The #WelshMusicAbroad banner will increase the international profile of home-grown talent.
New Partnership to Boost Welsh Music Abroad
FOCUS Wales and Tŷ Cerdd have announced a new Memorandum of Understanding aimed at strengthening the international profile of Welsh music under the #WelshMusicAbroad banner. The agreement formalises a shared commitment to collaboration while allowing both organisations to retain their independent roles. It builds on a partnership approach developed in recent years to support Welsh artists across a range of musical genres.
A Framework for Growth
The partnership sets out a clear framework for international growth. Both organisations plan to expand showcasing opportunities, strengthen export activity and support artists across commercial and non-commercial pathways. In addition, they will share networks, resources and market intelligence to maximise impact and promote Wales as a strong music nation.
Both organisations have increased their international activity in recent years. FOCUS Wales supports export-ready artists to perform at major global events, while Tŷ Cerdd develops opportunities for composers and creators through international networks and showcases. Together, their work reflects the diversity of Welsh music and aims to ensure access to opportunities across the sector.
Supporting Artists at Every Stage
Andy Jones, Director and Head of Music at FOCUS Wales, said the agreement reflects a shared commitment to supporting artists and industry professionals working internationally. He noted that collaboration will allow both organisations to build on their experience and networks. Deborah Keyser, Director of Tŷ Cerdd, added that the partnership sends a clear message to both the Welsh sector and international markets.
The agreement also provides a structure for coordinated activity, including export routes, artist development and shared approaches to sustainable touring. By aligning efforts under #WelshMusicAbroad, the organisations aim to provide clarity for international partners and strengthen long-term relationships.
A Focus on Inclusion and Representation
A key focus of the initiative is supporting artists at different stages of their careers. This includes emerging artists seeking their first international opportunities, alongside established acts developing long-term strategies. At the same time, the partnership places importance on diversity, accessibility and cultural representation.
Welsh-language and bilingual artists, along with those from underrepresented communities, will be supported through the initiative. The agreement reflects a broader aim to ensure that Welsh music is represented internationally in a meaningful and inclusive way.
Backed by National Support
The work of both organisations is supported by Arts Council of Wales, including Wales Arts International, and Creative Wales. Together, they aim to strengthen Wales’s international music presence through shared expertise and coordinated action.
Ultimately, the agreement marks a continued commitment to developing opportunities for Welsh artists worldwide, while reinforcing collaboration as a key driver of growth across the sector.
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