Alice Fuller is deputy CEO of Generator, a music development agency based in the North East. It’s involved in the development and promotion of music and music-related careers through a number of schemes across the North. She’s just returned from a week-long trip to SWSW in Austin, Texas, and offers her views on why Northern creative talent deserves global stages like the one in Austin.
The Northern Sound Spotlight brought together five Northern regions – Tees Valley, the North East, Liverpool City Region, West Yorkshire, and the Manchester City Region – for a special showcase at this year’s British Music Embassy at SXSW, Austin, Texas, offering a major platform for artists from the North of England to connect with international audiences.
Across five hours of non-stop music some of our most promising artists, including Amelia Coburn, Anthony Schmerik, Cortney Dixon, Dilettante, Ellur, Finn Forster, and The K’s, the showcase delivered standout performances to packed crowds, alternating between indoor and outdoor stages throughout the day. The energy was undeniable. For the artists, the experience extended beyond the performances – SXSW provided a crucial opportunity to connect with international industry figures, including bookers, labels, and media. There is no doubt SXSW opened doors to new markets and career-development opportunities.
Our desire to show why we at Generator, and the wider collaborative group representing The Northern Sound Spotlight, believe that the talent we have in the region deserves an international stage, was fully justified.
The atmosphere in Austin is like nowhere else, and to see Northern artists commanding that kind of response on a global stage was incredible. This wasn’t just a showcase; it was a statement. The North of England is producing world-class talent, and events like this prove we belong in the global music conversation.
The showcase also marked a major step forward for the North East and Generator, who have been steadily expanding international opportunities for artists from the region. After developing a presence at The Great Escape, UK, and Reeperbahn, Germany, in 2024, Generator has added SXSW Austin, FOCUS Wales, and SXSW London to its 2025 showcase programme – a significant move in platforming more Northern artists on the global stage.
I was able to catch up with Amelia Coburn, one of the artists we were able to give a platform to at SXSW, after gigs in Austin. She summed up the importance of such opportunities.
She said: “Being able to perform at events like Reeperbahn and SXSW Austin has been a real turning point. The response at each gig was amazing – not only did I make some new fans, but it also opened doors to valuable conversations with industry delegates that could really shape the next steps in my career.
“The North of England is brimming with talent, and without the support and funding initiatives like that of Northern Sound, touring overseas simply wouldn’t be possible for independent artists like myself. I’m excited to see even more musicians have the opportunity to share their music with the rest of the world.“
Adding to the momentum, Generator and its partners used the event to announce the launch of the Northern Music Export Office, a groundbreaking initiative backed by Tees Valley, North East, and Liverpool City Region Combined Authorities. The Export Office will provide essential support for Northern artists looking to break into international markets, offering funding for overseas showcases, mentorship, and strategic industry connections to help bridge the gap between local talent and global opportunities.
As the dust settles on an unforgettable SXSW, it’s clear that Northern Sound Spotlight was a major step forward in establishing the North as a key force in UK music. With major international initiatives now in motion, the region’s music industry is primed for even greater global recognition in the years to come.
