Creativity and Creative Industries

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Introduction: Creativity and creative industries

Creativity can be referred to as developing of a new substance that has never existed; it could be a solution or product. Creativity occurs if one invents something new that has never existed, or if it exists elsewhere, the creator is not aware of it.

Creativity can also refer to a new process of tackling something or inventing a new idea. One can also introduce an existing product into a totally different market.

With the emerging technology, upcoming industrious people are able to create their work and hence establishing outlets for their creativity as a way of promoting and distributing their creative work. The creative industries may include design, architecture, writing and publishing, music, photography, and performing arts.

The screen production such as in the television is inclusive. Hence, creative industries are economic activities that concentrate on the generation of knowledge and ideas.

These industries are usually as a result of an individual creativeness inclusive of talents and skills (Queensland University of technology, n.d). Nevertheless, the creative industries contribute widely in a country’s economy due to their uniqueness in their operations, thus attracting many clients from within and abroad.

Creativity yields creative industries, which in turn lead to employment, growth, and development in a country. Hence, creative industries contribute to gross domestic product (GDP), in distribution term and job creation (Henry, 2007, pp 9).

To build creative organizations, knowledge and leadership is required; therefore, the presence of an ideal leader is important. This is a person who has the capabilities of spotting an idea that suits well with the needs of an organization.

He is an entrepreneur who finds ways of selling and guiding his/her through implementation. He is however conscious of how his ideas can be affected by contradicting actions of managers who are not keen.

However, creativity is challenged by several factors, for instance, it is not easy to demonstrate the value of a new service or product that is not in existence. New ideas may be threatening to the existing market; nevertheless, if they sail through, developing of these ideas in to tangible products may be an easy task.

There are a number of factors that an ideal leader should consider including the surrounding environment, which must promote idea generation. Scanning for new opportunities should be done continuously by clarifying the emerging problem.

Practical techniques should also be implemented to encourage the generation of new possibilities. When the idea is finally implemented, a follow-up should be done regularly to ensure that the idea follows the right track (Arnold, 2010).

Creativity can fall in many categories, for instance, the private health sectors. In is evident that private hospitals have more medical facilities as compared to public hospitals, which are limited to facilities.

This is most evident in developing countries where a patient has to be referred to a private hospital to be attended. This may be due to the fact that a certain machine is only available in a certain private hospital.

The profound point here is that, the management of such a hospital thought through how to attract patients or gain fame as a hospital. They then opted to import an expensive life saving machine form abroad, after surveying and discovering that such a machine does not exist in any of the hospitals in that country.

Such an idea changes the lives of many people in the society, from the patient to the new employees / experts needed to operate the machine. Another example could be establishing a borehole in a community that has scarcity of water and by use of technology, pumping the water to taps.

The business can decide on how to charge for the water service, thus making a community’s life easier and at the same time making money.

Creativity is what gives sight to the blind, and what provides a better heart to the children with a heart condition. Through creativity, these surgeries are innovated, studied, and taught to medical specialists such that, when they perform the surgeries, they are a success.

Therefore, everything in our lives revolves around creativity, which develops into ideas that form creative industries that deal with different products and services.

Hence, creativity has contributed greatly to the community in that, it provides quality life for people in the society, and this is evident through a number of creative industries that surround us; architecture, designs, advertising, software, publishing, internet, electronics, infrastructure, among others.

With technological know-how, our live move a little fast, since we no longer have to send an urgent letter via post office – that task can be completed through an instant chat message or through yahoo-mail or face book.

Despite the importance associated with creative industries, the cultural industries are also of benefit to a country such as the museums. However, it is due to their tradition state probably shuns visitors away; nevertheless, creative industries can boost such industries technologically to revive their fame.

The creative industries can also contribute to the cultural industries via architectural services, thus improving the outward image of these heritages.

The internet has emerged as a result of creative industries, with its presence tasks are completed faster and communication is much easier due to the social clouds like facebook, my space among others.

