Culture cannot live in peace with management […] they exist in sibling rivalry’(Bauman, 2004:65) With reference to a particular sector​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​ within the creative economy, critically interrogate the role of creativity, co-creation and management within the postdigital creative indu​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​stries.