is used to chase it.

2. Music Quality:
Industry experts evaluate the quality and international potential of the music. You must supply direct streaming links to recent material and, ideally, a high-quality live video showing your live stage performance.

3. The Business Case:
- Showcases: A structured plan of pre-booked or targeted meetings with international industry executives, e.g., overseas booking agents, publishers and labels.
- Touring: Clear audience development targets, promoter engagement, and promotional strategy in each market. Tell us why you are going where you are going.
- Outcomes: Clear and quantifiably measurable milestones e.g., securing territory representation, sync placement, or future festival bookings.

The investment is meant to amplify existing momentum, not create momentum from nothing. So the strongest applications frame international ambitions as a natural next step from UK success, backed by numbers wherever possible (streams, ticket sales, audience size, press reach) rather than just descriptive claims.

The simple answer is that the more firmed up and robust your planning is, the stronger the case you will make. It might be that the dates are confirmed, pending you getting funding support and that is OK - Just let us know in your application. What assessors will pick up on, is if your planning is purely speculative i.e. you have barely discussed the tour with individual promoters and venues. It is essential you do your planning properly.

Please note that the FAC has particular guidance on confirmed dates for the UK Artist Touring Programme. Some artists that do not meet this criteria but nonetheless meet NMEO criteria may be supported by us. When you apply, explain your situation and that you are based in an eligible location for potential NMEO support. Also note that although you may be eligible for consideration, you are in no way guaranteed NMEO support.

NMEO provides support across both international showcasing and tour development:

- International Showcases: Activity must focus on industry-facing festivals and conferences with demonstrable industry audiences (e.g., SXSW, Eurosonic, Reeperbahn, CUEW, WOMEX, Folk Alliance). An official written invitation from the event organisers is required at the point of application.

- Touring Activity (UK & International): Touring activity must be non-speculative. Dates must be either confirmed or at an advanced stage of confirmation with promoters/venues.

- Open Calls: NMEO regularly issues dedicated Open Calls for curated partner showcases and trade missions (e.g., Northern Sound). Check the NMEO website and channels for event-specific criteria.

Yes. We support DIY and self-releasing artists as well as those signed to labels and publishers. Our aim is to use NMEO funding in a way that delivers the greatest benefit to the widest range of artists. Where applicants are signed to labels, publishers or management companies, we will ask how those partners are contributing financially to the proposed activity.

We expect businesses and organisations that stand to benefit commercially from an artist's international activity to make an appropriate contribution towards costs where they have the means to do so. This helps ensure NMEO funding remains affordable, reaches more artists, and is directed where it can make the greatest difference.

Artists signed to global Major labels remain eligible to apply, but should clearly demonstrate why NMEO support is needed and what other investment has been secured.

Please note that partners (e.g. the PRS Foundation for SxSW) might have specific eligibility criteria around being signed. Some artists that do not meet these criteria but nonetheless meet NMEO criteria may be supported by us. When you apply, explain your situation and that you are based in an eligible location for potential NMEO support. Also note that although you may be eligible for consideration, you are in no way guaranteed NMEO support.

At this time, these programmes are exclusively available to artists from the Tees Valley, West Yorkshire and North East Mayoral Strategic and Combined Authority areas.

- UK Artist Touring Programme in partnership with the FAC: Up to £10,000.
Please note that the FAC will only support up to £8,000 but in specific cases, the NMEO will support the difference up to £10,000

- Northern Sound Programme: Up to £10,000

- International Artist Programme: Up to £10,000

- International Professional Programme: Up to £5,000

Investment requests must be realistic, proportionate, and you must demonstrate that the amount requested is essential for you to deliver your proposed activity.

NMEO does not necessarily require match funding. Applications can be supported without contributions from other sources. However, where applicants are able to demonstrate additional investment from sources such as personal contributions, record labels, publishers, booking income or other funders, this will strengthen the overall case by demonstrating commitment to the activity and helping maximise the impact of NMEO's investment. Assessors look favourably on applications that demonstrate shared commitment through contributions from other sources. These sources could be personal investment, record labels, publishers, booking revenue, or funders like the PRS Foundation.

Note: Budgets must represent realistic, cost effective planning rather than asking for the maximum cap by default. Applications should request only the level of investment required to deliver the activity. Assessors will consider whether costs are realistic, proportionate and represent good value.

Please note that the FAC has particular guidance on match funding for the UK Artist Touring Programme. Some artists that do not meet this criterion but nonetheless meet NMEO criteria may be supported by us. When you apply, explain your situation and that you are based in an eligible location for potential NMEO support. Also note that although you may be eligible for consideration, you are in no way guaranteed NMEO support.

