Creative Industries: Stoke-on-Trent

Jim Shannon Excerpts

Tuesday 8th October 2024 Westminster Hall

[Gareth Snell (Stoke-on-Trent Central) (Lab/Co-op)]

I beg to move,

That this House has considered support for the creative industries in Stoke-on-Trent.

It is a pleasure to serve under your chairmanship, Dame Caroline. I thank Members for joining me in what I hope will be a much better-tempered debate than the one you have just officiated over.

Stoke-on-Trent was and is the crucible of creativity. We were at the forefront of the last industrial revolution, and we are now quietly and diligently leading our very own creative renaissance in the city and the surrounding area. The last measurement suggested that growth in our creative industries stood at about 6.3%, which is in no small part down to the determination of a number of organisations. With your indulgence, Dame Caroline, and that of Members present, I will take a short canter through the A to Z of the cultural organisations and institutions in Stoke-on-Trent that are doing so much excellent work.

Let me start with Appetite, a public arts organisation that has been demonstrating to communities across north Staffordshire not only that public art is available to everybody but the joy that can be had from interaction with and involvement in art, in a way that would not normally have been available to some communities even 10 years ago.

B arts is a wonderful participatory arts organisation that currently has its Bread in Common shop at the bottom of Hartshill Road in my constituency, where it has fused creativity with a burning passion for food justice.

We are also home to some incredibly well-placed and innovative business organisations. Carse & Waterman, a Stoke-based animation company, is doing world-leading work from a converted bank on Stoke high street.

Members will have noticed the change to some of the design work on the crockery and tableware in the Members’ Dining Room, which has all come from Duchess China 1888 in Stoke-on-Trent, where it still manufactures using high-grade bone china techniques, and does so with flair.

On the ceramics front, Emma Bailey is still active in Stoke-on-Trent. She is one of the most beautiful designers, using her talent for creativity and art to keep alive the spirit and patterns of Clarice Cliff, who was of course one of the city’s best-known residents.

Alongside the well-known names we have a growing group of freelancers—I will talk to the Minister about this later—who indulge in the opportunity to turn their creative ability into a viable income. We have a network of individuals who see creativity as a path for their own determination, success and fulfilment, and we need a bit of help to ensure that that can come to fruition.

[Jim Shannon (Strangford) (DUP)]

I commend the hon. Gentleman on securing this debate. It is a pleasure to see him back in the House, and I thank him for his contribution. He has outlined what is happening in Stoke, and we have the same things across Northern Ireland and in my constituency. In Northern Ireland, creative industries contribute some £1 billion to the economy, and the Department for Communities estimates that they account for some 5% of the entire workforce and 29,000 jobs.

In my town of Newtownards, action has been taken on controlled graffiti, as it costs the council and the Northern Ireland Housing Executive money to cover up illegal graffiti. A company has come up with a real opportunity for the creative sector in possibly employing students from local colleges to partake in action on illegal graffiti. Does the hon. Gentleman feel that is something the creative industries can do to help practically, in all communities?

[Gareth Snell]

The hon. Gentleman, who is my friend, is absolutely right. With the right structure, creativity and public art can go a long way to helping to reduce some of the structural problems we see in our communities, whether that be antisocial behaviour or derelict buildings. If he would ever like to join us for a tour around Stoke-on-Trent, I can show him some of the wonderful public art and particularly some of the murals on our buildings, which not only succinctly tell the story of the city but do so much to brighten up the place in a vibrant way.

I had reached G in my A to Z, so I shall talk about “The Great Pottery Throw Down”, which is not only a wonderful demonstration of the heritage skills we have in Stoke-on-Trent but proof that blockbuster television can be made in Stoke-on-Trent. We are privileged that it is filmed at Gladstone Pottery Museum, which was also the set for “The Colour Room”, a wonderful Sky adaptation of the life of Clarice Cliff. That demonstrates that with the right imagination anything is possible in Stoke.

That imagination is what has allowed us to take some of our heritage buildings back into use. The Spode site in the middle of Stoke town is becoming a createch hub—a place where creative industries and organisations are coming together to work together, not only to share their ideas and aspirations but to put their creative skills to use. That is producing this microcosm of energy and ideas that is having real dividends for those organisations, particularly as they now have a shared apprenticeship scheme that allows individuals from Staffordshire University to see different areas of the creative industries that could be available to them once they graduate.

One of the organisations involved is i.creation. It is run by the wonderful Andy Jackson, who does so much work in terms of community news and helping organisations to tell a better story about who they are.

Just down the road from Andy’s i.creation we have Junction 15, which is technically in the constituency of my hon. Friend the Member for Newcastle-under-Lyme (Adam Jogee), but we are one big, happy north Staffordshire family. One of Junction 15’s directors won an Emmy for the work they did at the 2008 Beijing Olympics. [Interruption.] The Minister corrects me—not for the first time—but we will hear his speech later.

We are fortunate in north Staffordshire that underpinning the creative industry are two wonderful universities. Next year, Keele University is bringing in a music production, game design and digital media course, because it realises that growing a pipeline of local talent is important for growing the local creative industry.

One of the companies looking for that pipeline is Lesniak Swann, an award-winning business-to-business marketing organisation. The company has asked me to point out that the creative industry is one of our best export markets because the work we do in the UK is highly desirable to organisations around the world. Lesniak Swann does wonderful B2B marketing work, which is incredibly creative, from its home in Stoke-on-Trent but for companies based in Norway and America. We need to think about where our creative industries can contribute to UK exports.

All this is part of Made in Stoke, a network of entrepreneurs, philanthropists and individuals who have a connection to our city and who want to come together to make it better. One of the strands they are looking at is how individuals who have gone away from Stoke-on-Trent and done wonderful things in arts, culture and creativity can come back to the city to help to inspire the next generation of new and aspiring creatives.

If people do come to Stoke, one of the best places they can visit is the New Vic Theatre, a purpose-built theatre in the round. Again, it is just over the border in the constituency of my hon. Friend the Member for Newcastle-under-Lyme, but, again, we are one big, happy north Staffordshire family. The work the theatre does is not just about award-winning stage productions that often come down to London’s west end. It also does outreach work through Borderlines, which uses creativity and culture to tackle community cohesion issues and community prejudices through art, drama and music. Both as a theatre and through outreach work, the New Vic has been able to demonstrate that, if they want to be involved, there is a role in culture and creativity even for some of the toughest communities that may not immediately have thought about it.