Derby named among top 10 up-and-coming cities for creative careers

A new study has revealed that Derby is one of the UK’s strongest emerging destinations for creative careers.

In the latest ‘Creative Cities Report’, compiled by Affinity, part of Canva’s suite of professional design tools, Derby was ranked ninth out of 50 UK cities for its balance of opportunity, affordability and creative infrastructure.

The analysis examined factors including design job availability, average salaries, agency density, university course provision, and creative infrastructure and affordability.

Alix Manning-Jones, chief executive of Culture Derby, a development agency established to drive the growth and impact of Derby’s culture and creative sectors, said: “This research reinforces what we are increasingly seeing: Derby is becoming a city where creative people can build both a career and a life.

“For too long, ambitious creative talent has been expected to move to London, Manchester or other major centres to succeed.

“This research demonstrates that the model is changing. Derby has an opportunity to offer something different; affordability, quality of life, a strong creative community and growing cultural infrastructure.”

According to the research, in Derby designers can benefit from a competitive average salary while its comparatively low monthly rent and utility costs (London’s average costs around three times higher) make the city an attractive destination for up-and-coming talent.

Derby also performed particularly strongly for its creative job opportunities and established agency network, with 54 open design roles and 64 creative agencies supporting the local industry.

The city further benefited from public arts funding, with more than £4 million invested across the area during 2024/25.

The study said that the recently reopened Derby Market Hall and the major new ‘Derby MADE’ cultural anchor development, which is in the pipeline, are also helping strengthen the city’s cultural landscape and create new opportunities for creative professionals.

In the research, while Derby was awarded a ‘creative score’ of 61, London achieved 31 and Manchester 25.

The rankings were topped by Worcester with a score of 79.

Deanna German, global creative director at Affinity, said: “For years, the assumption has been that creatives need to be based in the major cities to succeed, but our research shows that growth is no longer confined to the borders of London or Manchester.

“Instead, smaller, often underappreciated cities like Derby are quietly leading the way.

“Our analysis highlights that they offer a greater balance between quality of life and career opportunity, alongside a lower cost of living – a combination that’s becoming increasingly rare in bigger cities.

“While these major cities still make waves in the creative scene and are great places for budding designers, we’re seeing a regional reset.”

Culture Derby helps creatives in the city by developing emerging talent, providing opportunities to develop skills, and creating spaces for them to connect, collaborate and build sustainable careers.

According to Alix emerging plans for Derby MADE, on the Market Place, and The Foundry – a scheme which combines state-of-the-art film production, a stunt training academy, sports provision and creative digital skills development – can strengthen the ecosystem needed to retain and attract creative talent.

Alix, who is also a serving member of the UK Council for Creative UK, added: “This research gives us confidence that Derby already has real potential.

“The opportunity now is to connect these initiatives into a coherent creative ecosystem.

“Derby should not simply be a place where creative activity happens; it should be a place where creatives are supported to develop, connect, collaborate and succeed.

“Our role is to help turn that potential into lasting opportunity for creatives and the wider East Midlands.”

To read the Creative Cities Report in full click here.