Liquid creativity

Digital transformations, generational tensions, regulatory challenges in the face of new competitions

Abstract

This article analyzes the recent transformations in work teams linked to the creative industry, driven by the digital acceleration since the Covid-19 pandemic. The research examines the generational tensions identified by the actors themselves, the regulatory challenges they face, and the new professional skills demanded by the sector. The findings are based on qualitative data collected during various fieldwork sessions conducted by OTRAF in 2025, organized around four key dimensions: hybridization, fluidity, deterritorialization, and continuous connectivity.

The results show that many of these organizations operate within regulatory frameworks designed for traditional labor structures, which limits their capacity for adaptation and restricts the economic and social development of the creative sector, especially in border regions. The study shows the need to update regulatory frameworks and strengthen training in digital and organizational skills, which are fundamental to promoting decent working conditions in a dynamic, flexible and increasingly digitized productive context, seeking to provide evidence for the design of public policies that accompany the transformation of work in the contemporary creative economy.