When people picture the North East, they often think of football passion, industrial grit, and that unmistakable warmth that sets us apart.
But beyond the terraces and the shipyards, a powerful creative surge is shaping the future of this region and it’s time we gave it the spotlight.
In recent years, the North East has quietly become a creative powerhouse.
Gaming studios like Ubisoft Reflections and indie developers in Newcastle and Gateshead are creating world-class games enjoyed across the globe.
The region’s gaming scene isn’t just about entertainment; it’s building high-skilled jobs, attracting investment, and inspiring the next generation of digital talent.
At a recent panel event hosted by the North East Combined Authority (which is doing brilliant work to raise the region’s profile) I was asked: ‘Which industry is the one to watch in the North East?’
It was an easy one to answer due to all the recent good news stories on the creative industry.
And it’s not just gaming as film and TV production are other areas seeing extraordinary growth.
With new studio spaces opening in Sunderland and increasing investment in places like Hartlepool, more and more productions are choosing our region as their backdrop.
A great example of this is ‘28 Years Later’, which had a North East premiere at the Tyneside Cinema, attended by cast members including Gateshead actor Alfie Williams and director Danny Boyle.
I had a bit of craic with Alfie at the screening about what a brilliant experience it must have been to bring such a major production home to the Tyneside.
It was lush to see his Mam and Dad right there in the front row – a proper proud moment that summed up everything great about making work in and for this region.
It’s not hard to see why the North East was chosen as the main filming location: our landscapes, cities, and coastal views offer a character that can’t be faked.
THG CEO blasts Barclays’ appointment of Alex Ham as ‘a disgrace’
The music and performing arts scene is also thriving, anchored by institutions like The Glasshouse (formerly Sage Gateshead), the Sunderland Empire and the Tyneside Cinema.
These venues not only host world-class performances but also bring together local talent and community projects that support emerging artists and boost business tourism.
It’s important to recognise that creativity isn’t just about art for art’s sake, it’s a serious economic driver. The creative industries contribute billions to the UK economy each year, and the North East is playing a crucial role in that growth.
Creative businesses bring substance and style, two things we pride ourselves on in this region.
According to Newcastle City Council, the recent Sam Fender gigs in Newcastle brought an estimated £16.5M to the local economy and as someone who was out on the Toon on the Saturday night he played, I can confirm the restaurants and bars were heaving.
A big part of this story is that talented creative people no longer need to leave the North East to build fulfilling careers.
They can stay, thrive, and shape the region’s future without feeling they must head to London or beyond to succeed.
CEO at the North’s leading music development organisation Generator, Mick Ross is passionate about the North East is nurturing creative talent.
“For too long, the music industry was built on the belief that success starts and stays in London,” he said. “However, what’s now changed is the North is no longer waiting to be noticed, or waiting for help or permission. We’re now leading the way.”
Nic Greenan, CEO and Custodian at Tyneside Cinema, added: “Cultural institutions like ours play a vital role in creating spaces where creativity can thrive.
“By supporting emerging artists and bringing communities together, we’re not just showcasing culture – we’re actively building the region’s future.”
Beyond individual businesses, what sets the North East apart is its spirit of collaboration. Creative hubs, university programmes, and networks work together rather than in silos.
This willingness to support and uplift each other helps the region punch well above its weight.
As someone who has built businesses in the North East, I see every day how creativity shapes our story.
Not just as a region, but as a community of people who believe in doing things differently.
So next time you think of the North East, don’t just think of black-and-white stripes and bridges over the Tyne.
Think of game designers dreaming up new worlds, filmmakers capturing our coastlines, musicians filling venues with energy, and designers reimagining brands.
Because here in the North East, creativity isn’t on the sidelines, it’s leading the charge.