Written By:
Roger Burnell
Founder and Creative Director
It's My Shout Productions Community Interest Company Ltd
It’s My Shout was founded on a simple idea: talent exists everywhere, but opportunity does not. Over the years, we have worked in communities across Wales to make sure that those who might not otherwise see a pathway into the creative industries can find one.
Social mobility should not be a barrier to working in this sector, yet for many, it remains just that.
There is no shortage of creativity in Wales. Our communities are rich with stories and storytellers, yet too often, those voices are missing from the industry. We work within schools, colleges and employability schemes, supporting people to gain real experience in film and television. This means not only developing technical skills but also fostering confidence, self-belief and a sense of belonging in an industry that can seem closed off to those from working-class backgrounds.
A key part of our approach is bringing industry to the communities rather than expecting people to find their own way in. We work closely with ambassadors who have walked the same path, showing that there is a route into the creative industries, regardless of background. We are also working with BBC Studios in London to develop talent for productions like Casualty, creating opportunities for new writers, actors and crew to gain vital experience at Roath Lock. Partnerships like these are crucial in helping people find a foothold in the industry whilst also sourcing talent for employers in the sector.
The impact of this work is clear. Looking back at the films we made 20 years ago, we see the journey of those who took part. Many of them, despite having no previous access to the creative sector, are now working within it. Some were excluded from school or had no stable home life, yet through the skills and confidence they gained, they have built successful careers. These are the stories that prove why social mobility within the creative industries is so important.
The reality is that breaking into this sector can still feel impossible for those without the right connections. The idea that you need to know someone already working in the sector has held people back for too long. That is where structured training, mentorship and direct links to the industry make a difference. We have seen this first-hand through our collaborations with broadcasters, production companies and training schemes, all of which have helped to open doors for those who would otherwise struggle to gain access.
Wales has a long history of producing world-class talent. Actors, directors and writers from working-class backgrounds have shaped the industry in the past, and there is no reason why the next generation should not do the same. But to make that happen, we need to continue strengthening pathways into the industry, ensuring that opportunities exist not just in our cities but across the country.
Self-confidence, both at an individual level and as a nation, plays a big role in this. If we want Wales to take its rightful place on the global creative stage, we must believe in our ability to do so. That starts with investing in talent, supporting communities and recognising that the stories we tell – whether through film, television or theatre – are just as important as those told anywhere else in the world.
The creative industries are about more than just jobs. They shape identity, culture and a sense of belonging. When people see themselves and their communities reflected on screen, it sends a powerful message that their voices matter. Wales has all the ingredients to be a creative powerhouse, but only if we ensure that the next generation of talent has the opportunity to take part.
