Britain's got talent: how to ignite our creative industries
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Version 0 of 1. The 2015 Manchester international festival (MIF), wrapped up this weekend. At the festival’s heart is a commitment to innovation, originality and internationalism that is manifested through the commissioning of bold work. Alongside this artistic excellence sits MIF’s connection with local audiences and residents, bringing together local ideas and voices with global reach. Much as I would have liked to have been in Manchester on its opening weekend, I was already attending a local event near my home in Gloucestershire – the Nibley music festival, now in its eighth year. Although it operates on a smaller scale and is staffed entirely by volunteers, it too is committed to local voices, creating an opportunity for local bands and artists to perform. Events like these are happening all over England; our country is awash with music festivals, outdoor theatre and spoken word poetry slams. Two weeks ago the Department for Culture, Media and Sport announced that employment in the creative industries sector was increasing at more than twice the rate of the wider economy. There was also growth in the sector’s exports, which outperformed the economy by almost 15%. The creative industries are also cited as one of the drivers of our booming tourist trade. UK Music’s recent research shows that music alone contributes £3.1bn annually in tourist pounds, and in its last economic report, the British Film Institute estimated that UK film was responsible for around £2.1bn of visitor spend. While many people remain sceptical about the value of the creative industries, I am convinced it is where our future lies. It is the one USP we have in bucket loads. But if the growth of the sector is to continue, we need to identify, nurture and develop home-grown creative talent with the greatest potential at each stage of their career. We must... make the industry a viable option regardless of background, postcode or family connections A crucial factor in ensuring continued growth is finding new voices and stories; original content is what the global market is crying out for. We must capitalise on the talent that exists across the country, reaching out to the multitude of communities and groups, and making the industry a viable option regardless of background, postcode or family connections. We can do this better by breaking down barriers to success and providing strong role models. By opening doors and providing talent with access to valuable networking opportunities, markets and potential funding, it is possible to create successful and sustainable careers. In the summer budget, the chancellor concentrated firmly on the need to drive forward productivity through a number of measures, which include making investment in small companies more attractive. The government also seems to be sticking to its commitment to putting the “power” into the Northern Powerhouse – joining up our regional cities and encouraging more local decision making. This focus on productivity, to create strong regions through strong cities, is spot on and the creative sector plays a crucial role in that development, both culturally and economically. As production and distribution costs tumble, and the tools and platforms enabling connections to consumers and audiences multiply, creative talent will become increasingly independent. Our booming creative tech industries are removing barriers to innovation, enabling audiences to seamlessly reflect and share ideas and content. But to thrive, everyone needs opportunities and sometimes it’s hard for individuals to convey their vision to those at the top. Publicly funded organisations, such as the one I run, can and should provide practical help to businesses and help turn ideas into revenue-generating propositions. Often it takes only a small amount of capital, a connection to another person or an opportunity to present your ideas to a responsive audience that makes the difference. Such opportunities undoubtedly provide tangible benefits. Our creative industries are worth £8.8m an hour to the economy, or £147,000 every minute and, unlike the financial services sector which is centred in the capital, creative businesses can be found across the whole of the UK. Industry hotspots identified by innovation charity Nesta are Brighton in the south, Edinburgh in the north as well as the north-west of England. There are a host of examples where creative industries are propelling growth – from Game of Thrones in Belfast through to the thriving games cluster in Leamington Spa. This geographic spread of creative clusters is one of the drivers of our recovering economy. So how do we grow these voices and support creative entrepreneurs? Let’s start by ensuring that the creative arts remain at the heart of our curriculum so that young people grow up understanding how to tell stories and communicate their ideas and feelings. Let’s give some thought to the drama and music youth clubs in some of our poorest communities, and the opportunities they provide to many to find their voice. More importantly, let’s make sure that our nation has the skills to harness the democratising functionality of digital technology and teach this properly in schools. And finally, let’s celebrate the multitude of festivals and arts activity all around the country – from the internationally renowned such as Edinburgh and Manchester to village fetes and music festivals. As we punch above our weight as a global hub for the creative industries let’s remember that it all has to start small somewhere. Caroline Norbury is chief executive of Creative England To get weekly news analysis, job alerts and event notifications direct to your inbox, sign up free for Media & Tech Network membership. All Guardian Media & Tech Network content is editorially independent except for pieces labelled “Brought to you by” – find out more here. |