Mayor unveils plan to boost growth in cultural and creative sector

West Midlands Mayor Richard Parker has announced major partnerships with the country’s top cultural and creative organisations and unions today (Friday 28 March) as part of his blueprint to grow the economy.

On the opening day of the Rocket League World Championship Series eSports event in Solihull, the Mayor signed a Memorandum of Understanding with five national arts, heritage and cultural organisations and another partnership deal with five of the biggest creative industries trade unions.

The landmark agreements will deliver the Mayor's manifesto pledge to harness the region’s cultural and creative strengths, including its young and diverse workforce, to win new funding for cultural and heritage sites, bring more film and TV productions to the West Midlands and secure new jobs, fairer pay, and long-term career opportunities for local people.

The Mayor has identified the sectors as one of the cornerstones of his plan for a new era of growth and prosperity for the West Midlands and already has the support of leading figures including Peaky Blinders’ creator Steven Knight.

The government is also backing the Mayor’s plan by choosing the West Midlands as one of its ‘priority regions’ for the creative industries with the promise of a share of £60 million.

A national pilot that’s helping to bring millions more leisure and business visitors to the region is also being funded by government for another year.

The Mayor said: “The international success of the Peaky Blinders shows what can happen when you back the West Midlands’ creative spirit. It has brought in more visitors, showcased our rich heritage on the global stage, and even given us our first major TV and film studio.

“We must seize this moment. That’s why I’m working closely with some of the industry’s most influential players to champion our world-class creative talent and protect our cultural legacy.

“With fresh investment, and by backing our creative unions, we can create exciting jobs for local people and help to revitalise our communities. That’s my plan for the West Midlands - to be the beating heart of the UK’s creative economy.”

Arts, heritage and culture is a big part of the West Midlands economy – supporting around 50,000 jobs, generating £1.1bn and 28 million visits a year to the region.

The economic value has been boosted recently by the filming locally of high-end TV dramas This Town and Phoenix Rise as well as the BBC’s wider investment in Digbeth with hugely popular TV shows Masterchef and Silent Witness now being filmed here.

The sector will be bolstered by staging the first World Set Jet Summit later this year and recently announced plans for a national musical theatre centre at the Hippodrome Theatre in Birmingham.

As well as economic value, the sector delivers other benefits linked to health and wellbeing, skills development, volunteering, pride of place, community cohesion and the region’s attractiveness for inward investment.

Peter Knott, Midlands area director at Arts Council England, said: “It is extremely positive to be joining the WMCA along with other cultural organisations in committing to supporting growth of the creative sector in the West Midlands.

“The West Midlands boasts a vibrant cultural scene with an international reputation for excellence, and we look forward to supporting more opportunities for communities across the region to experience creativity on their doorsteps.”

Rob Johnston, TUC Midlands policy and campaigns officer on behalf of the TUC Midlands CLIC (Equity, Musicians Union, Prospect & Writers’ Guild of Great Britain), said: “This is a truly landmark agreement. Creative workers employed through the combined authority will now receive union rates. Moreover, it sends a signal to the wider industry around the pay and conditions that are expected in our region.

“With a focus on local employment and inclusion, this agreement will help deliver a thriving creative sector, underpinned with good jobs, here in the West Midlands.

“What’s more, the commitment from the Mayor and combined authority to work with unions is tremendously refreshing and something other sectors and areas could learn from.”

Skinder Hundal, chair of the West Midlands Combined Authority’s (WMCA) Cultural Leadership Board, said: “Partnerships are at the heart of the combined authority’s approach to supporting our vibrant creative ecosystem.

“Investment in culture and creative industries, from championing the rights of creative freelancers to working with government departments and national bodies, boosts growth in the West Midlands creative economy and unlocks cross-cutting benefits for our residents.

“These partnerships not only foster economic growth but also enhance social cohesion, innovation, and inclusivity by building networks that bridge sectors and empower individuals to take ownership of their development, creating a resilient and sustainable creative landscape.”

Esports is one of the fastest growing areas of the creative economy and the West Midlands is already responsible for one quarter of the UK’s output in the sector.

This weekend, the West Midlands is hosting the Rocket League World Championship Series (RLCS) at bp pulse Live in Solihull thanks to funding from the WMCA’s Major Events Fund.

After signing the landmark agreements, the Mayor met some of the 150 local people who are getting valuable work experience and training opportunities at the RLCS event.

These include students on esports courses at Solihull College and University Centre and at University of Warwick, and people who are currently unemployed, boosting their ambitions of a career in the booming esports industry.

The event itself will provide a boost to the economy, with 15,000 spectators expected to watch the world’s top 16 Rocket League teams compete in the RLCS season opener.

Read more about the West Midlands rich and diverse cultural and creative industries and the support being provided on the WMCA website.

Notes to editors:

A Memorandum of Understanding with creative unions, Trade Union Congress (TUC), Equity, Bectu, Musicians’ Union and Writers’ Guild will help the Mayor deliver his manifesto commitment to ensuring people working in the cultural and creative industries earn fair pay, have good working conditions, and career opportunities.

A Memorandum of Understanding with the arm’s length bodies of the Department for Culture Media and Sport: Arts Council England, Historic England, the National Lottery Community Fund, Sport England and VisitEngland will bolster the sector’s potential to deliver economic growth by harnessing the region’s cultural and creative strengths, improving health, sustainability, and regional infrastructure, boosting tourism and driving innovation."