Talent-spotting firm moves into Sunderland on the look out for Wearsiders creative potential

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A TALENT-SPOTTING agency has moved into Sunderland to give the city’s creative sector a boost.

Newcastle-based music business support and talent development outfit, Generator, has unveiled a plan offering support to film, photography, digital media and design industries.

David Dunn, chief executive of Sunderland Software City, said: “Sunderland has a vibrant and innovative creative and digital economy, which is driving the creation of high-value jobs and economic growth within the city.

“Access to agile, sector-specific business advice will be undoubtedly beneficial to not only individual businesses, but the wider creative community.

“This new addition to the region’s business support landscape will be a massive asset to the businesses and entrepreneurs operating in this field.”

Businesses can now benefit from business coaching and bespoke one-to-one advice from Generator, whichwill also be running business events.

Chief executive of Generator Jim Mawdsley said: “We understand that the support we offer to businesses involved in the music industry is also appropriate to the wider creative sector.

“We are building this programme of support that is sector specific to provide something in the North East that is extremely unique, cost effective and adds significant value.” Jason Leggett, head of business development for the Faculty of Arts, Design & Media at University of Sunderland, added: “Sunderland is a creatively diverse city with world-class expertise in crafts such as photography and glass, as well as digital technologies such as software design and games development.

“This is a real opportunity for us all to work together to punch above our collective weight, and ensure the region continues to be a shining beacon of creative and digital expertise in the UK.”