A package worth more than £150 million to help the creative industries thrive has been unveiled by the government.
The creative industries sector deal includes a new fund, worth £20 million, that towns and cities will be able to bid for a share of. The money will be used to invest in creative and cultural activities, and has been set aside following the success of the Hull’s turn as City of Culture  in 2017, which saw almost £220 million invested in tourism and culture, and nearly 800 jobs created.
The government has also pledged £33 million towards “immersive technologies”, such as interactive art shows and “augmented reality experiences in tourism”.
In addition, £2 million will be provided to support a “sustainable talent pipeline”, with a package to ensure “there is a larger and more diverse intake of talent and a broader range of routes into the creative industries”.
As part of this, a careers programme will be launched that aims to reach at least 2,000 schools and 600,000 pupils over two years.
The government will also launch a new creative industries trade and investment board, which will aim to increase creative industry exports by 50% by 2023.
Culture secretary Matt Hancock  described Britain’s creative industries as “an economic and cultural powerhouse”
“This ambitious deal will make sure they continue to thrive as we build a Britain fit for the future,” he said.
He added: “Our creative industries will help develop the talent of the future, ensure people are rightly rewarded for their creative content and give our firms the support they need to compete on the global stage. Millions of people around the world enjoy our world-class artistic and cultural output and we want the UK to stay a frontrunner in these vibrant sectors.”
Creative Industries Federation chief executive John Kampfner decried the sector deal as a “welcome first step”, which highlights “the significant contribution our sector makes to UK innovation, productivity and growth”.
“But the government’s commitments cannot end here. We look forward to continued commitment in supporting the next generation of creatives, which will ensure our creative industries remain world-leading,” he said.
The federation will be leading on a creative careers campaign that aims to “showcase the richness and diversity of creative careers to young people, teachers, parents and carers across the UK”.