Accessing the Creative Goods Markets of the North

Accessing the creative goods markets of the North:
possibilities and constraints; opportunities and threats
Diversity Conference “Activating the UNESCO
Convention on Cultural Diversity and Launch of the U40
Africa Network », Johannesburg, October 20-21, 2011
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Context
33 million Canadians (2006)
• 6.8 million French speaking, 85 % of which in the Quebec province
• 1.2 million natives speaking 52 distinct languages
• 6 million immigrants from 200 countries, speaking 150 languages
Contribution of cultural industries to GDP
• $46 billion in real-added GDP in 2007 (3.8 %)
• Australia (3.1 %), France (2.8 %), US (3.3 %), UK (5.8 %) (OECD, 2003)
• But, $84.6 billion including indirect and induced contributions (7.4 %)
Employment
• 616,000 in cultural industries (Statistics Canada, 2003)
• 1.1 million jobs including indirect and induced contributions (Conference Board, 2007)
• Almost 9% of the 12.5 million households depend on cultural economy
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Context
Consumer spending
• $25.1 billion on culture goods and services in 2005
• 5% higher than combined $24 billion spending on furniture, appliances and tools
• Three times larger than the $7.9 billion spent by all levels of government in 2007
• In 2005, spending on live performing arts was double spent on live sports events
Other challenges
• Nearly 90% of Canadians live within 200 km of the Canada US border
• Roughly a third in rural communities
• United States and Canada have the world's largest trading relationship; 85 % of
Canada’s cultural goods imports; China is second
• Access to US radio and TV stations early on
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Canadian sound recording artists thrive
Céline Dion
Alanis Morissette
Shania Twain
Bryan Adams
Rush
BTO
Simple Plan
K.D. Lang
Michael Bublé
Avril Lavigne
Nelly Furtado
Diana Krall
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From their home base, artists of international reputation
With them, recording studios, agents, producers, distributors, etc.
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PREAMBLE
An elaborate system of measures to support diversity
Adapted to realities of English and French markets
Taking into account first nations, cultural diversity and people with special needs
Result – a strong home base to prepare for export
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Threats
RENCYand constraints
Competition
• US
• Home
• Europe
• Asia
• Cultural groups within Canada
Distance
• Political
• Linguistic
• Cultural
• Physical
PREAMBLE
Stereotypes
• All Africans are the same
• All cultural expressions from Africa are the same
• All South Africans are the same
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Threats
RENCYand constraints
The cultural policy agenda
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Culture to build common sense of identity
•
Mostly driven by domestic interests
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Fewer resources for export and cultural diplomacy
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Reduced state intervention (budget deficits and belief in free markets)
The national security agenda
•
Visas and immigration
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New priorities for international aid – countries, market economy, security
PREAMBLE
Private / non profit sectors
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The digital economy
•
Challenging traditional business models
•
Risk averse / proven creators (formats in TV, remakes in hollywood, same stars everywhere)
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Whose reputation will carry the promotional effort
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Reliance on public support at the risk of “official forms of cultural expressions”
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Possibilities
Opportunities
ARTICLE 9and
- INFORMATION
SHARING AND TRANSPARENCY
South Africa’s many diasporas
• Audiences
• Market intelligence and access
South Africa’s international reputation
• Challenge: moving beyond Nelson Mandela and anti-apartheid sympathy
• the World Cup effect?
South Africa is a priority country in the foreign policy of many countries
PREAMBLE
th
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5 member of BRIC
Economic powerhouse
Regional and democratic leadership
Consolidating the “South African experience in cultural diversity democracy”
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Possibilities
Opportunities
ARTICLE 9and
- INFORMATION
SHARING AND TRANSPARENCY
Many positive trends:
Canadians’ interest for foreign cultural expressions:
• Successful artists not born in Canada and whose themes are not Canadian
• Cultural community newspapers and radios
• Normal for any festival to include foreign artists (with financial aid of foreign embassy)
Great number of outlets – concentrated and year-round
• Black film festival, Festival of the Arab World, Vues d’Afrique (“Africa Views” film
festival), International Film Festival, New Film Festival, Arts Film Festival,
Documentary Film Festival, International Jazz festival, International Circus Festival,
International Comedy Festival, International Cuisine festival, International Dance
Festival
• Alternative and more specialized means of distribution catering to niche markets:
record stores, art galleries, concert halls and theatres, TV channels - getting
organized into regional/common interest networks
PREAMBLE
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Possibilities
Opportunities
ARTICLE 9and
- INFORMATION
SHARING AND TRANSPARENCY
Bilateral cultural cooperation agreements
• Seen by some as a means of implementing article 14 of the UNESCO Convention
• EU-Cariforum committed to facilitate access for artists up to 90 days in a given year
• South Africa and France Arts and Culture Programme of Corporation (May 2010)
• Showcase of France culture, technology, etc – so-called “France Season” - in
South Africa (2012) / Showcase of South Africa culture, technology, etc. in
France in 2013
• Other EU countries – Belgium, The Netherlands, Sweden, Norway, Germany
• EU Culture Programme designated South Africa organizations a priority for cultural
cooperation projects in 2012
PREAMBLE
Audiovisual coproduction treaties: Canada(1997), Italy (2003), Germany (2004), United
Kingdom (2007), France (2010)
Foreign cultural centers as points of entry (Germany, France, Spain, UK, Japan, United
States, Canada, Brazil, Morocco, China)
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Where to start
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Build a national reputation and make a lot of noise
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Brand your work so it becomes easily identifiable
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Look for partnerships and networks
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Build over time (I know what I like and I like what I know)
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Bilateral cultural cooperation as a way to lay the groundwork
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South-South cooperation: China (2000); India-Brazil-SA IBSA MOU on cultural cooperation
(2007); Turkey (2007); Jamaica (2009); Algeria (2011);
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Piggyback on other South African successful exports (wine, gold, diamond)?
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A major cultural event to attract audiences and raise awareness (i.e. Brazilian Carnivals,
Cannes Film Festival, South by Southwest Music Festival, Edimburgh International Festival)
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Universities that offer an African or South African study programme – younger, newer
audiences and the Web 2.0 effect
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The International Federation of Coalitions for Cultural Diversity brings together
forty-three national coalitions on five continents. It maintains formal relations with
UNESCO and serves on the NGO-UNESCO Liaison Committee.
This presentation is available to members of the IFCCD and organizations or individuals
interested in presenting the position of civil society on the implementation of the UNESCO
Convention on the Protection and Promotion of the Diversity of Cultural Expressions .
[email protected]
Secretariat 154 Laurier West, Room 240, Montreal, Quebec H2T 2N7
T (514) 277-2666 • F (514) 277-9994 • www.ifccd.com
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