Not Just Contacts: The Case for Socks, Strategy, and Creative Networks

In the arts and cultural sector, relationships aren’t just nice to have—they’re essential (just like a good pair of socks)!

From peer support to partnerships, sector insights to career growth, it’s often the informal, human connections that shape how we move forward. But how do we build those connections in ways that are meaningful, strategic, and sustainable—rather than leaving us with blisters?

Networks: The Invisible Threads that Hold Our Sector Together!

As our sector continues to evolve through digitalisation, shifting funding landscapes, and new audience behaviours, having a strong, supportive network is more than a safety net; it’s a strategy! But it takes a lot of energy and time. Two things we’re not typically rich on in the creative sector. 

At Ticketsolve, we’ve been reflecting on how these different kinds of connections, from formal and informal to structured and spontaneous, shape our sector and the people who are driving it forward. And we’ve been digging into some brilliant research along the way.

From Komorowski, Pepper and Lewis’s “Joining the Dots” study of UK creative networks, to IETM’s “How Networking Works”, and Roberta Comunian’s research on creative encounters in North East England, a clear message emerges:

The research Komorowski, Pepper and Lewis by highlights how creative networks generate value in non-linear, often intangible ways—through mentorship, emotional support, informal advice, and shared solidarity. These kinds of interactions might sit outside formal structures, but they’re often what hold the sector together.

IETM’s study reminds us that networking is a process, not a product. It unfolds through trust, shared values, and time. Their work spotlights the informal spaces—the corridor chats, post-panel coffees, or walk-and-talks—that foster connection, and how these require emotional labour, vulnerability, and care. Crucially, they remind us that this work is often invisible, yet essential.

Comunian’s approach brings the local into focus, challenging the idea that value lies only in prestige or international profile. She reveals how creativity flourishes through familiar, repeated, local encounters—those that allow creative practice to take root over time and build cultural and economic resilience.

Together, these insights paint a fuller picture of what professional connection really looks like in our sector: messy, relational, slow-burning, and deeply human. They urge us to value the care and effort that go into showing up for one another—whether or not there’s an immediate “outcome.” At the same time, they reveal how such connection builds confidence, strengthens sector resilience, and creates space for encounters that spark new ideas, offer support, and sustain careers. Importantly, they also bring to light the emotional labour involved—something we don’t talk about enough, but that lies at the heart of these meaningful relationships.

So we decided to run with it, the way we do best (fun & bold) socks and all . . . we know, but bear with us, it’ll all fit perfectly together in a moment 😉

The Spaces Between the Steps: Strong Statements or Cool and Casual? 

Let’s take a second to be honest: sometimes networking means stepping into someone else’s shoes (uncomfortable), seeing the sector from a different perspective (challenging), or even letting the shoe be on the other foot (uneasy)—whether you’re the one offering advice or asking for it.

These moments of connection, empathy and reflection are what help us grow—not just as professionals, but as people. They’re what keep the creative ecosystem thriving, even when the path feels uncertain.

Because in the end, professional networking isn’t just about putting your best foot forward, it’s also about recognising when it’s time to walk beside someone, or when to step into their shoes for a moment.

I’ve seen this first-hand in my own journey, especially working at the intersection of digital technology and the arts. Some of the most meaningful professional connections I’ve made didn’t come from formal introductions or big industry events but from shared frustrations over sectoral challenges, unexpected chats about customer data, or simply showing up consistently over time and putting myself out there (uncomfortable, I know!)

Some of the most generous connections I’ve had came not when I was “ready to network” but when I was uncertain, mid-project, knee-deep in questions or feeling the fatigue of conferences. They didn’t have all the answers either, but they listened, challenged, and reminded me that working through complexity together is a form of progress in itself.

Those are the relationships that have lasted. The ones built not just on shared interests, but on shared concerns. And for me, they continue to act as gentle reminders that passion and positivity can shift the view, offer a new setting on the lens, and help us find focus. (It doesn’t always have to be picture-perfect, after all.)

One Sock at a Time: Let’s Rethink Networking!

At Ticketsolve, we've seen this play out again and again. The most enduring relationships don’t begin with formal introductions or carefully planned networking—they emerge through doing the work together. Helping a peer wrangle a tricky bit of data, cracking a pricing challenge side by side, or swapping ideas on how to make events more accessible. These aren’t headline moments, but they matter. It’s in those everyday exchanges—where curiosity meets generosity—that real networks take root and grow.

That’s where our latest whitepaper comes in. “Best Foot Forward: Getting Your Professional Networking Socks On” is a guide for anyone in the arts and cultural sector who’s looking to reframe networking—not as a performance or a transaction, but as a practice of connection, curiosity and care.

Inside, you’ll find:

• Reflections and prompts to support more intentional, sustainable networkin
• Real-world insights into how connections are forged in creative work
• Encouragement (not pressure!) to take the next step, whatever that looks like for you

So whether you’re lacing up for a big event, reaching out for a conversation, or simply giving yourself space to reconnect with others—this one’s for you.

 🧦 And remember: good things start when we show up (socks optional).