"Creative" as in, 'not capitalist'?

More than ever, London has been overpopulated by the profession that is ‘Creative’. In small gatherings, in a corner, quiet enough for a conversation, or smoking areas filled with chest-filled proclamations, many introductions have self-identified themselves as a ‘Creative’. With clean and well tailored IG’s to showcase the work more than the self, who knew London needed this many Creatives?
Office-wear all from Weekday, we get an understanding of the type of font we are dealing with:

“oh yea, I work in Marketing-slash-socials”

“Creative director-slash-Producer”

The ever extensive relationship of self and profession has intensified into this world of grinding, where two or more titles under the belt can begin to fulfil the purpose of self. As a person still dipping their toes into the scene, I am conscious of where my purpose lies within this industry. Do I need to be here? (We honestly need more social workers)

I have seen Creatives in their element; always awed by their ability to form ideas aided by strategy (Strategy, another funny title within that world). I have seen people reach into the depths of their experience, to create a world that can somewhat be digestible to the masses- and I sometimes wonder if it is during this process, that we start to put a value on our own lived experiences.

‘How much does my joy cost for this toy to sell?’

Moreover, the power of co-opting concepts and terms of liberation to reel in consumers: how do we plan for a free world, if the aim is to trap people in this cycle of ‘to attain is to be happy’?
Representation, a great movement in every sense of word but when does it become the leach to the people who really shape culture? I’m sure the Phil Knights of the world are more than happy to have their pockets filled at the expense of boys who play basketball to stay out of trouble (and some might say the same for those who work in the creative industry). These same boys who have hustled, whether legally or not, to buy Air Jordan XXXIX (real or not); yet in one day, a Photographer is able to buy 100 pairs after shooting a campaign on the grotty side of East London. Why are there disparities in being a Creative?

-There is also something to be said about my own self-awareness, where feelings of insecurity and inadequacy (which admittedly may be partly fuelling this piece) creeps in whilst my toe begins to feel cold in this water. I look around and begin to compare myself to this group of people, who directly cause me no harm, yet I feel something. In conversation I begin to understand how only at 25 this person is Head of Marketing; how great support from an early stage can spearhead the confidence of a young Director; and how access and opportunity can influence what you accept as your day rate- but I call myself resilient in push through.

self-affirmation break:
‘My worth and value is based on my own growth’
‘My aim is to feel joy than to be Great’
‘There is always time to be somebody and if there’s not, is this somebody happy?’-

Community, defined by the Cambridge dictionary as:

“the people living in one particular area or people who are considered as a unit because of their common interests, social group, or nationality”

So in the middle of Shoreditch, with clumps of agencies all working together to sell you a watch that can do everything but tell the time, their community is all about communication, consumerism and (overpriced) coffee. I will admit that I am minimising the work of a Creative as their impact is undeniable, but how much of this community is a social theatre for opportunists who care more about themselves than the social injustices they claim to address under the alias of ‘representation’? Where is the integrity in creating an agency that is rooted in mutual care, shared power and work towards freedom from systems of oppression? Can we really be Creatives in this world of capitalism?

There are obviously some solutions that we can suggest to bring liberation into capitalism(?). We can talk about the request of distributing wealth equally down the line- do you, Mr Photographer, really need this whole £40k for this TWO day shoot? Or can we request you share SOME of that wealth with the local youth charity that fights to keep young people off the streets? The same young people that are the talents for this shoot by the way! Are you, as an agency, accumulating clients whose brand is known to be associated with exploitation or genocide? Would saying “no” really hurt you? Or even better, would saying “yes” to smaller, ethical brands make a difference? The choice to be a Creative in a capitalist world should really be about being creative enough to turn the tables around.
I have only felt the soul of a Creative when they’re taking their first step- so what happens between then and being Director that hollows the soul? Intention! In my time of being a ‘Creative’, the active search to put the names and communities of those that would never be on the table was my intention on changing this industry; not the same old names that was easy to find, but the unheard and underepresented names that if I shared their magic, it would put a spark in those who see them. Small actions such as this can make a big difference if we stand firm by our intention.

The influence of being a Creative, as I’ve said, is undeniable! But will it be your tool for capitalism? Or liberation? and who is to say they can even co-exist?