Creative Partnerships Conference
About Creative Partnerships Conference
The Creative Partnerships Conference is Scotland’s flagship conference, centring Black creatives and celebrating artists from other underrepresented backgrounds and their allies. This Be United programme delivers a series of vibrant, high-impact national events where art, industry and inclusion meet.
This year, Be United is expanding the Creative Partnerships Conference (CPC) 2026 programme by introducing three dedicated micro CPC events in the lead-up to the main conference in May. Designed to build momentum and deepen engagement ahead of the flagship gathering, these smaller-scale events will spotlight key themes, foster collaboration, and create additional opportunities for connection across the sector.
Upcoming Event
MAKING IT WHERE YOU ARE
April 24, 2026
Many artists and creative practitioners feel that they must relocate to major cultural centres such as London to build a viable career. This event aims to question that narrative and instead explore how creatives can build meaningful, sustainable careers from where they are, by developing strong networks, collaborations, and infrastructure within their local communities.
The programme will combine an interactive workshop, a panel discussion with industry professionals, and an artist showcase, creating a space where learning, dialogue, and creative presentation can take place within the same event.
The session is FREE to attend.
Workshop – From Passion to Pathways
Muse Greenwood, Be United’s CEO
Muse is a visionary executive and creative strategist with over 30 years of experience bridging the arts, community development, and corporate leadership. With advanced degrees in Law and Interreligious Studies and a celebrated career in media and the performing arts, she brings a rare blend of creativity, strategic acumen, and cultural insight. Her leadership has transformed grassroots initiatives into sustainable programs, guided inclusive policy change, and empowered underrepresented voices. Known for her warmth, innovation, and integrity, Muse is uniquely positioned to lead organisations like Be United through growth and meaningful impact. Her interactive workshop, FROM PASSION TO PATHWAYS, is designed to explore how success today is built through collaboration, transferable skills, and meaningful networks not just individual talent.
Panel -Building Sustainable Careers Locally
Sami Omar, UP2STNDRD
Sami Omar is the Founder and Creative Director of UP2STNDRD, a Glasgow-based production house and platform dedicated to developing emerging music talent across Scotland. With a focus on artist development, professional training, and industry navigation, UP2STNDRD works closely with artists, writers, and producers to create pathways into the music industry through publishing, sync placements, and commercial opportunities.
UP2STNDRD specializes in sync-ready music for TV, film, advertising, and video games, representing a diverse roster of Scottish writers and producers creating high-quality, licensable tracks across multiple genres – from cinematic instrumentals to commercial vocal productions. The catalog spans contemporary hip-hop, R&B, electronic, pop, soul, blues, and alternative sounds, all crafted with sync placement in mind.
As both a recording studio and publishing house, UP2STNDRD offers a comprehensive one-stop solution for music supervisors seeking fresh, authentic Scottish talent with full rights clearance. The organization bridges the gap between emerging artists and the commercial music industry, providing infrastructure that has historically been underdeveloped in Scotland’s regional music scene.
Ana-Maria Gheorghe
Ana-Maria Gheorghe is a strong believer in hard work, professionalism, passion and continuous learning. Originally from Romania, Ana-Maria moved to Aberdeen at 19 to study, graduated from RGU with a BA (Hons) Events Management and a MSc in Fashion Management, and remains just as enthusiastic about the events industry today as she was when she started more than a decade ago.
Ana-Maria works as a Festivals Coordinator for Jazz Scotland, an organisation she started volunteering with after moving to Aberdeen. Ana-Maria is currently looking after three festivals and heading a consultancy firm AMG Consulting.
Ana-Maria attempts to maintain a positive attitude in both her work and personal life, as balance is very important to her, as she is also a single mum of two small humans and a very old, fluffy cat.
Adedeji Wolf Ekundayo
Adedeji Ekundayo is an award-winning cultural innovator and the Founder/Project Director at Raven Afrikulture and Sip & Paint Kulture Aberdeen, two creative platforms reshaping how African art, music, and culture connect with global audiences. With over a decade of expertise in creative strategy, business development, and marketing, he has established himself as a leading force in advancing Africa’s creative
economy both locally and internationally. Adedeji’s work creates tangible pathways for African talent to access global markets, transforming cultural appreciation into professional opportunities and economic impact. Through strategic collaborations, experiential events, and contemporary design, he reimagines tradition for modern
audiences, proving that creativity is not just expression, but economic power.
A natural connector and storyteller, Adedeji thrives on engaging diverse communities and amplifying underrepresented voices. Music fuels his creative vision, infusing every project with authenticity and energy. His commitment extends beyond events, he champions emerging talent, fosters cross-cultural exchange, and builds experiences that resonate across borders, positioning African narratives at the centre
of the global creative conversation.
Collin Hills, Be United’s Creative Director
Collin Hills is the Creative Director at Be United and has dedicated his career to promoting the arts and culture of Black and African-Caribbean communities in the UK. With a career spanning over two decades in the creative industry, he is a filmmaker, musician, writer, and photographer who has harnessed his creative talents to inspire and empower others. Collin is passionate about advocating for the Black community wherever he is based and has played a vital role in creating vibrant artistic communities, ensuring that the voices of Black creatives are heard and celebrated. Collin is also a Trustee at Music for Youth, one of the UK’s largest youth charities.
