CULTURED Malvern Hills residents are being sought to join a high-powered regional consortium aiming to promote and stimulate creativity and change in the West Midlands.

West Midlands Life, a body set up to develop and speak for the region's arts, tourism, architecture, media, sport, heritage and library sectors, is recruiting members.

Candidates must live or work in the West Midlands, which includes Worcestershire and Herefordshire, and "must demonstrate a clear understanding of how the cultural agenda fits into the wider social and economic context".

West Midlands Life is one of eight Regional Cultural Consortiums set up by the Department for Culture, Media and Sport, to develop the cultural agenda in each of the English regions.

It aims to promote the role of culture and creativity as a catalyst for social, economic and environmental change.

Members will be required to represent the region's cultural and creative interests to important regional and national figures and organisations, and work with partner agencies to develop a Regional Cultural Strategy.

"The region's cultural life needs to be nurtured and encouraged at a strategic level by regional advocates with a genuine understanding of the region's unique issues and objectives," said Brian Woods-Scawen, chairman of West Midlands Life.

"The West Midlands is at an extremely exciting time in its history and its cultural heritage is central to its future development as a place to visit, work, live and invest in. We are looking for applications from the very best people across the region who can help turn that vision into reality."

The deadline for applications is April 7. More information from Fernando Ceo, at the Government Office for the West Midlands, on 0121 212 5094, or at www.westmidlandslife.org.uk.