Unlocking Potential Embracing Ambition

a shared plan for the arts, screen and creative industries 2014-2024 © 2014 Creative Who We Are No part of this publication may be reproduced in any format without prior written permission of .

Creative Scotland is the public body that supports the arts, screen and creative industries across all parts of Scotland on behalf of everyone who lives, works or visits here. We enable people and organisations to work in and experience the arts and creative sectors in Scotland. We do this by helping others to create

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Cover: Island Drift, an NVA photographic commission by Creative Scotland in partnership with the Loch Lomond and the Trossachs National Park. Photo: Alan McAteer. 1 Embracing Ambition 2

Contents

Ten Years’ A Shared Ambitions Time Vision & Priorities 6 13 17

Connecting Our People & Themes Purpose Creativity 24 32 41

The Creative Working with Find Out System Government More 47 52 56

Lahore-based artist Fahd Burki at Doors Open Day at Printmakers. Photo: courtesy of Edinburgh Printmakers. 3 Unlocking Potential Embracing Ambition 4

Some of the moments we haven’t forgotten by Christine Devaney for Indepen-dance 4, an inclusive ensemble which consists of Hayley Earlam, Adam Sloan, Neil Price, and Kelly McCartney. Photo: Brian Hartley.

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Creativity will become the warp and weft Every young person will expect the arts and of new social connections, across diverse creativity to be part of their lives – through Ten Years’ Time communities, backgrounds and lifestyles. education, through friends, through social People will seek to access and drive creativity experiences and online. Together they will locally in their own communities as well as shape a new future stemming from a deep being proud to tell stories, sing songs, play understanding of our cultural past, our 2014 music and create connections through dance, traditions and languages, and a passionate art, theatre, craft, literature and film. ambition to shape a rich and rooted future for themselves and their children, everyone Scotland’s geography spans highlands and They will do this with confidence and heart, who visits and those that stay. lowlands, urban and rural areas, some 11,000km representing what it means to be of Scotland, of coastline and nearly 800 islands. It is home welcoming audiences to witness creative We will be a warmly welcoming place based encounters from artists and companies from on the quality and calibre of our cultural offer to 5.3 million people, living and working in many cultures and parts of the world. They will and the powerful role that the arts, screen and communities across 32 local authorities. Our share experiences, celebrate life and explore creative industries play within that. People will creative culture is increasingly diverse, reflecting questions about existence, humanity and flock to Scotland to visit, to work and to play, and interrogating history, shaping and anchoring relationships, through beauty, compassion virtually, as well as in our real world. All will and humour, gifting this nation with spirit draw strength from our creative endeavour no people and communities, and supporting over and enquiry across its population. Artists and matter who they are, and wherever they are. creative people will influence daily life and as a 65,000 creative jobs worth nearly £3 billion Scotland will be a creative force to be reckoned consequence be regarded as invaluable sources to Scotland’s economy every year. with. Leading the way, as a nation which of advice and inspiration for policy makers at understands human beings, their drives and both local and national levels – operating in their needs and which opens its arms to spheres such as health, economic growth and everyone’s creative potential whether they want education as well as within the cultural domain. What do we want Scotland to be a world leading violinist, a leading edge Scotland will be an environment where more architect or designer, or someone who wants to be in 10 years’ time? artists and creative people can generate a to transform people’s lives by liberating them healthy income as a result of their endeavours. through dance, the written word, art, films, We want Scotland to be a place where the People working across the arts and creative games, theatre or song. sectors will have built on successful arts, screen and creative industries are valued It will be a great place to be. We believe this achievements to date and raised their game and recognised, where artists and creative is a place it can be. We are looking forward to through the development of new skills, people are flourishing and thriving, and where working with everyone in Scotland and beyond networks and business models in Scotland everyone, everywhere, is interested and curious to realise this vision. about creativity. and across the world. New companies and organisations will have been formed, some at Janet Archer Scotland’s diversity and distinctiveness, scale, creating new jobs across the creative Chief Executive reflected in our indigenous languages, Gaelic sectors. The quality of their work will be and Scots, and strengthened by an increasing internationally acclaimed and recognised across range of other cultural influences, will be visible Scotland as world class. to the rest of the world. It will continue to be globally ground-breaking Our vast pool of layered and textured cities, in its creative industries, punching well above towns and environments will be recognised its weight in terms of innovation and economic as being born out of unique and individual output. The creative system we are putting circumstances. Arts and creativity will be valued forward in this plan will be recognised as and understood as part of their character. The seeding a creative renaissance. special intimacy of local creativity in places like Helmsdale, Langholm and Ullapool will be as present in our tapestry, as organisations such as the Edinburgh Festivals, the National Galleries, the Scottish Chamber Orchestra and the V&A in Dundee. 7 Unlocking Potential Embracing Ambition 8

Only the arts can fully express Introduction from the Chair our passionate love of place, the I am encouraged that this plan has been developed in collaboration with hundreds of people working across layered beauty of our land and the arts, screen and creative industries. I hope everyone who reads it will come to share in its ambition and work townscapes, the rich complexity of with us to deliver it.

