A North Shields Story That Hits Home

When the words “And the winner of the 2025 Mercury Prize is… Sam Fender!” echoed through Newcastle’s Utilita Arena, the roar that followed could probably be heard all the way down the Tyne.

For North Shields, it wasn’t just a proud moment — it was a defining one.
A homegrown artist, playing on home soil, winning one of the biggest music prizes in the country.

The North East wasn’t just represented this year.
It was the stage.

The Night Newcastle Took Centre Stage

The 2025 Mercury Prize with FREENOW was held on Thursday 16 October 2025, and for the first time in its 33-year history, the event stepped outside London — landing right in the heart of Newcastle at the Utilita Arena.

That shift wasn’t a token gesture. It was intentional — an acknowledgment that culture doesn’t start and stop in the capital. It was also made possible by a regional partnership between Newcastle City Council, the North East Combined Authority, and Generator, the North’s long-running music development agency.

The decision to host it here brought an entire week of creative energy to the city. In the run-up to the awards, Generator launched the Mercury Fringe — a week of gigs, industry panels, school visits and workshops (9–15 October) designed to spotlight northern creativity.

And then came the main event: a sold-out arena, televised live on BBC Four and broadcast across BBC Radio 6 Music and BBC Sounds, hosted by Lauren Laverne with live commentary by Deb Grant and Nathan Shepherd.

Twelve shortlisted acts performed one track each before the judges made their choice — and when Sam’s name was read out, the place erupted.

The Win and the Words That Broke the Room

The trophy was handed to Sam by Sian Eleri, representing the Mercury judging team.

The judges praised People Watching for its “cohesion, character, and ambition,” describing it as “melody-rich, expansive, and deeply human” — an album that “feels like a classic.”

In their statement, they said:

“This year proved the album remains the format of choice for artists and audiences. After much discussion, one album stood out — a record that’s both cinematic and intimate, full of craft and conviction.”

After a stunned pause, Sam took the mic. His voice cracked as he said:

“I want to say thank you… to the person the song People Watching is about: Annie Orwin.”

The Meaning Behind the Dedication

If you know Sam’s story, you’ll know Annie Orwin wasn’t a music industry figure. She was a beloved acting teacher and mentor who taught at a local community centre in North Shields — someone Sam has called a “surrogate mother.”

She encouraged his creativity and confidence long before the fame, helping shape his artistic voice.

Annie passed away in 2023, and Sam has said that visiting her in her final months inspired the emotional core of People Watching — a song about empathy, loss, and the beauty of paying attention.

That dedication turned an already powerful win into a deeply human one.
It wasn’t just an award acceptance. It was a tribute from a Shields lad to the kind of person who makes our town what it is: caring, creative, and quietly extraordinary.

A Prize Steeped in History

The Mercury Prize was founded in 1992 by the British Phonographic Industry and the British Association of Record Dealers, to celebrate the best British and Irish albums based on artistic merit, not sales.

Past winners include:

  • Primal Scream – Screamadelica (1992)
  • Portishead – Dummy (1995)
  • PJ Harvey – Stories from the City, Stories from the Sea (2001)
  • Arctic Monkeys – Whatever People Say I Am, That’s What I’m Not (2006)
  • James Blake – Overgrown (2013)
  • Little Simz – Sometimes I Might Be Introvert (2022)

It’s known for championing authentic voices — albums that capture a moment in time.

This year’s shortlist was fierce, featuring:
CMAT (Euro-Country), Emma-Jean Thackray (Weirdo), FKA twigs (Eusexua), Fontaines D.C. (Romance), Jacob Alon (In Limerence), Joe Webb (Hamstrings & Hurricanes), Martin Carthy (Transform Me Then Into A Fish), Pa Salieu (Afrikan Alien), PinkPantheress (Fancy That), Pulp (More), Sam Fender (People Watching), and Wolf Alice (The Clearing).

The judging panel included names like Jamie Cullum, Jamz Supernova, Danielle Perry, MistaJam, Phil Alexander, Will Hodgkinson, Sophie Williams, and Chair Jeff Smith (BBC Head of Music).

The Bigger Picture: The Mercury Comes North

Beyond the trophy, this year’s Mercury Prize was a showcase for northern talent and collaboration.

Key partners helped turn it into a cultural week:

  • LNER — the official travel partner, ferrying artists and judges to Newcastle.
  • Bowers & Wilkins — continuing their long-term partnership as audio sponsor.
  • Adidas — creating a Mercury display on Grey Street.
  • Fenwick — showcasing all 12 nominated albums in-store, hosting live sessions and workshops.

This wasn’t just a stage move. It was a structural shift. The organisers wanted to prove that national culture can — and should — thrive beyond London.

Why This Win Matters to North Shields

Let’s be honest: Shields has always been bursting with talent.
But this? This was the world finally paying attention.

Here’s why it matters:

1️⃣ It Rewrites the Story
North Shields isn’t just a post-industrial port town — it’s a creative powerhouse. Fender’s win reframes the narrative. This place doesn’t just produce hard workers — it produces world-class storytellers.

2️⃣ It Strengthens Pride in Place
Government reports use that phrase all the time — “pride in place” — but this is what it actually looks like: real pride, felt in pubs, living rooms, and social feeds across the town.

3️⃣ It Inspires the Next Generation
From bedroom songwriters to mural artists, this win says: you don’t have to leave to make it. You just have to stay authentic.

4️⃣ It Builds Cultural Capital
Moments like this drive investment. Local venues, community studios, and creative initiatives suddenly have more weight behind their funding bids.

5️⃣ It Honors Community Roots
By dedicating his award to Annie, Sam reminded everyone that success doesn’t exist in a vacuum. It’s built on mentorship, kindness, and shared stories.

Turning a Moment into a Movement

Now comes the challenge — to make sure this isn’t a one-off headline but a foundation for something bigger.

That could mean:

  • Expanding local youth music and arts programs.
  • Creating shared spaces where creativity and community collide.
  • Telling more stories from the ground up — just like this one.

It’s what I Love North Shields was built for: documenting, amplifying, and connecting the creative heartbeat of this town.

As one fan told us outside the arena:

“You could feel it — that was all of us up there with him.”

A Win for Everyone

From the Fish Quay to the Ferry Landing, from the murals to the markets — this moment belongs to all of us.

Sam’s win isn’t just proof that North Shields matters on a national stage.
It’s a reminder that we always did.

Sources & Further Reading

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