Understanding creative industry management in the digital era

The creative industry serves an integral role in driving growth in the global economy by combining innovation, culture and technology. The sector contributes roughly 3.95% to the EU's total value added and provide employment for about 8 million people. Globally, the United Nations recognises the creative economy as a major driver of innovation and development.

As the industry continues to evolve, the integration of digital tools, artificial intelligence (AI) insights and innovative financial systems is helping creative professionals overcome many challenges. In this context, strong creative industry management skills are more important than ever. This blog explores why these skills are important and how emerging technologies are shaping the future of creative sector.

A brief overview of creative industry management

Creative industry management is the process by which creative products and services are made, marketed and shared. These industries include design, music, media, the performing arts, publishing and the visual arts.

Professionals in this field should understand how to manage innovation, connect with the right audiences and protect creative work. They also need to stay updated and utilise emerging technologies to get the best results.

Creative industry management in a digital landscape

Digital tools have changed the creative industries by improving how content is made, shared with audiences and managed overall. Managers need both technical expertise and interpersonal skills to manage the shift from traditional formats to digitalisation.

Digitalisation benefits:

The following are some of the top benefits of digitalisation in creative industries:

• Innovation efficiency: Digital tools improve production processes and efficiency, providing more time to think and enhance creativity.
• Enhanced distribution: Platforms such as streaming services have expanded market access for creative content.
• Cost reduction: Automation reduces operational costs while maintaining quality.
• Global collaboration: Digital platforms facilitate cross-border collaboration among creators, allowing diverse talents to work together on innovative projects without geographical limitations.
• New revenue streams: Emerging technologies like NFTs and creator tech applications enable artists to monetise their work in novel ways, such as brand promotions, licensing and direct-to-consumer sales.

Digitalisation has changed the creative industries by enabling product innovation, optimising business models and enhancing marketing strategies. It facilitates a direct dialogue between creators and consumers, reducing time and space constraints on industry growth.

The future of creative industries

The creative industry is undergoing a profound transformation, driven by digitalisation and AI. These advancements are reshaping how creative products are produced, distributed and consumed. As per Statista, France’s AI market is expected to surge from approximately €4.7 billion in 2024 to nearly €20 billion by 2030.

Emerging technologies such as AI, virtual reality (VR), augmented reality (AR) and blockchain are opening new avenues for immersive experiences and decentralised content creation.

For professionals in creative industry management, adapting to this digital era is essential for thriving in a competitive landscape. At EMA, students learn through practical and hands-on experiences. This helps them tackle real industry challenges and build careers in the future-forward creative sector.

Skills needed to thrive in the creative industry

By cultivating diverse skills, ranging from technical expertise to ethical awareness, managers can lead their organisations effectively. This comprehensive approach enables them to lead their organisations in an ever-changing digital landscape. In the next paragraphs you can review skills that position managers as key drivers of innovation within their organisations.

Technical skills

In the 21st century, digital literacy is foundational for navigating the complexities of the creative industries. Managers must understand digital terms, concepts, workflows and AI-generated content while distinguishing it from human-created material. Understanding tools such as Photoshop, 3D modelling software, animation platforms and digital content creation tools is critical to managing creative workflows. Familiarity with platforms such as Adobe Creative Suite, WordPress and social media analytics tools further enhances productivity.

Moreover, managers must embrace continuous learning and adaptability to remain competitive in an era of rapid technological change. It includes staying up to date with emerging technologies such as AI, AR/VR and blockchain.

People management

Creative work often involves multidisciplinary teams. Managers must foster open communication and collaboration to ensure successful project outcomes. Knowing how to lead a team and get the best output requires strong leadership, emotional intelligence and the ability to motivate and support diverse talents.

Effective management in the creative sector requires a unique blend of creative vision and business acumen. The École de Management Appliqué (EMA) Bachelor en Management Appliqué (Option Créative Industries) programme in Paris helps develop these managerial skills by integrating business principles with creative industries nuances.

The programme provides graduates to manage creative projects, lead diverse teams and handle industry financial and legal aspects. By fostering a global perspective through its diverse community and strategic location in Paris, EMA prepares managers for international success.

Role of education in building future leaders

Programmes such as the bachelor’s or master's in creative industries management equip students with the skills to manage the sector efficiently and effectively. These programmes emphasise innovation, digital marketing strategies and critical thinking development, all crucial to success.

Students interested in the creative industries will find these programmes valuable. They help develop leadership, flexibility and visionary thinking. By combining creativity with management principles, graduates are ready to grow businesses, use new technologies, and shape trends in media, design and entertainment. These skills ensure they not only succeed but also lead the change in the creative economy.