Naturally, there is an element of continuity Realising the potential of connectivity of all our stories, and the contribution in the plan as we want to build on what has forms is central to this plan. We will always been successful. The plan also has a fresh seek to work collaboratively and in partnership perspective and new ideas. These come out of wherever possible, particularly with the we wish to make to our troubled the realisation that some things can and must individuals and organisations we fund. We be done better, the introduction of new faces also need to grow the resources available planet at this pivotal twenty first to the team and the insights of a great many for arts and culture through partnerships practitioners. with Government and a host of national and international bodies in the public, private and Much has already been achieved to the benefit voluntary sectors. Creative Scotland has an century moment in time of the arts and cultural community and, important developmental and influencing role importantly, the people of Scotland. We can to play in establishing and nurturing these count it as a success that we have increased relationships for the benefit of all. Donald Smith cultural provision and engagement across all parts of Scotland. Our successful programme of All our work will be focussed on achieving the Scottish Storytelling Centre ‘place partnerships’ with local authorities and vision and the ambitions set out in this plan. /TRACS (Traditional Arts the Creative Place Awards, have both involved Creative Scotland will work with the arts, screen and Culture Scotland) and celebrated many communities across the and creative industries, and a wide range of length and breadth of the country. others, to help make extraordinary things happen from this extraordinary place. On the other hand, a great deal of work lies ahead if we are to make the most of the Sir Sandy Crombie richness and diversity of arts and culture Chair in Scotland, and to further develop the connections across the arts, screen and creative industries at home and abroad. We are ambitious for all the sectors covered by our remit. We are also ambitious to see more links created across Scotland’s broader cultural footprint, including our national performing companies, our museums, galleries and libraries, our heritage and the range of cultural activities delivered through local authorities.

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The National Youth Choir of Scotland conducted by Artistic Director, Christopher Bell. Photo: Drew Farrell. 11 Unlocking Potential Embracing Ambition 12 Scottish Dance Theatre’s Lewis Wilkins in Innocence, a unique performance playroom where the audience explore William Blake’s Songs of Innocence. Photo: Maria Falconer. A Shared Vision

We want a Scotland where everyone actively values and celebrates arts and creativity as the heartbeat for our lives and the world in which we live; which continually extends its imagination and ways of doing things; and where the arts, screen and creative industries are confident, connected and thriving.

Many contributions have helped shape this vision. A thousand people working in the arts, screen and creative industries have informed this vision and the broader plan, through our programme of Open Sessions in the spring and autumn of 2013, through an external reference group and through direct discussion. Our Board and staff have also contributed, as have our partners across the , local authorities and the wider public, private and voluntary sectors. We have also considered the views of the public as expressed through online consultation and commentary.

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YDance, Scotland’s national youth dance organisation. Photo: Paul Watt.

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Creativity and the arts is the Ambitions and Priorities mirror by which we see ourselves, These five ambitions frame our collective aims over the next ten years. Underneath each we have identified understanding who we are and priorities to inform our work over the next three years.

who we might be. They make us These will inform funding guidelines and the course of this period through our role as decision-making and our own development a funder, advocate, development body and appreciate our weaknesses, face plan. influencer. To achieve this we will develop We will not expect everyone that we fund clearer funding agreements with funded to fulfil every ambition or priority. organisations and make strategic decisions our fears and, most importantly, to ensure the plan’s overall delivery. We will, however, hold ourselves to account against these ambitions and priorities. We will Over the next ten years, we want Scotland appreciate the humanity in us all expect to report success against them over to be a country where:

Adrian Searle Publisher, Freight Books Excellence and experimentation across the arts, screen and creative industries is recognised and valued

Everyone can access and enjoy artistic and creative experiences

Places and quality of life are transformed through imagination, ambition and an understanding of the potential of creativity

Ideas are brought to life by a diverse, skilled and connected leadership and workforce

Scotland is a distinctive creative nation connected to the world.

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Sitting under these ambitions our priorities for the next three years are:

Ambition Priorities What does success look like?

Excellence and • Support individuals and organisations across Scotland is home to many thriving and People can access many paths to pursue Scotland to develop and produce high quality connected communities of artists, creative a career in the arts, screen and creative experimentation across work people and organisations, working in a diverse industries, at any stage of their lives. range of forms and genre. They are visible and • Create space for debate, critical thinking, Information and support are available the arts, screen and recognised for the quality of their thinking, risk and experimentation, encouraging Scotland-wide, and emerging artists can work and contribution to society. creative industries is connections across the arts screen and quickly become connected to information, recognised and valued creative industries, making the most of digital Artists and creative people are supported both opportunities and to each other, as well as to a technologies financially and empathetically, so they have network of organisations to present their work. time and space to develop their practice and • Establish and signpost clear pathways to New technologies are celebrated as produce thoughtful, inspiring, high quality work. enhance careers and support emerging talent opportunities for everyone to produce and Research, development, critical thinking and share ground-breaking work. self-reflection are all recognised.

Everyone can access • Ensure that everyone can engage with the The arts, screen and creative industries are People can access arts and culture through work we fund, whoever or wherever they are recognised as widespread and inclusive. widespread digital access, as well as live events and performance, on screen and in exhibitions. and enjoy artistic and • Strengthen the presentation, touring The social and economic benefits they bring to creative experiences and distribution of work, through digital our communities are understood and valued. Organisations and individuals that we support platforms and encouraging collaboration work collaboratively and imaginatively to People of all ages and from different types increase opportunities for people to engage • Foster an environment where participants, of communities from all parts of the country, and participate. They explore new ways and audiences and consumers value and can including language communities such as Gaelic platforms for people to access artistic and confidently engage with the arts, screen and and Scots, can have deep and meaningful creative work and help audiences to engage creative industries engagement with arts and creativity. with a diversity of experiences. This will include providing explanations, interpretations and translations where appropriate.

