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9 November 2021

The Covid Creative Reboot

by University of the Arts London

How many times have you heard the words “we had to think creatively”? Or “play around
with some ideas”? Or “solve some problems”?

These are not lines specific to the creative arts, they are words uttered in the boardrooms of
all businesses all over the world. These principles of creative thinking, play and problem-
solving form the basis of a successful creative practice, and underpin all the UAL Awarding
Body’s portfolio of FE qualifications. Creativity is not a divine gift, or a genetic blueprint or
predisposition. Creativity is a mindset, it is a way of thinking, a series of thoughts and
actions that leads an individual, group or organisation on a journey. The story of creativity is
one of consistency, repetition, resilience, and determination to pursue a way of thinking and
doing, that may not be immediately rewarding, successful or easy.

Musician, John Mayer, has spoken of turning on a ‘creative faucet’. This describes the action
of trusting the process and investing in yourself over time. Mayer is referring to
the commitment he invests in exploring his process over a prolonged period, trusting that
if creativity is allowed to ‘flow’ long enough, progress will be made, and a satisfactory
outcome reached. A practitioner like Mayer does not wait for inspiration to hit
unexpectedly. Instead, choosing to push through the initial stages of an exploratory process,
knowing that initial experiments might yield mediocre results.
Meanwhile, understanding the value in these early experiences and using them as a catalyst
to continue moving forward. This approach requires resilience and confidence, both creative
mindset attributes built through a commitment to practice and repetition. Musician, Talvin
Singh, has said that a creative practitioner must make practice an unavoidable part of their
day.

Arts & Industry

During this difficult pandemic period those that can call on these attributes of creativity,
playfulness and natural problem solving have not only survived, but thrived. Has the
disruption of a global pandemic and the isolation of lockdown helped to breakdown some
of the perceived barriers between the creative industries and its sister sectors? In times of
austerity many things shrink, or disappear entirely, but somehow (drawing on seemingly
endless reserves of resilience) creativity finds a way to grow.
The concept of creativity as an iterative developmental process is not something ringfenced
to the classroom or learning environment, it is a perspective that permeates industry. Any