Marketing strategies to spur expansion in the artistic and imaginative sectors

Marketing strategies to spur expansion in the artistic and imaginative sectors

The UK government has unveiled a comprehensive strategy to support and invest in the Creative Industries, aiming to boost economic growth and make the country a global hub for creativity and innovation. The strategy, outlined in the Creative Industries Sector Plan, includes substantial funding, skills development, innovation support, and regional growth initiatives.

The plan focuses on key areas to drive growth in the Creative Industries. These include:

1. Increasing Investment: The government aims to nearly double business investment in creative industries from £17 billion to £31 billion by 2035. This ambitious goal is underpinned by a £380 million investment package to fuel sector-wide growth and resilience.
2. Skills and Workforce Development: Building a skilled, diverse workforce is a core goal. The plan includes targeted skills programmes and mentoring for creative talent across sectors like music, film, advertising, and video games.
3. Research and Innovation Funding: Supporting innovation-led growth through R&D funding and collaboration is another key focus. The UK's global leadership in areas such as visual effects, virtual production, and digital advertising will be enhanced.
4. Regional Support and Levelling Up: A £150 million Creative Places Growth Fund has been allocated to six mayoral strategic authorities to support local creative businesses with mentoring, investment links, and skills development, widening opportunities beyond London.
5. Music Sector-Specific Investments: A £30 million Music Growth Package supports touring, mentoring, and international export opportunities for emerging artists. There is also increased funding for the Music Export Growth Scheme and efforts to boost earnings through new industry agreements on streaming and contracts for legacy artists.
6. Trade and Export Enhancement: The plan includes measures to increase trade missions and facilitate easier performance opportunities internationally, especially in Europe, aiming to expand the global reach of UK creative businesses.

The overall ambition is for the UK to become the world's number one destination for creativity and innovation investment by 2035, leveraging the creative industry as a dynamic growth engine contributing £124 billion annually and supporting 2.4 million jobs.

The policy brief, written by Deputy Director of Policy Eliza Easton and Policy Manager Ben Kulka, provides a detailed analysis of these key measures. It also discusses related topics such as Education, Skills, Talent, Internationalisation, State of the Nations, Geography of the Creative Industries, International Trade, and Immigration.

For more information, readers are encouraged to contact the authors of the brief directly. Other related policy briefs include "Creative Industries Employers' Perspectives on Skills Initiatives: 2025," "Migration in UK Creative Occupations and Industries," "Arts, Culture and Heritage: Recent Trends in UK Workforce and Engagement in England," "Foreign Direct Investment in the UK's Creative Industries," "Insights from the Northern Creative Corridor Workshops Sprint," and "International Trade and the UK Creative Industries."

The policy brief "Transitioning to Sustainable Production across the UK Theatre Sector" outlines recommendations for more sustainable theatre production, while "Creative industries innovation in seaside resorts and country towns" is based on a PEC Discussion Paper.

As of 2022, the Creative Industries accounted for 2.2 million jobs and contributed £115.9bn GVA to the economy. The UK television production sector is one of Britain's leading creative export sectors, with the Creative Industries exporting more than £50bn per year.

[1] Creative Industries Sector Deal, Department for Digital, Culture, Media & Sport, 2018. [2] Creative Industries Council, 2020. [3] Creative Industries Sector Strategy, Department for Digital, Culture, Media & Sport, 2021. [4] Music Export Growth Scheme, Department for Digital, Culture, Media & Sport, 2021. [5] Creative Industries Sector Deal Refresh, Department for Digital, Culture, Media & Sport, 2022.

1. The UK government's strategy seeks to make the country a global hub for both creativity and innovation, focusing on key areas such as increasing investment, skills development, and research and innovation funding.
2. The plan aims to nearly double business investment in creative industries from £17 billion to £31 billion by 2035, which is supplemented by a £380 million investment package.
3. Building a skilled, diverse workforce is a core goal of the strategy, with targeted skills programmes and mentoring for creative talent across various sectors.
4. The UK's global leadership in areas like visual effects, virtual production, and digital advertising will be enhanced through supportive research and innovation funding.
5. In order to support local creative businesses, a £150 million Creative Places Growth Fund has been allocated to six mayoral strategic authorities.
6. The Music Growth Package, valued at £30 million, supports emerging artists with touring, mentoring, and international export opportunities.
7. The plan includes measures to increase trade missions and facilitate easier performance opportunities internationally, with a special focus on Europe, to expand the global reach of UK creative businesses.
8. The policy brief, written by Deputy Director of Policy Eliza Easton and Policy Manager Ben Kulka, offers a detailed analysis of these key measures and discusses related topics such as education, skills, talent, internationalisation, and immigration.
9. The overall objective is for the UK to become the world's number one destination for creativity and innovation investment by 2035, contributing £124 billion annually and supporting 2.4 million jobs.

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