Places and quality of life • Work in partnership with local authorities Arts, creativity and culture are recognised practice, traditional arts in Gaelic and Scots and others to help transform communities and celebrated by communities and policy and work inspired by Scotland’s languages. through creativity makers across all parts of Scotland. are transformed through Scotland welcomes cultural diversity and imagination, ambition and • Support the development of infrastructure, Locally distinctive work is valued and contributions from other languages spoken creative hubs and networks that enhance encouraged. here, from Punjabi and Urdu to Polish and an understanding of the visibility and value for communities Arabic. Closer collaboration with other national potential of creativity • Encourage socially engaged practice that agencies including heritage, language, local Arts, screen and creative industries across stimulates public engagement and value authorities, artists, arts organisations and Scotland are connected, more visible and creative enterprises, leads to the best use of create more employment opportunities. resources across urban and rural communities. There is improved knowledge and Scotland’s national culture in its broad sense is understanding of how creativity generates better understood, spanning contemporary wellbeing for everyone.

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Ambition Priorities What does success look like?

Ideas are brought to • Work with organisations to develop There are strong partnerships in place between New creative business models provide stability shared leadership across sectors that is public agencies, education, artists, creative and new opportunities for individuals and life by a diverse, skilled knowledgeable, confident and ambitious people and organisations to develop talent organisations. and skills. and connected leadership • Support the development of sustainable World-class ideas stimulate new income business models Diverse talent across the arts, screen and streams and advance planning unlocks artistic, and workforce creative industries is identified and nurtured. creative and economic opportunity. • Strengthen the talent and skills needed to People have increased skills through learning, develop sustainable careers through sectoral sharing knowledge and easy access to partnerships including with higher education information and networks. Confident, well informed, diverse leadership ensures joined up thinking and maximises public resources.

Scotland is a distinctive • Deepen artistic and creative practice through Scotland is recognised as an important centre Long-term relationships and partnerships are international dialogue and exchange for the arts, screen and creative industries. Its in place that maximise benefits and impact for richly diverse culture has strong traditional artists, creative practitioners and audiences in creative nation • Support international touring and roots and an appetite for experimentation and Scotland and abroad. showcasing in Scotland to engage audiences connected to the world innovation. and promote cultural understanding The EU’s Creative Europe 2014-2020 strategy is It is known to embrace international cultures, consistent with our ambition: • Support creative organisations and welcome visiting artists and inspire audiences practitioners to access and develop relevant “International dialogue and benchmarking at with work from across the world. global markets the levels of policy, strategy and performance Artists and creative practitioners have will bring rewards in stimulating innovation, opportunities to deepen their practice dialogue and recognition from beyond the through international dialogue, exchange and sectors.” collaboration. We plan to apply this approach across our Excellent work from Scotland is widely wider international remit. We will produce an promoted and enjoyed, and effective international strategy which will explain how partnership working enables new international we will achieve this. opportunities and markets to emerge.

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King Creosote performing as part of Withered Hand in the Scottish Showcase at SXSW, Austin, Texas. Photo: Drew Farrell. 23 Unlocking Potential Embracing Ambition 24

Connecting Themes Creative Learning

As well as our ambitions and priorities, there The four connecting themes are: We want to encourage organisations including ourselves, are four connecting themes that run through to be responsive, adaptive and continually learn. all aspects of our work. These themes resonate in our own work and Creative learning Learning is fundamental to ensuring that future Some examples of how we will work in future the work that we support. We believe these are generations are equipped to build on today’s include: essential to the thriving, engaged and valued successes as well as innovate on their own • Supporting our staff to develop increased arts, screen and creative industries in Scotland. Equalities and diversity terms. understanding of learning so that they can As part of funding applications, evaluations We are committed to increasing the quantity embed it across all of our work and reviews, we will ask organisations to tell and quality of opportunities for everyone – Digital • Requiring funded organisations to report us what they are achieving in these four areas. to extend their understanding of themselves to us on their creative learning work through engagement with the arts, screen and creative industries. We believe this has • Consolidating existing, and developing Environment huge benefits for individuals and society in new, partnerships with other learning terms of skills development and employability. organisations such as Education Scotland Cultural participation also makes a significant and the contribution to our individual and collective • Advocating for the value of creative learning happiness and wellbeing. across the public, voluntary and private Our creative learning work is conducted in sectors partnership with organisations across the arts, • Regularly publishing the outcomes of screen and creative industries and other areas the collective work achieved through our of Government and public life. Creative Learning Plan. An important example of this is Scotland’s Our ambition is that all areas of our work, first Creative Learning Plan, developed in and the work that we support, increases the collaboration with Education Scotland and role and influence of the arts, screen and other partners. creative industries in wider society through Creative Scotland also leads on Time to Shine, lifelong learning. Scotland’s National Youth Arts Strategy for ages 0-25. Through this strategy we work with young people in the arts to achieve the vision of “supporting all Scotland’s children and young people to flourish and achieve in and through the arts and creativity”.

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Equalities and Diversity Digital

Equalities and diversity are integral to all of our work and essential Digital technology offers exciting opportunities for to delivering quality in the arts, screen and creative industries. creativity, society and the economy in Scotland.

