Can Rec Philly’s model help Milwaukee retain Black creatives?

In recent years, major corporations have significantly invested in various regions to boost economic development and attract talent. For instance, Microsoft’s $3.3 billion investment in southeast Wisconsin includes building a state-of-the-art AI data center campus in Mount Pleasant and establishing the nation’s first manufacturing-focused AI Co-Innovation Lab at the University of Wisconsin-Milwaukee. Milwaukee and its surrounding areas are now facing a similar opportunity—not in the tech sector, but in the creative industries. The city needs comparable investment in its creative sector to enhance its appeal, retain existing talent, and attract new creative professionals.

Milwaukee, a city where 38.7% of the population identifies as Black, is confronting a substantial challenge in supporting its Black creative community. Despite the city’s rich cultural heritage, systemic inequalities have created obstacles for Black artists and entrepreneurs striving to establish sustainable careers in creative fields such as music, visual arts, and design. Recent initiatives in Milwaukee demonstrate a growing recognition of the need to support Black creatives, but more comprehensive efforts are required to transform the landscape.

Recent initiatives in Milwaukee demonstrate a growing recognition of the need to support Black creatives. For instance, local artist Reginald Baylor has been working to inspire the next generation of Black creatives through what he calls “community-facing” art projects. Baylor’s approach emphasizes getting out of the studio and into neighborhoods to create art that reflects community stories and builds relationships.

An innovative model from Philadelphia, REC Philly, has garnered attention for its comprehensive approach to supporting independent artists and creative entrepreneurs. Founded in 2015, REC Philly provides affordable studio space, business education, and networking opportunities to empower creatives to build careers without leaving their home city. A similar model could transform Milwaukee’s creative sector, just like the potential of Microsoft’s recent investment in southeast Wisconsin.

Economic Impact of Black Culture

The economic impact of Black culture and creativity in the United States is substantial and far-reaching. According to a Nielsen report, black consumers wield significant buying power, projected to reach $1.8 trillion by 2024, up from $1.3 trillion in 2018. This economic influence is closely tied to the cultural impact of Black creators and innovators across various industries.

In the music industry, genres predominantly created and popularized by Black artists, such as hip-hop and R&B, accounted for 31.2% of all music consumption in the United States in 2020. This translates to billions of dollars in revenue for record labels, streaming platforms, and artists, highlighting Black musical creativity’s economic potential.

The film industry has also seen significant economic gains from Black-led projects. For example, the 2018 film “Black Panther,” featuring a predominantly Black cast and crew, grossed over $1.3 billion worldwide and had an estimated economic impact of $83.9 million in Georgia, where it was filmed. This demonstrates the potential for Black-led creative projects to generate substantial economic value.

Despite these successes, there remains a notable disparity in opportunities and compensation for Black creatives. A McKinsey report found that addressing persistent racial inequities in the film and TV industry could yield an additional $10 billion in annual revenues, approximately 7% more than the assessed baseline of $148 billion. This highlights Black creativity’s untapped potential and systemic inequalities’ economic cost.

The influence of Black culture extends beyond traditional creative industries, impacting fashion, technology, and social media trends. Black creators often drive viral content and set cultural trends that shape consumer behavior across demographics. This cultural impact translates into economic opportunities for brands that successfully engage with and authentically represent Black culture.

Cities like Milwaukee can tap into this economic potential by recognizing and investing in black creative talent. Supporting Black creatives fosters cultural vibrancy and creates opportunities for economic growth, job creation, and increased tourism.

REC Philly Model

REC Philly is an innovative model empowering independent creators, offering a comprehensive ecosystem of resources, education, and opportunities. Founded in 2015, REC Philly provides a membership-based platform that addresses key pain points for creators, including lack of ownership, inefficient industry navigation, and the need for community support.

The REC Philly model consists of three core components:

1. Space: REC Philly offers a comprehensive 10,000-square-foot creative hub that caters to a wide range of artistic needs. This expansive facility features 14 private studios, including 4 recording studios, a WXPN Podcast Studio, 2 rehearsal spaces, retail space, and a photo/video studio with an editing suite. The hub also boasts coworking areas, a dance studio, a meditation room, and a 250-person Live Nation venue. This extensive physical infrastructure provides creators access to professional-grade facilities and equipment, enabling them to produce high-quality work across various mediums without incurring significant upfront costs.

