Introducing the Creative Industries
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Introducing the Creative Industries

From Theory to Practice



© 2013 | 280 pages | SAGE Publications Ltd
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"Creativity used to be the difficult concept to define - now it has probably been overtaken by the concept 'creative industries'. However, this text does a sterling job at identifying, outlining and defining the many elements that go to make up this booming sector of industry. What makes it particularly interesting is that it includes the view of the creative industries from the perspective of working in it, then the definitions of what products and producers are involved, and ends with the broader picture of the creative economy and predictions for future trends. Add to this that they include both theory and practice, and this really is an all-round guide to the vast domain that is loosely titled 'the creative industries'"
- Angela Birchall, School of Media, Music & Performance, Salford University

This is your complete guide to studying and succeeding in the creative industries. This book takes you through the history, trends, products and markets of the creative industries, showing how success depends on a mix of ideas, tactics and talent.

When understanding social networks and cultural economy is just as important as hands-on skills or an entrepreneurial spirit, Introducing the Creative Industries shows you how to use theories, concepts and practical skills to get ahead in their course and professional life. Creatively imagined and beautifully written, this book:

  • Interweaves theoretical concepts and professional practice on every page
  • Uses cultural economy to teach the essential concepts and thinkers
  • Integrates case studies from fashion and gaming to journalism and music
  • Teaches strategies for navigating the links between skills, industries, creativity and markets.

This book shows you how to spot opportunities and use your knowledge and savvy to take kickstart your career in this fast-moving industry. It is an essential guidebook for students of creativity in media and communication, design, creative industries and business.

Introduction: How to Use This Book  
Chapter 1: What are the Creative Industries?
Defining the Creative Industries  
Studying the Creative Industries - Three Approaches  
Chapter 2: Creativity and Commerce
Patronage: Wealth, Power and Religion in Italian Renaissance Painting  
The Marketplace: English Theatre in the Time of Shakespeare  
Reproduction and Mass-production: The Print Revolution  
Industrial Production  
Industrialised Media Production: The Studio system  
PART ONE: WORKING IN THE CREATIVE INDUSTRIES
Chapter 3: Institutions, Ownership and Entrepreneurship
The Organisation of Production  
Workplaces  
Work Structures  
Work Patterns  
Finding Work  
National and International Perspectives  
Chapter 4: The Business of Creativity
Sole Traders and Micro Businesses  
Financing a Creative Business  
Contracts and Rights  
Business Models  
PEST: Political, Economic, Social and Technological Factors  
Clustering and the Sense of Creative Community  
Chapter 5: Work Routines and Work Cultures
Employees: Staffers, In-house Workers  
Freelancers and Portfolio Workers  
Networking  
Equality of Opportunity?  
PART TWO: PRODUCTION AND CIRCULATION OF PRODUCTS
Chapter 6: Creative Producers and Products
Creative Goods and Services: Tangible and Intangible  
Creative Originals Producers  
Creative Content Producers  
Creative Experience Providers  
Creative Service Providers  
From Simple Creative Goods to Complex Creative Goods  
Chapter 7: Research, Development and Production
Research and Development  
Production  
Chapter 8: Circulation: Marketing and Distribution of Creative Products
Circulation  
The Mass Market Model  
Channels of Distribution and Marketing  
What is Marketing?  
Selling Stuff: Retail and its Disruptions  
PART THREE: THE CREATIVE ECONOMY
Chapter 9: Institutional Commissioning and Financing Structures
Business Models in the Television Sector  
Commissioning in Television  
How Do Writers and Producers Get TV Commissions?  
Finding a Route In  
Commissioning and the Business of Magazine Publishing  
Chapter 10: Clients, Funders and Going it Alone
Working to Brief: The Client Relationship.  
Public Funding  
Entrepreneurial Approaches  
Self-funding  
Crowdfunding  
Chapter 11: The Changing Economic Landscape
Creativity and Commerce: Novelty, Risk and Change  
Changing Work Routines and Work Cultures  
Changing Structures and Models  
Jobs That Don't Exist Yet  
Glossary  

With the rapid growth in opportunities to work in the creative industries, there is a need for books that clearly outline the key issues. With a book rich with case studies and definitional materials, Davies and Sigthorsson have admirably met this challenge.
Professor Terry Flew
Queensland University of Technology


Full, fresh and fun, but also hard work - absorbing, detailed and ambitious. That's the creative industries, and also this book. It suits what it studies, showing how human creativity, meaningfulness and experience are organised at industrial scale. Aimed squarely at those who will be the workforce and wealth-creators of the future, this is the go-to guide for understanding a complex and varied market.
John Hartley
Curtin University, Australia, and Cardiff University, Wales


The book has proved to be applicable at all levels, with students engaging with it from first to third year - particularly useful in portfolio modules.

Ms Sarah Cooper
Faculty of Creative Technologies, Leeds Metropolitan University
June 18, 2015

This is a great contextual account of the creative industries.

Anna Kiernan
Faculty of Media, University College Falmouth
April 3, 2014

A very informative and well-balanced presentation that balances off the world of theory and concepts with the world of practice. This is of great benefit to students seeking to build their understanding of the world of the creative industries and future careers within it.

Mr Philip Potter
Humanities , University of Chester
January 6, 2014

The book is highly informative for students on IOT2002 Innovation and Communication.

Its a gives a balance perspective from a practical angle.

Dr Margaret Mangion
Edward de Bono Institute, University of Malta
October 22, 2013

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