Hosting the MOBO Awards brought Newcastle to the attention of almost 1 billion people worldwide, according to a new report.
Newcastle hosted the awards for the first time earlier this year in what was a memorable celebration of Black music and culture in the city.
A report looking into the impact of hosting the awards, as well as the MOBO Fringe Festival supported by Newcastle City Council and the North East Combined Authority, shows Newcastle and the wider North East region was brought to the attention of a global audience of around 965 million people.
The awards also brought a total estimated economic and social impact of more than £1.3m to the region, with more than 8,000 visitors coming into the city to take part in events around the awards.
Cllr Abdul Samad, Newcastle City Council Cabinet Member for Culture, Music and Arts, said: “Nowhere knows how to put on a show quite like Newcastle, and the MOBO Awards and Fringe Festival were another fantastic opportunity for Newcastle to shine.
“It’s fantastic to see the impact these events have had on the city and wider region, with local businesses getting a boost in trade, children and young people experiencing great opportunities, and our great city shining brightly under the international spotlight.
“I’d like to thank everybody who helped bring the MOBOs to Newcastle, and to all those involved who made it the fantastic celebration of Black music and culture that it was.”
North East Mayor Kim McGuinness said: “Bringing the MOBO Awards and Fringe Festival to our region was a phenomenal moment for the North East, and a brilliant start to 2025.
“With millions of people across the globe seeing what we have to offer, it’s clear our creativity, talent, and culture can shine on any stage.
“Our investment in the MOBO Fringe gave us the opportunity to showcase some of our most exciting, dynamic, creative musicians.
“It about opening doors for our young people, celebrating Black music and culture, and putting our region firmly in the global spotlight.”
The financial impact of hosting the MOBOs includes a combined visitor spend of more than £750,000, and more than £450,000 in Gross Value Added to the regional economy.
The global audience figure includes local, national and global media coverage, extensive social media engagement, and combined broadcast audiences.
In addition to the international exposure for the city and the economic impact, the MOBOs also provided valuable work experience to 55 children and young people, and provided 1,200 schoolchildren with opportunities to take part in fun, inspiring, motivational activities that boosted confidence and engagement with learning. A further 2,000 pupils benefitted from MOBO Legacy Workshops exploring anti-racism and social cohesion.