Hello, I’m Alex

I help artists, creatives and cultural organisations think more expansively about their work and support them to deliver beyond their existing practice and expectations.

I’ve been developing creative concepts, producing artistic programmes and writing narratives for the creative and cultural industries since 2000.

Having run and franchised a successful creative marketing agency and worked internationally to build brands and develop partnerships as a client side Marketing Director, I now work as a freelance Consultant, Creative Director, Producer and Writer for the arts and creative industries, often acting as a bridge between arts and non-arts organisations, helping both to connect and collaborate for mutual benefit.

My work as creative director involves consulting for and collaborating with arts services, creative and cultural organisations who want to develop their offer and audiences and maximise opportunities for long term sustainability. I offer significant strategic marketing, operational management and arts management experience across different settings, and I’m committed to demonstrating and championing the role of arts in supporting and delivering social and economic agendas.

As an arts producer, my practice combines print, performance, contemporary art, public realm, outreach and education. I’m particularly interested in creating new work that articulates a sense of place and enables communities to connect with their environment, their local heritage and with each other. My larger scale participative projects are created through Fable Arts, a socially engaged arts organisation.

I write on commission for creative projects across all mediums and about creativity, the role of the arts and the business of being an artist for content based platforms.

I’m currently Chair of Arts Lancashire, an independent body of regional arts partnerships working together to highlight and develop the importance of the arts to Lancashire’s economy and cultural narrative.

Whether you have 30 years, 3 years or 1 year of experience of creating for a living, regularly revisiting why you make, how you make and how you share your creative work is good practice. Here are ten guiding principles for developing, owning and bringing your creativity to the world.

1. Stay In Your Own Lane

Our inner critics are our harshest critics. Try not to feed yours with comparisons to the lives, work and successes of fellow creatives. Everyone’s creative journey and idea of fulfilment is different. The trick is to focus on yours above all else. Take practical steps to quiet the doubt and fear in your head. Lean into your own wisdom, experience and vision for yourself. Stay in your own lane. Your mental health and future self will thank you for it.

2. Pursue Your Process

Whatever your creative discipline, it’s the process of creating that gives us fulfilment, happiness, wisdom etc rather than the rewards of money, fame or recognition. In times of struggle and periods of creative block, leaning into your creative process is often the only way to get through. The truth is, there’s no right way or wrong way to explore and express your creativity. There’s just your way. Find out what your process is. Guard it well and do if often. You’ll find the destination is in the doing every single time.

3. Make Space

It’s not unusual for the ‘business’ of being a creative to get in the way of practicing your creativity, but finding the balance between the two is key to fulfilling your potential as a professional creative. The right balance will look different for everyone. If you want to earn a living from your creativity you have to make space for both. Whether you’re in this for artistic recognition, money, fame or a combination thereof, you have to make space for both. In short, you do have to make space for your creativity to flourish, but you can do it on your own terms.

4. Create Control

As creatives, it can often feel as if there are so many factors outside of our control that affect how, when and even, if, we can make the work we want to make in the way we want to make it. The key to reducing feelings of powerlessness is to identify where you can create, or take back, some of the control in however small a way. If you feel like you’re spinning in the wind, think about what you can effect rather than what you can’t.

5. Collaborate to Innovate

Creative collaborations come in all shapes, sizes, places and time zones and are a great way to challenge your creativity, switch up your practice and initiate a step change in your career. The right collaborator can bring new perspectives, a different set of skills and experiences and access to completely new audiences, so it pays to be discerning when it comes to choosing who you work with. Focus on those who share your professional ethics and who are genuinely open to experimentation and shared learning opportunities. Then, start small. No need to rush - the best collaborations will make you want to stick around for the long haul.

6. Curate All Counsel

If you ask for someone’s opinion on your work they’ll give it to you. If you don’t ask for someone’s opinion on your work, they’ll give it to you. Ask too many people for their opinion and you risk creativity by committee. Choose who you pursue personal guidance from carefully and intentionally. To avoid becoming an ‘askhole’ ask only what’s necessary of those who you respect and admire. Then, regardless of what comes at you try to focus on and acknowledge constructive criticism or compliments only. Ignore everything else. Craft your question. Curate your counsel. Construe your feedback.

7. Serve Your Work

There is no one else who can serve your work better than you. There are lots of people who can help you along the way, but you are absolutely the best person to drive what happens to you in the way that you want it to happen. This isn’t about being self-serving. Nor is it about working in isolation. It’s about honouring your own efforts, doing your absolute best for yourself and for your creativity on your own terms and in your own time. You don’t need anyone’s permission to create opportunity for yourself.

8. Cherry Pick Opportunity

We all need to make a living, but trying to be everything to everyone can have a negative impact on your trajectory. True creative fulfilment and maintaining ongoing career success comes from being selective and focusing on the subjects, places and people you have a genuine connection to-the things that inspire your flow without you having to search for the spark. If you have the courage to only go for the work that speaks to you, you’ll find that life will become simpler as a result. You’ll become more inspired and good things will follow.

9. Ace Accessibility

Successful professional artists and creatives ace accessibility. When the call comes, they’re ready and able to respond immediately. Don’t get caught out when your call comes. Create the kind of first impressions that give confidence. Make it easy for potential clients, commissioners and collaborators to work with you by ensuring all of your online channels and platforms contain your contact details and your marketing tools are up to date. Keep your channels of communication open and give yourself half a chance.

10. Be Your Own Proof Of Concept

Legitimacy is something you earn. If you want the recognition, fame, money and opportunity that comes with high-profile clients, enviable commissions, prestigious awards, lucrative partnerships, or private and public funding, you’ve got to establish your own legitimacy first. Personal projects are your proof of concept. Get creative about being creative. Be what you want to become and get to work on yours right now. Treat it like any other commission and push the needle further and quicker without the requirement for compromise. You’ve got everything to gain.