Do Memes Play A Role In Creativity?

A meme is anything that can be transmitted from one human being to another and mimicked.  A meme can be a catchy song, a phrase, a religious belief, an idea, an accent, etc...  One must wonder what role memes play in creativity, or if they play a role in creativity at all.  When first pondering this one may come to the conclusion that memes cannot play a role in creativity because half of creativity is creating something that is novel.  Susan Blackmore (the scientist who saw value in Dawkins' theory of the meme) suggests that memes play a huge role in creativity.  She believes that creativity is part of an evolutionary process where memes are taken and reinvented and presented at new angles and approaches.  She believes that the most creative of human beings are those who are best at copying memes and recombining them.  This is a very interesting concept to me that makes sense, but at the same time contradicts the whole idea of creativity at the same time.  I do not believe that one can blatantly deny that this theory may be of some value.