We Make Culture

What We Make Culture does

We Make Culture (WMC) is a Sunderland-based charitable organisation founded by Laura Brewis that creates free, inclusive music-making opportunities for children, young people and families across the North East of England. The charity operates through four interconnected programme strands: Targeted Projects (music embedded in domestic abuse and kinship family settings with partners WWIN and More Than Grandparents), Embedded Music Projects (free sessions inside community hubs such as Back on the Map in Hendon and Lambton Street Youth and Community Hub in Pallion), the core Young Musicians Project (YMP) for ages 13-19, and Progression / Artist Development (Next Steps, YMP Collective, YMP Records, Creative Careers and Leadership) supporting emerging musicians aged 16-25. Core delivery technology is human-led: a small employed team (11) plus a bench of professional freelance musicians, with studio infrastructure provided through a partnership with David Brewis's Field Music Studios.

The business model is predominantly grant-funded: institutional funders including Youth Music, Arts Council England, Rank Foundation, PRS Foundation, National Lottery Community Fund, Sunderland City Council and Barbour Foundation underwrite the free programmes. Earned income streams are limited but diversifying — paid Pop Choir sessions (£5/session), individual and corporate donations, and an emerging Consultancy and Training service led by the Executive Director in youth voice strategy, evaluation frameworks and staff training. Distribution is direct, delivered at community venues rather than through commercial channels, with marketing driven by partner referrals, organic social (Facebook, Instagram), an Airtable mailing list, and Eventbrite ticketing for events such as the A to B Music Conference.

The organisation has no app, no proprietary software, and no AI capability; its intangible value lies in long-standing community trust, safeguarding credentials, and a portfolio of publicly recognised outcomes (Big Issue Top Positive Changemaker 2024, AIM Local Hero Award 2021, Cultural Spring commission 2023, plus alumni achievements including BBC Radio 1/6 airplay, Glastonbury performances, National Theatre cameos and record releases through YMP Records). Operating geographies are restricted to the UK, specifically Sunderland and the wider North East region.

Name

We Make Culture

Legal name

We Make Culture

Website

https://wemakeculture.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

We Make Culture is a Sunderland-based UK charity that delivers free music-making programmes for children, young people and families across the North East, running Young Musicians Project, Embedded and Targeted community projects, and artist development pathways funded primarily through institutional grants.

Ownership category

akta.pro rank

Product category

Youth and Community Music Services

NAICS

Musical Groups and Artists (71113), Record Production and Distribution (51225), Sound Recording Studios (51224)

SIC

Phonograph Records & Prerecorded Audio Tapes & Disks (3652), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

A&R / Artist Development Services (MPAIAGAL)

akta.pro secondary industries

Music Production & Composition (Songwriting, Recording, DJing) (EDAMAAAF), Early Childhood Music Education (Ages 0–7) (EDAMANAD), Music Producers & Production Teams (MPAIAHAB), Custom Music & Original Score/Composition (MPAIALAD)

Keywords

• Community music programmes
• Youth music education
• Artist development
• Music charity services
• Creative careers training

Headquarters

HQ city

Sunderland

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Grants and Funding: We Make Culture is a charity that operates primarily through grant funding from organizations including Youth Music, Arts Council England, Rank Foundation, PRS Foundation, National Lottery Community Fund, Sunderland City Council, Barbour Foundation, and other charitable foundations. This funding enables all programmes to be free for participants.
2. Individual Donations: Individual giving through PayPal donations, supporting sessions, equipment, and helping young people take their next steps in music.
3. Business and Corporate Partnerships: One-off donations and longer-term partnerships with businesses supporting young people and contributing to Sunderland's creative future.
4. Consultancy and Training Services: WMC provides consultancy services to other organizations in areas including youth voice strategy, evaluation frameworks, and staff training. Led by Executive Director Laura Brewis with support from associates, flexible support ranges from consultation hours to comprehensive evaluation frameworks.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

We Make Culture is a Sunderland-based charity that runs free, inclusive music-making programmes for children, young people, and families across the North East of England. Its core offering centers on the Young Musicians Project (YMP) for ages 13-19, Embedded Music Projects in community settings, Targeted Projects for those facing challenging circumstances, and Progression pathways including YMP Records, Next Steps Artist Development, YMP Collective, and Creative Careers and Leadership. Supplementary paid services include adult Pop Choir sessions and Consultancy and Training for other organisations.

Product overview

We Make Culture is a Sunderland-based charity offering a portfolio of interconnected music programmes for children, young people, and adults. The core offering consists of the Young Musicians Project (YMP) for ages 13-19, Embedded Music Projects in community settings, and Targeted Projects for those facing challenging circumstances. These feed into progression pathways including YMP Records (not-for-profit label), the Next Steps Artist Development Programme (ages 18-25), YMP Collective, and Creative Careers and Leadership programmes. Additional offerings include Consultancy and Training services for other organisations, Pop Choir for adults, Front Street Songs family performances, and specialist projects like Thrive and Kinship Creativity. The organisation connects participants to the wider music industry through events like the A to B Music Conference and Music Futures programme.

