This month’s theme of ‘working internationally’ ties closely to our role as part of Cardiff University’s Centre for the Creative Economy, which also houses Media Cymru. Media Cymru is a project transforming the Cardiff Capital Region into a global hub for media innovation, with 'Global' as one of its key pillars.
That alignment makes this theme especially important for Creative Cardiff, and we were delighted to explore it further in our September Creative Cuppa in partnership with Media Cymru. Featuring insights from their Producer Gavin Johnson, who leads the global strategy, he reflects on how international collaboration underpins their mission ahead of his visit to Japan for Wales in Japan 2025.
Global collaboration sits at the heart of Media Cymru. By reaching beyond borders, we’re creating opportunities for Wales’ vibrant media sector to build meaningful partnerships and unlock new possibilities around the world. Japan is a key destination on this journey and after years of building connections, we’re excited by the cultural and commercial synergies Wales and Japan offers.
Gavin was joined by Becci Scotcher from PRS Foundation, who reflected on the value of international exchanges while remaining rooted in Wales, reinforcing how local identity can act as both anchor and strength when taking work onto the global stage.
Across the local sector, we’ve seen how international collaboration creates opportunities for Welsh creatives to share their work with new audiences. BBC Horizons, for example, regularly sends emerging musicians abroad through the Excite Music Project, a European talent exchange network spanning countries such as Germany, Ukraine, the Netherlands and Sweden. As Simon Parton from the team explained to us:
This not only gives Welsh artists invaluable exposure but also aligns with other Welsh export initiatives like FOCUS Wales, amplifying their impact and visibility on a global stage.
Meanwhile, communities like Clwb Creative Cymru are carving out bold new spaces for Welsh creativity in international contexts. Through cultural takeovers, global brand collaborations and media partnerships, they are reframing perceptions of Wales abroad and ensuring our creative talent stands shoulder to shoulder with the world’s best. For co-founders Phie and Dagmar, spotlighting Welsh voices internationally is about more than just visibility:
It’s about reshaping narratives, nurturing emerging talent, and connecting the Welsh diaspora in ways that keep creativity rooted in community while resonating globally.
For Anthem Cymru, international work has also become a way to spark fresh thinking that directly benefits Welsh communities. By connecting young musicians from rural Wales with their counterparts in Extremadura, Spain (another rural region with its own unique challenges) they are co-creating a toolkit of resources to support musicians outside of city environments. It’s a powerful reminder that working internationally is not only about reaching new audiences, but also about bringing back knowledge, ideas and approaches that enrich our own local landscapes.
And for individual creatives, the impact can feel deeply personal. As Meg, graphic designer and guitarist of punk-infused band Panic Shack, put it:
Securing international opportunities is a substantial milestone in a creative career — a proud moment when projects born in Wales are recognised and celebrated on a wider stage.
As this month’s conversations and collaborations have shown, working internationally doesn’t mean losing sight of where we come from. Whether it’s Berlin, Barry, Buenos Aires, or Bettws, it’s about celebrating Welsh identity and creativity while building bridges with the wider world. From music and festivals to film, performance and research, the creative community here is showing that Wales has a vital role to play in the global cultural conversation, and we’re only just getting started.