xCHANGE 2024 – Future of Creativity

The xCHANGE 2024 event brought together a diverse panel of experts to discuss the evolving landscape of creativity. The panel included Alan Hunt (Partner, Lewis Silkin), Vanessa Spence (ASOS), Tazie Taysom (Artiq), Nicholas de Klerk (Purcell Architects), and Stevie Spring CBE (Chair PRS for Music). Their insights provided a comprehensive view of how creativity is transforming across various sectors.

The definition of creativity

While the essence of creativity remains unchanged, the methods of creation continue to evolve. Much of the panel discussion focussed on the role of technology, and specifically AI, in the future of creativity.

In particular, technology can play a huge part in how art is both created and explored; new technologies facilitate the democratisation of art, enabling collaboration, distribution, and fan engagement, and making art more accessible to the public. However, the panel agreed that such tools should be used mindfully, in conjunction with human interaction and analysis. Indeed, the idea that, by using technology, anyone can be creative is a myth – technology cannot be a substitute for many years of creative experience and, in any event, should be used authentically in line with a brand’s DNA.

This fed into a discussion about copyright protection for the arts in the age of AI and the panel agreed that providing adequate protection for rights holders is complex but crucial going forwards.

In addition, technology is able to enhance the role of artists as entrepreneurs, allowing them to use AI to develop their small businesses. This helps to facilitate creative businesses which are well-run and financially sustainable which, in turn, will be crucial for feeding creativity.

The value of creativity

The UK should be proud of its creative industries – our art and design travels the world. However, the panellists agreed that more value should be given to the creative industries, both financially and socially. The race to the bottom benefits no one and, as Stevie remarked, excellence should be rewarded!

Financially, the panel discussed the economic barriers to creativity and warned that the economics of creativity could pose a threat to the arts. In particular, Tazie argued that creatives should have robust business models and be compensated fairly for their work - exposure alone does not pay the rent!

Socially, keeping arts and culture on the educational syllabus, including higher education, was also discussed and deemed to be essential. Recognising that revenue streams are linked to removing barriers to entry is vital for the industry's growth.

The exciting future of creativity

Despite the challenges, there is much to be excited about – for example, creativity offers numerous opportunities to address significant issues like the climate crisis through design, technology, and a cyclical economy.

The insights from the panellists underscored the importance of balancing technology with human creativity, addressing economic barriers, and recognising the value of the creative industries. After all, creativity nurtures human connections and enriches our lives – that alone makes it worth celebrating.