This unit examines models of entrepreneurship for creative media. It considers models from artist-run spaces and projects through to creative and media industries' start-ups. We will ask: Is a creative media career a start-up? Is a journalist's career a start-up? How do you kick-start projects? How can careers in the creative arts and media be sustainable?
Each seminar will include
- a student-led presentation and discussion about a key aspect of creative entrepreneurship based on assigned readings and field research
- group work related to ideas generation, creative processes and the development of your own start-up ideas
What do you need to know about creative entrepreneurship as a journalist, blogger, musician, indie filmmaker, recording engineer, creative curator or screenwriter working in the digital economy? What is the ‘start-up’ mindset? How are new projects and ventures launched? How can you develop a sustainable career in your field?
Group work - creative idea generation exercises (Sawyer).
Csikszentmihalyi, M. (1997) 'The Flow of Creativity' in Creativity: Flow and the Psychology of Invention', New York: Harper Collins, pp. 107-126
Grant, A. (2015) Originals: How Nonconformists Change the World, New York: WH Allen, pp. 29-61
The Lean Start-Up
Eric Reiss defines a start-up as ‘an organisation dedicated to creating something new under conditions of extreme uncertainty.’ New creative enterprises are essentially start-ups. What are some of the ways to maximise their success? How could you design an MVP (Minimum Viable Product) for your new venture?
Reiss E. (2011) ‘The Lean Start-up’ pp. 28-69
Kolb, B. (2015) 'Finding your entrepreneurial vision' in Entrepreneurship for the Creative and Cultural Industries, Oxon: Routledge, pp. 1-20
Group work - entrepreneurial vision exercises (Kolb)
Individual preparation for Week 3: Inspiring start-ups. Track down an example of an inspiring start-up in your field (future journalism, screen or music production). What is the project, product or service? What need does it address? How did it get off the ground? What resources did the founders have available? What were some of the challenges they faced?
How to Get Ideas for Start-Ups
We will look at some thoughts on how you might ideas for new start-ups – projects, products or services. Saras Sarasvathy did extensive research on the practices expert entrepreneurs and came up with an approach she calls effectuation. Paul Graham, one of the founders of the Y Combinator Lab suggests, for example, starting with problems that need solutions. In this seminar, we will discuss these ideas and consider how you might apply them to generating ideas for this semester’s ‘hands on’ project.
Amabile T. 'How to Kill Creativity', Harvard Business Review, Vol. 76, pp. 77-87
Sarasvathy S. (2008) Effectuation: Elements of Entrepreneurial Expertise, Northampton, UK: Edward Elgar, pp. 2-18
Group work: generating ideas for start-ups exercises
Across journalism, screen media, music, performance, design and architecture, practitioners are getting together to form self-managed collectives, ateliers or studios to do projects. Some focus on one art form or media. Others cross several media. We will look at some examples. Plus, we will consider the dynamics of collaboration in the creative arts. What are some of the roles that creatives can fulfil in multidisciplinary teams?
Amabile T. et al (2014) 'IDEO's Culture of Helping', Harvard Business Review, January-February pp. 53-61
Kolb B. (2015) 'Making the dream a reality' in Entrepreneurship for the Cultural and Creative Industries pp. 29-40
Sawyer, K. (2007), Group Genius: The Creative Power of Collaboration, New York: Basic Books: 3-57.
Group work - recombinant creativity and collaborative projects exercises. (Sawyer and Kolb).
Rapid Iteration: Prototypes, Demos and Scenarios
Prototyping, experimenting and rapid iteration play a critical role in the development of ideas and products. Failure – when designed to occur early in a process and cheaply – can reveal new options that nearly always lead to better outcomes. We will consider a number of approaches to prototyping and scenario building.
Catmull, Ed (2008), 'How Pixar Fosters Collective Creativity', Harvard Business Review, Vol. 86, pp. 64-72
Alexander Osterwalder (2010) Business Model Generation pp. 146-169
Group work - design thinking exercises (IDEO).
Individual preparation for Week 6. Compelling pitch. Find a compelling pitch on kickstarter or another site. Why does it work?
‘Crowdsourcing’ is an online, distributed problem solving and production model that leverages the collective intelligence of online communities for the specific purposes of an organization. It combines a bottom-up, open, creative process with top-down organizational goals. Creative media has been at the forefront of crowdsourcing, drawing on it to fund films, recordings, productions and new products.
Jennifer Fox ‘The First Six Tips for Generating a Six Figure Kickstarter Campaign’ http://hopeforfilm.com/?p=6973
‘The Cosmonaut: A Film Made By More than 5,000 People’
Group work: generate questions for Demo Day presentations.
Beta Day: Work-in-progress on Demo Day presentations
Group work - What are the advantages of telling an engaging story about your new creative venture via a talk, a trailer, a comic strip or words and images? We’ll ask your team to devise a story about your venture.
SEMESTER BREAK AND ONGOING DEVELOPMENT OF TEAM START-UP IDEAS
Formal Presentation of student projects and feedback