Ambitious Music City plan to grow the North East music industry, backed by landmark research project, reveals £360m+ economic potential  

Initiative backed by North Shields’ BRIT Award-winning artist Sam Fender  

Full research report to be published later in 2025  

Two of the most influential and well-respected figures in the UK music scene have been confirmed as chair and vice chair of NewcastleGateshead Music City. 

Michelle Escoffery is an Ivor Novello and BRIT Award-winning songwriter, creative executive, and internationally-respectedleader in music and creativity, and has been named of chair of Music City, a collaborative operation between Generator, the North East headquartered music development agency, and The Glasshouse International Centre for Music in Gateshead.  

Music City’s aim is to help further develop the region’s music sector, open opportunities for emerging artists and music professionals, and position NewcastleGateshead as a nationally and internationally recognised hub for music.  

Michelle will be joined by Jim Mawdsley as vice chair. In the last 40 years, he has become one of the most influential figures in the North East’s music industry, driving major events, festivals and investments that have shaped the region’s cultural identity.  

They will oversee a board of nine additional influential members from the music industry, which represent local grassroots creatives, through to internationally-renowned industry leaders, all united by a collective commitment to building a thriving and inclusive music economy in the region.   

When initially announced earlier in the year, NewcastleGateshead Music City won backing from one of the UK’s most celebrated singer-songwriter’s, North Shields’ Sam Fender. He said: “I fully support the launch of Newcastle Gateshead Music City. I couldn’t be prouder of my region for its vast wealth of musical heritage. Music is an integral part of our culture that has been neglected historically in the North East. It’s about time we put more resources into nurturing our local talent to ensure it is taken seriously as a priority sector.” 

The Board’s first priority is to oversee delivery of a landmark research project mapping the North East’s music sector. Early findings point to both significant opportunity and urgent challenges:  

• A thriving grassroots scene - but critical gaps in infrastructure such as mid-sized venues, rehearsal spaces, and music business services.  
• A region rich in talent - but short on opportunity, with too many artists leaving to find career pathways elsewhere.  
• Major economic growth potential - doubling the value of music tourism could bring over £360 million into the North Easteconomy annually and support 3,000+ new jobs  

Mick Ross, CEO of Generator said “Talent is everywhere, and opportunity must be too. Generator has spent over 30 years breaking barriers, building careers and connecting Northern talent to national and global opportunities. We’re incredibly proud to lead this initiative alongside The Glasshouse - a world-class venue and cultural leader - to ensure the North doesn’t follow, it leads. This board unites the very best of local insight and international experience to deliver real, lasting change for music in the North East.”  

Michelle Escoffery, Chair of the Newcastle Gateshead Music City Board said: “Music is a global language, and the North East has a powerful voice that deserves to be heard on the world stage. The North East’s musical talent is undeniable. By investing in the right infrastructure and creating real opportunities for growth and development, we can build a music ecosystem that not only nurtures local talent, but positions this region as a leader in shaping the future of music.” 

Jim Mawdsley Principal Advisor for Events and Culture at Newcastle City Council and Vice-Chair of the Newcastle Gateshead Music City Board said: “Newcastle Gateshead has been a hotbed for talent for a number of years with many artists either currently rising to or sitting at the top.  We have proved that we can host world-class music moments - from the MOBO Awards in February to the Mercury Prize later this year, our ambition has never been stronger. We have been slowly building our reputation for the last two decades and now is the time to accelerate that momentum: attracting the biggest global events, building on our recent major label and global partnerships and building further infrastructure that will make sure every artist across every genre from our region has the chance to succeed and build a career. We’re determined to show that the North East is not just part of the UK music map, it’s leading it.” 

Wendy Smith, Creative Director at The Glasshouse, said: “Newcastle Gateshead Music City is about turning ambition into action. The new board brings together people with the knowledge and influence to make change happen and to make sure music can thrive here from the grassroots up. 

"We know there are challenges but we also know the huge potential. Music already means so much to people in the North East. With the right backing it can create more jobs, more skills and more chances for local musicians and music professionals to stay and succeed here. This is also about the future. We want every child and young person to have the chance to get involved in music as learners, creators and audiences. They are the artists and leaders of tomorrow and this work will help them see a future for themselves in music here in the North East.” 

As well as tasting chart success of her own in the 90s, Michelle has penned songs for the likes of Tina Turner, All Saints, Beverley Knight and Artful Dodger, and worked on vocal arrangements for Rod Stewart, and performed with both Stevie Wonder and George Michael.   

Meanwhile Jim has won recognition for helping put on some of the region’s biggest and most varied music festivals, including the Evolution Festival, and was behind the establishment of Shindig, which became one of the UK’s most synonymous club nights in the late 90s. 

The full Newcastle Gateshead Music City research report will be published later in 2025, alongside a strategy and action plan setting out how the region will address the challenges and seize the opportunities identified. The Board will lead on turning these findings into action - from boosting infrastructure and investment to creating new talent pathways and growing audiences, ensuring the North East not only keeps pace with the UK’s leading music cities, but sets the standard for others to follow.