On Friday the 21st, a unique performance of Playing Burton at the Welsh Museum was more than just a tribute to an icon; it was a powerful statement on the necessity of backing homegrown talent.
The event raised crucial funds and awareness for the new Welsh National Theatre, an initiative spearheaded and self-funded by actor Michael Sheen and led by CEO Sharon Gilburd. This endeavour was initially born out of crisis (the funding cut to the existing national theatre), but its mission is pure opportunity.
As Sheen shared in a Q&A following the performance, his goal is to champion younger, more diverse voices, ensuring opportunities in acting, writing, and directing aren’t lost due to barriers of access. This drive to identify a need, take bold action, and invest directly into underrepresented Welsh talent offers a profound parallel, and a compelling case for investment, that perfectly aligns with the mission of Welsh ICE and the businesses we support.
Taking the Initiative
The most profound takeaway from Sheen’s journey isn’t the celebrity name attached to the project, but the downright founder mentality behind it.
A self-declared, ‘not-for-profit actor’, Sheen revealed that he was involved in conversations where he felt he was sharing his opinion on what should happen next amidst the NTW funding cuts, and the next step became clear. He realised he was best placed to make those ideas a reality, and decided to personally fund the new Welsh National Theatre.
This is the quintessential journey of the entrepreneur. They don’t just complain about a failing system or a market gap; they step forward and become the solution. This mirrors every founder supported by Welsh ICE. They spot a friction point, a community need, or a neglected audience, and take the risk to build a business that addresses it. When partners invest in Welsh ICE’s supported programmes, they aren’t just giving to charity; they are backing individuals with the passion and initiative to solve problems and drive economic growth.
Unlocking Untapped Potential
The alignment between the Welsh National Theatre and Welsh ICE is most visible in the dedication to inclusion. Sheen was adamant that the WNT would provide opportunities for younger and more diverse voices. This is not just a matter of social justice; it’s a sound business strategy.
In the arts, as in business, talent is everywhere, but opportunity is not. Traditional structures often favour privilege and existing networks. Both the WNT and Welsh ICE are actively working to correct this imbalance.
For the WNT, this means breaking down barriers to the stage and the scriptwriting room. For Welsh ICE, this means offering funded support, positive role models, and essential networks to underrepresented communities who are traditionally excluded from the venture capital and business ecosystems. Many of the founders who come to us are from the creative sectors, artists, filmmakers, writers and digital content creators. By supporting these individuals, we turn cultural capital into commercial success, ensuring Wales’s Creative Economy is diverse, dynamic, and future-proof.
Supporting initiatives like the Welsh National Theatre and partnering with Welsh ICE is a commitment to investing in this untapped potential – the kind of talent that promises the best return on impact (ROI) for our country.
Investing in Welsh Talent
Michael Sheen’s passionate desire is for the Welsh National Theatre to help Wales feel proud of its heritage and culture, and to “shout about it, not just in Wales but on an international stage.”
This ambition perfectly encapsulates the unified goal of every major initiative driving progress in Wales: to elevate our culture, our talent, and our ingenuity globally. Whether we are supporting a one-person play raising vital funds, or backing a scaling tech start-up, the focus remains firmly on investing in Welsh people and their potential.
The story of the Welsh National Theatre serves as a powerful reminder that bold visions require dedicated backing. The greatest leaps forward often happen when resources and conviction align.
We invite our network – and those who share this conviction – to recognise the strategic value of championing the Welsh founder spirit. Align your organisation’s values with a proven model for empowerment and growth and make a tangible difference to both the social fabric and the economic landscape of Wales.
Together, we can champion the action-takers, the visionaries, and the diverse founders who are building the future of Wales, ensuring our talent is celebrated, both on the stage and on the international market.
