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Turning creative minds into business brains

A pioneering course designed to turn creative people into commercial successes could play a key role in boosting Scotland’s creative industries.

Whether a composer, scriptwriter, jeweller, singer or computer games designer, the University of St Andrews-based Masters in Creativity Management will empower creative individuals to better manage their own career or team while continuing to hone their individual creative practice. It’s hoped it may also persuade Scottish-grown talent to stay in Scotland and develop businesses here, while also tempting international students to study and work in Scotland.

The course – and its new, umbrella institute, the Institute for Capitalising on Creativity – responds to a recent feasibility survey by independent technology think-tank, Technology Development Group, which identified a need for specific management training targeted for Scotland’s creative talent. In this way, the course contributes to the ‘pathway to success’ identified as being so important by the Scottish Executive as part of its response to the Cultural Commission report.

Around 7% of Scotland’s employment is in, or linked to, creative industries, a sector which generates £5-7 billion in revenue. Around 100,000 people are employed in Scotland’s creative industries, boasting an annual turnover of around £5 billion. UK-wide, employment in the sector is growing by 9% a year compared with 1.5% for the rest of the economy. Scotland has the highest concentration of creative industries outside London.

The new Institute for Capitalising on Creativity is a unique, world- class consortium bringing together top creative and management capacity at Duncan of Jordanstone College of Art and Design; University of Dundee, the Royal Scottish Academy of Music and Drama, the University of Abertay Dundee and the University of St Andrews, with the latter providing a physical home for the Institute. An international dimension is provided by a partnership with the Tisch School of the Arts at New York University.

The course will be taught by creative practitioners and management experts with specialist knowledge of the creative industries. Input from key players in the creative industries and opportunities for practical hands- on experience will ensure students gain direct knowledge of the realities of the field.

The first year of the two-year programme will be based at St Andrews but will also involve on- site creative work at the partner campuses. Students will also benefit from a month’s placement at the Tisch School of the Arts in New York, opening up exciting global networks and perspectives. Students will spend their second year on placement, starting up a company or back in their own work environment.

Professor Barbara Townley, Institute Director said, “We’re a unique consortium with a shared vision. The course will appeal to those who are set to be a member of the elite in their creative field and who want to succeed commercially and develop international networks. We’re expecting interest from a range of individuals, whether film-makers, product designers, sculptors or fine artists. Their common thread will be excelling in their creative field but also having the drive and enthusiasm to succeed in business, leadership or management”.

Meanwhile, Graham Lean, Managing Director of Creative Industries Management Scotland, said, “This innovative programme is a welcome addition to the country’s creative sector, and should demonstrate that creative talent and commercial success can and do go together. The programme, which will provide an internationally- recognised qualification, fills a gap in the post graduate courses currently available to those seeking to develop careers in the creative industries, and reflects the important and expanding role that the creative sector plays in a modern economy. I will follow the careers of the Institute’s future graduates with great interest.”

For more information, please telephone 01334 462016, email course@capitalisingoncreativity.ac. uk or visit the website www.capitalisingoncreativity.ac.uk.

ENDS

NOTE TO EDITORS

For more information, contact Claire Grainger, Press Officer, University of St Andrews – contact details below.

Issued by Beattie Media – www.beattiegroup.com On behalf of the University of St Andrews For more information, please contact Claire Grainger, Press Officer – 01334 462530, 07730 415 015 or cg24@st-andrews.ac.uk; Ref: press releases/capitoncreativity View the latest University news at http://www.st-andrews.ac.uk

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