North East-headquartered music development agency Generator has announced a major new international partnership with Japan, marking a milestone in its mission to put talent from the North of England firmly on the global map.
The new programme, backed by North East Mayor Kim McGuinness and Tees Valley Mayor Ben Houchen, positions the North at the centre of one of the world’s most influential music markets and signals a step-change in how UK music export is delivered beyond London.
The initiative follows more than 12 months of relationship-building led by Generator CEO Mick Ross, including multiple visits to Japan through the Department for Business and Trade and BPI-led trade missions, working closely with senior leaders across Japan’s music industry to establish long-term, mutually beneficial creative and commercial partnerships.
This work underpins the development of the UK’s first Northern Music Export Office – a multi-authority initiative backed by West Yorkshire Combined Authority, Liverpool City Region, Tees Valley and the North East. The Export Office aligns directly with UK Government and Department for Business and Trade priorities to strengthen creative trade links with key global territories, including Japan.
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As the world’s second-largest recorded music market, valued at approximately $2.4 billion, Japan represents a major global opportunity for artists and music businesses, yet access to international export routes has traditionally been dominated by London-based activity.
Generator is challenging that imbalance, creating direct pathways for Northern talent to engage with global markets and influence them on their own terms.
In February 2026, Generator will lead a Northern Music Exchange mission to Japan, taking two standout creatives from the North of England: Tees Valley-based queer-pop artist Loren Heat and North Tyneside-based producer Chad Rodgers, both selected directly by Japanese industry partners.
Running from 6 to 16 February, the mission begins in Fukuoka with a three-day international songwriting camp, bringing Northern and Japanese artists and producers together to create brand-new collaborative work. Generator will also take part in the Fukuoka Music Cities Summit, contributing to global conversations on music cities, export and creative infrastructure. During the Summit, Loren Heat will premiere newly-created collaborative work with Japanese artist Momoka Iwasaki, which is produced by Rodgers.
The programme then moves to Tokyo, featuring a headline showcase at Tokyo ORD in Shibuya as part of the UK x Japan Music Summit, delivered in partnership with CUEW at KEF Music Gallery in Aoyama, bringing together leading Japanese labels, publishers, promoters and creative leaders. Generator will also deliver a songwriting camp in collaboration with other industry partners.
The visit marks the beta phase of a three-year cultural and industry exchange programme, forming a core pillar of the UK’s first Northern Music Export Office, set to officially launch in Spring 2026.
Mick Ross, CEO, Generator said: “Generator exists to ensure talent from the North is seen, heard and taken seriously – not just across the UK, but across the world. Japan is a global powerhouse with a deep respect for creativity, and the relationships we’ve built show just how much appetite there is for the North’s voice, ideas and energy.
“This partnership is a statement of intent. It proves that world-class creative exchange doesn’t need to be London-led. Our work in Japan directly supports the UK-Japan MUSUBI initiative, strengthening long-term cultural and economic ties through music and creative collaboration.
“With the support of Tees Valley Combined Authority and North East Combined Authority, and through my role on the UK Government’s Creative Industries Council, we’re building a long-term bridge between the North of England and one of the most important music markets on the planet. And this is only the beginning.”
Kenjiro Fukamachi, Director of Music City Council of Fukuoka, said: “We are very excited to collaborate with Generator to bring the Co-write Project to Fukuoka. They say music easily transcends borders, and we’re looking forward to seeing what kind of chemistry will emerge when young artists from different cultural backgrounds collaborate on a project, and to see what the future holds for music.”
Nick Luscombe, a Tokyo-based DJ and broadcaster, added: This is the kind of collaborative initiative I’ve been hoping to see in Japan for a long time. There’s a real appetite here for new British music, and at the same time an extraordinary number of Japanese artists whose work deserves to be heard more widely outside the country. I’m very excited to see where this leads.”
