Parminder meets iconic artist duo Gilbert & George at the University of Wolverhampton - image by Kerry Ocoy

Over the past decade, Creative Black Country has championed creativity, collaboration and community-driven storytelling across the region. As we mark our 10-year anniversary, we’re reflecting on the projects that have sparked pride, the partnerships that have flourished, and the unexpected ways our work has resonated both locally and globally.

In this Q+A, Creative Director, Parminder Dosanjh who is often the driving force shaping ideas and collaborations, shares her insights on the transformative impact of the organisation, the challenges it has navigated, and the hopes for the future. From groundbreaking initiatives like Desi Pubs and 100 Masters to the surprising global reach of hyperlocal stories, Parminder discusses the power of creativity in shaping identity, fostering belonging, and amplifying unheard voices.

Getting involved in the Funny Things commissions - image by Dee Patel

Looking back over the past decade, what has been your proudest moment with Creative Black Country?

Every day there is a moment to feel proud. What I find extremely humbling and inspiring, is that the local communities who engage with Creative Black Country, trust and believe in the power of creativity and the potential to transform and challenge perceptions. There is great momentum in the Black Country amongst a range of communities who want to change negative narratives and instead own and share their stories through a positive and creative lens.

If you had to describe CBC’s impact in just three words, what would they be?

Transformative, inclusive and fun!

You’ve worked on so many incredible projects if you could bring one back for a second run, which would it be and why?

I'm pleased to see that there are many projects already having a second and third run without us involved! We have seen projects grow and sustain independently. We collaborate with communities, artists and cross-sector partners with a purpose in mind, occasionally these are responsive and reflect a particular moment in time, and on occasions they take on a new life of their own - lasting years!

Our team co-design projects with the intent for them to have a life without Creative Black Country; Desi Pubs, 100 Masters, Offsite 9 are just a few.

Landmark project Desi Pubs has received international recognition - snapshot pic from the Prince of Wales by Dee Patel

What has been the most surprising or unexpected outcome of CBC’s work over the years?

Whilst our programme is hyperlocal and place-based, our audience reach is surprisingly global. The rippling of strong narratives and the celebration of creativity in the region have attracted worldwide attention. We take pride in investing our resources locally and we have experienced a shift in cultural confidence in people we work with, but we could never have imagined the greater impact that the international profiling of the region has brought, there are newfound interests in the Black Country, and art has been the vice.

Creative projects often face challenges - what's one key obstacle CBC has had to overcome, and how did you tackle it?

Historically, our region has been overlooked, and our communities are underserved. More recently we have seen heightened levels of health and wealth inequality due to the pandemic and cost of living crisis. Our biggest challenge, and it still remains, is ensuring that our programme is valued by decision-makers, against the backdrop of uncertain times. And Black Country communities can continue to shape and access creative opportunities in their neighbourhoods to support better wellbeing and career prospects. We thrive by working in partnership and collaborating with organisations that share the same values and develop solutions.

Offsite 9 - Sian Macfarlane exhibition - image by Dee Patel

Can you share a funny or heartwarming behind-the-scenes moment from a CBC event or project?

I remember a community member who took part in a workshop online during COVID-19 raising their hand to ask a question. They asked: ‘What’s the point in doing anything anymore, I can’t see a way out of this?‘ and then they burst into tears. It was clear like many of us during the pandemic that anxiety had been heightened. The other participants immediately comforted them vocally, through the chat and by sending hearts. I was touched by how the group supported this individual through an online spoken word session and managed to change that participant’s day.

The Black Country is rich in culture and creativity - how have local communities shaped and influenced CBC's direction?

Sharing their ideas and working with us to bring them to life. Our projects tend to be co-designed so that communities can take great ownership of the concepts and design of the process and outcome.

If CBC could collaborate with anyone (past or present, real or fictional), who would be your dream partner and why?

There is so much hidden beauty in the Black Country, it really is a region of great human beings passionate about making, be it music, design or engineering.

I would love to work with an ensemble of the many Black Country-born musicians (too many to name) and create the greatest soundtrack of all time, a love song perhaps. That we would listen and sing along to now, in the future and for generations to come.

What's the biggest lesson you've learned in these 10 years, and how has it shaped CBC's approach to creative projects?

Creating space to reflect and practice critical thinking as a team. We were constantly delivering and facilitating opportunities without space to reflect. We now build space in our programme to have honest conversations about how relevant and effective we are against our core values. It also creates a safe space to recognise failure, whilst celebrating the successes. We have learned that we need space between programmes to rethink, reshape and restore, especially as the world changes at speed.

Looking ahead to the next 10 years, what are your hopes and dreams for Creative Black Country? Any big ideas in the pipeline?

There is a spirit of activism and innovation in the Black Country. I hope that local people can continue to rise and find ways to challenge, express, and imagine futures that support communities to thrive. Future big ideas? Let's ask our local communities!

Parminder on shaping identity, fostering belonging and amplifying voices