2. Community: Members gain access to a network of over 1,000 creators in their city, fostering collaboration and peer support. This community aspect is crucial for combating the isolation often experienced by independent creators and facilitating valuable connections within the industry.

3. Education: REC Philly provides access to industry experts and a proprietary business development curriculum called REC U. This educational component equips creators with essential business skills and strategies, addressing a common gap in traditional creative education.

The model also includes an agency arm that connects creators with paid opportunities through brand partnerships. REC Philly has secured collaborations with major companies such as SONY, Urban Outfitters, and T-Mobile, providing members with valuable exposure and income streams.

REC Philly’s approach has proven successful. The organization reported $1.5 million in revenue in 2021, demonstrating the viability of its business model. The company has also expanded its reach, with plans to open a 15,000-square-foot facility in Miami, indicating the scalability of its concept.

REC Philly offers creators different membership tiers, providing varying access levels to resources and opportunities. This tiered structure allows creators at different stages of their careers to benefit from the platform.

For brands, REC Philly offers annual partnerships, providing access to creative services from REC members, activations and content creation at REC’s space, and engagements with local creators through sponsored membership programs. 

Each year, Rec Philly hosts Creator Day. This comprehensive event brings together creative entrepreneurs, doers, makers, and friends from the tri-state area for in-depth industry panels, workshops, activations, and a culminating Creator Day Mixer.

Perhaps most significantly, REC Philly has positioned itself as a bridge between independent artists and larger opportunities. The organization connects members with paid gigs, brand partnerships, and collaborative projects through its agency arm. Since its founding, this approach has allowed REC Philly to funnel over $2 million back into its creative community directly.

The REC Philly model addresses critical needs in the creator economy, which is projected to grow significantly. By 2027, it’s estimated that there will be 86.5 million freelancers in the U.S. workforce, many of whom will be part of the creative industries. REC Philly’s approach to democratizing access to resources, strategies, and opportunities positions it well to capitalize on this growing market.

Strategies for Milwaukee

To better support and retain Black creative talent, Milwaukee could implement several strategies inspired by successful models like REC Philly:

1. Develop a centralized creative hub: Milwaukee could establish a space similar to REC Philly’s 10,000-square-foot facility, providing affordable access to professional equipment, studios, and performance venues. This hub could serve as a focal point for the city’s creative community, offering resources that many individual artists and entrepreneurs may be unable to afford.

2. Implement a membership-based model: Following REC Philly’s approach, Milwaukee could offer tiered memberships, giving creators access to facilities, resources, and opportunities based on their needs and career stage. This model ensures sustainability while making resources accessible to various creatives.

3. Expand business education programs: Offer workshops and mentorship opportunities focused on the business aspects of creative careers, similar to REC Philly’s REC U curriculum. These programs could cover financial management, marketing, intellectual property rights, and navigating the creative industry.

4. Foster collaboration with existing institutions: Partner with local universities, museums, and cultural organizations to create internship programs and exhibition opportunities for emerging Black artists. This could help bridge the gap between education and professional practice.

5. Create a creative talent pipeline: Develop programs that identify and nurture creative talent in Milwaukee’s schools, providing early exposure to career opportunities in the arts. This could include after-school programs, summer camps, and partnerships with local schools.

6. Establish a creative grant program: Support Black artists and entrepreneurs financially to help them launch and grow their creative businesses. This could be modeled after successful grant programs in other cities or integrated into the membership model.

7. Develop brand partnerships: Following REC Philly’s success with partnerships like SONY and Urban Outfitters, Milwaukee could cultivate relationships with local and national brands to provide paid opportunities for creatives. These partnerships could offer brands access to local creative talent and content creation services.

8. Launch a digital platform: Create an app or online platform that connects Milwaukee’s creative community, facilitates collaboration, and showcases local talent. This could be similar to the community aspect of REC Philly’s model, which connects over 1,000 creators in their city.

