Northern Music Export Office Launches at SXSW from West Yorkshire

Northern Music Export Office launched at SXSW London by four mayors including Tracy Brabin, with touring grants and export programmes for artists and music businesses across the North

West Yorkshire Mayor Tracy Brabin has joined the mayors of Liverpool City Region, Tees Valley, and the North East to launch the Northern Music Export Office the UK’s first pan-regional initiative designed to help northern artists and music businesses reach international audiences. Launched at SXSW London today, the office will provide international touring grants, export-ready development programmes, mentorship, and specialist resources to help northern talent build sustainable global careers. West Yorkshire all-girl rock band Venus Grrrls performed at the launch alongside artists from Tees Valley, Liverpool, and the North East. The initiative is powered by Generator, a leading music sector development organisation, and sits within The Great North Creative partnership.

Why This Matters For Leeds

For Leeds and West Yorkshire’s creative businesses labels, managers, promoters, studios, and artists the Export Office provides structured access to international markets most independents can’t reach alone. Tracy Brabin’s involvement signals the combined authority sees creative industries as part of the same growth agenda driving the Northern Square Mile and the MDZ.

What the Northern Music Export Office Will Do

The office will focus on four areas: increasing international visibility of the North’s music sector, driving exports, facilitating global industry connections, and creating opportunities for emerging artists and independent music businesses. Support includes national and international touring grants, export-ready development programmes, mentorship, and specialist resources. Trade Minister Chris Bryant said the government’s flagship Music Export Growth scheme has been extended to 2029, and the new office will help more northern artists achieve international success without moving to London. Mick Ross, CEO of Generator, said the infrastructure around northern music hasn’t always matched the scale of the talent, and the office is about changing that opening up direct international opportunities for artists, businesses, and music professionals across the North.

“Music is part of the North’s identity, but talented young people still feel they need to leave home to build successful careers in music. By working together across the North, we are creating new opportunities for artists, managers and music businesses to connect with international audiences, while staying in the places that inspire their creativity the most.”

— Tracy Brabin, Mayor of West Yorkshire

Venus Grrrls and the SXSW Launch

Venus Grrrls, who performed at the SXSW London launch, said being supported to play overseas has helped them reach new audiences, build connections, and realise that music made in the North resonates around the world. North East Mayor Kim McGuinness said the initiative levels the playing field for northern musicians, noting that London has been the centre of the music industry infrastructure for too long. The Northern Music Export Office launch at SXSW London alongside the British Music Embassy cements the North’s growing confidence as a global creative force. For West Yorkshire’s creative economy which received £25 million in combined authority funding in September 2025 the Export Office adds an international dimension to an ecosystem that already includes venues, studios, festivals, and a growing independent music scene across Leeds, Bradford, and the wider region.

Learn more about West Yorkshire Combined Authority / The Great North Creative: https://www.westyorks-ca.gov.uk/news/northern-mayors-unite-to-launch-uk-s-first-pan-regional-music-export-office/