Less well-known 'creative conurbations' situated along motorway corridors, including Warrington and Wigan, are becoming a thriving hotbed for creative industries in the UK, a report published today (26 July 2016) has found.
The Geography of Creativity study, published by Nesta and Creative England, found that in addition to more-established clusters, like London, Brighton, Bristol, Manchester, Edinburgh and Liverpool, other "less visible" areas are starting to have a significant impact.
A total of 7,128 staff in Warrington and Wigan are in creative employment, making it the fourth largest cluster in the North of England.
However, the analysis found that Manchester remains the North West's geographic hotspot with the third highest number of creative businesses in the UK. It has 43,050 workers in creative employment, 29 per cent of which are employed in film, TV and radio.
Elsewhere, the UK has 47 creative clusters, where creative employment and businesses are co-located, represent three quarters of all creative businesses in the UK and these clusters.
The report added that creative industries now employ on average 28 per cent more workers than seven years ago. The map confirms that creative clusters have a dominant presence in London and the South East of England but more than one-fifth of hotspots are found in the North of England, and Scotland, Wales and Northern Ireland all feature too.
Juan Mateos-Garcia, head of innovation mapping at Nesta, said: "The UK’s geography of creativity is diverse and growing. London and other creative cities are very important, but so are other areas which are sometimes overlooked when we talk about creative clusters.
"A better understanding of their specialism and impact on the local economy will help ensure that these hotspots continue to gain access to the talent and knowledge they need to thrive."
The report aims to outline where creative businesses and employment are based in order to ensure policymakers can support their growth. In the North West, a total of 7.8 per cent of companies in Crewe are in the creative industries, with 6.6 per cent of businesses in Liverpool in the creative sector. Of 7.4 per cent of creative companies in Chester, 49 per cent specialise in the digital and software.
Nesta and Creative England said that although the number of creative businesses within the 47 clusters has grown, alluding to an "entrepreneurial explosion", the average size of companies has fallen, suggesting policymakers should do more to support growth.
The recommendations include: supporting the development of clusters outside of London and the South East and that local enterprise partnerships and universities should consider what more they can do to address the strengths and weaknesses within particular areas.
Caroline Norbury, chief executive at Creative England, said: "Creative England is dedicated to nurturing talented people and their creative ideas – this report clearly shows the huge contribution they make to driving prosperity in communities across the UK."
She added: "Now, perhaps more than ever before, we need to work together to give our creative talent the backing they need to continue to flourish and grow."
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