A conversation with the UPNORF founders

In this conversation, the founders of UPNORF sit down to discuss the ‘why’ behind it all. Why the north still gets overlooked. Why it deserves better. And why they’re building a platform that puts northern creatives where they belong: at the centre of the cultural conversation.

From shared frustrations to quiet ambitions, this is an open dialogue about building something that doesn’t exist yet: a platform dedicated to northern culture, told by the people making it.

Ellis to Beth: Shit, it’s just started raining

B: I know, it’s only a drizzle! 

E: Classic

B: So, at the time of us doing this, it’s been the first proper week of UPNORF. We’ve recorded the first podcast episodes, the first studio visits and we’ve got the first ‘a natter with’ interviews out there, it’s exciting!

E: I feel like we’ve not spoken about anything other than how excited we both are.

B: I know it’s so so exciting though! It’s taken a lot of effort to even get to this point.

E: Yeah. Feels like we’ve been going on about this for ages — but now it’s actually happening. People are getting it as well, which is the mad bit.

B: That’s what I keep thinking. It’s not just us banging on anymore, people are actually into it. 

E: Exactly.

B: We’ve said it before, but I think part of the reason this all came together so naturally is ’cos we’ve, like, felt it for years.

E: Yeah. Like — we didn’t just wake up one day and decide to do it.

B: Shall we get into that a bit? What was the moment that made you feel like UPNORF had to exist?

E: Well, it’s not really one moment — more like ten years’ worth of little moments that just pissed me off. One of the more recent ones though? We were reading a certain magazine doing a feature on the “best emerging British artists.” And I’m air-quoting “British” because what they actually meant was Londoners. It’s only a small thing, but it happens constantly. Same voices. Same postcodes. Same bubble. And it’s like — do you really think nothing creative is happening outside the M25?

B: Yeah it pisses me off too. Like if you’re Northern, your work has to prove itself in a way that artists elsewhere just don’t have to deal with. And that pressure’s even heavier if you’re working class or don’t have the right connections. You either have to move away or work twice as hard to be taken seriously. But I’ve seen so many people up here making work just as good — if not better — than what’s coming out of London. That’s why we’re doing this, int it? To show what’s here.

E: Yeah, exactly. Do you feel like you always knew the north was underrepresented?

B: I think I’ve always felt it, even when I was younger. I went down the academic route for uni, because the creative one — like drama school — just didn’t feel accessible. It always came with this unspoken condition: you’ll have to move to London. And at the time, I wasn’t ready for that. Then when I did live in London and ended up moving back up north, it really hit me. The opportunities, the connections — it’s a different world down there. Up here, it feels like you’re building everything from scratch.

E: Obviously we do know that there are creative routes available, like I studied fine art in Hull, I don’t think my dad was too pleased ha! But then yeah, after graduating I had no clue what to do next. It just felt like, if I wanted to make anything of it, I’d have to move to London.

B: Yeah exactly — and the thing is, the north’s never been quiet. We just want to shout about it. We’re not trying to be the centre of anything, we’re just hyped to tell people what’s already happening.  If we can bring a bit of energy to that, help people find each other, back each other - that’s the dream.

E: It’s that idea of being connected that feels exciting now. London doesn’t really need to come together — it’s already got the infrastructure, the eyes on it. But if all the smaller pockets of artists across the north start backing each other, it’d be kinda impossible to ignore.

B: When we say “a space for northern creatives” — what do you think that actually looks like in practice?

E: If you're creative in the north, I think it’s gotta be somewhere you can find people who get it — and who get you — even if they’re doing something totally different.

B: Yeah, it’s about people feeling seen. Like, knowing there’s someone else making stuff round the corner from you. Or three towns over. And instead of feeling like you’re the only one doing it, suddenly it feels like you’re part of something bigger.

E: Exactly. And it’s not even about doing the same kind of work — it could be a printmaker in Sunderland and a DJ in Bolton. But there’s this shared energy. Like a mutual “keep going”.

B: And being proud of where you’re from. Not softening your accent, not hiding your postcode, not feeling like you’ve got to leave to level up…don’t even get me started on softening your accent.

E: Yeah. If we can help people feel like they don’t need to go elsewhere to be “a creative” — that’s the goal.

B: So then, how do you think the way we’re doing it actually helps?

E: It’s all about making stuff feel close. Relatable. Like you’re hearing from someone who lives round the corner — not someone on a pedestal.

B: Yeah and we’re not waiting around for permission. We’re making our own thing, our own formats. A zine might not get you on the Tate’s radar, but it might get you seen by someone in Manchester who wants to collaborate. That’s just as important. Why would you say connecting the creative communities that already exist is so important?

E: I think it’s about strength in numbers. Bringing it all together just makes sense. Yeah, it’s all about lifting each other up. If a creative in Sheffield can see what someone’s doing in Newcastle and feel inspired or motivated by that, it’s like setting the spark for something bigger.

B:Totally. And it’s not just about showcasing individual talent, it’s about building something where everyone feels like they’re part of a bigger picture. And we’re only a week in, we’re obviously just getting started but what does the future of UPNORF look like to you?

E: For me, it's about continuing to create that space for northern creatives to connect and be seen. Over time I think it’ll have a focus on giving creatives the opportunities they need to thrive. And making physical things too. Like a magazine, a coffee table book, and even some limited edition merch, all of it showcasing what’s coming out of the north. But, it’s not about rushing — it’s about building something that is authentic and genuine.

B: We want to help creatives find the people they need, and vice versa. Like, say someone’s looking to shoot a film or create a project — they need a team, right? Whether that’s writers, designers, or directors. We want UPNORF to be that place where they can come to and find those people. It’s about slowly becoming that go-to space for northern talent, a place where people can collaborate and build each other up.

E: That’s it, the network aspect. And the idea is, as we grow and keep bringing these different Northern voices and projects together, we naturally become a space where opportunities just happen. And that’s where the future comes in — it’s about opening up doors for more people to work with each other, support each other, and get the recognition they deserve.

B: Exactly. It’s not about setting up something for the sake of it — it’s about building a space that is real, where people are being seen and heard. And if that naturally leads to opportunities for everyone involved, then that’s great. We’re just here to put the spotlight on the talent that’s already here, and give creatives the platform they deserve, slowly but surely.

E: We could go on forever about this.

B: I know. Maybe we should stop and make a cuppa.

E: Go on then.

B: I’ll stick the kettle on.

Follow UPNORF on Instagram for updates for more. Cheers!