A study by Arts Council England and the Nesta Foundation is investigating the developments that art, culture and the creative industry will encounter in the near future. Although the study refers to data from the United Kingdom, certain phenomena are also applicable to German society.
Among others, these include changes to the structure of society. In younger generations, cultural education is in clear decline, despite easier access to it through digital media. This will not only lead to a lack of potential audience in the future, but is also predicted to result in a smaller pool of new creative talent. For young viewers, art and culture stand in competition with other entertainment opportunities and media and may be forced to give up on old traditions in light of this. Rather than simply remaining in their role as consumers, young people want to participate actively and potentially even collaborate in the artistic process. In the Ruhr region, one opportunity for this is at the 'Rottstraße 5 ' theatre. This is home to the 'Young ‚n‘ Rotten ' youth theatre group, which receives support under the state’s Creative.Quarters Ruhr programme.
Furthermore, the report predicts changes in the workforce and the skills that will be needed. The United Kingdom has experienced strong employment growth in the creative industry, and especially in the areas of music and visual and performance art. At the same time, there is growing demand for people with skills and abilities in the areas of animation, visual effects and video games.
The report also examines the question of financing. Although internationalisation of the market creates a larger potential audience, this is accompanied by a rise in the number of potential competitors. A steady decline in the financial support artists receive from the government and the state has led a growing number to resort to crowdfunding or patronage, for example via the 'Patreon ' platform.
Nesta stops short of proposing general instructions for handling the changes discussed here. However, it does address four areas that ought to be reinforced or modified in order to tackle future developments:
• the creation of a culture of experimentation within organisations, whether they are small or large, in order to test out new methods and practices
• the use of data to optimise business processes, understand the audience and improve reach
• the formation and stabilisation of partnerships, firstly for reaching a new audience and secondly for exchanging specialist skills, as well as to improve the efficiency of shared services, institutions and procurement processes
• the aim of addressing a wider audience by either reinforcing links to the local community or using digital media to gain viewers who are distributed over a wide area.