Things that are eligible: International and domestic travel, accommodation, visas/carnets/entry documentation, legal advice around visas, essential touring crew/personnel, travel/instrument insurance, showcase PR/marketing, and reasonable per diems (up to £25 per day).

Things that are not eligible: Permanent equipment or software purchases, ongoing general overheads, physical merchandise manufacturing, retrospectively incurred costs (expenditures committed before formal offer with the exception of UK Artist Touring Programme see the FAC website for details), non essential personnel including friends and family, salaries.

Access Costs: If you or your team have personal access requirements, additional access investment is available and will not count towards your core activity budget cap. A case can be made for Access Costs at the end of the Diversity Monitoring Form provided at the point of application.

VAT: All budget figures must be inclusive of VAT where applicable.

We recognise that music creators with disabilities or access needs may face higher project costs. To ensure equal opportunity, we offer additional grant support to cover these expenses. In the Equality Monitoring form, provided at the end of your application, you will have the option to provide any relevant information regarding your Access Costs; and to make the case for additional financial support.

No. The processing, securing, and legal compliance of all passports, performance visas and work permits are entirely the responsibility of the artist and their management. NMEO provides financial assistance toward these costs, but we cannot act as your visa advisor, sponsor, legal counsel, or liaison with foreign embassies.

You may find the below useful although the NMEO does not officially endorse any partner.

The Musicians Union
Help Musicians UK
The Independent Society of Musicians
Oleg Gaidar aka OG Co-DirectorWorld Touring Artists Consulting
Covery Law
Viva le Visa
Tamizdat

Applications are evaluated based on three primary components: Music Quality, Export Readiness, and the strength of the Business Case.

Please allow 6 – 8 weeks for applications to be assessed, evaluated and final decisions made.

Investments up to £5,000: These are assessed internally by the NMEO team on a rolling basis. Expert advice is brought in as required, for example from regional stakeholders or decision-makers at partner showcases.

Investments over £5,000: Assessed and decided upon in monthly panels by independent panel of industry experts.

Please note that specific call-outs such as SxSW will have specific deadlines and timeframes – Make sure you check the website and relevant guidance carefully before applying. Also note that UK Artist Touring has specific deadlines throughout the year – Again, check the website for details.

Assessors will consider:
Your readiness for the proposed activity.

• The strength of your business case and planning.

• The opportunity being pursued and why it is appropriate at this stage.

• Evidence of preparation and industry engagement.

• The outcomes you expect to achieve.

• Whether the proposed costs represent good public value and are proportionate to the activity.

Music is a major part of your application. Assessors will be looking at the strength of your business case and the quality of your music in terms of export potential. Ensure you submit your most outstanding - and recent - tracks that are reflective of what you will be performing abroad. Also ensure you provide direct streaming links to specific songs rather than general landing pages.

Initial Instalment (90%): Released upfront upon receipt of your electronically signed Offer Letter and required onboarding documentation.

Final Balance (10%): Released upon submission and approval of your 3 month post-activity project evaluation.

Please note that occasionally certain callouts may have individual payment schedules. Make sure you check the website and relevant guidance carefully before applying.

As an NMEO-supported artist or business, you represent the North’s creative sector on the world stage. Recipients are required to:

Acknowledge the support of the Northern Music Export Office and its funding Combined Authorities on promotional assets, websites, and press materials (logo packs and guidelines will be supplied). Make sure you do this. Crediting helps us to make the case to continue funding in order for the NMEO to continue operating and supporting artists like you.

Participate in any required briefings, network opportunities, and profile-raising campaigns.

Complete an immediate, 3, 6 and 12 month project evaluation report following the activity to track commercial and creative outcomes. Again, this is really important.

If your visa is denied or does not arrive in time for the showcase, you may be required to return any upfront grant funds paid out to you.

You must be located within one of the following constituent local authority areas:

Tees Valley: Darlington, Hartlepool, Middlesbrough, Redcar & Cleveland, Stockton-on-Tees

North East: Durham, Gateshead, Newcastle upon Tyne, North Tyneside, Northumberland, South Tyneside, Sunderland

West Yorkshire: Bradford, Calderdale, Kirklees, Leeds, Wakefield

If you have any questions, please ensure you have thoroughly read the General FAQs, as well as the specific guidance on respective programme pages. It is likely your question will most likely be answered there.

If you have been through all relevant guidance and still have an unanswered query then you can contact the team via this FAQ form.

Please be aware that the NMEO is a small team with limited capacity and as such, we ask you to be patient in awaiting a response.

Kind regards,
The NMEO Team