Norwich Sound & Vision set up by radio presenter

Adrian Cooke has been inspired to act by the local scene's brimming talent

BBC Norfolk Introducing presenter Adrian Cooke is behind a new major event, which is now under way.

Norwich Sound & Vision is billed as a three-day music festival, film event and conference, and will draw top industry figures to the city.

A Los Angeles music supervisor and representatives from South by Southwest and Sony games will attend.

Hotly-tipped bands Serena Maneesh and Dinosaur Pile-Up will also play during the showcase from 16 to 18 September.

Inspiration

Adrian, development director for Community Music East and founder of the Hungry Audio record label, came up with the ambitious idea while chatting to Liverpool Sound City's international manager and former Norwich resident Becky Ayres during a trade mission to Japan.

"While talking about the Liverpool event, I just started to wonder if it could happen in Norwich," said Adrian, who also presents a show on community station Future Radio.

"We know there are plenty of brilliant Norwich bands and we have a really strong music scene here.

"Through my involvement with the radio shows and Hungry Audio, you get to hear all the good stuff out there and I'm in a position to be able to do this event and bring the education aspect to it through my work with CME.

"It's taken a lot of hard work and a strong will - it hasn't been easy at times, but nothing like this ever is," he added.

Norwich Sound & Vision is the consequence of a chat in Japan

As the conversation with Liverpool Sound City organisers was at the heart of Norwich Sound & Vision's inception, its representatives have come on board as consultants and will take part in the day-long conference on Saturday, 18 September, at Norwich Arts Centre.

US special guest

Other key guests include Andrea von Foerster, who is flying in from California and has worked on TV series Stargate Universal and the hit movie 500 Days of Summer.

Along with other industry professionals, she will advise the audience on how they can get music added to TV shows, films, adverts and computer games.

"Andrea is really into British music and is looking forward to checking out the new bands playing during the event," said Adrian.

"The people at the conference are all big-hitters in their own fields and to have them in same room and let local people have access to them is brilliant."

The panel is sponsored by UK Trade and Investment, which organised a recent successful business trip to Hollywood for Adrian.

Following his meetings with some of the industry's top movers and shakers, Hungry Audio band Sennen have had two songs used on leading TV shows True Blood and One Tree Hill.

Live performances

Serena Maneesh will play the launch gig at Norwich Arts Centre

The city-based band are one of around 30 acts to grace the Norwich Sound & Vision line-up, which kicks off at Norwich Arts Centre on Thursday, 16 September, with fast-rising Norwegians Serena Maneesh headlining.

"I saw them at South by Southwest in Texas and was expecting something ethereal and mellow but they were absolutely bombastic," said Adrian.

Another band who are expected to go big are Leeds' Dinosaur Pile-Up, who will perform on Saturday, 18 September.

The trio have recently been joined by Norwich drummer Mike Sheils and are being supported by BBC Radio 1's Fearne Cotton, who has spoken to BBC Norfolk about her admiration for the band.

The event will also give a platform to local bands to get their music noticed by the industry representatives who will be in the city.

Home-grown acts taking part include Bearsuit, Fever Fever, The Lost Levels, The Kabeedies, These Ghosts and Girl in a Thunderbolt.

During the three days, a corridor of music has been organised at venues along St Benedict's Street, which includes free gigs.

A ukele festival is just one of the special events which has been put on as part of the celebration, which will take over the Ten Bells pub on Saturday.

Film shorts will also be shown at Europe's largest permanent HD digital screen Fusion, inside The Forum, from 13 to 18 September.

Annual plan

While funding has been in short supply this year, Adrian is hoping that the event's reputation will flourish and has big plans for the future.

"I want Norwich Sound & Vision to be a significant event on the global music calendar," said Adrian.

"We will prove to people what it is this year and what it can do in order to win more investment and then ramp it up again next year."

BBC Norfolk Introducing will broadcast live from Norwich Sound & Vision between 7 and 8pm on Friday, 17 September 2010. Listen to BBC Radio Norfolk on 95.1, 95.6, 104.4FM and at bbc.co.uk/norfolk

For full line-up details and ticket information go to Norwich Sound & Vision.