There are two definitions implied here: the industry of creatives, which occasionally results in things that may be termed art (even if it is cleaning the floor), the act of producing something creative. A second reading might be a capitalist mode of production, in which creative people produce exponential amounts of content that is, or is not, creative, to retain their relevance and the attention of audiences. The question attached to that is: once "creatives"understand their work mainly as a form of labour, through which they earn money, and themselves as a factory, are they still producing "art", or is it design? This leads us to the difference between art and design, but that's a discussion for another day.
Caramblogage somehow contains Caram Kapps thoughts on worlds and words.