We aim to put equalities and diversity at the Some examples of how we will work in future As next generation broadband and 4G Some examples of how we will work in future heart of all our activity. include: networks are rolled out, and new digital include: channels emerge, we are committed to We believe that participation and engagement • Supporting our staff to develop a strong • Developing a robust film and screen strategy supporting the arts, screen and creative with the arts can help promote equality and understanding of equalities to help us to and strive to unlock new opportunities and industries in fully utilising all the benefits that contribute to wellbeing. People from diverse achieve our vision for fully inclusive arts, resources the internet and new digital tools can bring. communities, backgrounds and of all ages can screen and creative industries sectors • Funding work which utilises the digital discover significant life opportunities through Everyone needs to have the capacity and skills • Requiring our funded organisations to space in imaginative new ways access to the arts. to take advantage of new technology and mainstream equalities in their planning, have the confidence and skills to use the ever • Encouraging live streaming of building Equalities are about supporting a diverse programming and audience development expanding range of tools to drive innovation. based work culture in Scotland, enabling all artistic and through the Promoting Equalities Programme creative voices to be heard and working to (PEP) Embracing new digital tools can change and • Encouraging our funded organisations maximise opportunities to engage with, and enhance the way organisations run their to document and archive their practice, • Working with partners to deliver strategic participate in, arts throughout the country. operations, generate revenue, engage and process and products in order to ensure programmes to address inequality broaden their audiences and influence their future generations can benefit from today’s We will work to foster understanding and • Publishing our Equality Outcomes and creative practices and processes. achievements establish positive attitudes between people report every two years on our progress in from different cultural backgrounds. We will Creative Scotland is guided by the four key • Developing more informed relationships mainstreaming equality in the arts, screen also fulfil our statutory requirements to support elements of the Scottish Government’s Digital with technology companies and consider and creative industries in Scotland in and promote the value of indigenous culture Strategy: Participation, Economy, Connectivity how to support organisations to employ accordance with our legal duty. and language, such as Gaelic and Scots. and Public Services. technologists or programmers, whether someone new or by augmenting We have a statutory requirement to support Use of the internet in business, at home and on the skills of existing staff. Gaelic language, primarily through our own mobile has grown dramatically in recent years. Gaelic Language Plan but also by recognising There is still much to do to make sure the best In future we will expect all organisations to the important role that arts and culture infrastructure is in place to provide a world- build digital thinking into their work. We include play in increasing the visibility of Gaelic and class service, especially in some rural areas, ourselves in that. We will consider the digital engagement with the language. but as audience expectations of engaging with capacity of organisations, the expectations of digital interactive experiences grow, so does audiences and the skills needs of our staff. We are proud to support the work of disabled the need for organisations to innovate and artists which is considered groundbreaking Working in this way will enable us to get better deliver work in new ways on new platforms. in and outside of Scotland. We have worked at gathering data across the arts, screen and in partnership with Arts Council England to We will focus our attention on ensuring creative industries. In turn this will allow us to offer commissions and mentoring support to that creative people and organisations have better reflect the vital role that culture plays develop, produce and show ambitious and the digital skills and capacity to share and within our social, economic and civic lives, and high quality work. market their work. Alongside direct digital better understand audiences and how we can development support for organisations, we respond to their needs. aim to make sure everyone is Scotland has the opportunity to access great art and culture.

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Environment There is the growing sense of an exciting new movement in Scottish Climate change is one of the most significant challenges that face us today. We want to ensure that we work in as sustainable a manner as possible and that the arts, screen and creative industries in Scotland do the same. culture: a dialogue between rural

Creative Scotland, like all public bodies in We will continue to support and encourage communities and contemporary Scotland, has a statutory requirement under the such developments. Some examples of how Climate Change (Scotland) Act 2009, to act: we will work in future include: artists, particularly resonant • In the way best calculated to contribute to • Striving to operate in an environmentally delivery of the Act’s emissions reduction sustainable manner, through our targets; and environmental policy and management plan being the bloom of new projects • In a way that it considers most sustainable. • Working with partners to encourage environmentally sustainable behaviours in The duties came into force on 1 January 2011. individuals and organisations across the arts, in the Highlands and Islands. The Scottish Government has a target of screen and creative industries as a whole, cutting CO2 emissions by 42% by 2020 and it and amongst audiences and the broader These projects are responsive to encourages all public bodies to set their own public targets to help achieve this national aim. • Reporting on our contribution to carbon As a public body, Creative Scotland is required reduction, and how we operate in an communities; demonstrating that, to develop and implement an environment environmentally sustainable manner policy and to report against this annually. We • Supporting organisations that we fund to also need to be able to demonstrate how we by exploring the past, artworks can adopt sustainable behaviours, and to report as an organisation, and the work we support, on their contribution to reducing carbon contribute to an environmentally aware and emissions. ask crucial questions, in terms of sustainable Scotland.

The environmental challenges facing the arts, screen and creative industries are exceptionally belonging, dwelling, and ecology diverse and complex, reflecting the wide spectrum of activities undertaken. These may range from the management of energy use in Hanna Tuulikki arts venues, to the environmental impacts of international audiences or of one-off, unique Artist and composer productions. Over time, we aim to see the arts, screen and creative industries show their leadership in reducing their environmental impacts and carbon footprint, with the additional cost reductions that this can often bring, and have sustainable behaviours embedded in their organisations and their work.

