Wednesday, 8 October 2014

What’s in a name? Are you missing out on recognition and funding?

We often come back to the thorny problem of what this whole industry (is it even defined as an industry?) is called. Multimedia, Interactive Media, Digital, Digital Media, Mobile Communications and so on. Then the pieces of whatever it is – digital marketing, games, animation, digital effects, digital data, social media, e-learning, front-end, back-end, digital graphics, ?????. Where do they fit?

You may well react with a, ‘what the hell does it matter?’ attitude because there’s so much to try to keep up with that this seems nit-picking. But, if the government doesn’t recognise you and keep statistics on you, they won’t apportion any of their money to you. That’s the fundamental problem. Government makes decisions on where to place investment as a result of stats collected according to definitions of ‘industries’ and their contribution to the economy: data that is gathered adhering to data codes of standards. Now, if their definition of an industry sector is non-inclusive, businesses not defined in their definitions don’t get a look in.

Do you define yourself within the ‘creative industries’? Do you know what they are? Finally people are recognising that we in digital are contributing significantly to the UK’s economy. In fact, the DCMS (Department for Media, Culture and Sport) cited some key figures in January where the creative industries value added growth of 15.6% between 2008-2012 was almost three times the 5.4% of the economy as a whole. More encouraging, employment rose far faster in our sector – almost 8:1 ahead of the general employment growth.

The traditional definition of ‘creative industries’ included film, television, writers, artists, musicians, theatre and even antiques, but with the rise of cgi, digital effects, animation, digital games and so on, exactly what constitutes ‘creative industries’ has been under scrutiny (hurray!). The DCMS gave some credence to the wider ‘creative economy’ where the official figures state that 1 in 12 jobs in 2012 were in it and that IT, software and computer services account for 31% of employment within this.

Oliver and Ohlbaum Associates did some research for Google in December 2013 where they used a redefined stance on ‘creative industries’: The Internet and the Creative Industries: measuring growth within a changing sector ecology. Here the wider digital value chain is recognised as ‘enabling industries’ that serve the digital creative chain. Their research recognises variances of definition of ‘creative industries’ across Europe as well as realising that the contribution to a country’s economy might be from global recognition of worth as well as a country’s GDP. They give a strong recommendation on behalf of SMEs and sole traders so that their contribution is recognised in future as they have been poorly represented so far. They warn that if the influence of the internet on the traditional creative industries is ignored then the measurement indicators for these industries might well report a decline while the opposite is true. There are some great graphics used in this report and it’s worth scanning if you have the interest.

It’ll come as no surprise then that, with such a rapid growth of employment, a skills shortage is recognised: don’t we know that. The Landing organised an interesting panel event in Greater Manchester to look at this specifically.

But there are several initiatives that it’d be good to know about – namely,, and NESTA - an innovation charity that has funding opportunities for ‘creative’ businesses, among others. Things are finally moving in a positive direction. Keep shouting!

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