Partnership deal to make West Midlands 'beating heart' of UK creative industry

Last week, Mayor Richard Parker signed agreements with five national arts, heritage and cultural organisations and another partnership deal with five of the biggest creative industries trade unions.

He said the deal would help the West Midlands to win new funding for cultural and heritage sites, bring more film and TV productions to the area and secure new jobs, fairer pay, and long-term career opportunities for local people.

“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," he said.

“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.”

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.

Earlier this year the government declared the West Midlands as one of its ‘priority regions’ for the creative industries with the promise of a share of £60 million of creative arts funding.

Arts, heritage and culture activity supports around 50,000 jobs in the West Midlands, generating £1.1bn and 28 million visits a year to the region.

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.”

Mayor Richard Parker with Stephen Brown from Musicians' Union, Caroline Hemming from Bectu, Ian Manborde from Equity and Rob Johnston from the Midlands Trades Union Congress (TUC).

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.”