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The National ’s production of Ignition, in association with Shetland Arts and Creative Scotland. Photo: National Theatre of Scotland. 31 Unlocking Potential Embracing Ambition 32

Our Purpose FUNDING

We are a Non-Departmental Public Body, This means we are here to support people and sponsored by Scottish Government and organisations to work in and experience the Scottish Ministers and we receive our funding arts, screen and creative industries in Scotland, from both the Scottish Government and the and help realise great ideas. National Lottery. This remit creates the opportunities for us to: As well as our sponsor relationship with the • Act as a conduit for cross-sector connection Culture Division at Scottish Government, and learning we also work in partnership with other Government Divisions including Learning and • Understand the wider cultural system and ADVOCACY Justice, Enterprise, Environment and Digital, economy, identifying where to act in order and Health and Social Care. to strengthen them Our focus centres on the arts, screen and • Position the work that we fund at the heart creative industries within the broader context of creative, artistic, cultural, social and of cultural provision in Scotland. This includes economic development, stimulating future the national performing companies, agencies growth in public investment in arts and for our libraries, museums and galleries and culture the cultural, and other, investment of local • Help develop and diversify income streams authorities. for the arts, screen and creative industries, Our remit is set out in Part 4 of the Public maximising opportunities from intellectual Services Reform (Scotland) Act 2010 which property, and stimulating collaboration describes the general functions of Creative between commercial creative companies, Scotland as: artists and creative practitioners. • Identifying, supporting and developing quality and excellence in the arts and culture from those engaged in artistic and other creative endeavours • Promoting understanding, appreciation and enjoyment of the arts and culture • Encouraging as many people as possible to access and participate in the arts and culture INFLUENCE • Realising, as far as reasonably practicable to do so, the value and benefits (in particular, DEVELOPMENT the national and international value and benefits) of the arts and culture • Encouraging and supporting artistic and other creative endeavours which contribute to an understanding of Scotland’s national culture in its broad sense as a way of life

• Promoting and supporting industries and Arts, Screen & other commercial activity, the primary focus Creative Industries of which is the application of creative skills. Interlinked, interdependent and interconnected. 33 Unlocking Potential Embracing Ambition 34

We will produce an Annual Plan that will outline Arts and explain our programme of work each year. Alongside the Annual Plan we will also publish Our Functions We support individuals and organisations an overview of current development needs of working in the arts across all areas of practice the arts, screen and creative industries. These including dance, literature, music, theatre, visual will be refreshed online and will be available on We are a funder, an advocate, a development body and art and cross-disciplinary practice. We work in our website at the start of each financial year. an organisation that seeks to influence others to increase partnership with Government, local authorities opportunity and maximise the impact our resources can offer. and the wider public, private and voluntary sectors to deliver this support. Funding Development

Screen We distribute funding from two primary We work in partnership with others to create sources, the Scottish Government and the the best conditions for the arts, screen and We support film and TV production and National Lottery. Our funding is the means by creative industries to thrive. This includes cross-platform media, and we also promote which we sustain a portfolio of organisations working with economic development agencies, international filmmaking in Scotland. We work across Scotland; support the development Government, local authorities and other public in partnership with agencies such as the BBC of individuals; fund ideas and projects and and private sector organisations, to share and the BFI. We are developing a strategy for develop partnerships to address strategic need. knowledge and resources, and develop skills film development in Scotland in consultation We will do this through three funding routes in to increase opportunity locally, nationally and with the film sector and with Government. future: internationally. Our development role focuses on supporting excellence and place-making. • Regular funding for organisations for three years Creative Industries • Funding individuals and organisations Influencing Our support for the creative industries is being to deliver time limited projects including developed with Scotland’s Creative Industries practice development As an organisation with an overview of the Partnership (SCIP), which brings together • A small number of targeted programmes arts, screen and creative industries, we can use Scottish Government, Creative Scotland, focused on delivering shared strategic goals our knowledge and expertise to help others to , Highlands and Islands with partners. work more strategically regardless of whether Enterprise, Scottish Funding Council, Skills we are directly involved or not. We will develop Development Scotland, COSLA and Business an evidence-based influencing role drawing Gateway. The creative industries are driven by Advocacy on analysis of data on the work that we fund people with individual creative skills generating as well as primary and secondary research. and exploiting intellectual assets, contributing We work with others to raise the profile of the By providing policy briefings, industry to wealth creation and jobs. They encompass arts, screen and creative industries in Scotland, intelligence and best practice guidance we a wide range of commercial creative activities helping to promote their excellence at home aim to help individuals and organisations spanning advertising, architecture, computer and abroad to a broad range of audiences. identify and take opportunities as they arise. games, crafts, design, fashion and textiles, film, This includes championing the work of visual art, music, dance and theatre, writing and individuals and organisations across Scotland. publishing, photography, radio and television, It also means raising awareness of the value software and electronic publishing. of artistic and creative activity and its role in making everyone’s life better in terms of health and wellbeing, and the part it plays in local and national economies.

