The University of Manchester’s Professor David O’Brien discusses the biggest challenges facing the creative industries and how they can be addressed.

Before the pandemic, the creative sector in Britain was thriving and was set to contribute £100bn to Britain’s economy by the end of 2020 – outpacing other sectors.[1] Then the pandemic hit and much of the sector was thrust into uncertainty. Since then, it’s rebounded strongly, but it is important, in this stage of growth, that we don’t allow complacency to set in – there are always new challenges on the horizon that we need to be ready to respond to. Here are five of the biggest challenges currently facing the sector:

1. Promoting diversity: As with many organisations struggling to attract and retain talent, there are also significant challenges in promoting diversity within their staff and audiences. According to a report by Creative Diversity APPG, the UK’s creative workforces still do not adequately represent the diversity of the UK population, “despite efforts to improve diversity in the creative sector.”[2] The lack of diversity is a huge problem because it actively reinforces systematic inequalities; a small pool of people are creating and producing content and services that will be consumed by a majority. For leaders who do diversify the makeup of the sector, there are many benefits. Diversity in the industry could pave way for more businesses and opportunities, catalyse innovation and help regenerate our towns and cities. Students of the BA CCI course will be well positioned to find ways to tackle these issues through a greater understanding of policy, markets and innovation and increased management and technical expertise.

2. Skills shortage: Limited funding has meant that businesses within the creative industries have had to operate with limited resources, making the skills shortage a much more pertinent issue in recent years. Developing and retaining skills has become a huge challenge for the creative sector. As a result, it’s incredibly important for creative leaders to be trained in the skills needed to drive the sector forwards, and to understand what it takes to train the next generation of leaders. In studying the BA Creative and Cultural Industries (CCI) course at Manchester, students will be equipped with the skills needed to not only enter the industry but to be the leaders of tomorrow who help advance the industry through education and professional development.

3. Uneven access to funding: It is not uncommon to see organisations in the sector so under-capitalised that they have to make significant cuts. As a result, they regularly miss out on opportunities to explore new projects or take new risks – the foundation of what the creative sector is built on. This traces back to the pandemic, where a multitude of shows, screenings, festivals, digital launches, and many cultural events were cancelled. Not only that but many cultural spaces had to permanently or temporarily close, in order to financially sustain themselves.

4. Saturated markets: The global nature of creative industries means increased competition and challenges in standing out in saturated markets. Competing in a saturated market may not be the easiest task, but it’s a reality that most of us in the industry face. In some cases, a competitive marketplace can even be a good thing. For one, it’s a sign that there is demand and that the industry is booming and for another, being in a saturated market forces you to continually grow, innovate and collaborate, keeping you at the top of your game. In studying CCI, students will be able to collaborate between different fields of study and research, ensuring that they are always thinking innovatively and remaining at the top of their game at every turn.

5. Emerging technologies: With the pace of development driven by AI, technology poses as much of a threat to the sector as an opportunity. Knowing how to harness it, and maximise its potential, without stifling creativity, will be vital. The creative industries have a long-standing relationship with technology, whether that’s the technology that allows us to play our favourite video games, that creates special effects in our favourite blockbusters, or design software used to create our new pair of shoes. Today, the creative industries are exploring opportunities to utilise advanced technologies, and a greater emphasis should be placed on researching how advanced technology can transform individual businesses and the sector as a whole. Not only will CCI students be able to learn about these new technologies, they will also gain valuable knowledge into how these new technologies can be used to positively impact the industry.

The University of Manchester’s BA Creative and Cultural Industries is aimed at anyone aspiring to leadership roles in industries such as music, theatre, fashion and publishing, or in policymaking for these sectors. The course will help to develop a critical understanding of the industries from a national and international perspective.

Find out more information about the course and how to apply here.

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[1] Written evidence submitted by the Creative Industries Federation to Parliament <https://committees.parliament.uk/writtenevidence/10438/pdf/#:~:text=Prior%20to%20the%20outbreak%2C%20the,by%20the%20end%20of%202020.>

[2] Creative Majority: An APPG for Creative Diversity on ‘What works’ to support, encourage and improve equity, diversity and inclusion in the creative sector < https://www.kcl.ac.uk/cultural/projects/creative-majority>

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