Imagine a world where creativity is stifled by the constraints of predictability. Where art is often reduced to a formula, where innovation is replaced by imitation, and where the sparks of inspiration are dimmed by the demands of efficiency.
This is the industry we are in danger of creating.
As the creative industry grows and evolves, it has become increasingly focused on quantifying and measuring our creations, at the expense of the unpredictable, and limitless nature of creativity. We have become trapped in the structures and systems of the past, and our output is no longer reflective of the world around us. While the cultural landscape is fragmenting into a mosaic of endless cultural expressions and niches, the creative industry remains a place ruled by a rather homogenous narrative.
And the gap between the creativity we love to consume and the creativity that is sold to us only widens as culture evolves. As we strive to stay relevant in a world where the only constant is change, creativity is the antidote to predictability. It is possibility in its purest form.
“The true nature of creativity has always been its unpredictability”
Just take a look at the creator economy – where creativity is flourishing without restrictions and increasingly earns prime time status in the lives of younger generations. With the industry feeding into creative egos through awards and publications behind paywalls, consumers and communities are shaped by reverse trend cycles: starting in the digital realm of endless possibilities and free flowing creativity.
Gone are the days where culture is controlled by the few gatekeepers with access to traditional power structures and resources, the true nature of creativity has always been its unpredictability. It is about breaking open new paths – and confined by the current demands of the creative industry it has found its way into our lives like it always does. This time, the internet is its breeding ground.
In the quest for never ending optimization – have we outsourced the industries most valuable asset, creativity itself?
Let’s take TikTok: while there is certainly much room for criticism, the principles of the platform reflect a shift that is bigger than the brand itself. Social platforms like TikTok have democratized the cultural & creative landscape. They have become a playground for the imagination, a canvas for the unconventional and a stage for the marginalized.
The content and its never ending variations mirror the collective consciousness of younger generations and the content that really interests us, with highly responsive algorithms reflecting our inner worlds. TikTok is a reminder that the most valuable resource in the digital age is not data, but human creativity and authenticity. Tech has slowly become creativity’s main character, its breeding ground bottom-up.
As young people, it’s up to us to demand more from the creative industry – to challenge the status quo and push for a more inclusive and dynamic approach to creativity. By embracing the chaos and embracing the diversity of culture and technology, we can create a new era of creativity – one that is truly reflective of the world we live in.
We can design agencies as physical creative platforms that bring together people from all walks of life and all sorts of (marginalized) communities, and foster an environment of inspiration and collaboration. We must reject the predictability that is holding us back and embrace the possibilities that lie ahead. Like that we can house the thing the creative industry was built around again: creativity in its purest form.
Role: Jr. Cultural/Creative Strategist
If you are interested in this topic, have a look at the AMARU report ‘Culture+Chaos+Community’. Jasemen was involved in this report as a Strategy Lead.
Creativity > everything else!