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Working in Partnership

Creative Scotland is only one part of Scotland’s Here are just some of our partners: cultural ecology. • Government (e.g. Scottish Government – We operate nationally and internationally and including Justice and Health divisions, local we achieve our ambitions for the arts, screen, authorities, local authority culture trusts, and creative industries by working closely with VOCAL, COSLA, UK Government, the Foreign a range of partners, maximising our impact as and Commonwealth Office, and the British a funder, advocate, influencer and development Council) agency. • Development agencies (e.g. Scottish Partnerships are most effective where there is Enterprise, and Highlands and Islands an environment of trust, respect and teamwork. Enterprise) We have a shared vision for the arts, screen and • Education (e.g. Education Scotland, Scottish creative industries and where we share these Funding Council, skills agencies, universities, common goals we want to develop strong, colleges and the Royal Conservatoire of collaborative, and flexible relationships with Scotland) organisations and agencies to achieve more than can be achieved by each individually. • National cultural partners (e.g. Bòrd na Gàidhlig, National Museums Scotland, We work with a broad constituency across National Galleries of Scotland, Museums the arts, screen and creative industries, and Galleries Scotland, EventScotland, and there are many different types of organisations VisitScotland) that we also work with, from local authorities to enterprise agencies, universities to • Lottery distributors (e.g. Big Lottery Fund, broadcasters, trusts and foundations to the Heritage Lottery Fund and ) media. • Cultural trusts and foundations (e.g. Baring Importantly we work with artists, filmmakers, Foundation and Paul Hamlyn Foundation) creative businesses, and the public who benefit • Film and media (e.g. BBC Scotland, BBC as audiences and participants. Working through Alba, Channel 4, STV, British Film Institute, these relationships, together we can increase Into Film) reach, share resources and skills, promote innovative thinking and leadership, and • The national companies (e.g. National move more quickly to make the most of Theatre of Scotland, Scottish Ballet, Scottish new opportunities. Opera, Royal Scottish National Orchestra, Scottish Chamber Orchestra) • Sector partners (e.g. Independent Producers Scotland, the Federation of Scottish Theatre, Bunty, Old Skool Graffiti Project the Scottish Literature Forum and the Livingston, part of Luminate, Scottish Games Network) Scotland’s creative ageing • Other funders nationally and internationally festival, which brings together (e.g. the UK’s three arts councils in England, audiences and participants from Northern Ireland and Wales and the across the generations. Luminate International Federation of Arts Councils) is a partnership between Age Scotland, the Baring Foundation • Private sector (e.g. including working and Creative Scotland. with Arts & Business Scotland) Photo: Eoin Carey.

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Scarlett Johansson in Under the Skin. Directed by Jonathan Glazer. Photo: courtesy of JW Films. 39 Unlocking Potential Embracing Ambition 40

People and Creativity

Our Relationship with Individual Artists and Creative People

We recognise that it is individuals who make a difference.

Artists and creative individuals are the lifeblood We want to help create a society that values the of the arts, screen and creative industries. work of individual artists and creative people Personal talents, passion, integrity, curiosity and and we will work hard to achieve this by: hard work underpin our shared creative system • Raising awareness that artists and creative at every level. people need to research and develop Artists and creative people animate and enliven ideas and their practice in order to deliver life in many ways, through works of art, film, excellence live performances, exhibitions, workshops, • Encouraging everyone who is in a position discussions and digital experiences. They to generate better levels of remuneration for challenge, provoke, stimulate, give meaning, artists and creative people to do so, in order tell stories, entertain and connect through to ensure that Scotland is a country where beauty, intelligence, compassion, deep meaning artists and creative people can live and work and humour. This offers us the chance to pause successfully and reflect on who we are, our place in the world and what we could be. • Publishing advice on how to work with and pay artists Individuals approach their work in different ways often challenging the status quo. Some • Supporting individual artists and creative are focused on shaping new practices and people through all of our programmes seeking technical solutions while others, • Advocating on behalf of artists and creative either independently or as small companies, people because they are essential to a generate value, energy and connections successful and balanced society and a across communities, society and nations. healthy, productive economy The programmes of larger organisations are reliant on presenting and partnering with • Working closely with partners to increase individual artists and creative people. opportunities for artists and creative people to flourish. We know that if, collectively, we can establish a better working environment, Scotland’s creative output will become stronger.

Patricia Shone, at the Craft Scotland SOFA showcase in Chicago. Photo: © Craft Scotland.

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Our Relationship with the Public For me the arts and creativity are essential in today’s society Creative Scotland is a public body. We also want to extend our engagement with culturally diverse communities across We receive our funding from the Scottish Scotland. This will mean encouraging a wider Government and are a National Lottery because they not only allow us the set of artistic choices by the individuals distributor. We engage with the public by and organisations that we fund to support requiring the organisations that we fund culturally diverse work by artists from different to develop sophisticated relationships with chance to explore different people, backgrounds. audiences, participants and customers based on understanding patterns of engagement. Our relationship to the voluntary sector is also places and stories both locally important to us. Voluntary arts groups play The opportunities created by putting audiences an important role in creating opportunities and communities at the heart of what we do for people across Scotland to participate in and by working towards inclusivity and open and globally they also allows us arts and culture. We recognise this through access, are wide-reaching and significant. our support for voluntary arts organisations We work closely with partners, particularly local who present and promote professional artists, the chance to explore and express authorities, who play a major role in delivering organisations and creative people. art and culture to people across Scotland. Young people are key to an exciting artistic what it means to be alive Over the duration of this plan we will create and creative future. more visibility for the work we fund by Working with a range of partners, we have developing media partnerships to better profile developed Time to Shine, Scotland’s first and showcase the work of individuals and Paul Wright National Youth Arts Strategy for ages 0-25. organisations across Scotland. We will also One exciting aspect of this strategy will be Filmmaker develop our own website to better profile a the development of a new digital playground wider range of work across the arts, screen where children and young people will be able and creative industries. to design their vision for how the arts might Over the course of the next three years we will work in the future. We want to encourage develop a framework for public engagement young people to think imaginatively and and ask funded individuals and organisations challenge us to think differently. We hope the to report against it. This will offer us a much ideas emerging from this digital space will clearer sense of who we are reaching through inform future policies as well as open up new our funding and investment, and enable us to opportunities across the sectors we support. better target our strategic funding in the future We are also acutely aware of the world’s to address gaps in arts and cultural provision. ageing population. We will encourage our We want to ensure our funding benefits the funded organisations to develop positive widest possible range of people in Scotland approaches to ensure older people can access and beyond. That will mean encouraging the arts, creativity and culture in ways that are people and organisations that we fund to think stimulating and meaningful for them. carefully about how they connect with hard- to-reach people in remote rural locations or communities who do not have easy access to the arts, screen or creative industries because of economic disadvantage, disability or social circumstance.

