PRIDE AND POTENTIAL:
A Music Strategy for Sunderland 2025 – 2030

This strategy provides a comprehensive plan to develop Sunderland as a ‘Music City’ by harnessing the power of music, musicians, audiences, and venues to drive significant cultural and economic change.

Its primary objectives are to transform the cultural experiences within the city and the surrounding area, raise cultural standards and ambitions, and position Sunderland as a leading hub for fostering and presenting musicianship and artistry.

The strategy will draw on in-depth insights from successful initiatives in other cities to achieve these ambitious goals. It will provide a detailed roadmap for implementation and a robust framework for measuring success. The strategy emphasises the crucial role of local leadership, incremental progress, and meticulous evaluation at every implementation stage.

The Sunderland Music Strategy (2025-2030) is a comprehensive plan that aims to propel the growth and prosperity of Sunderland’s music scene. It strategically focuses on critical areas of development and emphasises music’s role in driving economic, social, and cultural progress.

By aligning Sunderland with other leading ‘Music Cities’ globally, the strategy seeks to harness music’s impact in enhancing citizens’ lives and fostering vibrant, prosperous communities.

We are very grateful to all in the music sector in Sunderland and to all the music lovers who have generously contributed their time and feedback to help us develop this strategy.