Information can also be acquired fast due to the search sites such as; Google, wikipedia and yahoo among others which can be referred to as information clouds.

With the emerge of cloud culture, the internet has enabled exchange of information through chatting which enables one to express themselves and understand other peoples culture through interaction with other online communities.

Culture gives us a sense of belonging and identity and hence through sharing of information and interaction, through clouds such as facebook, twitter and my space among others.

Knowledge is the key to success, since it is through knowledge that one can be able to develop a generated idea. However, according to Arnold (2010), creativity may be faced by obstacles if the organization’s culture, does not entertain new ideas, but instead it criticizes them.

Management may not be willing to take risks, thus hindering implementation of ideas. In organization where workload is routine and unrealistic expectations are required, it proofs difficult for the creativity to occur, since employee are always occupied with work.

New Zealand’s creative industries

According to a journal by Fritsch (2008), creativity is seen as a process mostly, other than a product – in the earlier years, people used their own skills and to expand.

In addition, with the presence of creative process, it leads to creative production and if creative output is emphasized, definitely a creative outcome results, hence leading to an economic success.

The creative industries in New Zealand lead to the creation of goods, services, and knowledge in the textile, design, fashion, production, art and even in the photography sector.

According to Grants et al (2009), the New Zealand creative industries led to 121,000 jobs in 2006; nevertheless, this sector led to increase of incomes, such that, as in 2006, the employee earned about $52,000 per year.

A community creates a relationship that encourages the exchange of ideas and risk taking in a business environment. Nevertheless, the relationship in creative industries included a number of elements among them being an idea, which resulted to a process, experience, innovation, and collaboration.

Creative industries are a part of Auckland, which is in New Zealand. According to Bruin (2005, pp 143), the creative industries in New Zealand are well acknowledged since it is believed to be a major contributor to the country’s economy.

The New Zealand film industry is an example of a creative industry, which has over the years, attained recognition internationally by participating in movie production. For instance, the return of the lords, the whale rider, resulted to winning of an award like the Oscar for the actors, directors, screen artist, and digital animators in 2004.

Due to technology, New Zealand has special effects on their productions, hence producing award-winning films for their international clients. Some other movies that have generated from New Zealand are king-Kong, the lion, the witch, and the wardrobe, X-men, the last samurai, among others.

The New Zealand’s government in 2000 contributed $22 million to the filming production fund, whose aim is to build experienced talents, which will be needed to aid in the development and growth of the filming industry, hence providing jobs opportunities (Bruin, 2005 pp145).

Indeed, this country’s location provides amazing sceneries, thus making it appropriate for filming.

The country’s infrastructure is a plus hence it has been effective in terms of transport and communication networks, which are inclusive of broadband connections, hence effective while coordinating film shooting between new Zealand and another country.

Digital content industry is another creative industry that has grown rapidly in New Zealand, such that, the country is rated among the leaders in this sector. It includes internet animation, game software, digital publishing, and television commercial production.

This industry includes the hallmark production, which is a creative innovation, and has the ability of meeting the world’s demand. The New Zealand multimedia industry serves over 20 countries, and seeks to find other emerging markets.

Some of these industries include sunshine brook, which concentrates on publishing of literacy materials, such as animated CD-ROMs. Another company is the Sidhe interactive, which produces games, and is trending on up-to-date technology with outstanding designs, thus producing original and licensed titles (Anon, 2011).

In addition, New Zealand produces a high level and quality crossbred wool in the world. The favorable farming environment has been a major contributor to the quality production; nevertheless, the country’s wool is regarded as uniform, white, and free from dark fibers and contamination.

This wool yields carpets, beddings, textiles, and even winter jackets, hence earning itself a large market share globally and also providing employment, thus boosting the economy.

In 2008- 2009, New Zealand produced about 154,000 tones of wool ranging as the third highest producer worldwide, hence being able to earn $731 million from its wool export globally. Therefore, this evidently shows how these creative industries are worth in a country and to the community at large.