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Street artists perform on the last weekend of the Edinburgh Festival Fringe. Photo: Callum Bennetts. Courtesy Edinburgh Festival Fringe Society. 45 Unlocking Potential Embracing Ambition 46

Science communicators Craig Mcfarlane and Nicola Shepherd, at the Edinburgh International Science Festival launch, the programme explores how science lies at the heart of everything in an entertaining and engaging series of events, exhibitions and happenings. The Creative System Photo: Colin Hattersley.

We take the different needs of art forms and The routes to a creative career are many and creative sectors very seriously. varied, interconnected across our portfolio of responsibility in a multiplicity of ways. More The arts, screen and creative industries all have and more artists and creative practitioners their own development needs. We will design collaborate across forms. Some also move a clear strategic approach to supporting them fluidly between subsidised and commercial through individual strategies for each. creative work, using one to feed the other. We also need to apply ourselves to All this means it is no longer appropriate to understanding, as well as possible, how the define our policy only through linear means. overall creative system works, and how we There is an opportunity to unlock potential by can ensure our future funding and support connecting people across the wider cultural is organised in ways that are responsive and and creative industries landscape. As Creative sensitive to its dynamic nature. Scotland develops, we too will be adaptive and Artistic and creative forms are increasingly respond to emerging models of practice, as developing links and overlaps, driven by new well as protecting tried and tested models knowledge and connections through digital and building on them. opportunities, convergence, cross-platform or We will undertake research in order to 360 approaches to creativity. In future these understand this complexity, so we can influence will only increase in prevalence. and widen the routes to success, and better While we have an important role in supporting signpost people to opportunities both in and the preservation of traditions, we are also outside of Scotland. interested in understanding and supporting We want to develop a creative system to help the development of future ways of working. people navigate and negotiate the direction of As such we will make space for crossover their choice. Part of this will involve developing between forms within our strategies. a route-map so that people can journey more People working in the arts, screen and easily than is currently possible. Another part creative industries often hold portfolio careers will be developing a deeper understanding – they move from one field to another, using of how passions, ideas, skills, values and transferable skills to maximise their earning behaviours shape culture and the economy, potential and career fulfillment. As a result as part of a connected creative eco-system. they become creative multi-taskers, adept Achieving this successfully will mean working at developing techniques in order to fulfill closely in partnership with others including ambition. Founded on a strong tradition of practitioners, public bodies, agencies and adaptive people borne out of a rich cultural organisations, as well as universities with inheritance expressed through many creative research expertise. forms, Scotland’s artists, creative practitioners, organisations and companies are highly diverse, endlessly curious, and apply their skills to a range of activities.

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The film industry in Scotland has seen dramatic We view the arts, screen and creative industries success which has raised both the profile and as interconnected and interdependent areas From the Intrinsic to the Commercial Creative the ambition of Scottish filmmakers. Alongside of operation. Whilst each requires a distinct these major successes there are inherent specialist approach, none should be seen in development needs which require addressing isolation. They nourish and feed each other The arts, screen and creative industries all share a common purpose if the sector is to grow. Scotland needs a new in many varied ways. We believe everyone in that they aspire to generate great work that captures peoples’ strategic approach to film and media including working in these sectors and industries in imagination. All are mission-driven, led by innovation at their heart and identifying sources for increased investment Scotland will benefit from more cross-sector underpinned by belief systems founded on creating important objects, in production, studio infrastructure, business working both from a policy perspective and events or experiences. Often these will not only be relevant in today’s development for SMEs, well-connected skills in relation to individual areas of practice. initiatives (from public engagement and tertiary society, but also be remembered and celebrated by future generations. education to industry entry, skill-sharing across the sector) and audience development. Uniquely as a cultural body, Creative Scotland The arts sector in Scotland is recognised The Creative Industries are recognised by both has a remit which spans the important role as being of intrinsic value to society by the the Scottish and UK Governments as a key of providing public funding for artists, arts Scottish Government. We welcome this growth sector for the future economy. In recent organisations, film and screen alongside recognition, from the perspective of both years Scotland has extended its definition of helping commercial creative companies to cultural and social value. Creative Industries beyond the scope outlined source financial support to generate growth Artists, creative people and organisations by the Department for Culture, Media and Sport and success. As part of the latter we deliver a change lives and unlock new futures. Arts (DCMS) to include craft, heritage, elements of modest portfolio of investment to commercial and creativity offer meaning to people’s lives textiles and cultural education. organisations able to repay their funding, in many different ways. We only have to enabling us to recycle subsidy and benefit A list of 16 industries has been established. The imagine a world without books, music, art and others. We are also interested in exploring how list draws on analysis of data for Scotland and design, dance, theatre and films to realise how we might develop an approach to resourcing the UK, reflecting issues identified locally and fundamental creativity is to all our lives. creative capital, helping artists and creative in sector consultation events carried out as part people develop and refine ideas which can feed The strengths of the arts sector in Scotland of the study. These adjustments have meant their work and help sustain an economic base span large-scale artistic successes that that we are able to capture the economic for growth and development. contribute significantly to the economy, contribution of the crafts sector in Scotland extraordinary ideas emanating from talented through official statistics for the first time and Scotland offers a highly exciting creative and skilled artists and writers, and meticulous make separate estimates for the music, visual landscape. craftsmanship evidenced by Scotland’s makers, and performing arts sectors. composers and choreographers. The UK creative economy is growing much The arts contribute to learning through the faster than the overall economy. A successful Curriculum for Excellence which features creative industries sector benefits from strong initiatives in expressive arts, languages, health connections across the arts, screen and creative and wellbeing, to help children and young industries to maintain creative impact and people learn, and develop interpersonal skills economic gain. Creative Scotland’s role, which and confidence. spans both intrinsic and commercial creativity, Intrinsic value has links to theories developed offers opportunities in relation to untapped around wellbeing economics – founded on markets and place-making. logic that if society is happy and holds a sense Creative Scotland is the lead coordinator of wellbeing, it will be more productive and and chair of Scotland’s Creative Industries generate greater levels of economic return. Partnership (SCIP). We are working closely to test the potential for a shared strategy that will outline how public bodies can best support the creative industries across Scotland.

