To conclude our series of posts from this year’s SXSW in Austin, Texas, Alice Fuller, Deputy CEO, Generator, writes about the Northern Sound Spotlight and ambitions to boost music exports from the region…
For years, the British Music Embassy has provided an essential platform for UK artists to break into international markets, and 2025 marked a significant moment as the Northern Sound Spotlight took over the daytime party at UK House on Wednesday (March 12).
With Generator as the conduit, five regions joined in musical matrimony – Tees Valley, North East, Liverpool City Region , West Yorkshire, and Manchester – to highlight the incredible talent, innovation, and creative spirit thriving in the North of England.
The idea behind Northern Sound Spotlight is simple: artists from the North deserve the same global exposure as those from more established music hubs. With an all-star lineup featuring acts Amelia Coburn, Antony Szmierek, Cortney Dixon, Dilettante, Ellur (pictured), Finn Forster, and The K’s, the showcase reflected the depth and diversity of music emerging from our part of the world.
Finn Forster
And the crowd couldn’t have been happier –from the very first set at 1pm to the final notes at 6pm, the place was absolutely packed. Alternating acts between the indoor and outdoor stages, the energy was electric wherever you stood, and the response was incredible – not just from the audience but from the artists themselves.
“The whole vibe, the people, and the experience is hands down the most inspiring and motivating I’ve had in my career so far as an up-and-coming artist,” said Finn Forster. “I’m incredibly grateful that this opportunity is made possible for artists like myself in the North East.”
The North is a major force in UK music, and its influence is only growing
Alice Fuller
Beyond the performances, the event demonstrated the strength of collaboration within the Northern music sector. Artist teams, managers, and industry professionals supported one another throughout the day, reinforcing the sense of momentum behind the region’s music industry. The growing audience engagement was evident, with artists like Finn Forster seeing crowd numbers increase from show to show throughout the week as he built his community, highlighting the strong reception for Northern acts.
This year, we weren’t just here to make noise for a day – we came with a mission. SXSW was the perfect moment to announce the launch of a Northern Music Export Office, a game-changer for the North’s music industry. Backed by Tees Valley, North East and Liverpool City Region Combined Authorities, this initiative is designed to give Northern artists the global push they deserve. With touring grants, mentorship, export training and international networking opportunities, we’re making sure that the success we saw on these stages translates into long-term careers on the world stage.
Alice Fuller
Hosting Northern Sound Spotlight at SXSW is more than just a performance opportunity; it’s a strategic push to put the North of England on the map as a powerhouse for new music. Regional diversity is a key part of the BME’s programming. Other showcases, like one from our friends at Output Belfast, are similarly dedicated to shining a light on the incredible talent that exists all across the UK, while an earlier panel at UK House focused on creating and enabling opportunities for Northern artists in the world of music sync.
There’s something truly magical about this place. Austin is a city that lives and breathes music, and for these artists, stepping onto this stage isn’t just about playing a gig – it’s about stepping into a global conversation.
Showcasing at SXSW not only gives our artists the opportunity to build international connections but also sends a strong message: the North is a major force in UK music, and its influence is only growing.