The relationship between the creativity and community

According to Hagoort & Kooyman (N.d, pp17), when the creative industries emerged, they contributed to 7.9% of the united kingdom GDP and led to employment opportunities of over 2 million citizens.

It is however evident that for creative industries to exist, there has to be an idea, which is then generated to an action, in this case could be innovating of an laser eye surgery machine or a new form of surgery that can cure cancer.

In addition, creative industries such as entertainment are normally run by entrepreneurs who utilize people’s talents and creativity to the maximum. Organizations usually access the markets through retailing and distribution (Flew, 2002, pp 8).

In addition, the creative industries offer different types of service according to

1. personal service, which includes tourism, entertainment and hospitality such as gyms and salons;
2. social services include health, educational service, and welfare services;
3. distributive services include transport and communication service;
4. producer services are insurance, financial, business and professional services.

Nevertheless, creative industries are viewed as industrial and economic policies, which work towards the alleviation of poverty and creating of job opportunities, hence being of economic value to a country.

Moreover, supporting these creative industries is important so as to continue encouraging their developments, as they have much positive impact on a society and the economy as a whole (Flew, 2002 pp11).

Creative industries grow fast and positively contribute towards the economy of a country and to the community. For instance, the New Zealand screen production industry has gained fame and therefore attracting movies directors to shoot movies in the country.

For instance, the chronicles of narnia and avatar are examples of movies shot in the country. With such fame and demand, such industries are able to provide jobs to the citizens even if it is on contract basis, until the job is done.

Publishing is another industry that has grown in New Zealand, hence providing knowledge to the community, especially to pupil and students academically.

Nevertheless, the music industry continues to expand, hence providing opportunities to young talented upcoming artists – it involves recording, production, performances and composing of songs, (UK trade & investment, n.d).

People invest their time, creativity, skills, and knowledge to attract clients and attention; thus, the main aim of creativity is to draw people towards the new creation.

However, everything has its own disadvantage, for instance, with the booming creative industry sector; it is also faced with some disadvantages such as, creative destruction, which is aimed at imitation, or producing and distributing fake goods to the community under a creative industry name.

Another challenge is piracy in the music industry. According to Montgomery (2011 pp xix), “the expansion of creative industries to cover everyone allows the possibility that system can be harnessed, thus adding value of the entire social network and individual agency of the whole population to the growth of knowledge.”

According to Simpson (n.d, pp 4), creativity in problem solving terms is a process that includes phases in it. The first phase is the thinking process, whereby, one thinks about how to solve an issue.

Secondly, incubation follows whereby, one starts understanding and connecting to the terms of the problem, thus finding a solution to the problem.

The final stage involves elaboration, such that, a solution is found and it can be shared with other people, and this solution can change their lives or help them to understand more about an issue.

The goal of achieving a creative community is to improve the living standard of citizens in this competitive era; therefore, there is need to balance the economic growth of a country and the welfare of its citizens. However, creativity does not come without risk; since in business, it is worth taking a risk if one wants to develop.

In addition, a challenging and friendly environment encourages creativity to develop thus boosting people’s morale to being creative. Confidence also allows one to take risk in order to be creative.

Creativity should also be evident in the interaction with other people in the society, hence promoting quality of life, providing nurturing to humans thus promoting productivity (Haavisto, N.d, pp 83).

Community involves the interaction internet interaction via face book, twitter, and my space among others, whereby networks are created between people and music, videos, pictures and ideas can be shared.

“Social network is defined as a connected group of individual agents who make production and consumption decisions based on the actions of other agents on the social networks,” (Potts et al, 2008 pp7).

With such networks, it is easier to communicate with different people globally. Another advantage is the affordability of internet everywhere, such that it is easily accessible, fast and effective compared to word of mouth or other mode of communication.

In addition, the internet is the fastest way of advertising and marketing of new product and ideas, in all areas of business, therefore the social networks can be described as a subcomponent of creative industries.