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Our Operating Principles

We are committed to delivering our services efficiently and effectively, ensuring a positive experience of Creative Scotland for those we are here to support, our partners, and effectively managing the public funds for which we are responsible.

We will improve our operational processes by Over the past four years, since the inception measuring user satisfaction and identifying and of Creative Scotland, we have realised that we rectifying problems quickly and systematically. need to work harder to embed these principles into our day-to-day work. Our Board has We will develop clear service standards by made a commitment to organisational change which we can be held to account. which has been widely communicated and is To support the measurement of progress published on our website. We will develop clear against our objectives we have developed guidance for all staff to ensure that we live up a framework that identifies performance to our principles and that these are reflected indicators for all areas of our work. We in everything that we do. are committed to ensuring that effective We are committed to being both a listening performance management is embedded and a learning organisation. One that responds throughout the organisation. We will use this and adapts and that provides stability for those information to develop policy and improve our individuals and organisations that we are here effectiveness. to support, as far as possible. Our operating principles remain broadly the same as stated in our previous Plan, namely: • We will be driven by a commitment to deliver for the people of Scotland • Artists and creative practitioners will be at the heart of our thinking • We will collaborate and work in partnership • We will provide leadership • We will take considered and informed decisions, minimising bureaucracy • We will invest in our staff and specialist advice to promote and advocate for Scotland’s cultural development.

Mirror Lands by Mark Lyken and Emma Dove – a film and sound installation exploring diverse relationships to place on the Black Isle in the Highlands. Part of Cryptic Nights, presented by Cryptic. Photo: Alex Woodward.

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Working with Government

As a Non-Departmental Public Body (NDPB), Scottish Government Creative Scotland the work of Creative Scotland aligns with the National Outcomes1 Strategic Ambitions Scottish Government’s National Performance Framework (NPF) to support the delivery of Excellence and Everyone can access Places and quality of life Ideas are brought to life Scotland is a distinctive the overall purpose of Government in Scotland experimentation across and enjoy artistic and are transformed through by a diverse, skilled and creative nation connected which is: the arts, screen and creative experiences imagination, ambition and connected leadership to the world creative industries is an understanding of the and workforce To focus Government and public services recognised and valued potential of creativity on creating a more successful country, with opportunities for all of Scotland to flourish, National Outcome 2 through increasing sustainable economic We realise our full economic growth. potential with more and better employment The NPF sets out 16 National Outcomes that opportunities for our people describe what the Government wants to achieve. Although our work contributes to National Outcome 3 some extent to all of these outcomes, Creative We are better educated, more Scotland will monitor our performance against skilled and more successful, renowned for our research seven, as set out here. and innovation

National Outcome 4 Our young people are successful learners, confident individuals, effective contributors and responsible citizens

National Outcome 7 We have tackled the significant inequalities in Scottish society

National Outcome 13 We take pride in a strong, fair and inclusive national identity

National Outcome 14 We reduce the local and global environmental impact of our consumption and production

National Outcome 16 Our public services are high quality, continually improving, efficient and responsive to local people’s needs

1 http://www.scotland.gov.uk/About/Performance/scotPerforms/outcome 53 Unlocking Potential Embracing Ambition 54

The arts help us to understand where we come from, who we are and where we are going. Creativity is fundamental to material success in the modern world, but it also gives emotional purpose and value to our future

Sir Nicholas Serota Director, Tate

Drake Music Scotland use a range of tools and methods to make sure everyone can take part in active music-making. Figurenotes (matching colours and shapes in the music to stickers placed on the instrument) is a simple system which makes it easier to play keyboards and guitars. Photo: Anne Binckebanck. 55 Unlocking Potential 56

Find Out More Everyone knows that a place exists that is not economically or To see this plan in Gaelic, please visit www.creativescotland.com/ourplans To keep in touch with what we’re doing, politically indebted to all the usual sign up for our email updates here: www.creativescotland.com/updates rules. It is a contemplative space And if you want to know more about Creative Scotland and the work we do, contact our Enquiries Service by phone or email. for us to know life deeply, or for T: +44 (0) 845 603 6000 E: [email protected] the possibility to achieve that depth. It is the time and space to notice the light, the temperature, the sounds of life; and notice ourselves too, as individuals or as a group. It is the heart’s fuel

Fleur Darkin Artistic Director, Scottish Dance Theatre

Unlocking Potential Waverley Gate 2-4 Waterloo Place Edinburgh EH1 3EG Scotland UK 249 West George Street  Glasgow G2 4QE  Scotland UK Reception +44 (0) 330 333 2000 Enquiries +44 (0) 845 603 6000 [email protected] www.creativescotland.com @creativescots

ISBN: 978 1 85119 204 5 April 2014