Creativity or producing? The real job of creative industries.

 

When we talk about creative jobs or people who have to be creative, we usually do not see what goes under the surface. Whether we think about the processes, the job itself, and many other things. In my family, there is an inside joke of who has decided to work in an artistic area or the science one. My brother, who I was lucky to interview, is a graphic designer from a very early age. My sister, however, chose to follow the nursing path and focus on science. As for me, I have always been interested in the arts (specifically dance and music) and thus being involved in one of the sections of the creative industries.

My brother’s name is Jose, he is 39 years old and has been working as a designer for more than 20 years now. He started working at the young age of 16 and since then he has worked in different advertising companies while keeping updated to trends and studying. Today he works as the Creative Art Director at Estresa Comunicación. He and his team have won a prize for a Famosa campaign (a well known Spanish toy factory) and has collaborated with Haagen-Dazs. We can say that his passion started since he was a kid, he did not know really what he was going to end up working but he knew that designing was a fit for him. “Why? Because I like designing and since little I liked to draw and the concept of creativity.” However, when I asked him what creativity meant for him, his answer I must admit surprised me. “I have to say that when people say that you have to be creative, I don’t like it. I have always been very skeptical about that word because at the end of the day yes, it is what it defines you, but it depends as well on your education/formation you receive, the capacity of observation, and more. Creativity is not only one thing, it depends on many other factors as well, for example, on the ideas of other people that they may have or even the budget that you have. Being creative? Yes, I mean it relies on the person to have that ‘spark’ in them, right? But it is not the only thing. You need to have patience because at first, you doubt yourself. You think I am not being creative nor whatsoever, however with time you acquire more experience. You have people as well who will teach you, help and event question yourself. Why if I put this vertically it will work but not horizontally? Things like that.”

This comment made me realize how even artists do not like the fact that they have to be ‘creative’, when I asked him the question, as he said he was very skeptical. People do not like to use that word anymore (or at least artists), unfortunately, the world nowadays focuses more on producing and selling fast that they no longer pay attention to what it actually implies being creative. As the reading in “Can creative labor is good work?” states the word creativity has been misused.

Furthermore, in the interview when we ask about the pressure of creative industries he states that unfortunately agencies and companies pay for production but not for the level of artistry. “Creativity has been devalued, nowadays it has stopped being paid. I believe that the concept of paying for creativity has been decreasing for a long time ago. I speak for the matter of creativity, now they pay you to produce content.” This leads me to question myself, have we reshaped the meaning of creativity? What it has become? I think the world now is reinventing itself, especially now living the circumstances we are in, but the essence of it is slowly fading away. People do not pay attention anymore to details, or the work behind but mainly ask themselves questions like, will it attract enough people? Will I be able to sell this product for the benefit of my company? The patience for something done well has decreased. As my brother says “todo lo bonito lleva tiempo.”

Being creative can be hard as well. You do not wake up everyday knowing what are you going to do or have your ideas sorted out. It also depends on your mood, some days can be difficult to pull put your inspiration or you may just not feel like it. That’s why working with a team is always better, everyone brings in an idea or at least a thought, and together is how they can create big things. Having an open mind is as well important for these types of projects, sometimes you need to force yourself to listen to others and be prepared to listen. As for advice for future generations who wish to dedicate their future to creative industries, he dedicated these words: “Wanting to learn, seek for preparation and be open to options. As you gain experience, sometimes you need to stop yourself and realize that only because you have done it before it does not mean you are right. You need to be open to other perspectives.”