9. Promote Milwaukee’s creative scene: Develop marketing initiatives that showcase the city’s Black creative talent, both locally and nationally. This could include hosting events, creating a city-wide arts festival, or launching a digital campaign to attract attention and opportunities.

10. Address systemic barriers: Work with city officials and community organizations to address broader issues of racial equity that impact the creative community, such as access to affordable housing and transportation. This holistic approach recognizes that creative success is tied to overall community well-being.

11. Implement performance metrics: Adopt clear metrics to measure the success of these initiatives, such as the number of active members, average contract values, and client retention rates. 

12. Focus on cross-disciplinary collaboration: Given Milwaukee’s diverse creative scene, from its storied music history to its growing film industry, an incubator could emphasize projects that bring together artists from different disciplines.

13. Emphasis on tech integration: With the growing importance of digital skills in creative fields, a Milwaukee-based program could focus on areas like app development, digital marketing, and e-commerce strategies for artists.

Potential Impact on Milwaukee

Implementing strategies to support and empower Black creatives in Milwaukee could have a transformative impact on the city’s cultural landscape, economy, and social fabric. By adapting successful models like REC Philly and tailoring them to Milwaukee’s unique context, the city could experience several significant benefits:

1. Talent retention and attraction: A robust support system for Black creatives could help Milwaukee retain its homegrown talent and attract creative professionals from other cities. This could reverse the “brain drain” often experienced by mid-sized cities and position Milwaukee as a destination for creative careers.

2. Economic growth: Expanding creative industries can stimulate local economic growth. As seen in the broader U.S. economy, Black culture and creativity have a substantial economic impact. By nurturing its Black creative community, Milwaukee could tap into this potential, generating new revenue streams and job opportunities.

3. Cultural vibrancy: A thriving Black creative scene would enhance Milwaukee’s cultural offerings, making the city more attractive to residents and tourists. This could lead to increased tourism, improved quality of life for residents, and a stronger sense of community identity.

4. Improved racial equity: By addressing systemic barriers and providing targeted support to Black creatives, Milwaukee could make significant strides in addressing racial inequities in the creative sector. This aligns with broader efforts to create a more inclusive and equitable city.

5. Innovation and entrepreneurship: Supporting Black creatives can foster innovation and entrepreneurship. As creators access resources and education, they may be more likely to start businesses, develop new products, or pioneer innovative artistic techniques.

6. Cross-sector collaboration: Initiatives supporting Black creatives could catalyze collaboration between different city sectors, including education, business, and government. This cross-pollination of ideas and resources could lead to novel solutions for city-wide challenges.

7. Enhanced city brand and reputation: A vibrant Black creative scene could significantly enhance Milwaukee’s national and international reputation. This could attract investment, partnerships, and attention from major brands and cultural institutions.

8. Community empowerment: By providing resources and opportunities to Black creatives, Milwaukee could empower individuals and communities to tell their stories and shape the city’s narrative. This can increase civic engagement and a stronger sense of belonging among Black residents.

9. Educational impact: Partnerships with schools and universities could inspire the next generation of Black creatives, potentially improving educational outcomes and career aspirations for young people in Milwaukee.

10. Spillover effects: The success of Black creatives could have positive spillover effects on other marginalized communities, setting a precedent for targeted support and empowerment initiatives across the city.

The potential impact of these initiatives extends beyond the creative sector. By investing in its Black creative community, Milwaukee could position itself as a forward-thinking, culturally rich city that values diversity and innovation. This could have far-reaching effects on the city’s ability to compete in the global economy, attract and retain talent across all sectors, and create a more equitable and prosperous future for all its residents.

In conclusion, Milwaukee stands at a pivotal juncture. The city can unlock significant economic potential, foster cultural vibrancy, and address long-standing inequities by concerted efforts to invest in and support its Black creative community. The success of models like REC Philly demonstrates that targeted support for creatives can yield substantial returns for economic growth and community development. As Milwaukee looks to the future, embracing and nurturing its creative sector—particularly its Black creative talent—could be the key to transforming the city into a thriving hub of innovation, culture, and opportunity.