Austin 2040: where are all of the creatives?
After attending the Austin Business Journal’s Austin 2040 event on January 31st, I was blown away by all of the stats + predictions being made about the next 20 years in Austin. The event was attended by, what felt like, some of the biggest businesses in Austin, TX and led by some of the bigger names in Austin Tech + beyond. However, even aside from the lack of diversity represented in the room, the biggest topic missed from the conversation:
What will happen to our creative community that makes Austin so attractive?
I left the room with so many questions…
- Were they unaware of the issues facing the creative community?
- Do they think all of the predictions, tech advancement, and affordability will not change the creative footprint that exists here?
- Or, of most concern, do they not see Austin as a creative mecca in 2040?
So, with all of these in mind, it got me thinking… how can we utilize the technological advancements on the horizon to better help the creative community?
When I think of how our economy, communities, and businesses can survive, I believe soft-skills are, and will be, the biggest commodity out there. With AI just around the corner, and so many of the workforce needing to be re-skilled (note: ABJ predicts this will be nearly 100% of the population), having the ability to learn, communicate, think creatively, and empathize with others is the game-changer. It’s not a matter of “if” but “when” this will be important.
That’s why I think having a vibrant creative community will ensure that we can become a “smart city.” From the panel discussion at Austin 2040, it’s apparent that we’re not there yet. Look around, Austin, there is still a large pay gap, diversity gap, gender gap, and so on. But being creative, communicating with those around us, and empathizing with the average Joe or Jane at the local coffee shop will surely get us there.
Empathy is the way of the future — seeing a problem, knowing you can contribute, helping, and then moving on to the next. The example keynote speaker Nancy Giordano (Playbiginc.) gave on this was a story from early 2018 when a mom was crying while waiting for a flight at LAX, trying to console her child who was not having it that afternoon. Instead of sitting at the airport watching as an everyday passerby, 6 other women got up to help. Eventually, they were able to console both the child + the mom, they were able to board their flight, and then just like that, they all went back to their lives. I loved what Nancy said next: “You know what happened? None of them asked for a promotion or a corner office or a pay raise.”
To persist further into the future, the new mindset needs to be:
Never say ‘Never,’ but always say ‘What if?’
Additionally, with the predictions that our society will change more in the next 20 years than in the last 300, we all need to re-focus where we spend our energy. We need joy, we need community, and we need empathy.
So let’s go back to creativity. Why is this so important? Because like Mark Twain once said…
“You can’t trust your judgment if your imagination is out of focus.”
With the creative + entertainment industry bringing in over $764 billion to the US economy each year, we’re the largest industry that makes a net profit on exports. Period. Even with this figure, we have to push + force our way into “good” paying gigs day-in and day-out. We take exposure bucks because it’s our sweat equity, hoping that one day it will pay off. This is why we work multiple jobs elsewhere to diversify our income streams.
If you’re a fellow business owner out there or in leadership at some Fortune 500 company, here is your call-to-action. In the coming week(s), ask those that work in your company what they do after work. (Note: they probably won’t divulge this info right off the bat so sit within that curiosity.) I bet you, more than you think, they will say something like:
“Well, I play in a band. We’re recording a short EP right now.”
“I like photography so I shoot weddings on the weekend.”
“A friend + I are working on a short film, and we’re hoping to enter into some film festivals next year.”
or…
“On Saturdays, I take my vintage typewriter out to SoCo and I write poetry for strangers. It’s one of my favorite things to do!”
Yet, I also bet you a lot of them will say they don’t make very much money from these projects. Yes, maybe enough to keep everything moving in the right direction, if anything, but nothing like the salary they make working for or with you. Not yet, of course.
Until we’re able to go full-time or “pro” with our projects, we contribute much more to society than you might think. Imagine if there was no music in restaurants, at sporting events, bars, and stores; no audiobooks or podcasts or music on your commute; no books to read, no TV, movies, video games, and theatre. After 30-days of being deprived of all contributions by artists, I wonder if anyone could still say artists didn’t contribute to thriving + cultural communities in boundless ways.
At Austin 2040, Nancy Giordano also mentioned the following (note: she’s one of the most successful strategic futurists out there):
“I work 4 jobs on a daily basis, 1 of which is paid. Yet, the other 3 I consider to be more valuable. It’s not just what gets you paid but all the other ways you can contribute.”
Same, Nancy… same. I work 4 different jobs regularly. I manage HR + Recruiting at Austin-based startup, Square Root, Inc. (Best Places to Work year after year!), working alongside some Radical thought-leaders in the space of automotive + retail, data analytics, product development, and culture. Hearing more about what’s on the horizon at Austin 2040, I’m overjoyed by how much Square Root already practices what businesses need to do to thrive in the future.
I’m also co-founder + COO of DayDreamer, a new way to hire local creatives, where I get to utilize my knack for operations, culture, customer experience, education, and (finally) my Music Business degree. I’ve studied the industry of musicians, know that we’re worth way more, and I think we have an exciting future ahead of us.
But more importantly, I’m a songwriter, musician, and creative coach for other artists around Austin. This “job” has always been what I do with my life. I tell stories, I sing, and I love to bring people together to achieve their passions + goals.
Yet, I only get paid for half of these jobs.
I love the diversification of my income. I also love how they all work in tandem with one another. (Don’t get me wrong, having so many moving plates can be a challenge sometimes, too.) The best part of this array of roles — I’m constantly learning, changing, evolving, and connected with those around me. I get to use my creativity, analytical mindset, and communication skills every. single. day. And that’s why these soft skills are so important — it drives our innovation.
After attending Austin 2040, I have to say, I’m both scared for the future + incredibly excited for all of the new skills I’ll need to learn to help where I can.
In the coming year, I’ll be writing more about the following mindsets Nancy Giordano shared at Austin 2040:
Wonder (vs Resist)
Contribute (vs Extract)
Audacious (vs Incremental)
Thrive (vs Winning)
So when I look to the future and the state of the creative community in 2040, I’m excited to see us come together for the greater good, wonder how we can utilize the technological advancements in front of us, be bold + break our mold, and contribute to humanity’s overall story.
Here’s your call-to-action: let’s have a real conversation about this. What are you excited about? What do you think will be the state of the creative in 2040? How are you taking risks this year? How do you want the community to come together?
Also, interested in making more income in 2020 + beyond? Want to get hired in your community? Have questions on the business of creative arts (music, photography, film, graphic design, etc)? Get in touch with me + DayDreamer. We’re on a mission to break the outdated, traditional creative referral system + we want to see you reach the success you deserve.
