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Paper short abstract

The COVID-19 pandemic and the triple planetary crisis are shaking up the creative sector in many ways. During the pandemic, a significant number of professionals were forced to consider a career change. My paper will focus on the narratives of gig work of the cultural and creative sectors.

Paper long abstract

The COVID-19 pandemic and the triple planetary crisis are shaking up the creative sector in many ways. During the pandemic, a significant number of professionals were forced to consider a career change. My paper will focus on the narratives of gig work of the cultural and creative sectors. Do various digital platforms help to revitalize gig work, and are they also considered a sustainable choice for working life in the creative sector in a situation where the sector felt abandoned by decision-makers?

I will also discuss how people working in creative fields themselves experience gig work, and what kind of value and positioning will be given to creativity and sustainability in the future of freelancers. Ethnographic research on gig work culture aims to identify and analyse discourses, voices, experiences, and meanings as well as future images.

In addition to workshops and group interviews one type of research material consists of texts and images from music industry magazines published over a two-year period. The presentation is related to the Culture at Work research project of the European Ethnology at the University of Turku and is funded by the Kone Foundation.