Nurturing the West Midlands: Reflections on the WMCA Creative & Cultural Industries Symposium

5-7 mins read time

On October 9th, I attended the WMCA Creative & Cultural Industries Symposium at the Black Country Living Museum in Dudley —can’t believe I’m saying this but it was my first time at BCLM! What a fantastic setting to explore our region’s creative future and after a little taste during a lunchtime walking tour, I’m sure I’ll go back to sample the chippy and other delights from times gone by!

The event brought together inspiring voices from across the West Midlands, including new Mayor Richard Parker, to discuss what needs to change, where we’re headed, and—most importantly—what role we all play in making that happen. Here are some takeaways, reflections and my own thoughts on the panel talks, provocations, and discussion had. Some of the thoughts below are others’ thoughts mixed in with my own, direct quotes from the day and my own views/experiences. It should be noted that this blog is not the view of the WMCA.

The Need for a Clear Regional Identity & Action Required

Talk for a while now has centred around the West Midlands needing to have a *clear* cultural identity. We're a region full of rich history, talent, and diversity, but how do we pull it all together into something cohesive and recognisable? Manchester doesn’t have that problem, we all know what Manc is about culturally, it’s super clear. In the West Mids, it’s more than just a marketing challenge—it’s about ensuring our artists, creatives, and communities feel represented and seen. We’re all a key part of that identity and Justine Themen, the days host, summed it up well: working class stories define the West Mids. But do they fully? I’m not so sure as outside of the major cities, the West Midlands is a different kind of place entirely: exactly why it’s so hard to have one, clear identity. Hmm, that’s abit of a predicament but one that we can work through nonetheless.

Let’s be honest: it’s about time we moved beyond just talking about this. All of this. I always enjoy a conference - feels like such a treat as a freelancer. I understand the privilege I have in being able to take a day unpaid in order to discuss with peers the future of our sector. And to network (which imo, turns into £££ later down the line: it’s how our industry functions). I also go to these events (if not speaking) because I really care about this. I don’t want to see our industry implode - which it’s on a course to do right? The region (edit: country) needs structural change, not lip service. Actual action is required. Maybe it’s enough with the endless discussions—we need to start doing the work.

Supporting Artists: It’s Time for Real Action

The success of our industry is rooted in its people. Artists need the freedom to do their thing, but they also need to be supported—and funded. And that should be fair. Which is hard to get right, because what’s fair for one group, isn’t necessarily fair for the next: intersectionality is at play here. Yes, art will always happen in bedrooms, garages, and in hidden/unseen spaces (aka non-designated arts spaces), but imagine what we could accomplish if we put artists first and allowed them to take risks, do their thing but that is fully supported?

How do we really do this, though?

It’s easy to talk about shared decision-making, democracy and giving artists a seat at the table, but that’s just one part of the solution. Who are we advocating to?

And more importantly, what are we advocating for? This was a key question that left me pondering my own role in this ecosystem. It’s not enough to have a “vision”—although that helps when there are fragmented approaches and silos. We need a clear roadmap, a plan that takes us from ideas to implementation. I think we all have a role to play here - the challenge being clear firstly on that shared role - no one organisation or body can do this alone. Because that recreates the same old power imbalances doesn’t it? It has to be distributed, yes it can be supported, but not overseen or governed by those ‘above’. We know that doesn’t work, hence the conversation in the first place. That system has been broken for a long time.

Does it really need to implode before something changes?!

Culture Is Who We Are—Not Just an Industry

Something else that really resonated with me is that someone said that culture isn’t just an industry—it’s part of ‘who we are’. Yes, there’s always room to grow, but we can’t keep repeating that mantra without actually embracing the journey. The creative and cultural sectors need bold, actionable steps that go beyond vision statements, strategies and broken systems. We need to recognise a broader definition of culture is - and what it means to people who are outside of the arts. I have this conversation all the time about dance in particular. If you asked someone on the street what they think dance is, they might say ‘ballet’, some would likely say ‘Strictly Come Dancing’ and others might say ‘Diversity’ (the street dance group). Few would be able to tell me who their local contemporary dance company is. That’s problematic. However, we in the arts world need to embrace all facets of what culture really is to the population. Less of the stuffy attitude and elitism. If people watch Strictly on a Saturday night and they feel entertained, the question should be: what can we do with that engagement?

