Rain drums against the windows of The Fire Station in Sunderland, but the crowd outside barely notices. They're absorbed in stories of unforgettable gigs, eagerly awaiting tonight’s sold-out folk performance.
This former fire station, now an 800-capacity venue and a key part of the CultureSuite community, draws a diverse, international crowd. Local ales flow, and the blend of Mackem accents and global voices makes it clear: no matter where you’re from, everyone’s here for the music.
The Fire Station is a cornerstone of Sunderland's vibrant cultural scene in 2025: a shipbuilding town in North East England with musical roots, but now an unexpected destination on the global music map.
This is the result of the work by a dedicated team of four locals who, in just twelve months, secured Sunderland’s place as an officially recognised Music City – joining a global network where music drives both cultural and economic growth, and earning recognition from music lovers around the world. We caught up with Andrew Dipper, Marketing and Sales Director for Culture Quarter and Sunderland Music City, to discuss the city’s journey towards gaining both local and international recognition.
Sunderland’s thriving music scene
It’s Thursday, and The Fire Station is buzzing. Inside, the sold-out folk show with Mary Chapin Carpenter, Julie Fowlis and Karine Polwart is about to begin. In The Engine Room, guests enjoy local ales and seasonal plates. Outside, a long queue waits eagerly, some for hours, to see one of the UK’s most acclaimed folk acts.
This image contrasts sharply with what outsiders might think about Sunderland, which has long been overshadowed by its industrial past. As shipyards closed and manufacturing declined, the city found itself at a crossroads familiar to many post-industrial towns across Britain: reinvent or fade away.
For Andrew, Sunderland’s music scene has always been alive, thriving quietly, just out of the spotlight. From 1960s local bands to 1990s underground raves, the city has built its own musical ecosystem, rooted in community and DIY spirit.
“There’s a long history of grassroots gigs, volunteer-led festivals in surprising places, and experimental workshops,” Andrew explains. “People here shape their own culture, often with more authenticity than in bigger cities, where institutions have long had major funding.”
In the past few years, this spirit has found a new home at The Fire Station. Originally built in 1907 and left abandoned for 22 years, the venue has been redeveloped with substantial investment. It reopened to the public in 2017.
Today, The Fire Station hosts over 250 events a year, from orchestras to indie and electronic acts, with a restaurant serving local dishes and street food. Its programme also includes film screenings, comedy, community events, and family-friendly activities.
Culture Quarter, where Andrew also works part-time, is the culture and hospitality organisation that manages The Fire Station and various other venues around Sunderland under CEO Rhys McKinnell. Together, they've created a sense of connection across the whole Fire Station complex, whether you're coming for a big gig in the auditorium, enjoying a drink in the marquee, catching live music outdoors, sitting down for a meal in The Engine Room, or just having a pint at The Dun Cow.
"We operate three venues within a 30-second walk of each other, and Sunderland has embraced our Culture Quarter," Andrew says proudly.
Collaborative momentum
Sunderland's music scene is definitely on the map locally, but what motivated the Sunderland Music City team to push for it to be on the international map, too?
Andrew, who’s played many roles in the city’s cultural life, from running a comedy club to leading marketing efforts, explains: “We’ve been exporting talent for decades: The Futureheads, Field Music and many more widely recognised names. But opportunities for artists were typically found in London or Manchester, rather than in the North East."
The creative landscape in the North East has faced challenges: limited funding, smaller audiences due to lower incomes, and little national support. Even music lovers often couldn’t afford tickets to their favourite artists. “We want Sunderland to be a place people travel to for music," Andrew says. “Getting more recognition on a national and international level could help us get there.”
A big part of that shift came from visionaries who recognised Sunderland's potential early on. Paul Callaghan, Chair of the Board of Trustees at Sunderland Music, Arts and Culture Trust, and Rhys McKinnell were the driving force behind The Fire Station's transformation. They shared a fundamental belief: it wasn’t just about reinvention, it was also about amplifying what was already there. We explored this perspective with Paul in a CultureTalk podcast.
Driven by this vision, the Music City team (Michelle Daurat, Frankie Francis, Marty Longstaff and Andrew) set out to make its mark on the global music scene. When the team discovered the potential of the Music City Network, they knew they had to go for it. At the start of 2025, Sunderland gain the Music City status, enabling them to gain access to collaborative opportunities, resources, and advocacy across the network.
