Rethinking innovation in creative clusters

The article draws upon an analysis of Clwstwr - a place-based innovation programme for the creative and cultural sectors and industries. Clwstwr attempted to shift power away from large cultural conglomerates towards local, smaller independent companies, while tackling issues such as environmental sustainability, diversity and inclusion. The article argues that universities are well placed to be active cultural intermediaries in this form of critically-informed cluster-building. To make this case, this article will propose moving beyond the current dichotomy between a focus on/celebration of the economic power of the CCSIs - the dominant strain in policy circles - and an anti-economic critique that stresses cultural and social values – an increasingly dominant strain in the academy. Using findings from the Clwstwr programme, it demonstrates how universities were able to: • Draw on a critical literature of the market-based model of the CCSIs to develop alternative economic models of innovation, designed to improve social, cultural and economic outcomes. • Leverage research and innovation expertise in a sector dominated by small companies and freelancers. This enabled small creative companies in the Welsh creative cluster to develop and grow, economically and culturally, while promoting equality, diversity and inclusion and environmental sustainability.