Our Work

Over the past four years, we’ve partnered with brands and organisations including The Glasshouse ICM, Generator, BBC Introducing, Kick Game, MOBOs, and Newcastle Council to deliver projects that are culturally authentic and rooted in real insight.

We specialise in connecting brands with emerging talent, influential voices, and vibrant communities — creating activations and programmes that genuinely resonate. From immersive workshops and live showcases to creative insight sessions, our work drives meaningful engagement and long-term cultural impact.

Delivering cultural strategy.

From Insights to Impact

  • We engage directly with young people and local creatives through workshops, focus groups, and ongoing outreach - capturing authentic voices and cultural trends from the North.

  • Using real-time insight, we develop tailored cultural strategies that align brands with regional communities and cultural movements - ensuring messaging and campaigns resonate.

  • We bring strategies to life through culturally credible activations, event curation and facilitation, talent booking, PR and marketing, and partnership delivery, creating authentic brand experiences that connect and engage.

Portfolio of success.

When HMV reached out to us about hosting an in-store rap activation, we saw an opportunity to turn it into something bigger. To elevate the moment and bring a sense of energy and credibility, we brought Red Bull on board — creating a live cypher that championed North East talent while aligning with Red Bull’s long-standing connection to grassroots music culture and next level energy.

Strategy
We curated a line-up of emerging rappers and DJs from across the region, pairing live performance with authentic brand storytelling. Our team led on: artist booking and creative direction, event logistics, brand integration, and social rollout across HMV and Nrthrn Baby’s channels.

Results

45k+ organic impressions across HMV Newcastle and Nrthrn Baby channels pre- and post-event

Increased in-store footfall and engagement during activation day

20 MCs turned up via a public social media open call

Established a foundation for future Red Bull x Nrthrn Baby collaborations — including a Freshers’ Week activation that followed shortly after.

Red Bull x HMV

Ahead of the MOBO Awards landing in Newcastle, they wanted to create a cultural moment that made it clear the organisation was tapped into the region.

We needed to spotlight local voices, reflect the spirit of the North East, and build a sense of ownership and excitement among the creative community - all while laying the groundwork for a longer-term presence beyond a one-night event.

Strategy
We brought together a curated line-up of artists from across the North East.

Our team handled: talent scouting, creative direction and studio session planning, logistics, hospitality and scheduling, coordination and media planning.

Results
300k+ regional broadcast views via BBC Look North and ITV Tyne Tees.

250k+ social media impressions from red carpet rollout and content.

Secured TV coverage on BBC News, ITV News and a BBC Look North Live Session, along with a live feed on the MOBO’s red carpet.

Positioned MOBO as an engaged, culturally relevant presence in the region - amplifying local talent on a national stage.

MOBO Awards

When Generator and the Mercury Prize team reached out about curating one of the Mercury Fringe showcases, we wanted to create something that truly represented the North East’s sound and spirit.

Hosted at The Pilgrim, the sold-out 250-capacity show brought together SwanNek, Jenna, Dennis, and Reali-T, each reimagining their tracks through jazz reinterpretations.

Strategy
We curated a one-off live experience that celebrated collaboration and musicianship. Our team led on artist booking and creative direction, event logistics, and on-site coordination.

Ahead of the show, artists were interviewed by local media including Mayor Kim McGuinness, BBC Look North, and BBC Introducing, shining a spotlight on the cultural importance of the event and the talent behind it.

Results

Sold out 250-capacity venue at The Pilgrim, Newcastle

Featured across Generator and Mercury Prize social media channel

Artists interviewed by BBC Look North, BBC Introducing, and Mayor Kim McGuinness ahead of the event

Showcased the North East’s sound through a fusion of rap, jazz, and live instrumentation

Mercury Fringe

BBC Introducing

BBC Introducing North East wanted to go beyond traditional showcases and create something that genuinely reflected the depth and diversity of the North East.

The challenge was to build a live platform that felt rooted in the region - one that reached into underrepresented communities, spotlighted new voices, and helped BBC Introducing deepen its connection with the next generation of artists and audiences.

Strategy
We designed and delivered two distinct live shows that spotlighted emerging genres and underground communities.

Our team led the full process, including: venue scouting, booking and technical coordination, artist curation, community engagement, Creative direction, on-site production, PR strategy, social media rollout and post-event content delivery.

Results
Drew a combined live audience of 700+ across both events.

Generated 180k+ in social reach, driven by content that felt live, local, and shareable.

Featured artists gained national attention, landing coverage in Music Week, slots at Reading & Leeds, and recognition as BBC Introducing Ones to Watch.