As conversations continue around access, opportunity and sustainability in the creative industries, actor, presenter writer and producer Ricardo P. Lloyd says aspiring creatives need to treat themselves as businesses, not just artists, to succeed.
Buckinghamshire New University (BNU) graduate Ricardo has spent the last decade building a career across stage, screen and writing, with credits including work with Shakespeare’s Globe, a self-produced BBC Radio 4 documentary, and roles across television and film, alongside speaking openly about diversity, representation and the realities of working in the arts.
In addition to his work as a performer, the 32-year-old has built a digital following of more than five million people, using his platform to discuss culture, creativity and the importance of authentic representation.
His message to emerging creatives is clear: understanding the business behind the craft is just as important as developing the craft itself.
“Talent is never enough,” Ricardo said. “You can be the most talented person in the room, but if you don’t have the knowledge of how to use that talent, it’s never going to be enough.”
Ricardo graduated from BNU’s Performing Arts course in 2016 and says his time at university gave him more than technical training.
Looking back, Ricardo says his biggest learnings were the critical and analytical skills needed in life – learning how to research, think and approach things differently was crucial.
Those skills continue to influence his acting today, helping him look beyond simply learning lines and understand what makes a character human.
Ricardo also credits the influence of working industry professionals during his studies with helping him see what was possible.
“Seeing people who were actually working in the industry showed me the possibilities,” he said. “It gave me that belief.”
After completing his acting training, he studied a Master of Business Administration (MBA) – recognising that modern creatives need to understand both their artistry and the industry around them.
That approach has helped him build a portfolio career spanning performance, writing and production.
He said: “I knew having that business foundation would strengthen me. As creatives, we have to understand that we are also our own brand.”
He believes the industry is shifting, with creatives now expected to operate as entrepreneurs as well as artists – building their own audiences, managing their own brands and creating opportunities beyond traditional routes.
For Ricardo, that means understanding areas such as marketing, publicity and personal branding alongside creative skills.
He also uses his own experiences to advocate for greater diversity in the industry, highlighting the importance of ensuring different voices are represented both on screen and behind the scenes.
“Diversity and inclusion are not just about having people in the room,” he said. “It’s about making sure those voices are respected and valued.”
Today, Ricardo continues to work across acting, writing and producing, with upcoming projects including a book proposal, short film work and new screen roles.
While his career continues to grow, his definition of success has changed.
He said: “When I was younger, I thought success was fame and money. Now I think success is about purpose. It’s about impacting people and inspiring others.”
His advice for students considering creative careers is simple – pursue the work for the right reasons and be prepared for the realities of the industry. Ricardo says resilience comes from understanding your own motivation and staying connected to your purpose, particularly when facing setbacks.
“Do it because you love the craft,” he said. “There will be challenges and setbacks. The reality is a long slog of sacrifices and working side-jobs just to pay the bills. When you face those moments, you have to come back to your core purpose – your ‘why’ – because if you don’t know why you’re fighting to be in this space, the industry will break you.”