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‘If we don’t tell our stories, no one else will’
Film clip in support of Bradford 2025 ©Bradford UK City of Culture 2025
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Despite the stress and uncertainty of the pandemic, Bradford District is experiencing a cultural renaissance and facing the future with new-found confidence and hope.
But meanwhile, Bradford remains one of the most misunderstood and underestimated places in the country. Those in the know, like Zayn Malik, see us for what we really are:
'Bradford has a character and soul that makes it totally distinct from any other place in Britain, it’s a multicultural hub and the people are unapologetically patriotic. It’s a place that has seen its fair share of hardship and wears its scars boldly. A place with a long history of survival, an essential beat in the heart of what makes Britain great.'
But beyond any slogan or marketing campaign, we need to be bold in our actions to reposition Bradford in the public imagination – regionally, nationally and internationally. We need a combination of highly visible deeds alongside a determined and collective effort to manage our own narrative.
Four old black and white formal portrait photographs taken in a photographers studio against a curtained backdrop. One image features a bride standing in wedding dress, one a bride and groom standing together, one a bride seated with three male family members standing and one a portrait of a man in seated wearing a suit. Belle Vue Studio ©Bradford Museums and Galleries
‘A city that values art and culture in specific time and place that is in the here and now’
Image of a yellow neon sign placed on top of a Bradford Mosque as part of an artistic project. Image ©Muslim Women’s Council/The Leap/Mike Simmonds
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The bid for UK City of Culture in 2025 is so important and timely. It will add rocket fuel to this change and permanently shift the dial on how the District is understood.
And it isn’t just about the UK City of Culture. An estimated 12 million people are visiting the District each year, sustaining around 14,000 jobs and bringing £700m to our economy. Already more than 54% of savvy visitors are coming here for cultural reasons – whether that’s to visit Saltaire, walk Ilkely Moor, see a brilliant show at the Alhambra or to create a show at Theatre in the Mill. But this economy is static and ripe for focussed and determined destination marketing. That includes identifying other designations, conferences and events we should compete for in order to invite the rest of the world to Bradford.
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With the support of our national partners and the City of Bradford Metropolitan District Council, we have a huge opportunity to mobilise our creative communities to drive our recovery. Now is the moment for Bradford to unlock its creative potential and to tell its own story to the world.
↓ What we'll do
Bradford 2025 UK City of Culture Bid, chaired by artist and broadcaster Shanaz Gulzar and led by Richard Shaw, will lead the District’s bid to be UK City of Culture 2025.
The UK City of Culture competition happens every four years and is designed to encourage the use of culture and creativity as a catalyst for change, promote the development of new partnerships, encourage ambition, innovation and inspiration in cultural and creative activity and create a lasting legacy for the winning city.
The initiative is administered by the Department for Digital, Culture, Media and Sport and was created originally to 'build on the success of Liverpool's year as European Capital of Culture 2008, which had significant social and economic benefits for the area'.
The inaugural holder of the award was Derry-Londonderry in 2013. In 2017, Kingston upon Hull took over the title. A report by the University of Hull in March 2018 found Hull's status as the UK City of Culture attracted more than 5 million people, £220m of investment and 800 new jobs.
On 7 December 2017, it was declared that Coventry had been chosen to host in 2021. We anticipate that the competition for 2025 will be announced shortly after Coventry’s year as UK City of Culture commences in May 2021, following a delay caused by the pandemic. It is traditional that the winner of the next designation is announced as the current holder’s reign comes to a close, which will be May 2022.