When LMA announced plans to open a Newcastle campus earlier this year, it made a bold promise.
Its arrival in the city would be about far more than simply opening another university building or recruiting students for a new intake.
Instead, the institution pledged to become an active part of the North East's creative ecosystem, building partnerships, creating opportunities and helping nurture the next generation of musicians, performers, filmmakers and creatives.
Just months later, LMA is already proving it meant every word.
Fresh from a recently packed-out Industry Insight Event at Newcastle's iconic Tyneside Cinema featuring Travis guitarist Andy Dunlop, Bloodhound Gang drummer Adam Perry, North East Screen Chief Executive Alison Gwynn, West End star Erin Caldwell and internationally touring choreographer Robyn Rae Laud, LMA has now announced an official partnership with the much-loved independent cinema as momentum continues to build ahead of the opening of its Newcastle campus this September.
The event marked a major milestone for the institution's North East expansion and provided perhaps the clearest sign yet that LMA intends to do things differently in Newcastle.
The audience heard honest stories from the front line of the creative industries, from life in globally successful bands and international tours to the rapidly growing opportunities emerging across film and television production in the region.
For LMA Newcastle Principal Deni Chambers, the evening perfectly captured what the institution hopes to bring to the city.