Whether you’re already making music or just curious about creative careers, A to B is a free day of panels, workshops, live music and conversations with artists and industry professionals about building a future in music.

Saturday 20 June • City Hall Sunderland • 9am–5pm• Free to attend
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A to B: Full Conference Schedule

A full day of music industry panels, practical workshops, live performances, marketplace stalls and honest conversations about building a creative career in music.

9.00am — Arrival and Registration

Grab a coffee meet other attendees and get settled in for the day. 

9.45am — Welcome + Keynote : What Makes a Music City? with Lena Ingwersen (Berlin) and Lex Davidson (Sydney)

What actually makes a city thrive musically? Lena Ingwersen and Lex Davidson, Managing Director and Chair of the Board of the global Music Cities Network, open the day with insight into how music can shape cities, communities and opportunities for artists.

10am — Local Music Scene Docu-film by Second Draft (feat. Claudia)  

Through the eyes of local riot-grrrl band, Claudia, Second Draft and We Make Culture take a look at the connections and journeys local musicians can take through the music scene in Sunderland. Featuring appearances from the Young Musicians Project, The Bunker, Serial Bowl Records, Pop Recs and The Futureheads. 

Fresh off the release of his debut EP, Durham based hip-hop artist Orton shares tracks about growing up in a pit village and the stresses of being an independent artist in 2026. 

10.20am — Performance by Orton 

10.30am — Panel 1: Do I Really Need Social Media? Building Community as an Artist 

Social media can feel overwhelming - but is there a “right” way to do it? Artists and music professionals share honest perspectives on building audiences, finding your people and creating community online (and offline). 

Featuring: 

  • Grace Stubbings + Eliza Lee (Venus Grrrls) 

  • Helen Walkinshaw (Irked/Index) 

  • Fe Duncan- (Slalom D/ Serial Bowl Records) 

  • Hosted by Daryl Jenkins (BBC Radio One) 

11.30am — Panel 2: "How Do I Get My Music on TV?" - Careers in Music Sync 

The music industry needs far more than performers. Hear from professionals working in production, sync, recording and creative industries about the many different careers that keep music moving. 

Featuring: 

  • Alex Grey - Head of Production (Cavendish Records) 

  • Tony Brown - Producer & Sync Specialist (Universal) 

  • Amber Leigh Irish – Vocalist & Artist (Love Island, Samsung) 

  • Hosted by Frankie Francis (Sunderland Music City) 

12.15pm — Lunch + Marketplace 

Take a break, grab some food, browse stalls and chat to local organisations, creatives, venues and music industry professionals. Expect practical advice, useful contacts, pop-up activity and plenty of chances to find out what support is available locally and beyond.

2.15pm — Panel 3: Session Musicians- Life on the Road 

From touring internationally to stepping into rehearsals at short notice, session musicians are the people who keep live music happening. This panel explores the realities of touring, building a career and making a living in music. 

Featuring: 

  • Hattie Steel (Master Peace, Remember Monday) 

  • Adam Robson (Melanie Baker, Murphy's Law) 

  • Faye MacCalman (Maximo Park, Arun Ghosh) 

  • Hosted by Daryl Jenkins (BBC Radio One) 

3.15pm — Special Guest Session: Inside the Mix with Grammy Award-Winning Producer Eduardo De La Paz

A rare chance to hear directly from a Grammy Award-winning producer and mixing engineer as Eduardo breaks down some of his biggest tracks live, sharing insight into music production, mixing and the creative process behind professional recordings. Expect to hear about artists such as New Order, Florence + The Machine, The National, Self Esteem and many more! Hosted by Frankie Francis, there will also be a chance to have your questions answered. 

4.15pm — Performance from Patrick Gosling

Having sold out hometown shows in Pop Recs and Independent, local songwriter Patrick Gosling, aka “The Mackem Bob Dylan”, closes the day with an acoustic performance of some unreleased material... 

4.30pm — Networking and Marketplace 

Stick around to meet people, make connections, ask questions and continue conversations from throughout the day. 

5pm — Ends

Part of Summit Week Sunderland, A to B is delivered by Sunderland Music City in partnership with We Make Culture, Music Connects Sunderland and The Bunker, with support from the North East Mayoral Strategic Authority.