What is Create Talent?
North East Mayor Kim McGuinness is launching a major new £4 million programme giving local people the skills and support they need to work in the North East’s growing creative industries.
Working with local partners to develop skills across music, screen and writing and publishing; Generator, The NewBridge Project, ITV Signpost and New Writing North will offer hundreds of local people training, work experience, networking opportunities and mentoring over the programme’s three years.
The Create Talent Programme aims to close regional skills gaps, creating a skilled diverse ready-to-go workforce to help build confidence in the region’s capacity with national and international production, film and events companies.
The programme launches at a turning point time for the North East creative economy, with new partnerships, including the Centre for Writing and Publishing, Warner Music UK, and the planned Crown Works Studios increasing access and opportunity for talented people throughout our region.
Recently, the region also played host to the Mercury Prize, MOBO Awards, and major films like 28 Years Later. The Mercury Prize alone generated more than £1.4 million for the regional economy.
North East Mayor, Kim McGuinness said:
“I’ve spoken to actors, directors, writers, musicians and producers, and they all agree, the best thing about the North East is the people and our proud working-class culture.
“But we know that there aren’t enough opportunities in the creative sector for regular working class people. So I’m changing that.
“This investment is about backing our talent, and helping local people build sustainable careers in our thriving and vibrant creative sector. And making sure that at the centre of our music, screen and writing industries is a workforce that reflects what makes this region so powerful – hard working, ambitious people who lift up those around them.
“I’m serious about growing our creative industries, and improving opportunities for local people is at the heart of my plans.”
The programme will prioritise groups underrepresented in the creative industries, including, but are not limited to care-experienced people, women, young people who are not in education, employment or training (NEET), people with health conditions. As well as people from ethnically diverse backgrounds and those experiencing socio-economic disadvantage, particularly those living in areas of high deprivation.
The programme will launch in Spring 2026 and will offer local people professional development and technical skills training alongside networking and mentoring. Both for those wanting to start out in the sector and freelancers who need to develop their offer.
Mick Ross, CEO at Generator said:
“This investment is a major step forward for music in the North East. A strong creative economy starts with strong foundations - supporting artists, producers, creators and industry professionals at every stage to build skills, networks and sustainable careers.
The Mayor’s commitment to music recognises that talent is everywhere, but opportunity must be too. By investing in people and clear progression pathways, this programme strengthens our regional music industry and ensures more talent can succeed here at home. As the UK’s leading music development organisation, proudly based in the North East, Generator is ready to help turn that ambition into real futures - giving artists, creators and professionals the support they need to grow, earn and thrive in the region they call home.”
Find out more about Generator here: https://generator.org.uk/
Anna Disley, Executive Director (Programme and Impact) at New Writing North, said:
“This is great news for writers, aspiring writers and people interested in working in the writing industries. The Create Talent programme will address skills needs across the North East.
We will develop a talent pipeline which delivers meaningful programmes focussing on; opening opportunities in our poorest and most underrepresented communities; progression routes for people into successful careers in writing and publishing; and the development of nationally significant, award-winning writers and writing enterprises from the region.”
Find out more about New Writing North here: https://newwritingnorth.com/
Rebecca Huggan, Director of The NewBridge Project said:
"We’re thrilled to be working with the North East Combined Authority on this incredible programme, which highlights their commitment to championing the North East’s cultural sector and creative industries. With their support for our ambitious artist development work, we will build upon our inclusive and responsive programmes for creatives and freelancers across the region and will be working with fantastic partners to do this.
The North East is home to so many talented creatives and freelancers, and incredible independent organisations and businesses. Our programmes are designed to ensure that people from all backgrounds can access and thrive in diverse creative careers, with development opportunities delivered by and rooted in the region’s own creative community.”
Find out more about The NewBridge Project here: https://thenewbridgeproject.com/
Kenny Toal, Director at ITV Signpost said:
“At ITV Signpost, we’re proud to support Mayor Kim McGuinness’ Creative Talent programme. By investing in skills, inclusion and access, the programme will help grow the region’s screen industry, create sustainable careers and connect a diverse new generation of talent with real opportunities.”
Find out more about Signpost here: https://www.signpostproductions.tv/