Post, 9 July 1999
to Banish Luvvie Stereotypes
stereotypes of creative people sporting ponytails and scruffy clothes
must be banished if the UK is to compete with the rest of the world in
emerging businesses, according to a report yesterday.
creatives and artists from the worlds of film, advertising, design and
the Internet took part in a research project to promote the UK's First
Creative Summit to be held later this year.
creative industries generate revenues of £60 billion a year and employ
more than 1.4 million people. In addition, the creative economy is
growing almost twice as fast as the rest of the economy and contributed
4 percent of the UK's gross domestic product last year.
creative people suffer from a poor image based on stereotypes of being
unreliable, elitist and outside the mainstream, according to the
asked 30 of Britain's top creative minds what obstacles they and their
industry faced in overcoming these myths and making the public realise
the vast contribution that the creative industries make, pushing the
nation's business forward.
Samms, who carried out the research said: "The most striking thing
that came out of this was the belief that the education system in the UK
is fundamentally flawed. The system should deliver minds that can swim.
Children must be taught to think." Ms Samms said that many of those
interviewed said the public needed to see how creativity touched their
everyday lives and dispel the myth that creatives were
Freeth, of the National Endowment for Science, Technology and the Arts,
which aims to become an "angel for talent" in the creative
industries by offering Lottery funding to talented individuals, said
much needed to be done to promote creative talent.
"We can't reverse this all ourselves and that is why we are backing
the Creative Summit. Unlike other countries we don't regard failure as a
learning process. Instead we see it as just failure and we need to
will be held in Sunderland on September 15-18.