Cameron Dante's rant about the creative industries

“Lets go easy with the first one eh? More of an introduction.

“Creative ability devoid of business sensibility should be recognised as a creative disability.”

Our sink estates and major cities are notorious for ulterior forms of entrepreneurial activity, “I have a quiet regard for underworld activity that historically proves a very effective business model, embedded in the local community with sustainable development at the heart of its operation.”

Although this is said with tongue firmly in cheek and designed to be provocative, there is an undeniable creativity merged with business activity, which at source makes it a creative industry – doesn’t it? Certain criminal activity provides opportunity and employs the unemployable, they market product by developing social networks and deploying guerrilla campaigns. They understand the importance of a value proposition and have been known to offer 2-4-1 deals, the nature of supply and demand dictates their pricing, their import and distribution practices also require a deep knowledge of the competition. This attention to detail results in a host of very successful start-up businesses and self employed consultants, it’s a shame that they specialise in drug and protection rackets that destroy communities rather than regenerate them.

Can you imagine the potential for economic growth if we could harness that creative energy? Sadly, many would say that their opportunities are predetermined, limited and any creative aptitude will be channelled down a path that ends with at least an issue around dependence.

As a 14 year old aspiring dancer, later to become an author, Radio DJ, and band member with 4 top 10 hits globally, my earliest recollection of a critical revue came dressed up in those immortal words, ‘Get a bloody proper job and stop wasting your time on this flowery nonsense.’ My mother had a unique way of encouraging me to follow my dream; it was almost artistic, day after day, year after year. Of course, I now understand that she related the arts and all things creative to poverty, hardship and a bit more poverty to boot. Maybe this attitude was the norm?

In what is now referred to as the ‘Creative Industries’ I’m constantly amazed to see hard working agencies focused on delivering a culture of ‘creativity,’ whilst missing out on the ‘industry’ bit completely. The whole concept of ‘a creative’ and ‘an industry’ suggests that the creative person must understand that the option to be industrious and entrepreneurial exists as a first option, not a last resort. Maybe this is why the attitude I once considered as the norm continues to this day, as the ratio of applicants per advertised job can leave a person feeling demoralised and fuel the misconception that no other realistic options exist, the creative industries once again fit the archetypal ‘struggling artistic type.’ Its unacceptable today!

Let’s suppose that the creative lacks an academic history, I have no doubt that given an opportunity the creative person may well have the ability to adapt, the question remains, will business adapt?

At TalenT2Trade, our passion is locating, unlocking, showcasing and connecting that talent to business through the use of our specially developed programmes.

As a business, we also employ young creative people by applying the job to the person, rather than the person to the job spec. If measured by the standard criteria our current staff would ‘never’ get to the first interview stage. Why? They are typically, jobbing actors, models, film students and designers.

The challenge for TalenT2Trade as a commercial business is clear, we need to generate profit in order to continue operating, in order to do this we need to adapt our thinking, and provide training that is continuous and very hands on. I believe the most important part of our investment is our attention to the needs of our people and reaffirmation when confidence takes a knock - the ‘voice of mother can be heard when least expected.’ A culture of self belief isn’t easy to maintain but it’s a decision we choose to take and the rewards far outweigh the risks.

Most of our people continue to follow their dreams and need time to attend auditions or shoots, we understand that and try to accommodate the bigger picture. We have tried very hard to accommodate any dates which they have in line with their aspirations, so much so, that we factored this into the interview process. None of our staff had any previous interest, connection or history associated with their current role and one of the most exiting parts of Talent2trade’s growth been the phenomenal enthusiasm that they have injected in to the business.

Most of our staff had never voted, they now understand the importance and do so. TalenT2Trade staff had no interest in starting a business as an option to employment, we continue to train them and help them understand business practice and the benefits that come with self employment.

They now believe that the only barriers are those we place in front of ourselves, creative talent is translatable and can be applied to business, as they experience our willingness to support their creative aspirations. In return, TalenT2Trade gets a dedicated member of of the team and satisfaction knowing that we have encouraged the dream, rather than kill it.