Dot Design

Creative Agency

The Digital World: How Technology is Shaping the Creative Industry

By Gareth Coxon, April 24, 2018

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The digital world and creative worlds are both independent but intrinsically linked; they live symbiotically together. A diverse range of creative industries have developed from digital innovations, examples are video games and website design, whereas others have evolved almost beyond recognition such as film and advertising, and this means that the creative industries are as fast moving, complex and highly competitive as the digital industry on which they rely.

 
Innovation
As new technology becomes available to the creative industries, the doors open to fresh and innovative ways to use it to exploit new ideas. By embracing new technologies, you can gain the competitive edge over other providers within your industry.

Innovation is not solely defined and focused on technology and its outputs, however, but also incorporates new business models and strategies, different ways to engage with customers and new business practices. Creatives no longer need to work solo completing projects, technology allows you to work collaboratively with ease or even hot desk and co work London to benefit from a readymade community of like-minded people who will exchange knowledge, ideas and skills.

 
Accessibility
Technology has enabled the world to feel so much more accessible. You are no longer restrained by office hours, geographical location or time zones. This is not only great for flexible working practices and collaboration but for enlarging the marketplace within which you work; the world truly is your oyster.

Creatives are now inspired by global influences which broaden the spectrum of creativity, rather than being solely defined by where you have come from and personal life experiences. For example, a copywriter in Bristol can collaborate with a web designer in San Francisco via the world wide web to create an incredible project which may not have happened before the birth of the internet.

 

Data
Art and creativity are dictated by emotions, and for some categories within the creative industries, emotions remain the main driver for making certain choices. An art dealer, for example, would not need to rely on data to decide whether a painting is good.

For other people within the creative industry, data analysis allows an objective and unbiased perspective that goes beyond a personal frame of reference. Using data to influence creative decisions may seem counterintuitive for creatives, but to ignore it is foolhardy within this digital age. Social media analytics can help to understand public sentiments and websites can be analysed to see which pages popular and which ones are less so. While this is good in terms of being efficient and creating projects that are going to appeal to the target audience, there is a fear that data analysis could fuel formulaic outputs rather works that are creative and unique.

Technology has broadened the horizons of the creative industries. It has opened doors and increased the potential for innovation at a speed that has previously been unseen. However, the risk is that creativity becomes uniform and predictable and used for influencing people for illicit reasons, and so the creative industries must always keep human emotions and sentiments as the pillars that support it up and rebalance it so that its outputs benefit society.

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