Creativity, Culture and Capital: Impact investing in the global creative economy: Harnessing community facing enterprise in a pandemic? Host a music festival!

September 2021 International Year of Creative Economy for Sustainable Development

Immersed! is a unique music festival that is curated by Creative Industries students at the University of South Wales, working in liaison with the local community in aid of Teenage Cancer Trust and the #saveourvenues campaign. The immersive project has been running for three years and involves intensive collaboration with multiple stakeholders, including cross-subject disciplines, music fans, commercial venues, charities, professional bodies, booking agents, artists, communities, policymakers and technicians.

In 2021, the project was faced with a wicked problem aligned with that facing the music industry: how to adapt a successful festival brand to engage a range of
stakeholders and audiences with a digital concept during a pandemic? Instilling a sense of ‘liveness’ and community using technology was the crux of the challenge, along with ensuring students accessed an authentic learning experience. In an industry in which experience is essential, embarking on this mission magnified the well-being needs of students, staff and, critically, the community. We were acutely aware of digital disadvantage and other inclusion challenges – always present,
and exacerbated by the pandemic.