UK-based music development organization Generator and Warner Music UK have confirmed a new three-year partnership aimed at expanding long-term opportunities for artists and music industry professionals across the North of England.
Under the agreement, Warner Music UK will work more closely with Newcastle-based music development organisation Generator, with a focus on talent development, skills training and creative innovation in the region.
The UK is world’s third-largest recorded music market.
The partnership is positioned as part of a broader effort to strengthen the North’s music industry infrastructure, giving regional talent direct access to teams that are traditionally based in the capital.
Generator and Warner Music also plan to collaborate with colleges, universities and music education partners to create clearer pathways from education into industry careers.
“It’s not just about finding the next big star, it’s about contributing towards a better system where the next generation of artists and executives can grow, evolve, and lead in the North throughout their careers.”
Simon Robson, President, EMEA, Recorded Music, Warner Music Group
The initiative is intended to support a range of roles across the music ecosystem, including artists, engineers, producers, songwriters, content creators and music entrepreneurs. Further details regarding Warner Music’s specific label activity in the region are expected to be announced in Spring 2026.
The partnership follows a period of heightened national attention on the North’s music scene, including the MOBO Awards and the Mercury Prize being hosted in Northern cities for the first time. Generator said its long-term objective is to translate this visibility into sustained investment.
Mick Ross, CEO of Generator, said the partnership reflects a shift in how regional talent engages with the wider industry.
“Right now, the world is looking to the North,” Ross said. “The creativity coming out of this region is extraordinary, and it deserves national and global visibility. This partnership deepens the link between our talent and the wider industry, making it possible for artists to build successful careers without leaving the region. It’s a major step toward a stronger, more connected creative North – and a future where the industry comes here, rather than the other way round.”
Simon Robson, President, EMEA, Recorded Music, Warner Music Group, added: “The North has always been a powerhouse of creativity, producing some of the most iconic music in history. We’re proud to be continuing its legacy with Generator by investing in the North’s grassroots music communities.
“It’s not just about finding the next big star, it’s about contributing towards a better system where the next generation of artists and executives can grow, evolve, and lead in the North throughout their careers.”
“The creativity coming out of this region is extraordinary, and it deserves national and global visibility. This partnership deepens the link between our talent and the wider industry, making it possible for artists to build successful careers without leaving the region.”
Mick Ross, CEO of Generator
The initiative has also received backing from regional political leaders.
North East Mayor Kim McGuinness said: “This is such an important moment for North East musicians. Seeing world-leading performers recording their music right here in the region will inspire our next generation of artists.
“We’re already backing North East talent by supporting grassroots venues, investing in skills and backing great events. But this is the next step. This is about putting the North East on the world music map, and opening up the opportunities that it’ll bring.
“We’re showing people growing up in the region that they don’t need to move to London to succeed. The tides are shifting, and the stage is set for our local talent.”
Cllr Karen Kilgour, Leader of Newcastle City Council, added: “This exciting partnership between Generator and Warner Music UK marks an incredible new chapter for aspiring artists across Newcastle and the wider region. It will offer young musicians, producers and creators new opportunities that were previously unthinkable.
“It will provide a gateway into the music industry and help talented people from our region take their first steps and build real careers. It’s incredible to see a project like this coming to life and giving our emerging talent the tools, networks, and industry exposure they deserve.
“The creative potential here is huge, we’ve seen that during the MOBOs and the Mercury Prize. This partnership is another fantastic step towards removing barriers and making sure local people can realise their dreams right here in the North East.”Music Business Worldwide