Svetlana Waradzinova: From Culture Policy to Culture Planning
Transcript of Svetlana Waradzinova: From Culture Policy to Culture Planning
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
1/8
The Creative Economy &Culture in Urban Development
Simon Evans
February 2011, Bratislava
The Commodity Economy
The Industrial Economy The Service Economy
The Creative Economy Star Wars Trainers
Retailprice:
US $150
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
2/8
The Creative T-Shirt
0
5
10
15
20
25
30
35
Standard T-Shirt Designer T-Shirt
Creative
Costs
Transaction
Costs
Production
Costs
cost toconsumer
The Industrialisation of Culture
ring tones computer gamesYouTube advertisements cartoonsnovels TV programs fashion
shows exhibitions art filmsmagazines photographs songsmusica ls podcas t s Twitterdesign toys architecture
Impact on the Arts
New demand for artistic skills
Vast growth in cultural industries
Quantity of output
Quality of output
New technologies for culturalproduction
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
3/8
UK Economy Sectors
UK Direct Employment Share of GrossValue Added
Creative Industries 1,150,000 3.9% 6.4%
Aerospace 124,000 0.4% 1.7%
Pharmaceuticals 72,000 0.2% 4.0%
Energy 137,800 0.5% 4.8%
Electronics & ICT 1,820,000 6 .2% 10.0%
Construction 1,862,000 6.4% 8.0%
Financial Services 1,028,000 3.5% 7.9%
Manufacturing 3,000,000 10.3% 12.0%Source: Technology Strategy Board, 2006/2007
British Creative Industries
Creative Content Producers
Musicians, writers, film makers, TVproducers, composers, designers
The core value-creating firms andindividuals in the creative economy.
Three weaknesses inhibit investment.
Resources are unreliable.
Poor access to customers.
Demand is unpredictable.
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
4/8
Lagos, Nigeria: Nollywood
Worlds biggest film industry?
2400 titles released per year (UNESCO).
Budgets: US$10,000 - 20,000.
Shot in 10 days on digital cameras,released in 4 weeks.
25-50,000 DVDs selling at US$1-2 each.
Languages: English and Yoruba, alsoHausa, Edo and Igbo.
Seen across Africa on AfricaMagic satellite.
Action, romance, horror, religion, family:No good comes when you do evil.
Creative Service Providers
Advertising agencies, performers,animators, translators, websitedesigners, studios, rights traders
Essential to monetize creative content.
Generate additional value in traditionalmanufacturing and service companies.
Harry Potter and the Pot of Gold
400 million sales
3rd best seller ever
Translated into 77languages
First 6 films earned $5.41bn box office
Harry Potter brand worth $4bn
In June 2010, after 7 books:
One Good Idea Platforms & Distributors
Television networks, book and gamepublishers, film distributors, venues
Usually oligopolies.
Disruptive technology change.
Ongoing entrepreneurial opportunity.
Policy need: new regulation.
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
5/8
Digital Music Distribution Digital Video Distribution
Creative Hardware Makers
Televisions, radios, CD players, gameconsoles, media players, mobiledevices
Physical, not intellectual, goods.
BUT: XBox, i-Pod, i-Phone, i-Pad: anew, highly disruptive, IP-basedbusiness model.
Augmented Tolstoy
The Creative City
Iconic architecture
Culture in city marketing
International cultural programmes
Workspace for creative businesses
Attracting media production
Building a creative community
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
6/8
Iconic Architecture: Saadiyat, Abu Dhabi Culture in City Marketing: Singapore
International Events Programmes: Paraty, Brazil Workspace for Creative Businesses: Istanbul
Attracting Media Production: Mauritius Building a Creative Community: Amsterdam
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
7/8
Building a Creative Community: Valetta, Malta Building a Creative Community: Cape Town
Growth of Emerging Economies
0
20
40
60
80
100
120
2005 2050
G7
E7 (MER)
E7 (PPP)
G7: USA, Japan, Germany,UK, France, Italy, Canada
E7: China, India, Indonesia,
Mexico, Brazil, Russia,Turkey
MER: Market Exchange Rates
PPP: Purchasing Power Parity
GDP in US$ 000 billion (2004value)
Source: PricewaterhouseCoopers, 2006
-
8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning
8/8
Thank you
www.creativeclusters.com