Culture, Talent, and Grit: How Louisiana Became the US’ Worst-Kept Creative Secret

When you think of the world’s creative capitals, your mind might turn to New York or London. Perhaps Paris. Or maybe Los Angeles as the planet’s premier production epicentre. 

New Orleans, of course, is hardly an unknown city. But it’s rarely top of the list when it comes to those discussions. In 2023, however, it might be time to revise that reputation. According to the Arts Action Fund, Louisiana’s arts and culture sector was valued at a staggering $6.1 billion, and accounted for almost 50,000 jobs. And it’s only accelerating: A report by Louisiana Entertainment estimates the impact of a recent beneficial tax credit on the state’s industry is worth over an additional $350 million each year and rising. 

Much of that is centred around New Orleans, but it isn’t only the “Big Easy” which is contributing to the state’s burgeoning creative reputation. Cities like Baton Rouge and Lafayette are also contributing to the state’s thriving creative and production industries. Increasingly, Louisiana is becoming a hotspot for creative activity thanks in part to a generous tax incentive, but also because of the extraordinary talent which calls the Southeastern state home. 

To find out more about what’s been driving Louisiana’s ongoing creative boom, LBB’s Adam Bennett caught up with voices from across the state’s industry. 

A Taxing Matter 

“The state has just renewed the film tax credit incentive program, which provides up to a 40% tax credit for another six years”, says Rick Nelson. Rick is the founder of Cadence Post, a post-production company whose work includes regional brands alongside the likes of Meta, STARZ Entertainment and Universal Music Group. “That’s great news, since it’s going to cement continued growth in long form and commercial content production within the state”, he continues. 

And he’s not the only local voice to point to the system as a significant factor in Louisiana’s creative growth. “The robust tax credits are a fairly obvious factor, absolutely”, adds Kenny Morrison, a director, cinematographer, and photographer. “And over time, these incentives have worked to build an entertainment industry in Louisiana. We now have major studios, vendors of all stripes, and an excellent workforce”. 

Matt Wolfe is the SVP of communications at Greater New Orleans, Inc - a nonprofit focused on regional economic development. As he explains to LBB, he’s witnessed firsthand the transformative effects of these favourable economic conditions. “The state’s investment in this industry drives close to $1b in annual production spend to the Greater New Orleans area, providing thousands of jobs to set designers, cinematographers, writers, actors and every other creative function involved in film & television production,” he notes. 

There’s a diversity to the filmmaking expertise that the region is now able to offer - in addition to a boom in production, editing and finishing studios have been seeing an uptick in recent years. “Because New Orleans is a tourist destination, it may be attractive for production companies to post in the state - even if their production doesn’t originate here,” adds Rick.

Above: And a selection of stills taken from across Cadence Post's work, and a peek inside the studio itself. 

That point about expertise is key - whilst the tax incentives initially attracted investment, the result is now a state-wide industry which has the creative infrastructure and talent to compete with the best. “I think there are a ton of incredibly talented people who in previous eras might have been forced to move out to a New York or likewise, but who are now able to stay here and achieve their potential”, says Jon-David Mahoney, EP at Magic Bus Films. “We have such a strong infrastructure base in terms of grip, lighting, you name it. We can make it happen here, and quite often for less than elsewhere”. 

And, as Rick points out, the investment is showing no signs of slowing down. “We’ve seen a $100 million dollar investment in SecondLine stages in New Orleans, continued growth at Celtic Studios in Baton Rouge and The Ranch in Chalmette, along with countless smaller stages in the Greater New Orleans area”, he notes. 

Building on that point, Matt is keen to touch on the byproducts of the regional industry’s economic growth. “Our culinary scene is thriving from catering to and serving the film industry, our galleries are full of paintings made by set designers between productions, our local theatre troops employ stage actors when the cameras aren’t rolling, and our musicians make mailbox money from royalties licensing their songs to Hollywood”, he says.

It’s all contributing to a local community with the confidence that its best days are close at hand. “The recent strike aside, there is still room for growth, especially with regard to finishing”, observes Kenny. “There’s now more VFX companies, like ours - LucyXR. The New Orleans Film Festival is growing and there is more independent work originating here”.

Above: A series of stills taken from projects made through LucyXR in Louisiana. 

But it’s not just economics which is helping the state to sing creatively. There’s also a very distinctive culture within Louisiana - and it’s one which is perfectly placed to bring the most out of any creative endeavour. 

“Cajunuity”

“I was having a conversation with a musician friend recently, and I noticed a really interesting correlation in the cajun and creole creative communities”, recounts Jon-David. “And it’s that they’re very often tradesmen by craft - carpenters, woodworkers, that sort of thing. I really believe that a sense of practicality is what defines people from this part of the world. I call it ‘cajunuity’ - the ability to simply get things done”. 

Rick touches on a similar point. “People here are tireless, persevering, and carry themselves with a creative grit”, he tells LBB. 

Looking at the region as a whole, Matt sums it up: “Our local creative culture is independent to a fault”, he says. “Bootstrapping art decade after decade has given it an undeniable edge and identity that feels deeply personal and unmistakably local”. 

It’s all part of the fascinating and enduring culture of Louisiana. As Jon-David puts it, “we’re one of the very few places left in the US which has maintained a distinct cultural identity”. 

That’s part of the reason why New Orleans and the surrounding areas have always had such a strong reputation as a tourist destination. On which note, all of our interviewees are keen to highlight their top tips for the increasing numbers of industry folk travelling to the state. 

“The city is incredibly walkable, and there’s no need to spend your whole time on Bourbon Street”, suggests Rick. “Visitors should enjoy the food, and you’ll undoubtedly enjoy one of the best cocktails of your life in the city. Oh, and a cool place to check out is Vue Orleans - an observatory in downtown by the riverwalk. It has some of the best views of the city”. 

Jon-David, based to the west of New Orleans in Lafayette, is keen to highlight the weather. “The middle of the summer is extremely warm, so if you’re planning a trip I’d look at spring or autumn”, he advises. 

But whatever your reason or timing, there’s arguably never been a better time for creativity in Louisiana. Between its favourable economics and defining ‘can-do’ culture, there’s an inescapable sense that the state is a creative hub in the ascendancy.