Introducing the Creative Industries

Introduction: How to Use This Book 1. What are the Creative Industries? Defining the Creative Industries The Local and the Global Symbolic Products and Services Studying the Creative Industries - Three Approaches Economic Data, Organizations and Occupations Markets, Novelty and Uncertainty Creative Labour, Working in the Creative Industries Summary Recommended Reading 2. Creativity and Commerce Who pays? Who makes? Who buys? Patronage: Wealth, Power and Religion in Italian Renaissance Painting Painting in Renaissance culture The Renaissance Painter Production and financing structures The Marketplace: English Theatre in the time of Shakespeare. Patronage vs. the marketplace Reproduction and mass-production: The Print Revolution Gutenberg the Innovator The impact of the printing press The print revolution and the writer Industrial Production The industrial revolution and the designer From Worker to Consumer Romanticism: The divorce of "aesthetic man" and "economic man" Art as moral improvement The emergence of the 'general public' Industrialised media production: The Studio system Summary Recommended reading: PART 1. Working in the Creative Industries 3. Institutions, Ownership and Entrepreneurship The Organisation of Production Post-fordism Whales and Plankton: The Ecology of the Creative Industries The pros and cons of flexible labour The role of trade unions Getting past the gatekeepers Workplaces Work structures Work Patterns Finding Work Career trajectories and portfolios Portfolio careers Entrepreneurship National and International Perspectives The national and the local The international dimension Summary Recommended Reading: 4. The Business of Creativity, Sole traders and micro businesses Setting up business as a freelancer Setting up business as a partnership or limited company The 'Lifestyle Business' vs the 'Growth Business' Financing a creative business Starting up Maintaining the business Contracts and Rights Business Models PEST: Political, Economic, Social and Technological Factors Clustering and the Sense of Creative Community Summary Recommended Reading 5. Work Routines and Work Cultures Employees: Staffers, in-house workers Cultures of the workplace "Good Work" and "Bad Work" Corporate Culture Teamworking Freelancers and Portfolio Workers The Rhythms of Creative Work Networking The Compulsory Sociality of Freelancing Building a profile Networking Strategies Internships, Work Experience, Unpaid Labour Equality of Opportunity? Internal Barriers? Fitting in - how do you 'join the club'? Status Issues Summary Recommended Reading / Resources PART 2. Production and Circulation of Products 6. Creative Producers and Products Creative Goods and Services: Tangible and Intangible Creative Originals Producers Creating a Designer Fashion Collection Creative Content Producers Case Study: Vice and Monocle's Big Bets on Content Creative Experience Providers Disneyland, The Place That Was Also a TV Show Creative Service Providers Taking Music to Market From Simple Creative Goods to Complex Creative Goods Assembling a Complex Creative Good: Assistant Film Editor Summary Recommended Reading References 7. Development and Production Development Case Study: The Creation of a Shoe - From Japan to the UK to Portugal and back again Case Study: An International Documentary Case Study: Solving a Dickensian Mystery - A UK-US Co-production Case Study: The Local and the Global - Dance Music Production The Bedroom Studio From Prototype to Product Pre-production: planning and organising Production: putting the plan into action Post-production: putting it all together Expecting the unexpected: Completing After the Apocalypse Summary Further Reading 8. Circulation: Marketing and Distribution of Creative Products Circulation The Mass Market Model Channels of Distribution and Marketing What is Marketing? Case Study: DIY marketing Selling Stuff: Retail and its Disruptions Retail trouble: Disintermediation After Disintermediation, Reintermediation Competing with "Free" Case Study: Making Music in a Digital Market Summary: The Work of Circulation Recommended Reading PART 3. The Creative Economy 9. Institutional Commissioning and Financing Structures. Business models in the television sector Commissioning in Television How do writers and producers get TV commissions? Case Study: Drama Commissioning at the BBC Brand identity Finding a route in New talent Continuing and returning dramas Independents need each other The international dimension New platforms for content Commissioning and the Business of Magazine Publishing Case Study: The Jobbing Writer. How does a freelancer get published, online and in print? Summary Recommended Reading 10. Clients, Funders and Going it Alone Working to Brief: The Client-relationship. Advertising and Marketing: Creative and Media Agencies Pitching The blurred distinction between creative and media agencies Communications, campaigns, interactions: What agencies sell their clients Delivering on a Brief Public Funding. Example: Celebratory Arts Company Entrepreneurial Approaches. Case Study: Film financing - Putting together a package. Pre-sales Public funding for film Loans Putting the Puzzle together Self-funding Case Study: Self-funded feature film User-generated content / Web publishing Crowdfunding Case Study: Crowdfunding Independent Journalism Summary Recommended Reading 11. The Changing Economic Landscape Creativity and Commerce: Novelty, Risk and Change Changing Work Routines and Work Cultures Changing Personal Circumstances Changing Structures and Models Case Study: Apps Jobs That Don't Exist Yet Recommended Reading Glossary References