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In the early 2000s, the ‘New Labour’ government in the UK warmly embraced an ethos of ‘Cool Britannia.’ ‘Creative work’ formed an important component of this ethos, emphasizing the role of the arts in the economy. In more recent times of austerity, the debate over creative work has taken on a key political significance in relation to the kinds of jobs that young people may be capable of ‘self-inventing’ as an alternative to unemployment, or to welfare-to-work jobs in stores like Poundland.
