Born in DJ Lauren Laverne SUNDERLAND says audiences can expect a rich variety of local artists when large heads alternative music festival BBC in the region.
The BBC broadcaster came home to announce that 6 Music Festival will be held on Tyneside next month.
"I think it's fantastic for the region as a whole that the festival will take place here," said former San Antonio School girl.
"And not only musicians, there will be plenty of local artists and arts groups that will be engaging and I think they will have a good time," he said.
Acts announced for the festival, which will take place in places like Sage Gateshead O2 Academy and from February 20 to 22, including Maximo Park, Neneh Cherry, Interpol, Sleater-Kinney, Hot Chip, Ghost Poet, The Fall, The Charlatans and more.
Emerging local artists will also provide a platform to showcase their sound in the festival.
Lauren, who regularly returns home to visit family in Wearside, has always been a strong supporter of the Mackem musicians.
"I am incredibly proud of where I am and I think there's some great music in the Northeast, as Brewis brothers (Field Music fame) and Lulu James," she said. "But when I play music on the show I play the music I like, it's not a conscious thing to play North East artists. They are played on its own merit."
Last year, Frankie and the heartstrings were invited to make a pop-up version of his Pop Shop in Fawcett Street Recs in the inaugural festival in Salford.
Lauren said: "I've been talking to the pop Recs guys and I really hope to participate again this year as they do is great I think you have asked to represent the shop again.”
Speaking of how the music of the Middle North has changed since emerged with Kenickie band in the 90s, he said. "The music scene is much more diverse now when we were about were very much the odd on the scene we had. Great support from friends, but many people did not think it was good to be a girl with a guitar and would ask 'but who writes your songs?' I do not think it would happen now. "
Northumbrian piper Kathryn Tickell was one of the local musicians at launch, which took place through a radio broadcast live from the University of Newcastle.
Kathryn, who is also professor of folk music at the university, said: "This is such a region with so many musical traditions of music and it's great that the festival goes here.
"Sunderland is doing incredibly well when it comes to producing new music. Still hearing these great bands, one after another, leaving Sunderland, is an exciting time for music.
"You have new acts such as The Lake Poets singing on shipbuilding and heritage. It's like cross-pollination because they appeal to an emerging public and popular audience."
* Tickets for the first day of 6 Music Festival will be on sale from Friday at 10 am, priced £ 25 Visit www.onlineticketspot.com or www.goticketsnow.com