Nevertheless the social networks are also associated with a number of disadvantages, such as hacking of peoples websites and distorting information or stealing other organization’s ideas for the competition sakes.

According to Potts et al (2008, pp3) social networks mainly contribute to innovation and growth due to the technology used and the wide usage and accessibility of these networks.

Another advantage is that the social networks functions like markets that offer affordable services like the internet, in addition social networks enhance the flow of communication hence easier to share ideas and receive feedbacks on time.

The Internet has brought about the cloud culture in which culture provides a sense of identity to people; hence creativity contributes to growth as culture stabilizes us. Nevertheless, with the emergence of digital cloud, is likely to contribute to additional cultures, hence providing more culture information to people.

One of the importances of the cloud culture in music for instance, it that it is effective and makes life easier since one can make a collection of music and play them.

This is made easier by the use of i-pods, since music can be drawn from a variety of music cloud; it is however evident that culture depends on the clouds (Leadbeater, 2010 pp 36). Another cloud that has arisen is the storm cloud, whereby the government has to keep the internet under control as the technology advances.

According to Leadbeater (2010, pp 61), authorities normally use crowd sourcing as a way to retrieve the websites that criticize the royal family in addition, the Nigerian government recruits bloggers in support of the government who also monitors the web.

Hence the cloud culture can only contribute to creativity if people are willing to cooperate, share and create information. Otherwise it could yield to unequal access of the cloud. It is however evident that creativity contributes to the community in terms of resources, marketing and creation of job opportunities

Cloud computing gives rise to the cloud culture, since our emails, songs documents, are mainly stored in the digital cloud, which makes is possible to access a computer, television, mobile phones and games among others.

However culture in the clouds involves the continuous sharing of information, videos, music and photos among others, thus differentiating people’s interests. Culture gives one the opportunity to express ourselves, hence allowing others to know who we are.

Facebook and ‘2go’ are some of the personal and social clouds that allow easy accessibility to personal data sharing of ideas, pictures, and videos among others.

The advantage of cloud computing is that, it enable different types of people globally to access the same document easily; nevertheless, Google and Amazon are some of the commercial cloud that provide numerous services to the online community, for instance purchasing of books.

The wikipedia is a social cloud that encourages the online community to air their views on subjects that vary from academics, histories and products. The government is however careful in creating of clouds and mostly they create large closed clouds for security purposes (Leadbeater 2010, the cloud culture; promise & the threat).

Nevertheless some of the clouds like the digital cloud changes culture in that, with the search technologies and accessibility of information through a variety of devices, contributes to the availability of culture more easily. He however explains for a cloud culture to be attained, the below equation illustrates:

More cultural heritage stored in digital form + More accessibility to more people + Community that is equipped with more tools that can add to creativity = Growth in cultural expression = Cloud culture (Leadbeater 2010, pp 24)

The cloud computing give ways in which people can connect with one another across the different cultures. It however clear that cloud culture is a way in which more different cultures can be expressed, thus enhancing connections that will yield to finding common interests.

Crowd sourcing in creative industries

Crowd sourcing can be defined as the distribution of tasks to crowds of experts to tackle them, however, only the skilled personnel are delegated the tasks or handle the difficult issues by applying innovative ideas.

However, if a task is assigned to the public, anyone can give their opinion, but only the best is picked among the many. An example of crowd-sourced services includes the opened.net advertising industry, which is a global online market place for advertising, marketing, and designing ideas.

This company provides marketers with an opportunity to acquire advertising ideas from a network of over 11,500 creative that are generated from about 125 countries (Schmitt 2009).

Therefore, a great idea can emerge from anyone; hence, crowd sourcing is encouraged in creative industries. Crowd sourcing can also be described as an online distributed problem solving and production model.

There are different type of crowd sourcing;

1. crowd sourcing for finished work, which request the public to pot their creativity online in terms of a logo, web design. LG brands have in the past crowd sourced for their logo design;
2. crowd sourcing for concepts and idea – this occurs when companies source for ideas from the public, through the websites such as idea bounty.

