SXSW often forecasts what’s new and next in the creative industries (7 time Oscar winner 'Everything Everywhere All At Once' premiered here in 2021), so after our stint at the festival, here’s a round-up of where we think things might be going for the live industry…
The live vs digital debate
Live is king. All data presented on this suggested an overwhelming preference of audiences to attend physical events if possible, rather than experience art, music and theatre through digital interfaces. But while live stands at the top of the pyramid, we shouldn’t discount other types of experiences – technology represents the chance to both reach wider audiences and create more revenue streams.
There was a collective acceptance that we can reach audiences in three ways; live, real-time immersive digital, and then low-cost playback digital audiences. So from one ‘event’, we can reach more people. For instance, those unable to make the physical show due to access, locality or availability can experience a version of it through digital technology. Not only is this great for more audience engagement, it’s also good news for producers who can create with three price points across a much higher volume.
However, there was also consensus that for this to happen successfully on a global scale, there needs to be a solution for delivering seamless hybrid experimental events. There’s huge potential – Web 3 and 5G will change a lot of things, enabling a greater and more reliable transfer of data, but we’re not quite there yet.
The next generation of technical talent
A common realisation was that as exciting and emerging sectors grow, they gain audiences, users and investment, but eventually get to a point where there is no longer a real inflow of young talent. The 'do-ers' advance and no longer 'do', and the industry is left with a skills gap. So unless we develop pathways in which young people are not just participants in creative industries (think gaming and E-sports), but are interested and understand the viability of careers in them, then there's a risk of stagnation.
The model we have at Production Park looks to address skills gaps the live experience and entertainment industry has long identified. Our approach of hands-on industry-led education focuses on internships and work opportunities during degree level study, meaning graduates begin their careers highly qualified and ready to hit the ground running.
Recognition and support for the industry
The UK government has woken up to the power of the creative industries as a force for export growth, which is good news! However, it needs to think more strategically about supporting clusters and UK innovation to help tackle funding and research challenges. This is something that’s beginning to be addressed by R&D investment infrastructure like CoSTAR, but more support is needed.
Something Production Park is keen to influence and drive forward is a concert touring tax break. This would go a long way to redress the balance that the impact Covid-19 and Brexit has had on the industry, from migration and loss of UK talent, to increase in travel fees and administration. Other creative industries like film and TV have achieved sustained growth through the help of tax break schemes, and it’s time for us to follow.
The trends
It’s very easy to get caught up in the excitement of the latest trends at SXSW, but what is one year’s Next Big Thing could be the following year’s faint memory. In 2022, NFTs were huge, while this year their presence was non-existent. 2023 was all about AI – which will probably be with us for some time – and VR headsets, which almost feel old fashioned now. Lots of people were talking about the rumoured Apple AR devices and how much they could shift everything. Let’s see what 2024 will bring…
Visit sxsw.com for more info about the event.
Credit for header image: SXSW XR Experience – Photo by Tico Mendoza