10 questions for Natalie Ibu of Northern Stage

Natalie Ibu is the artistic director of Northern Stage, the largest producing theatre in the North East. Every year the theatre welcomes thousands of people through its doors, including families, school groups and young people who might not usually have the opportunity to access theatre, thanks to the organisation's Pay It Forward scheme.

What was your first job (and what did it pay)? My first job was as a part-time checkout assistant at Somerfield when I was 14 and at school. It was £2.37 an hour and I loved the rhythmic nature of the work and the insight into people's lives. My first full-time job, straight out of university, was as a trainee director at New Perspectives which at the time was a rural touring theatre company based in Mansfield. There I learnt about small-scale touring and ran their youth theatre. I think I was paid £12,000 a year.

What is the best advice or support you’ve been given in business? As an emerging artist post-graduation and in my first few jobs, I wrote to a lot of directors in Scotland to hear about their journeys and I was always struck by the generosity of other artists who gave up an hour of their time to talk to me about what they do, how they do it, but also how they got to where they are now. Generosity is an important value for me both personally and professionally and is expressed in lots of different ways. At Northern Stage, generosity looks like our radical welcome for audiences, colleagues and partners.

What are the main changes that you’ve seen in your business/sector, and what are the challenges you facing? The main challenges we are seeing in the sector come from standstill funding for the arts, which means less money at a time when we need and want to do more. Rising costs across the board mean that running a building and producing quality work is getting more and more expensive. There is a real talent drain to contend with too. Our sector thrives on a rich, diverse and thriving freelance community and yet it's so hard to be a freelancer right now. There are far fewer opportunities for freelancers than before because of less resources, the cost of living crisis and how we work not always matching sustainable work practices, whether that be physically, environmentally or mentally.

Stories are easily accessible on many different platforms these days, which poses an opportunity as well as a challenge for the cultural sector and theatres in particular. Theatres have to work hard to reach audiences - both those that already have a relationship with theatre and those yet to experience live theatre, and capture their attention. We're so proud that Northern Stage’s relevant and diverse programme means we're back to pre-pandemic levels of attendance but we are committed to being a theatre for everyone, so are working hard to make sure that everyone feels welcome.

What would your dream job be? I have it. I've wanted to be an artistic director of a building since I was 17 years old so my current role as artistic director and CEO of Northern Stage is a dream come true. I often think about what I might have done if I didn't start my career in theatre. I'm a secret introvert and love books so I think it might be something non-public facing involving books.

What advice would you give to someone starting a career in your sector? It's a marathon not a sprint. Disconnect your sense of yourself from your job and your artistry. Your job and your artistry will always be challenging, make sure it doesn't also challenge your sense of self. Nurture all parts of yourself: living a full life - that isn't just focused on your artistry and theatre, it will ultimately make you a better artist. The "no's" in your career will only make sense when the right "yes" comes - keep the faith.

What makes the North East a good place to do business? Not only is the North East continuing to grow economically, with new investments in key sectors, from everything including industry to making movies in the region. It’s also an incredible community where businesses can work together and devolution has helped businesses feel more able to influence the marketplace they operate in. I also think that the North East is leading the way on skills development and employability. The chamber of commerce’s work on the local skills improvement plan is testament to how many businesses are invested in this piece of work.

How important do you think it is for business to play a role in society? I am in the business of theatre, or creativity more broadly, and Northen Stage’s mission is to be a theatre that welcomes everyone. Our live performances and creative experiences spark connections, provoke curiosity and joy, and explore new ways of seeing the world – all things I hope we would want for our communities. Together, our work will enrich the cultural life of the North East, celebrating difference, advancing inclusion, strengthening communities, and using theatre as a force for positive change in the world.

Outside of work, what are you really good at? As a perfectionist, I'm trying to not try to be good at everything and to enjoy it, so I’m enjoy building my swimming confidence - I've been trying to learn to swim for 35 years! I also enjoy very long walks with my dog Obi, reading and cooking.

Who would you want to play you in a film or stage adaptation of your life? A brilliant question that I've never thought about so I had to ask colleagues. Not all of them are age appropriate but suggestions were Viola Davis, Naomi Ackie, Nafessa Williams, Lupita Nyong'o.