Hence, a thousand of ideas are posted by the interested persons, thus proofing the importance of internet, which allows the public to air their views and opinions.

In addition, Brabham (2008 pp 76) explains that crowd sourcing involves taking a function and outsourcing it to a large group of people for an open opinion, and when the solutions to the problems are found, the winning party is awarded for the job well done and the company proceed to maximizing the idea for its own benefit.

It is clearly indicated that the most gainer is the company that crowd sourced. Further, one of the gainers of crowd sourcing is the Threadless.com in the United States, which is a web-based t-shirt company that crowd sources the design for their t-shirts through an online competition (Brabham, 2008 pp 76).

Nevertheless, creativity will always include knowledge in it, since it is through the perceived knowledge that we are able to create and generate new ideas and create new unique things. However, crowd sourcing is important since it exposes a company to much option in terms of ideas and logos that can be of importance in its growth.

Crowdsourcing organizations are capable of tapping online intelligence from online communities, hence enabling them to use the acquired intelligence in their organization. Crowdsourcing is only effective when an organization has a pressing problem or a product that need to be designed; hence the organization gives the challenge to the online community in an attempt to gain solutions. Nevertheless, there are different approaches to crowdsourcing; first is the knowledge discovery and management approach, which is mostly effective when knowledge is sufficient in the network, inform of written records, or books.

Hence there is need for this information to be assembled in a coherent manner. Here the organization gives the task to the online communities with the capability of assembling such information.

Secondly is the broadcast search approach, is applicable when an answer to a problem exists in the network, thus the online community responsibility is to find the answer. Examples of this approach are evident in the innocentive company that broadcasts scientific questions for scientists to solve.

Thirdly is the peer-vetted creative production approach, that is applicable in cases where no right answer exists thus, the online community task is find an answer that will respond to the customer’s tastes and preferences.

Threadless is one of the companies that use this approach, where assigns a t-shirt design competition to the public.

The distributed human intelligence tasking is the final approach, which is used when human intelligence tasks need to be tackled. Crowdsourcing organizations normally apply this approach when a lot of labor is required to organize piles of information in a particular systematic way.

Hence the crowdsourcing organization distributes the data online for the online communities to handle it. Amazon mechanics Turk is a company that allows organizations to hire an online community that can perform human intelligence tasks.

However crowdsourcing faces critiques on its functionality, people tend to think that crowdsourcing organizations exploit an individual’s talent for the organization’s benefit; however, the online community participates willingly without being forced to and if any of their ideas win, they are then rewarded (Braham 2011, pp 6).

The interaction between the creative industries and the cultural industries

Creative industries are yielded from cultural industries. The difference is that the creative industries trend with up-to-date technology as opposed to the cultural industries. The cultural industries emerged in the early years and even then, people were creative as they are today.

The creativity within culture is evident in the way crops were grown from sowing seeds, and meat products were extracted from rearing animal, while wood was retrieved from growing of trees. Therefore, culture mostly relate to the past activities.

Some of the cultural industries include broadcasting, internet, music, publishing, advertising, and even marketing industries. Some of the cultural products like the theatres have been modernized to big screen cinema, and in homes, the televisions are used to convey messages.

Nevertheless, cultural institutions like the museums are present, thus portraying the past years of culture through exhibition of the old culture and traditions. Such cultural industries normally contribute to the economy of a country via tourism.

Creative industries can be seen as a part of the cultural industries, since some cultural industries can be said to be creative in nature.

The interaction between these two industries can be seen in this example of the music industry; a songwriter is the one who generates a unique idea of a song, “which is performed by artists in recording studios, then modified and produced by engineers, and then reproduced, marketed and distributed by record labels“ (Brabham, 2008).

Nevertheless, technology has contributed to creative industries due the easy accessibility of internet that can contribute to the growth of an idea, because of research.

