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  • 1. Unit 8 – Creative MediaIndustry Awareness• Aims: To understand the creative industries• Objectives: To produce a usable document whichcan be used as a Creative Industries educationaltool
  • 2. Creative Industries• Socio-economic potential ofactivities that trade withcreativity, knowledge andinformation• Increasingly being recognised as agenerator of jobs, wealth andcultural engagement• UK has the largest creative sectorin the whole European Union• In terms of GDP it is the largest inthe world• 106,700 businesses in the creativeindustries
  • 3. Creative Industries• UK definition of creative industries:‘those industries that are based onindividual creativity, skill and talentwith the potential to create wealthand jobs through developingintellectual property’• 1.5 million people employed in thecreative industries in the UK, that’s5.1% of the work force• Contributed 2.9% of the UK’s GrossValue Added in 2009• Exports of services by the creativeindustries accounted for 10.6% ofthe UK’s exports of services
  • 4. Creative IndustriesAccording to Skillset…• Advertising• Animation• Computer Games• Facilities• Fashion & Textiles• Film• Interactive Media• Photo Imaging• Publishing• Radio• TVAccording 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
  • 5. 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 commercialtelevision• Funds 95% of national press• Funds 80% of national magazines• Funds 95% of commercial radio
  • 6. Advertising – ImportantQualities• Customer Service• Speaking ad Self Presentation• Punctuality and Organisation• Numeracy / Literacy• Attention to detail• Transferable skills• Management Skills• Legal issues
  • 7. Animation• Engages with many other sectorsin the creative industries – TVfilm, web, gaming• Employs around 4500people, mostly freelance• 300 companies• Costly, labour intensive and timeconsuming – 30 minute animationcan take up to two years and use20,000 drawings• Features might cost up to $60m• High returns on big productions• Only 5% of animation on UK TV isnative
  • 8. Animation• Centres of excellence outsideLondon –Manchester, Bristol, Dundee, Cardiff• Globally, worth $60 billion• Relies on a highly skilled andspecialist workforce• Most employees are universitygraduates• Short fall in certain area of theindustry• Average salary for a graduateanimator is about £25k• Directors can earn well over £50k
  • 9. 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
  • 10. Gaming• 30% of the gaming industry isbased in the North West• 19% in London• Gaming now makes more moneythat video rental and cinema boxoffice• Very competitive• 485 businesses employ around7000 people• Dominated by young, white men• Women make up 6% of theworkforce.• Black, Asian and other ethnicminorities = 3%• 61% are 35 or less.• 77% do not have children
  • 11. 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
  • 12. Facilities• Provide equipment and supportservices to most of the CreativeIndustries• Nearly 4000 companies employnearly 50000 people• A third are freelance• 33% are women• Some sub-sectors includeequipment hire, specialeffects, postproduction, transmission• 78% in the South East• 45% in London
  • 13. Facilities• 60% of the workforce are graduates• Over 75% need on going training• 70% are freelancers• 1 in 10 freelancers will average 70hour working weeks• The average number of days employedfor a freelance facilities worker is 238days, better than most other sectors• 21% women in post production• 5% black / Asian / ethnic minorities
  • 14. Fashion and Textiles• Nearly 80000 films on the UKemploying 340000 people• 97% of fashion and textile industriesemploy less than 50 people• 21% o the work force are selfemployed• London is the biggestemployer, 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-sectorsincluding design, apparel, footwearand leather, textiles and technicaltextiles, laundry and dry cleaning
  • 15. Film• 400 permanent companies in the UK• 43% production, 13%distribution, 44% exhibition• Nearly 28,000 people working in film• 62% exhibition, 34 % in productionand 4% distribution• Over 90% of a film crew will befreelancers• 42% are women (above average forthe rest of the creative industries• 9% from black, Asian and ethnicminority background• 2% disabled• Contributes £4.5 billion to the UK• Production was is worth around£700m
  • 16. Film• UK has the largest number of digitalexhibition screens in Europe (296)• Film theft cost the UK £404m in 2007• Well funded industry and money goinginto training the workforce – TheBigger 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 veryimportant• 2008 report suggested that moreneeds to be to: create a more diversework force, reduce unpaidwork, enable more training
  • 17. 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 socialmedia management• Job roles might includedesigners, producers, webdesigners, usability specialist or webwriters• People employed as interactive mediaspecialists, usually have a number ofmedia based skills• Must understand other disciplines inthe media sector• Must keep their skills updated
  • 18. Photo Imaging• 43000 people• 38% are down in London• 8700 companies – nearly 70% aresole traders or freelancers• 91% of photographic companiesemploy 5 or less people• Nearly 50% of photography employeeshave an undergraduate degree• Average age is 42 (higher than theaverage 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 intellectualproperty rights
  • 19. Publishing• Traditional forms such asbooks, 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
  • 20. Radio• Employs 22000 people• Three-types: publiclyfunded, commercial andcommunity / voluntary• Men earn more than women –Men (30k), women (28k)• 25% of men have dependedchildren compared with 16% ofwomen• 60% of men are over 35compared with 50% of women• Shortage of radio engineers• Industry is growing steadily• Job roles mightinclude, presenter, engineer, researcher, producer or sales• Must be confident andorganised, working well underpressure