Talent Development Partner 2017: Generator North East
The Tipping Point
Generator’s specialist field is talent development and it works to provide the optimal conditions for emerging artists to thrive. A tiered programme consists of open access engagement – industry seminars, workshops, master-classes – and more intensive development work consisting of mentorship, one-to-one clinics and through building effective teams around artists.
Funded by PRS Foundation, The Tipping Point programme consists of a new music blog and discovery platform that promotes emerging talent, facilitates releases, builds teams around each artist, secures live opportunities and provides digital expertise to connect with audiences, gain industry traction and break new markets. Support for 2017-18 allows Generator to provide multi-faceted creative and professional support for regional and national emerging artists.
Case Study: Bryde
Generator discovered Bryde via The Tipping Point pairing her with producer Bill Ryder-Jones from The Coral to record an EP and single. Assisting in building a team around Bryde, The Tipping Point release led to Bryde being covered by multiple taste-makers in the UK including The Line of Best Fit, Clash & The 405 whilst making inroads in the US premiering on influential site Consequence of Sound. This was supplemented with over 40 blog pieces on Hype Machine affiliated sites and print coverage being secured in Sunday Times Culture Magazine as Track of the Week. The exposure at radio included support at BBC Radio 1 from Huw Stephens & Phil Taggert, Janice Long at Radio 2, John Kennedy at Radio X and Tom Robinson at BBC 6 Music.
Working with their digital distributors the organisation also pushed for playlist placements resulting in features on Spotify’s New Music playlist in Australia and New Zealand as well as in Japan on the day the service launched. Significant progression was also made building a live audience with the artist completing her first headline tours, playing festivals including Green Man, Sŵn and The Great Escape along with key support slots with Rufus Wainwright and The Boxer Rebellion at The Shepherd’s Bush Empire.