Is local the new global?

The importance of local creative communities

As a society, we have become ever more interconnected and with the advancement of technology, the digital space has made global reach achievable to anyone with a smartphone.

However, for many creatives, reaching a global audience isn't possible or even desired as their art is centred around the authentic culture of their local communities. This departure from the guise of mass global appeal and instead favouring more niche and intentional audience targeting is allowing creatives to take risks and explore new fronts of creativity that may not be afforded to more globally targeted projects. 

This year has provided amazing examples of art centred around local communities, reaching audiences they represent whilst also offering new perspectives and creative approaches that differ majorly from what is being produced for the masses. 

Two films that capture the beauty of authentic storytelling that doesn't water down its cultural links to reach wider audiences but instead wears its representations of real communities on its sleeves, showcasing the power of local scenes are “Rye Lane '' and “Polite Society ''. The two films differ immensely in style, approach and cultures they aim to represent; however what both films share is the innate feeling of a genuine appreciation of their respective communities. 

By creating through the lens of authentic experiences, creatives can tell more relatable stories that speak to real experiences:

 “I grew up going to the cinema with my mum, seeing Kuch Kuch Hota Hai (1998) and Devdas (2002). F’king beautiful. The craft of those Bollywood films… I love that. I want to remix it. Homage it. I was like, grrr, I wanted to see someone tying someone up in dupattas. Reservoir Dogs meets Bollywood. When you see desis on screen, too often it’s clashing colours, ugly. But Lena in her wedding dress is goddamn beautiful, in a Bollywood way, not the Western version of ‘Asian’. The right side of camp, cool, not gross.” 

Nida Manzoor, Director of “Polite Society” discussing her desire to convey Asian experiences in a way that felt more real to her and stray from western misrepresentations.

Additionally, the inclusion of local communities in the creation of one's art allows for a collaborative connection to the people you represent. We can see this approach taken in the rollout of the Film Peckham Rye, with its initial run and debut taking place in Peckham. 

I felt quite strongly that it needed to be set in South London because it’s such a misrepresented place. It’s often depicted as quite gritty and rough, South London generally and especially Peckham and Brixton. 

Director Raine Allen-Miller on the importance of representing her native community in a way that differs from the misrepresentation often placed on marginalised communities.

 'That’s why it was really important for me that we invited the community to the UK premiere – without them, it would have felt weird and wrong,' 

Rye Lane premiered at Peckham's Peckhamplex Cinema, this fusion of local representation highlights how artists and local businesses can collaborate when reaching a shared audience.

The shift in local artists being favoured by their communities without needing to expand globally can be felt in the music industry as well. Especially in Europe, we are seeing a rise in domestic acts topping the charts over international artists. 

“Rather than trusting linear radio and TV shows to tell them what they want, European streamers are now choosing what they want, which more often than not is local artists performing in their local mother tongue.” 

​​Will Page, ex-Chief Economist of both Spotify and UK collection society PRS For Music discussing the shift in music consumption favouring more local talent. 

“Twenty years ago, the German charts were just a carbon copy of British and American culture. Today, they’re all German acts”.

As you can see, for creatives the benefit of thinking locally when it comes to their art is becoming ever more so beneficial, organisations such as Bounce Cinema and Rich Mix showcase and celebrate local filmmakers as well as LNDBR and Reprezent Radio giving spaces for local musicians to perform. This speaks to the importance of fostering communities for local creatives to collaborate and share their work. 

There is still a lot of support needed in the local sector, especially when it comes to funding. There must be more value placed on local creative projects, venues and artists for them to survive. One reason more globally appealing projects are funded is due to the potential revenue they can generate, However, we see with films such as Rye Lane making 1.5 million USD that there is an appetite for more local storytelling. 

We need more local artists to create because it offers diversity in the stories and art we consume, the more insight we can get into different communities through authentic and respectful art the more opportunities will be given to those from different backgrounds.