Differentiator

Problem solved

Functional benefit

Brands

• Young Musicians Project (YMP): Core programme bringing young people aged 13-19 together weekly to make music, develop skills and be part of a creative community.
• YMP Records
• Next Steps Artist Development Programme
• YMP Collective
• Creative Careers and Leadership
• Targeted Projects
• Embedded Music Projects
• Front Street Songs

Quantifiable outcome

• Artists supported to secure radio play, publishing deals, and distribution
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and notable.

• Back on the MapcoreStrategic or Co-development PartnerLong-term community partner in Hendon. WMC delivers embedded music sessions at Back on the Map Youth Hub for young people aged 11-16.
• Lambton Street Youth and Community HubcoreStrategic or Co-development PartnerLong-term community partner in Pallion. WMC delivers weekly Lambton Street YMP sessions for young people aged 11-18.
• Wearside Women in Need (WWIN)coreStrategic or Co-development PartnerLong-term partnership delivering Thrive Project embedding music-making in domestic abuse settings. Creates positive, creative experiences for children and families.
• More Than GrandparentscoreStrategic or Co-development PartnerLong-term partnership delivering Kinship Creativity project supporting kinship families through music, performance and shared making.
• Sunderland Music CitycoreStrategic or Co-development PartnerPartnership delivering A to B Music Conference as part of Sunderland Music City's Summit Week. Collaborative citywide music development initiative.
• Sunderland CulturecoreStrategic or Co-development PartnerCultural organization partnership for citywide cultural development. WMC collaborates on projects including Paint the Town in Sound exhibition.
• Music Connects SunderlandcoreStrategic or Co-development PartnerPartnership in A to B Music Conference delivery. Part of Culture House Sunderland initiative connecting music organizations.
• Field Music StudioscoreStrategic or Co-development PartnerHome to YMP core sessions. David Brewis of Field Music provides production support and mentoring through the studio.
• Seventeen NineteencoreStrategic or Co-development PartnerHeritage partner for Songs of the Streets project, exploring oral and community heritage around Holy Trinity Church area.
• English Heritage / Shout Out LoudcoreStrategic or Co-development Partner2024 partnership through Youth Engagement Programme. YMP members toured English Heritage sites for songwriting and music-making inspiration.
• National TheatrenotableStrategic or Co-development PartnerWMC and YMP performed as cameo group in National Theatre's Public Record production in 2025 at Sunderland's Fire Station.
• Blue CabinnotableStrategic or Co-development PartnerCollaboration on Thrive Song Bags creating early-years music resources for families in domestic abuse settings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sage Gateshead: North East England music education and artist development charity operating from a major venue, running participation programmes and creative learning for young people. Comparable to WMC as a regionally-anchored music charity delivering both access and talent development pathways.
• Eastside Educational Trust: London-based educational charity using the arts to engage young people, including music, creative writing and performance. Comparable to WMC in its youth-arts focus and progression pathway approach; also linked via former staff member Eve Simpson.
• Sound Sense: UK membership body and advocate for community music, providing networks, training and development for community musicians. Comparable to WMC in its community-music focus and the professional development infrastructure that supports the same freelance practitioner pool.
• Brighter Sound: Manchester-based music charity delivering creative music-making projects and artist development programmes for diverse participants and emerging professionals. Comparable to WMC as a UK music charity combining access programmes with structured artist development support.
• Generator North East: Music development agency supporting emerging artists and music businesses across the North East of England. Comparable to WMC in its focus on artist development, talent pipeline, and North East geography; both organisations also share board-level linkages (Helen Walkinshaw previously held roles at Generator).
• Tinderbox Collective: Scotland-based music education and artist development organisation running song-writing programmes and talent development for emerging artists. Comparable to WMC in mission, programme structure (workshops, mentorships, progression), and freelance-led delivery model; also linked via former Next Steps / Peer Leaders consultant Eve Simpson.

Regional players

• New Writing North: North East England development agency for writers and creative writing, supporting emerging talent through programmes and partnerships. Comparable to WMC as a North East creative-talent charity with shared audiences, overlapping funders, and several shared team members and partners.
• Musinc: Tees Valley music education service delivering community music-making sessions and progression pathways across schools and community settings. Comparable to WMC as a North East England community music provider with overlapping freelance practitioners and a similar progression-led model.
• ARC Stockton: Arts centre in the North East producing participatory arts programmes, performances, and artist development work. Comparable to WMC as a regional arts charity delivering creative participation projects; Laura Brewis previously consulted for ARC Stockton.

Emerging players

• Pop Recs Ltd: Sunderland-based independent record store, venue and label supporting emerging local artists with recording and release opportunities. Comparable to WMC as a Sunderland-rooted music organisation focused on releasing and platforming local talent, with direct team overlap (Laura Brewis previously consulted for Pop Recs).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wemakeculture
• Instagraminstagram.com/wemakeculture
• LinkedInlinkedin.com/company/we-make-culture

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We Make Culture