Creative industries are advancing rapidly in Russia. According to experts, this sector may grow 25% by 2030 compared to the current figures. However, creative workforce will soon be confronted with a skills gap, with employers requiring versatility in addition to their expertise in a particular field. Being able to work at the intersection of various fields is a trend that a professional will need to embrace for a successful career in the creative industries. Anna Gerasimova, entrepreneur, public activist, Vice President of Zanger, and head of the Zhuravli youth social and cultural center, explains which professionals will be more in demand in the short and long term.
The Russian market of creative industries spans a range of 16 fields such as fine arts, traditional crafts, music and performing arts, film and animation, photography, publishing, television and radio, IT and video games, advertising, architecture, design, fashion, and jewelry. It also encompasses jobs in libraries, archives, museums and other cultural heritage facilities. According to research, even in 2024, this sector accounted for 4.87% of the country’s GDP, which confirms its importance in the economy. Each of these fields provides opportunities for introducing innovations and using interdisciplinary approaches, which means professionals with versatile skills will be most in demand here.
“The future of creative industries belongs to versatile professionals. Until now, employers needed a team of specialists in various roles to create a commercial, such as a copywriter, a camera operator, an editor, etc. Today, more and more professionals are being trained in several fields. This significantly reduces the cost of content production. A specialist who is able to write a script, shoot a video and edit it using artificial intelligence can reduce production time by 30-50%, which makes them the most sought-after kind of professional in the labor market,” Anna Gerasimova says.
Digital technology as a growth driver
According to forecasts, by 2025, more than 60% of cultural institutions in Russia will use virtual and augmented reality tools. We are seeing virtual and augmented reality penetrating our day to day already, creating a growing demand for VR and AR specialists. Museums and other cultural centers are actively introducing digital technologies that enable them to create virtual tours and exhibitions. Specialists in VR/AR design, 3D modeling, and interactive content will play a key role in this process. Artificial intelligence is also progressing, being used to automate routine tasks and create content even now. In the future, AI will play a major role in the creative industries — for example, screenwriters will be able to use it to test ideas and create storyboards.
Future professionals in creative industries
According to the forecasts of experts from the HSE Institute for the Development of Creative Industries, these are a few creative jobs that will appear in the coming years:
- A media creator-architect is someone who combines creative skills with using digital technologies to create media spaces and events.
- Metaverse media production specialists will create content for virtual worlds and work with metaverses that are quickly becoming part of the cultural landscape.
- Digital arts programmers are specialists who create algorithms and solutions to integrate AI into the media creation process.
- Digital ethicist is someone responsible for ensuring data privacy and compliance with ethical standards in the digital world.
These jobs will be added to the more conventional ones such as producers, directors, designers, and technicians who work with content and ensure its digital accessibility. The ability to adapt to new technologies and use them to create a unique product becomes paramount.
New competencies for creative specialists
Using multimedia is becoming an integral part of professional activities in the creative industries. The ability to work with video, sound, graphics and animation is becoming a basic competence for creatives. For example, according to 2023 statistics, 70% of employers in the creative industries preferred applicants with multimedia skills. Data analysis and big data skills are also becoming key requirements for marketers, producers and content creators. Specialists who are able to interpret data and develop creative solutions based on it are especially in demand in such areas as advertising, fashion and architecture.
It is clear from the above that in the future, the creative industries will provide limitless opportunities to those who are able to combine different skills and adapt to rapidly changing settings. Versatility, and being able to work with new technologies and continuously upskill will pave the way to a successful career. Professionals who can combine expertise from different fields, create unique products and manage creative processes will be the most in demand in a world where the boundaries between professions and industries continue to blur.