European inventory of
societal values of culture

Leadbeater & Miller - The Pro-Am Revolution

Leadbeater, C., & Miller, P. (2004) The Pro-Am Revolution: How enthusiasts are changing our economy and society. London: DEMOS.

In this well-known report, Leadbeater and Miller try to return the amateur to policymakers’ attention. Their main claim is that ‘the 20th century was shaped by the rise of professionals’, but that there is a rise of the ‘new breed of amateurs’. In the report, they show that due to different technological and societal changes, the new 21st century amateurs are much more like professionals. They have a strong devotion to their activity; they have standards and evaluate their skills; they form self-regulating communities; they produce non-commodity products and services; and they are well versed in what they are doing. Hence, they are a force to be reckoned with in terms of the quality of work that they can produce. Similarly, they also come in great numbers. According to the survey undertaken by the authors, ‘58 per cent of the British population engage in some kind of activity that could be described as Pro-Am [professional–amateur]’. (p.29)

The report is based on a survey and interviews with ProAms and offers both statistical and qualitative data on the motivations, ethical considerations, challenges, and ways of organising of the Pro-Am community in the UK. The report offers valuable insights into the changing landscape of amateurism, not only in the UK, but also elsewhere.