Connor Goodwin is the Creative Director of Divided Culture Co and is making his mark within the creative industry in Greater Manchester through his passion for theatre and representation.
With roots in Salford, Connor Goodwin represents the creative talent emerging from Greater Manchester. He has built a career around theatre, creative direction and community engagement. He uses the arts as a platform to explore important societal issues and celebrate underrepresented experiences.
As creative director, Connor is helping shape conversations around representation, identity and accessibility within the arts. Demonstrating the importance of homegrown talent in the North West’s creative industry.
Salford has a strong cultural identity, with growing creative media industries and a history of working-class culture. Connor’s career reflects the creative potential that exists within Salford and Greater Manchester.
He said: “I am very proud to be a Salfordian.
“I would like to bring more working class opportunities to the arts.”
Being Salfordian provides an interesting perspective on his position within the industry, working in a sector that has historically been heavily centred around London. His involvement reflects a wider movement towards recognising and supporting Northern talent, as well as distancing away from the idea that local creatives have to move to London to build a career.
His work highlights the importance of creating opportunities closer to home.
He said: “I’m from a small council estate in Clifton. I never shied away from my roots, I don’t see why people should have to.
“I have met many people who have been brought up in working class surroundings just like me. And unfortunately they had to think about how their accent sounds, or how their behaviour is in a room because they’ve had a different upbringing.
“I just think that is such absolute rubbish. It’s 2026 we should be able to be what we want to be in the arts and bring ourselves to the table.”
This is important because it could mean a lot to any young local creatives who might feel discouraged persuading their career. And it is important to know being your authentic self is the best way to succeed.
“Ultimately want to make Salford the best city to be in the arts and culture sector, and also better opportunities for all” he said.
Through Divided Culture Co., Connor is helping to create opportunities for underrepresented voices while championing Northern talent. Challenging traditional boundaries within the arts. His journey offers an insight into the importance of local identity, creative ambition and the growing influence of homegrown talent.
He said: “We exist to make great quality theatre, to bring communities that are excluded with us. And to make Salford the best city for culture.”
“I am not going to stop doing what I do, we are going to get bigger and better.”
He explained his aims of giving marginalised groups a voice and stretches the importance of being proud of who you are and where you are from.
His multi-award winning, sell-out show, ‘Toxic’ kickstarted his career. “We won awards for it and got couple of nominations, sold out.” he said. It covered heavy topics such as LGBTQ+ stigma, male suicide and toxic masculinity. It did a brilliant job at shinning light onto sensitive topics while also adding dark humour into it.
He said: “It was a gorgeous play about two best friends and the toxicity of sport and toxic masculinity; also about the lack of avenue for men to speak up and speak out.
“It was a really exciting play for us because it was the first time I did anything professionally and it’s also where the start of the idea for the business came from.
“This industry and this sector is far richer, more diversities: beyond class, beyond disabilities, beyond ethnicity and religion.
“We as an industry should be better.”
Connor’s roots, local identity and connection to the North West influenced his creative work. From his early experiences in theatre to directing productions and developing a company with a strong social purpose, Connor’s journey reflects the importance of creativity and representation.
His work through Divided Culture Co. has just began and will only grow. Continuing to prove you do not have to come from money or a Southern city to build a successful career.
