From creativity to enterprise

Abstract

Creative industries sustain the economy in multiple ways. The creative economy is a driver of growth globally. It is critical to the success of the South West of the United Kingdom (UK). Creative industries derive from technological innovation combined with the critical and creative skills developed through the humanities. Taking as a case study creative industries in the South West of England, and a small creatively focussed university, this chapter argues that creativity and the humanities have a distinctive role in the entrepreneurial city region. It addresses the way that Bath Spa University aims to bring together cutting-edge technology with training in arts and the humanities.