Ben Goldsmith
Senior Research Fellow
ARC Centre of Excellence for Creative Industries and Innovation
Queensland University of Technology
Ben.goldsmith@qut.edu.au
@bengo1379

• The Creative Trident – ‘Core’ and ‘Embedded’ Creatives
• Cultural Production and Creative Services

Employment Figures (2011)
Cultural Production
Creative Services
TOTAL CREATIVE ECONOMY cultural production creative services support occupations cultural production creative services
51,906
9,895
67,189
4,873
82,310
153,699
INDUSTRIES / SECTORS other industries
31,593
129,479 rest of economy
9,526,201
Total
Employment
% of Total Employment film, tv & radio; publishing; music, performing & visual arts architecture & design; advertising & marketing; digital content & software
160,583
370,361
1.6%
3.7%
530,944 5.3%

Creative Economy Employment Growth Rates based on Australian census data (2006 – 2011)
5yr Average Annual Growth Rate (2006 -2011) cultural production creative services support occupations cultural production
2.6%
1.7%
-0.2%
INDUSTRIES / SECTORS creative services other industries
3.5% -0.8%
4.8%
4.3%
2.5% rest of economy
2.0%

5yr Average annual
Growth
Cultural
Production film, tv & radio; publishing; music, performing & visual arts architecture & design; advertising &
Creative Services
TOTAL CREATIVE
ECONOMY marketing; digital content & software
0.6%
3.8%
2.8%

• App Downloads
• More than App Stores and Platforms

2008 Apple App
Store and
Android Market
(now Google
Play) launched
2012 Apple App
Store reaches 25 billion downloads in
March, Google
Play reaches same milestone in September
2013 May: App
Store records
50 billionth download;
September:
Google Play reaches same milestone

US $2.2 Billion
74%
Total revenue for the four main stores (outside China) – App
Store, Google Play, Blackberry
World, Windows Phone Store – in
50 countries, Q1 2013
Proportion of revenue taken by
Apple App Store ($1.6 B)
App Economy is not only platform owners, app store operators, developers.
It includes all those who invest in, design, develop, test, distribute, support, monetize, market, analyze, use or profit from software on mobile computing devices .

•
•
•
•
To build an app, software developers and engineers need the skills and expertise of some or all of the following creative roles:
Mobile UX (User
• Creative Writer
Experience) • Games Developer
Designer/Architect • Graphic Designer
•
UI (User Interface) • Composer/Musician
Designer/Architect
Interaction Designer
• Digital Art Director
• Video Services
Project Manager/Creative
Director/Producer
Visual Designer
• Sound Design
• Community Manager
• Marketing Manager
• Copywriter

• “SYDNEY, October 9, 2013: Freelancer.com dominates as the platform small businesses and start-ups rely on to get work done, breaking through 5 million projects posted on the site .”
• “ The top category remains websites, IT and software development at
40.0%, as businesses continue to rush online. Rounding out the top 5 categories are design, media and architecture (24.0%), writing and content creation (10.7%), sales and marketing jobs (7.9%) and data entry and administrative jobs (5.9% ).”

• Mobile banking use
• Financial services and mobile
• Bank apps

70
60
50
40
30
20
10
0
54,2
61,8
65,5
Internet Users Banking Online Weekly (%)
Source: Ewing, S. and J. Thomas (2012) The Internet in Australia, CCI Digital Futures 2012, Melbourne.
2007
2009
2011

76 80
70
60
50
40
30
20
10
0
8,8
13
2011
2012
2017
Petabytes per month
Source: Cisco Systems (2013) VNI Forecast Highlights. http://www.cisco.com/web/solutions/sp/vni/vni_forecast_highlights/index.html

Transportation/Storage
Retail
Rental/Hiring/Real Estate
Manufacturing
Information Media/Telco
Government
Financial /Insurance
Electricity/Gas/Water/Waste
Education/Training
Construction
Accommodation/Cafes/Re staurants
Total

Financial and Insurance Services
Public Administration and Safety
Information, Media and Telecommunications
Wholesale Trade
Professional, Scientific and Technical Services
Other Services
Manufacturing
Electricity, Gas, Water and Waste Services
Education and Training
Arts and Recreation Services
AUSTRALIAN WORKFORCE
Administrative and Support Services
Rental, Hiring and Real Estate Services
Retail Trade
Mining
Construction
Transport, Postal and Warehousing
Accommodation and Food Services
Health Care and Social Assistance
Agriculture, Forestry and Fishing
0
0,4
0,6
1,1
1,3
1,3
1,5
1,7
2,2
3,7
3,1
3,4
3,3
3,6
4,1
2011
2006
0,5 1 1,5 2 2,5 3 3,5 4 4,5
Percentage of embedded creatives within total workforce, by industry, 2006 and 2011. CCI analysis of census data.