Unit 8 – Creative Media Industry Awareness

• Aims: To understand the creative industries

• Objectives: To produce a usable document which can be used as a Creative Industries educational tool

Creative Industries• Socio-economic potential of

activities that trade with creativity, knowledge and information

• Increasingly being recognised as a generator of jobs, wealth and cultural engagement

• UK has the largest creative sector in the whole European Union

• In terms of GDP it is the largest in the world

• 106,700 businesses in the creative industries

Creative Industries• UK definition of creative industries:

‘those industries that are based on individual creativity, skill and talent with the potential to create wealth and jobs through developing intellectual property’

• 1.5 million people employed in the creative industries in the UK, that’s 5.1% of the work force

• Contributed 2.9% of the UK’s Gross Value Added in 2009

• Exports of services by the creative industries accounted for 10.6% of the UK’s exports of services

Creative IndustriesAccording to Skillset…

• Advertising• Animation• Computer Games• Facilities• Fashion & Textiles• Film• Interactive Media• Photo Imaging• Publishing• Radio• TV

According to the UK Gov

• Advertising• Architecture • The Arts and Antiques Market• Crafts• Design• Designer Fashion• Film• Interactive Leisure Software

(gaming)• Music• The Performing Arts• Publishing• Software• TV and Radio

Advertising• Worth £6.2 billion a year• 13,000 companies• 250,000 employees• Mainly based in London (70%)

then North West (6%)• Multi-platform• Young – 47% under the age of 34• Gender equal? – 46% women• Ethnically equal? – 6% black, Asian

or ethnic minority• Funds 75% of commercial

television• Funds 95% of national press• Funds 80% of national magazines• Funds 95% of commercial radio

Advertising – Important Qualities

• Customer Service

• Speaking ad Self Presentation

• Punctuality and Organisation

• Numeracy / Literacy

• Attention to detail

• Transferable skills

• Management Skills

• Legal issues

Animation

• Engages with many other sectors in the creative industries – TV film, web, gaming

• Employs around 4500 people, mostly freelance

• 300 companies• Costly, labour intensive and time

consuming – 30 minute animation can take up to two years and use 20,000 drawings

• Features might cost up to $60m• High returns on big productions• Only 5% of animation on UK TV is

native

Animation

• Centres of excellence outside London – Manchester, Bristol, Dundee, Cardiff

• Globally, worth $60 billion• Relies on a highly skilled and

specialist workforce• Most employees are university

graduates• Short fall in certain area of the

industry• Average salary for a graduate

animator is about £25k• Directors can earn well over £50k

Animation – Skills needed

• Hand-drawn animation techniques

• Model / stop frame animation

• Computer animation

• Storytelling

• Computer operating systems

• Ratios and size perspectives

• Teamwork

• Work quickly but accurately

Gaming• 30% of the gaming industry is

based in the North West• 19% in London• Gaming now makes more money

that video rental and cinema box office

• Very competitive • 485 businesses employ around

7000 people• Dominated by young, white men• Women make up 6% of the

workforce.• Black, Asian and other ethnic

minorities = 3%• 61% are 35 or less.• 77% do not have children

Gaming – Job Roles

• Script Writer• Games Designer• Object Planner• Graphic Designer• Creative Manager• Art Director• Animator• Software Engineer• Programmer

• Systems Analysis• Audio Engineer• Composer• Quality Assurance Manager• Licencing Manager• Project Manager

Facilities• Provide equipment and support

services to most of the Creative Industries

• Nearly 4000 companies employ nearly 50000 people

• A third are freelance

• 33% are women

• Some sub-sectors include equipment hire, special effects, post production, transmission

• 78% in the South East

• 45% in London

Facilities• 60% of the workforce are graduates

• Over 75% need on going training

• 70% are freelancers

• 1 in 10 freelancers will average 70 hour working weeks

• The average number of days employed for a freelance facilities worker is 238 days, better than most other sectors

• 21% women in post production

• 5% black / Asian / ethnic minorities

Fashion and Textiles• Nearly 80000 films on the UK

employing 340000 people• 97% of fashion and textile industries

employ less than 50 people• 21% o the work force are self

employed• London is the biggest employer,

followed by the North West• Worth £11.2 billion• Low entry level wages• Big skills gaps in fashion and textiles• Big employer of ethnic minorities –

38000• Aging workforce – 73% over 35• Broken down into sub-sectors including

design, apparel, footwear and leather, textiles and technical textiles, laundry and dry cleaning

Film• 400 permanent companies in the UK• 43% production, 13% distribution, 44%

exhibition• Nearly 28,000 people working in film• 62% exhibition, 34 % in production and

4% distribution• Over 90% of a film crew will be

freelancers• 42% are women (above average for

the rest of the creative industries• 9% from black, Asian and ethnic

minority background• 2% disabled• Contributes £4.5 billion to the UK• Production was is worth around £700m

Film• UK has the largest number of digital

exhibition screens in Europe (296)• Film theft cost the UK £404m in 2007• Well funded industry and money going

into training the workforce – The Bigger Future

• Most people start off as runners• 60% have a degree• Can be split into five sectors –

Development, production, post-production, distribution and exhibition

• Contacts and networking is very important

• 2008 report suggested that more needs to be to: create a more diverse work force, reduce unpaid work, enable more training

Interactive Media• Worth several billion pounds• Employs around 35000 people• 20% are freelancers• 36% hold a post-graduate certificate• 43% have an under graduate degree• Multi-platform• More of a discipline than a sector• Can range from app design to social

media management• Job roles might include designers,

producers, web designers, usability specialist or web writers

• People employed as interactive media specialists, usually have a number of media based skills

• Must understand other disciplines in the media sector

• Must keep their skills updated

Photo Imaging• 43000 people• 38% are down in London• 8700 companies – nearly 70% are sole

traders or freelancers• 91% of photographic companies

employ 5 or less people• Nearly 50% of photography employees

have an undergraduate degree• Average age is 42 (higher than the

average creative industries employee)• Low amount ethnic minorities• High level of disabled employees• Competitive• Must have an entrepreneurial mind set• Unsocial hours• Must have a keen grasp of intellectual

property rights

Publishing• Traditional forms such as books,

journals, magazines• Now on multimedia formats (kindles,

news agencies)• Employs nearly 200000 people – 36%

of the creative media workforce• 50000 in newspapers• 50000 in magazines• 12% self employed• Half the workforce hold a degree• 67% are over the age of 35• Mostly based in London• 10% black, Asian or ethnic minorities

(les than 50% of London is white)• Gender division is equal• Good employer of disabled people

Radio• Employs 22000 people• Three-types: publicly funded,

commercial and community / voluntary

• Men earn more than women – Men (30k), women (28k)

• 25% of men have depended children compared with 16% of women

• 60% of men are over 35 compared with 50% of women

• Shortage of radio engineers• Industry is growing steadily• Job roles might include, presenter,

engineer, researcher, producer or sales

• Must be confident and organised, working well under pressure