The Music City designation isn't just an accolade to hang on the wall: it created meaningful connections with established cultural centres worldwide. "There are two ways to become an established City of Music. You can go for UNESCO City Of Music Status, or you can do this," Andrew explains.
"We chose this route because it allows a more collaborative approach where we can learn from other cities such as Valencia, Hamburg and Sydney. We're exchanging ideas with healthy urban music economies. We're not just saying, ‘Look, we have music!’ We aim to put it into action and grow with this status."
Cultural transformation in record time
Perhaps the most impressive part about Sunderland's cultural transformation is the speed at which it has happened. With the right team, collaborative energy, and digital tools, they've put their city on the international cultural map in less than a year, building on over two decades of groundwork laid by Sunderland’s grassroots music community.
How did the team get buy-in from Sunderland’s existing music community when the project began? “Two things,” Andrew says. “First, our Music Officers were out in the community from day one, talking to everyone, from artists, promoters to venue owners, about our shared ambition for the city. Second, we had a clear digital identity right from the start. The website was essential. It allowed us to clearly communicate what the project stood for, what we aimed to do, and how it could benefit the people of Sunderland. It gave us instant credibility.”
Andrew and the team partnered with CultureSuite to develop a website in just seven days using Peppered CMS. While initially focused on securing Sunderland’s international status, they quickly recognised its value for the local community.
The new website platform did more than just showcase events. It became the connective tissue for Sunderland's entire music ecosystem. "There was not a website like this that connected everyone involved in the local music industry," Andrew reflects. "For a city working to reshape perceptions, the digital front door matters. Both for the people in town as for outside music fans: people needed a reference point to understand what is happening musically in our city and to connect.”
The digital back office of a cultural destination
It’s not only the front-end of the website that brought this development and establishment of Sunderland as a cultural destination on the map. What Andrew particularly appreciates is the seamless connection between online and real-world experiences. Their partnership with CultureSuite, allows for direct ticketing integration through Spektrix, centralising access to events across all venues.
"For example, Sunderland Music City will host the Sunderland Year of Music from June 2025 to June 2026, with tickets for multiple venues sold via the website. For customers, it can be tricky to figure out how to buy tickets when they’re sold across different websites. Our website aims to pull everything together in one place," Andrew explains.
Andrew also notes that, just as Sunderland brings together creative energies to shape its culture, CultureSuite fosters the same collaborative spirit behind the scenes.
“In the past, I’ve worked in businesses where only one person was able to or skilled enough to handle the website,” he says. “But with Peppered CMS, we’ve found a way for everyone to contribute, even team members who aren’t comfortable with tech or don’t have web development experience. The system is easy to use and helps everyone stay on top of things, which has transformed how we manage events.”
Beyond the status: creating lasting cultural change
As we wrap up our conversation, one question remains in mind: What does this status really mean for Sunderland?
It’s been a few months since the city gained the Music City status, joining Manchester as the second UK city to do so. But for Andrew and the team, it’s more than just a badge of honour.
“It's about attracting investment, talent, and creative entrepreneurs to Sunderland,” Andrew explains. “This recognition means more opportunities for musicians, artists, and everyone in the creative industries, making Sunderland a place where people want to stay, work, and grow their careers, and for people of all ages to enjoy music in our city.”
While culture has played a critical role in rejuvenating prospects in Sunderland, Andrew, and many culture-lovers around the world, can get rather saccharine when talking about its impact.
"When there’s a packed audience, everyone having a great time, that’s when you get a real sense of pride," he gushed. These are the moments, when people come together around music and culture, that make Sunderland's journey from local to global, becoming a Music City destination, meaningful.
Let’s get this show on the road
No matter what stage you're at in your search for the perfect web platform or digital marketing tool for your venue, we'll help you get the information you need to make the right decision.
- Join our community of venues and get insider insights.
Learn how to get the most out of Peppered, gain insights from other venues, and add new features to the Peppered development roadmap. Visit CultureHub. - Want to see how Peppered works?
We’re proud of how easy we make it for venues to manage their website. That’s why live event venues around the world trust Peppered. Book a personalised demo. - Looking to partner with us?
If you’re a technology provider, design agency or supplier for the arts and culture sector, we’d love to hear from you. Contact us here. - Want to learn more about digital tools for venues?
Explore our industry insights and expert advice by heading over to our articles, events and webinars, Spotify, YouTube channel or subscribing to our newsletter.
