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Research for Creative City

Key issues and challenges

Andy Phillips and Tim Manson

19th October 2012

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Research objectives and approach

The research has been commissioned to identify factors driving growth or constraining progress within the area’s cultural and creative industries and inform priorities for investment

We have reviewed existing research and data and conducted focus groups and in-depth interviews with a wide cross section of senior decision makers

Today we draw together these key strands of research to identify the key issues and challenges they face and their recommendations for action

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A ‘cornerstone’ sector in the area’s economy

More than 38,000 jobs in almost 6,000 organisations

Incredibly diverse – ranging from jewellery and fashion through performing arts to digital media and computer games

A dynamic ‘creative mix’ with a range of needs and perspectives:

•Commercial v artistic – with a proud tradition of design

•New entrants and micro businesses v major players

•Traditional (e.g. jewellery) v new (e.g. digital media)

•Publicly funded v commercial – some are hit by the recession and others by shrinking public sector funding

Nearly a quarter of people are working as sole traders and freelancers

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Robust growth and resilience to recession

Downscaling of BBC operations and decline in independent local radio has been a blow

Jewellery and fashion faces intense commercial pressure – especially from cheap imports and rising raw material prices

But a diverse range of digital media activity is emerging - complementing that in Coventry and Leamington

Across all industries there is a lot of ‘below the radar’ activity – with a constant stream of new entrants and ideas

‘I just think we are moving to a city of 1,000 trades again – with a whole array of digital activity emerging’

‘there is an unbelievable amount of activity which no-one is aware of – young people in bedrooms with a laptop ...individuals or groups doing stuff informally...starting as hobbies...then setting small commercial stuff up......’

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No barriers to entry but significant barriers to progress

Iconic brands make Birmingham a major UK and European player in terms of the arts

Great venues such as Symphony Hall and the Town Hall

But with the scaling back of the BBC in Birmingham people struggle to gain wider experience and develop their ideas

There is a shortage of mid-scale venues

‘Birmingham is a good place to start a career and a good place to finish one ... so many people drift off though once they have some experience’

‘a network of small operators is great but you also need people to gain bigger experience – exporting or working on bigger contracts ...’

‘people do develop off their own bat .. but they need to go further and can’t’

‘individuals come up with an idea ... it works pretty well ... and then there is nowhere to go or they can’t develop the business’

‘we used to rely on the BBC and ITV ... they were the catalysts ... so now we need new investors but they seem to ignore Birmingham’

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Branding and marketing

Branding should highlight the myriad of diverse, organic creative activity

The tradition of jewellery alongside contemporary digital media – all set within a creative and artistic city

While people working in the sector are very positive there is a need to challenge negative perceptions:

•The inherent pessimism and resistance to perceived ‘elitism’ among local people

•A lack of awareness among outsiders

PR and media activity is needed to celebrate the breadth and depth of activity- which is often hidden

‘Birmingham has a great reputation amongst artists ... they love the diversity – even the built environment’

‘there is no swagger unlike Manchester or Newcastle .... it’s a long process but you have to get more pride into the place’

‘you tell people you are based in Birmingham – their expression changes’

‘there is so much going on in this city that seems to go un-noticed – people shouldn’t have to dig to find it’

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Networking

Networking is crucial to SMEs and sole traders to pass on and commission work and put together project teams and funding bids

Problems are exacerbated by the area’s geography with discrete areas (e.g. the Jewellery Quarter and Custard Factory/Fazeley Studios) some distance apart

Unlike in places such as London and Bristol there is a lack of identifiable places to meet informally

Once a place to ‘hang out’ is established, the development of joint projects, collaborative teams and clustering would be the next inevitable step

‘It is so frustrating when you can’t find people you need – and you know they have to be out there’

‘It’s a series of villages..........they are not interlinked but need to communicate with each other’

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Skill gaps and shortages

Many people working in the sector don’t have the skills needed to grow the business

There are gaps in specific technical skills in areas such as software development, web/internet design, computer programming, TV/video production and camera/sound

There are also shortages of skills required to drive organisations forward such as leadership & management, business development, sales and promotion and fundraising

But many organisations do not think strategically and tend to access training only as and when immediate needs arise

There is a degree of scepticism about the relevance of the content of many FE and HE courses

Coaching may be the most effective way up-skilling miicro businesses, sole traders and the self employedThe artistic or “artisanal” mindset of many of the creative industries means that entrepreneurial skills are not always present

Gaps in business management skills need to be addressed to develop competitiveness and free up creative talent

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Access to finance

It is felt that support agencies lack understanding of the sector in terms of social versus economic value

Support is too generic and not responsive to sector needs

The recession and the public sector cuts have squeezed available resources

Many need advice and support to find new ways to access funds

‘there are still major EU grants to be won – we need help!’

‘grants and trusts are harder to get now – we need to be more focused and think about other sources’

‘there’s a creeping centralisation of the arts – we have to support the independent and smaller people ... they have to have a share or we will lose all the dynamism’

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Recommendations for action

Support to develop and retain new entrants to the sector

Effective branding and marketing to highlight the breadth, depth and diversity of the sector

PR and media activity to highlight hidden gems

Create a venue to facilitate networking and collaboration

Offer coaching in business development skills for micro businesses, sole traders and freelancers

Help organisations to find new ways to access funding

Thank you.Any questions?

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