Be Creative

Angela McRobbie's Be Creative delves into the rise of the creative economy, contrasting its initial promise with today's economic uncertainties and evolving work dynamics.

In Be Creative, Angela McRobbie explores the exhilarating rise of the new creative economy in the UK during the Blair years. This period is characterized by optimism and innovation, but McRobbie juxtaposes this euphoria against the backdrop of contemporary economic austerity. She examines how the landscape of work and employment has transformed, leading to uncertainty and challenges for many individuals navigating this evolving environment.

McRobbie presents compelling arguments about the creative economy as a form of 'labour reform.' She suggests that the mechanisms of creativity serve to acclimatize the youthful urban middle classes to a future lacking the job security and entitlements that previous generations enjoyed. This perspective invites readers to reflect on the implications of such changes and the potential consequences for the workforce.

Through a cultural studies lens, Be Creative redefines resistance as a 'line of flight' and investigates the stakes involved in the new politics surrounding culture and creativity. McRobbie critically analyzes 'project working' as emblematic of the future of labor, raising important questions about how individuals can forge stronger, more protective communities and associations. The book is enriched with insights from interviews with a diverse range of creatives, including artists, fashion designers, and social entrepreneurs, providing a multifaceted view of the current creative landscape.