However, in the case of music industry where music is recorded on CDs and MP3s nowadays, they are also prone to creative destruction like piracy, thus interfering with the original targeted sales, leading to losses eventually. Nevertheless, these two industries have their differences, the table below explains:

Fig 1: Table illustrating the differences between the creative industries and the commercial industries.

The profound point here is that, the creative industries are privately funded and are modernized in contrast to the cultural industries, which mainly belong to a state and are tradition-based.

Nevertheless, the main challenge that face the creative industry is mainly uncertainty in demand, because the goods produced depend solely on the preference of the customer, therefore, rendering it difficult to estimate the sales to be made.

Hence, their main aim is to satisfy a customer, thus hoping that their products will be identified by the customers.

Employees in such companies attribute their work to quality of what they produce, since the aim of creative industries is to maximize on their profits. However, product of creative industries differs in terms of quality, symbolism, aesthetics, and styles associated with the product.

These industries work against time and therefore must comply with the time given. This usually applies to even their staff. In addition, their products are usually durable, such that they can be used repeatedly; an example is a video game (Puchta et al, 2010 pp 32- 35).

Creativity contribution to the cultural industries

Cultural industries can be enhance in a creative approach, for instance, by use of architecture and design whereby, through creativity, outstanding buildings can be redesigned and developed, thus emerging as unique and enhance their appearance; this can apply to museums.

Secondly, the cultural industries should aim in adopting a creative approach in the marketing and branding area so that they can achieve a competitive advantage, hence be in a position to compete at global level, and even attract local tourists.

The cultural industries should be able to embrace technology in their operations, thus being at a competitive advantage since they will be advanced technologically.

The lack of commercial experience by the cultural industries, hence the creative entrepreneurs can assist in commercializing these sectors. The goods and products of these two industries vary in terms of ownership.

Cultural industry goods are usually state owned thus described as the public goods, which are run by non-profitable organization, while the creative industries are privately run and their good and services are marketed and distributed to convenient customers.

In addition, these industries have to be at a competitive advantage in order to survive in the competitive market.

According to Smith (2009, pp 153), the main reason why cultural industries are no longer a concern for visitors is because they seem old fashioned and less fun and attractive, hence people prefer visiting the cinemas, and watching soap operas on the television as a way of spending their leisure time.

However, if these old heritages were renovated and a state of modernity is installed, then they would receive many audiences, not only for educational matters but also for leisure purposes.

Conclusion

Creativity is the source of developments across the world, since it leads to a creative society, which also yields to a creative economy that generates huge profits for its country, and in return provides of job opportunities and development in the society.

Without creativity, human beings cannot survive, thus thinking out of the box is what makes nations develop and earn profits. People’s living standards also improve due to creativity, since new source of incomes develop thus providing employment to the society; thus, a relationship between creativity and the society is build.

Creativity is however, a major competitive factor in a country, due to the inclusiveness of technology, which is also a key to competition that may positively or negatively affect a product. Since creativity depends on one’s skill or talent, it literally affects the process of production.

Creativity yields to external and internal benefits such that the external benefits are evident as an innovative idea while internal benefits of creativity are evident in job satisfaction and a person’s well-being, hence, these factors should be encouraged in organizations.

Nevertheless, creativity should be incorporated to the cultural industries to develop them technologically such as good infrastructure, which could include wireless internet in public buildings.

Crowdsourcing is evident in creative industries whereby tasks are distributed to the public for experts to tackle them. This practice is very efficient since the crowdsourcing company generates a variety of ideas and chooses the best among them.

Though crowdsourcing is criticized for exploiting the community’s ideas, an organization benefits fully from this process and the winning idea is rewarded. The internet has brought about easy accessibility to information and communication has been made easier, effective and fast, thus yielding to many clouds in the community.

Cloud culture for instance is a way in which different culture may be expressed, however cloud culture can only contribute to creativity if people are willing to cooperate, share and create information.

Culture provides a sense of identity to people while creativity contributes to growth as culture stabilizes the society. It is however clear that the internet has benefited the world and made life easier.

References

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