For this Project, the client is 'Sunderland Culture' who are holding a new mixed media exhibition which aims to exhibit young media talent in the North East in the form of either a short 15 minute film/ documentary, a print media campaign or a combination of the two. The intended target audience for this documentary is people between the ages of 16 and 25. The aim of this campaign to 'engage young people and to educate them on local talent, with the aim of developing the city's cultural awareness and diversity.
Created in April 2016, Sunderland Culture are a charitable orginisation aiming to 'bring together Sunderland's most important cultural assets and activities'. Their aim is to improve life for everyone in Sunderland through culture and to improve the image of Sunderland to people inside and outside Sunderland and to inform people about the cultural history of Sunderland. They are funded by Sunderland City Council, University of Sunderland and MACSunderland (Music, Arts and Cultural Trust). They hold a wide variety of events all across Sunderland in different popular venues such as Arts Centre Washington, The Winter Gardens, Northern Gallery For Contemporary Art, National Glass Centre and The Fire Station. These events include informational talks, arts classes such as oil painting and glass sculpting and dancing, poetry and music performances such as 'right track' which is a free music performance which allows young musicians ages 12-21 to grow and develop their skills.
In 2022, Sunderland successfully applied to become part of Arts Council Collections portfolio investment programme, a 3 year investment which will aim to allow communities over Sunderland to access 'great cultural experiences' at their many venues. Sunderland Culture joined Arts Council Collection in 2018, becoming one of the three partners of ACC. ACC is a large national loan collection of modern and contemporary British arts. Their main aim is to support artists in the UK and safeguard their future by supporting them financially by handing out long term loans and helping to get their out into the public eye.
In March 2018, Sunderland Culture launched the 'Twenty Four Seven' programme which is a £60m initiative, funded by their partners, to 'improve the city's cultural profile and reputation, strengthen the city's creative economy, and increase the number of Wearside's taking part in arts in culture'. They will focus on improving the reputation of Sunderland, inspiring the aspiration of young people, improving mental health and wellbeing services in the city and to increase the amount of opportunities for young people living in the region to create a more socially cohesive city. The project is running until 2024 is being funded by Sunderland Culture's partners.
The main aim of Sunderland culture is to improve the image and to raise awareness of its cultural significance in the North East and the rest of the UK. They want to broaden the horizons of young people in the area and create opportunities for them to reach their full potential and bring light to the cultural potential that Sunderland has to offer to the rest of the UK.
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