There’s a big skills gap in the region too, and this is where the real challenge lies: how do we *actually* address that gap? How do we retain and develop talent, especially when the system seems to have inherent biases and ignorance built into it? The sector can be hard to navigate, and there’s often a shroud of secrecy around it that leaves people, particularly emerging artists, feeling disconnected. So, how do we lift that curtain and demystify things?

Investing in Communities and Artists

Another important question that came up is how we connect with communities in meaningful, non-transactional ways. Culture can lead regeneration in so many forms, but that takes real investment—financial and otherwise. We can’t afford to foster relationships that are tokenistic. Creativity thrives in diverse, lived experiences, but how do we showcase that and allow it to grow organically from within communities, led by artists? It feels like we’ve been asking that for a while now - like at least the last 20 years - come on folks. We can do better.

I've been supporting a real-time example of this kind of bold change with my clients at Impelo in Powys, Wales. After losing their multi-year Arts Council Wales funding in October 2023, they’ve been transitioning to a new, artist-led model with my support—a membership organisation deeply embedded in their rural community. It’s all about responding to local needs, while balancing that with the goal of radical co-creation, care, and shared leadership under a new business plan which is called the ‘North Star Guide’. We don’t know exactly how it’ll play out, we don’t want to ‘fit in’ to any existing conventional system but we’re willing to try out new ideas and new ways of operating. We have to be willing to try and we will see how it goes.

Back in the West Midlands, not one dance organisation has approached me to work in this way. In the East Midlands, they have, isn’t that interesting? Dance orgs based in this region might just be that little more risk averse (they’re not to blame) but how about we encourage them to go on a journey that is largely unknown and scary.

The same principles apply to diversity. Diversity, it was posed can be a way in, not just an output. I mean, YES. But how do we truly embed that within the sector? This isn't an overnight fix. It’s a process—one that demands structural change, and one that we need to be fully committed to if we’re going to move beyond surface-level initiatives.

Storytelling as a Tool for Change

I also believe storytelling is key to this whole process. It’s not just about telling stories onstage or in galleries, but about making sure that the artists who don’t know (and they often don’t know, because the industry can be so opaque, again IT’S NOT THE ARTISTS FAULT) get a real “peek behind the curtain.” One of my roles, as someone who supports artists in doing great things, is to act as a translator, helping demystify the inner workings of the sector. I see more and more people with my skills and ‘insider’ knowledge needed to support artists. But. We need to ask ourselves: why is that a thing? Are we speaking the right language (nope)? Are we making things accessible (not yet)?

Someone else said that risk and innovation are symbiotic—yet we’re still lagging behind. Why is that? It’s not for a lack of ideas or talent. So what’s holding us back? How do we take more risks, create spaces for innovation, and foster an environment where artists and creatives can thrive (on their own terms)?

Moving Forward: A Call to Action

As I reflect on my experience at the symposium, I’m left with more questions than answers—that’s a good thing; I’m still considering my role in the future. I understand that I have a key role to play - especially because I work with so many artists, it’s basically what my portfolio is based on. I know I affect change in helping them get a foot on the ladder or to unlock their A game, to do some great and others, develop confidence in themselves.

But it only really feels like I’m just about scratching the surface. There are always more creatives that need help, that need signposting, who need connecting or just generally need help. Just take the sheer amounts of young graduates trying to start a career in the arts; many get lost at the first hurdle. I’m going to keep pondering what and how I else I can do to take real action for our creative future.

These sorts of days feel indulgent for freelancers but they are also vital opportunities to ask questions that push us forward, they spark conversations, and they force us to reconsider collectively and also, individually, how we operate within the creative and cultural industries.

For me, it all comes down to putting artists (not also there: freelancers - the largest % of our workforce) first, giving them the support, freedom, and resources they need to flourish. It’s about building a West Midlands (and country) that has a strong, clear identity—one that’s rooted in its people, its diversity, and its creativity. It’s about having a roadmap for growth and not just a vision, and it’s about meaningful investment, not just words.

Change, come on now.

We have the talent. We have the passion. Now it’s time to take action.

Let’s chat: hello@amydaltonhardy.co.uk