(SELF-) MANAGEMENT OF THE ICT-SUPPORTED DIGITAL NOMADISM IN CREATIVE INDUSTRIES

The advance in technologies, especially in the ICT has facilitated new business practices in all areas of business, but it was particularly reflected in the creative industries, and much less in service industries and production industries. The Covid-19 pandemic only accelerated the process of inducing innovative practices, and one of them is remote working. The remote working can be performed from the home office, but once the working place was replaced by the home office, the location of the home office became irrelevant. It gave momentum to the rapid dislocation of the workers, to other cities and even other countries and continents. The creative industries especially proved to be the fertile ground for such practices, often called digital nomadism, and it is all supported by new ICTs. The digital nomad practices have brought rapidly different work environment, with increased productivity, influx of money to previously less developed regions in the world, accelerating their growth, and the freedom from tedious office practices, but they have also brought negative side-effects like loneliness, uncertainty, financial difficulties, increased risk, and transnational gentrification. Several countries stepped forward with facilitating digital nomadism, and managers have had to adapt to new business forms, including the HR management, new time schedules, motivational techniques and drastically changed models of organising tasks. This paper is the case study of digital nomadism in creative industries which were reshaped by the pandemic and the influx of the ex-USSR immigrants in Serbia as well as the management (and self-management) of digital nomad work.