Creative thinking
 - December 2011
The culture which creates millions for the North-east economy
The major significance of the creative and cultural industries in the North-east of Scotland has been outlined in a report drawn up by Professor Paul Harris, Head of Gray’s School of Art.
The report, which was presented for information to ACSEF, shows that in the five years to 2008, employment in that sector in Aberdeen City and Shire increased by 37%, more than three times the Scottish rate, meaning more than 9,000 people now work in the creative and cultural industries (CCIs).
This data does not include any self-employment but research has shown that 68% of those working in the visual arts in Scotland, 36% of those in crafts and 26% of those in design are self-employed.
The same analysis identified the total GVA of the creative industries in Aberdeen City and Shire as £2,200m in 2006, greater than that of life sciences (£1,400m) although less than food and drink (£3,000m) tourism (£4,000m) and energy (£15,400m).
Of the four key sectors identified by ACSEF only two – energy and tourism – are larger employers in the region than creative industries.
In his report Professor Harris says there is a thinly-spread, unconsolidated, yet highly significant sector of creative and cultural practitioners (more than 12,000) and SMEs across Northern Scotland and the Highlands and Islands, with high-impacts in revenue, GVA and employment contexts, who aren’t currently being supported in business growth strategy.
“This may well be impacting on wider retail, marketing and tourism contexts and opportunities,” the report states.
“The recent Creative Graduates Creative Futures report, published by the Creative Graduates Creative Futures Higher Education Partnership and the Institute for Employment Studies, stated that 50% of creative graduates work in micro-organisations; 48% with a portfolio of work/employment; and 40% want to run their own businesses in the future.
“If it were possible to retain and indeed attract such graduates to start their businesses in the North-east and support them post-graduation with appropriate skills and business interventions, then it should be possible to build a significant resonance of creative industry and harness this in a strategic fashion.
“If so, then could we benchmark and brand the region’s arts, crafts and high-end creative outputs (eg textiles) to give traction in both a domestic and an international market, to provide a retail experience reflecting the best that Scotland has to offer and potentially in a way which attracts not only cultural aficionados, but indeed the general public and tourists?
“In other words, move the emphasis from creative practice to retail and marketing – potentially creating scale through consolidation and aggregation and changing perceptions from individual artists/artisans of varied quality, to a consolidated provision.”
He suggested artisan and specialist food production, which is as varied as the CCIs and faces similar challenges, could be considered for inclusion in the project.
The creative and cultural industries could have a significant role to play in achieving the economic objectives for the region for a number of reasons:
They are economically important as a source of employment and wealth creation;
The creative industries are key drivers of innovation across the wider economy, although always recognised as such – for example the role of the designer in offshore engineering
They are often in the vanguard of multidisciplinary innovation with potential for important spill-over effects on the wider economy
A vibrant and visible cultural scene adds to the attractiveness of our area and helps attract and retain talent.
“The sector needs to be consolidated and given a more prominent profile through branding, advocacy and business support and thus potentially grown even further.
“The region offers good lifestyle potential for creative practitioners and other professionals, but is lacking a visible, cultural context and heart.”
*All statistical evaluations provided by ekos for the Gray’s School of Art Market Assessment, November 2010.
Creating a new economic culture
Aberdeen is to most people - both in the North-east and beyond - an “energy city.”
Few would identify it with the culture and creativity for which Dundee, for example, has established a reputation in recent years.
However Paul Harris believes that the cultural and creative industries could be a vital factor for the economic development of Aberdeen City and Shire. In his report Professor Harris says that the ingredients for success are already in place.
“Clearly the creative industries at the moment couldn’t be a competitor with regard to export value or employment or GVA. Energy is way more than that but I can’t see any reason why the creative and cultural industries couldn’t be a profile raiser for the area,” he said.
“Aberdeen has a lot going for it but in its own perception and perhaps in the perception of others who may comment, Aberdeen doesn’t feature as a cultural, creative city so we have to raise the profile.”
He said that what his paper has shown clearly is that Aberdeen has more creative industry than Dundee which, in four years, will be the home of a new £45 million V & A museum.
“The spirit of ambition in Dundonians is immense with regard to the creative and cultural industries with the V & A coming to town and what is going to happen with regard to the waterfront.
“Why can’t we do the same in Aberdeen when we have got what appears to be probably three times the size of sector of Dundee and Tayside?
”He said that the general perception was that Scotland’s cultural and creative industries were “completely locked away in Glasgow and Edinburgh and a little bit in Dundee.”
“But there is a significant resonance within City and Shire,” he said. “How do you change the perception? You have to start believing in it.”Professor Harris said he feels the City Gardens project could be the catalyst for changing the perception.
“If there is a cultural venue within the new City Gardens project which is of international standing then that, de facto, turns Aberdeen into an international cultural venue.
“It makes it attractive to tourists and makes it the hub for indigenous activity, so those 9000 people who work in the region have some sort of focal point for their activity rather than being a network of activity at the moment.
“The trick with a lot of cultural quarters is they attract more creative people in and creative people tend to be vibrant, charismatic, and they attract others in from other professions who want that quality of lifestyle. It is a snowball scenario and that is very evident in Dundee at the moment.
“I think it is important that we have at least one cultural venue or cultural organisation which is of absolutely international standing. Now whether that is achieved through bringing cultural activity of international standing into our existing facilities of whether that is achieved by establishing one of international standing – there is a debate to be had there.
“Cultural activity within Aberdeen has to have a resonance beyond merely the indigenous and regional population. If you look at any city which has strong creative industries across the world – that would be the case.”
He believes a strategy is required which consolidates the existing activity and champions it.
The local authorities, the universities, further education colleges, Aberdeen & Grampian Chamber of Commerce, Scottish Enterprise, and practitioners, perhaps led by ACSEF, could play a part in creating a supporting structure which would allow the creative industries to grow and ensure Aberdeen City and Shire becomes known internationally as a creative and cultural community.
As example, he said the possibility of providing a retail platform was being explored at the moment. “How do you provide outlets for designer-makers?” he said. “It is difficult for them to get their goods to market and differentiate themselves from all the others who might be out there but may not produce such high quality.”
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