The UK’s creative economy is booming, contributing £124bn and powering 2.4m jobs across the country. And while London still dominates, the North is fast emerging as a serious contender.
From the BBC in Salford to production pioneers in Leeds, and from the North East’s growing music scene to Manchester’s moment in the spotlight as the new home of The BRIT Awards from 2026, there’s a creative surge happening far beyond the M25.
Bradford proudly took the title of UK City of Culture in January 2025 but it is just one snapshot of a broader cultural shift. The North now accounts for over £10.4bn in creative output and more than 170,000 jobs.
READ MORE: Creative industries take centre stage as £118bn Great North partnership launches in Leeds
Gone are the days when building a career in marketing or advertising meant packing up your bags and catching the first train down to London. Now, nearly 60% of UK jobs in advertising and marketing are based outside the capital.
But despite the progress, serious challenges remain. Almost 70% of the creative industries’ UK economic output is still concentrated in London and the South East.
Regional disparities still persist, from patchy access to finance to the absence of joined-up infrastructure to connect creative hubs across the North.
Talented creatives from working-class Northern backgrounds still face an industry that too often remains elitist and exclusionary. In TV and film, it has been a “tumultuous” time, with an estimated 70% of freelancers currently out of work. Agencies are still battling ‘regional’ perceptions. And that’s before we even begin to grapple with how AI is – and will continue – to reshape life for creatives.
That’s why Prolific North is launching Creative Powerhouse, our original campaign series celebrating the North’s growth as a creative and cultural powerhouse, while highlighting the systemic risks threatening its future.
We’ll be shining a spotlight on the talent, innovation and opportunity across the North’s creative industries but we’ll also be asking important questions, from what’s holding the region back from sustainable growth to how do we build a sector that’s truly inclusive and resilient.
Through interviews with industry leaders, deep dives into key sub-sectors, and critical analysis of everything from public service broadcasters to government policy, Creative Powerhouse will dig into the real stories behind the hyperbole in the headlines.
It comes at a critical juncture as the UK government recently pledged to “tilt” support towards the creative industries and “significantly increase direct funding” into the sector in the recently announced Creative Industries Sector Plan, a central part of the Industrial Strategy.
READ MORE: Government sets £31bn creative industries investment target
Millions in targeted funding has been pledged for music, video games, film and TV, advertising and marketing to support innovation, access to finance, R&D, skills and regional growth.
The government has also pledged to “unlock the potential” of the creative industries through “high-potential city regions and clusters” and the creation of a “growth corridor” across the Northern city regions.
And 12 places with ‘high creative sector growth potential’ have been identified with four locations in the North: the North East; West Yorkshire; Greater Manchester; Liverpool City Region.
There’s a lot to unpack in the new plan and it raises important questions – so it will be a key focus of some of the analysis as part of Creative Powerhouse.
Karl Holbrook, Prolific North’s consulting editor, said: “The North is bursting with so much talent – recognised the world over but time and again, we’re held back by a lack of meaningful investment and joined-up infrastructure compared to London and the South East. That’s simply not good enough.
“Creative Powerhouse is about celebrating everything that makes the North a force to be reckoned with creatively, while also asking the tough questions. If the government is serious about levelling up the creative economy, now is the moment to prove it. Words aren’t enough – we need action, ambition and long-term commitment to unlock the full potential of our region.”
How to get involved
If you’re an industry leader or stakeholder in the North’s creative industries, Prolific North’s editorial team is keen to hear from you.
Against a backdrop of shifting government priorities and renewed advocacy from regional leaders, help us to go beyond the headlines and challenge those in power to deliver on their regional promises.
Email [email protected] and [email protected] for more information.
