Why we launched Artist Image Lab

Coming from a fashion background and now working in music marketing, I've always been interested in the relationship between visual identity, storytelling and how people present themselves creatively.

I've been fascinated by the way artists build their own brands, communicate who they are and create a visual world around their work. It's something I've always been drawn to, and over the years I've enjoyed exploring that through creative projects with local artists, helping them develop their image, content and overall identity.

One thing I've become increasingly aware of is just how important an artist's visual identity is alongside their music.

An artist can have brilliant music, a strong story and real potential, but knowing how to communicate that visually, build a recognisable identity and present themselves to the wider industry can be a challenge, particularly when you're emerging and don't necessarily have access to the right people, resources or budgets.

That's where the idea for Artist Image Lab came from.

I wanted to create an opportunity that went beyond simply giving artists a photoshoot. Working with The Face House, we've developed a programme that looks at the bigger picture: branding, styling, creative direction, photography, marketing and electronic press kits.

I've had the pleasure of working with The Face House in a few different capacities over the years, both as a model and through various creative projects and collaborations. Having experienced their work first-hand and built a relationship with the team, bringing them into Sonic Futures felt like a natural fit. I knew they had the creative knowledge, experience and understanding of fashion, image-making and visual identity to help bring this programme to life.

For me, it's also about making professional creative support more accessible to artists across the Tees Valley. There is so much talent coming out of our region, and I want to help make sure emerging artists have the tools, confidence and resources to put themselves forward and access opportunities within the music industry.

Artist Image Lab is designed to give artists something tangible to take away, from a professionally produced EPK and a collection of high-quality images to a developed visual direction for their project. More importantly, I hope they leave with a clearer understanding of their identity and how to communicate it.

Ultimately, visual identity should never feel like a finished product. It's something that grows alongside an artist, reflecting who they are, where they're going and how they want to be seen. I hope Artist Image Lab gives them the space and confidence to explore that.