svetlana waradzinova: from culture policy to culture planning

8/7/2019 Svetlana Waradzinova: From Culture Policy to Culture Planning

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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


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The Creative T-Shirt

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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


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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.


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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.


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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


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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


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Building a Creative Community: Valetta, Malta Building a Creative Community: Cape Town

Growth of Emerging Economies

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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


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Thank you

www.creativeclusters.com

svetlana waradzinova: from culture policy to culture planning

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