Interpreting the Brief and Client Research

 Client Research 

Client 


The client for this project is ‘Sunderland Culture’. They are holding a mixed media exhibition, which will be titled ‘Who Am I?’. This exhibition will be held at the National Glass Centre and Sunderland Museum and Winter gardens.

  

Sunderland Culture is a new organisation created to bring together Sunderland’s most important cultural assets and activities and realise the ambition of a city brimming with creative potential. They operate many locations and organisations such as: National Glass Centre & Northern Gallery for Contemporary Art, Sunderland Museum & Winter Gardens, Sunderland Stages, Sunderland Cultural Partnership, Arts Centre Washington and The Fire Station. Two of these locations is where the ‘Who Am I?’ exhibition will be held. They also run cross-city programmes such as the recent UK City of Culture bid and their Great Place Scheme. 


The significance of the exhibition's location 

  

Sunderland Museum and Winter Gardens is a municipal museum in Sunderland. The ‘Who Am I?’ exhibition being held in the Winder Gardens is very significant as the Winter Gardens is a widely recognised landmark in Sunderland, so it is very relevant to the culture of Sunderland. Sunderland Culture also operate the Winter Gardens, so it is directly linked with the organisation. It is also the 20th anniversary of the opening of the WinterGardens this year (2021) as it opened in 2001 which makes it an even more significant location for the event. 


Board
Sunderland Culture was formed in April 2016 as a partnership set up by Sunderland City Council, the University of Sunderland and the business-led Sunderland MAC (Music, Arts and Culture) Trust. The purpose of  Sunderland Culture is to manage cultural venues across Sunderland and develop city-wide cultural projects. It is managed by a board comprising directors from each of the three partner organisations along with five independent members.
The six directors appointed by the founding partners are:
- Fiona Brown, Executive Director of People Services (Sunderland City Council)
- Councillor Linda Williams, Cabinet Member for Vibrant City (Sunderland City Council)
- Steve Knight, Chief Operating Officer (University of Sunderland)
- Graeme Thompson, Pro Vice Chancellor Connections and Place, (University of Sunderland)
- John Mowbray OBE (MAC Trust)
- Paul Callaghan CBE (MAC Trust).
The independent directors are:
- Andrew MacKay, director of the Tullie House Museum and Art Gallery Trust in Cumbria
- Annabel Turpin, chief executive of the ARC arts centre in Stockton
- Iraa Kadchha, director of Sunderland-based RGB Media
- Gillian Callaghan, regional director of the Association of Colleges.

The board is supported by Rebecca Ball, Chief Executive and Company Secretary.
Funding
Founding Partners:
- Sunderland City Council
- University of Sunderland
- MAC Sunderland

Funders:
- Arts Council England (Lottery funded)
- Heritage Fund (Lottery funded)
- The Great British Coast
- Northern Powerhouse
- National Partners Programme
- Arts Council Collection
- Art Fund_
- HM Government in partnership with The National Lottery community fund
-V&A
- Great Exhibition of the North (GX Project)
- Culture Bridge North-East
- The Sir James Knott Trust
- The Arts Society
- Equal Arts

Supporting Sunderland Museum & Winter Gardens’ learning space:
-The Wolfson Foundation
- Sunderland City Council

Client Involved Products 

 

Great Place Celebration Film 




Sunderland: We are Makers - #Sunderland2021 



Requirements 

I have been asked to explore and develop ideas for media work relating to the theme of ‘Regional Identity’. The client has requested that the final submissions of the project to be in the form of a video media (a short film/documentary), a print media, or a combination of both. This could be a singular finished piece or a series of more experimental pieces which could be further developed. I will have to agree my ideas with my tutor to ensure that they meet the assessment criteria before I can begin working.  

 

Audience 

The primary target audience is young people from the ages of 16-25. My aim is to engage the audience to encourage them to think about and express their own regional identity. 

 

Inspiration 

What defines my regional identity – cultural identity, social group, gender, religion, body, style, hobbies? What is it like to live in or be brought up in the northeast? 

 

Possible starting points: 

-How I look 

-How I feel 

-What I like 

-What I don’t like 

-What I believe in 

-What I don’t believe in 

-How I think other people see me 

-How I feel about my region 

-What it is like to come from this region 



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