High Level Seminar on the Creative Economy and Copyright as Pathways to Sustainable Development

UN-ESCAP/ WIPO, Bangkok

December 6, 2017

Edna dos Santos-Duisenberg creative.edna@gmail.com

Policy Advisor on Creative Economy and Development Advisor, United Nations Institute for Training and Research, UNITAR Founder and Former Chief, Creative Economy Programme, UNCTAD

Transition towards a knowledge-based era

World economy out of recession but growth remains fragile

Strucutural, technological, social and cultural changes Highly endebted public and private sectors

Rise of unemployment particularly for the youth

Big imbalances, inequality and social instability Geo-political tensions, terrorism, migration and corruption

Need to address new policy challenges

Cultural assets and human creativity are intangible resources with both cultural and economic value Globalization brought new patterns of world cultural consumption in a world dominated by images, sounds, texts and symbols Connectivity is influencing society life-style and the way creative products are created, reproduced and commercialized The power of social networks helped to inform, connect, mobilize and give voice to the civil society Better grasp the interface between economics, culture and technology A holistic approach to development

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First UN multi-agency report on Creative Economy Report – 2008 UNCTAD, UNDP, UNESCO, WIPO and ITC

Conceptual, institutional and policy framework

Analytical tools for informed policy-making

Shared vision, evidence-based and comparative analysis

The English version of the 390-pages studies (2008 and 2010) can be downloaded by internet at http://unctad.org/creative-economy

Assessing the creative economy for development

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Conceptual framework : development dimension, prosperity

Policy context: Millennium Development Goals, 2000

Institutional framework: policies, regulations and institutions Multiple aspects: economic, cultural, social and ecological Multi-disciplinary nature: need for concerted inter-ministerial policies and dialogue with all stakeholders from civil society Main drivers: technology, intellectual property and tourism

A dynamic sector that can foster income, jobs and trade while promoting social inclusion, cultural diversity and human development

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Is a set of knowledge-based economic activities with cross-cutting linkages to the overall economy

Creative Industries Are tangible goods and intangible services with

creative content, economic value and market objectives (UNCTAD, E. DOS SANTOS)

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A lesson from the financial crisis pointed to the need for a more balanced role between policy interventions and market mechanisms

It is time to take a step back from the global and look more at the local identifying specificities, identities, cultural and economical differences

The financial crisis provoked a reality check recalling that emerging countries are no longer outsiders and survived the crisis

South-South regional trade and investments were vital for mitigating the negative impact of the global recession

Knowledge-based creative sectors were more resilient to external shocks

Economic recovery remains fragile despite the mitigating policies

Creative economy : a feasible development option

Culture and creative economy can be used for : - poverty reduction (Goal 1) - improve quality education (Goal 4) - promote gender equality and the talent of the youth (Goal 5) - generate decent work and economic growth (Goal 8) - stimulate industry innovation and infrastructure ( Goal 9) - reduce inequalities (Goal 10) - support sustainable cities and communities (Goal 11) - create opportunties for business and partnerships (Goal 17)

Creative economy can foster sustainable development and socio-economic transformation

UN Agenda for Sustainable Development - 2030

The scope of the creative industries

Caracteristics of creative industries

Each segment of the creative industries has :

- wide range of processes and products

- its own structural dynamics, IPRs

- specific supply and demand aspects

- different value-added chain

- distinct market structure and business models

- trade barriers, competition and regulations

Different classifications and distinct ways of interpreting the structure of creative production

Contemporary creative products from developing

countries are gaining ground in world markets

Difficult to survive as full-time artists or creatives

Lack of seed-money, financing, facilities, training Growing engagement of local communities Need to retain traditional knowledge while

improving the competitiveness of new products

There is abundance of creative talents in developing countries but the potential of the creative economy is under-utilized

- Government as facilitator

- Policy process : objectives, tools, implementation

- Policy directions : strategic and long-term vision

- Policy measures: concerted and cross-cutting actions

Tailoring policies at national and global levels

Policy-making for creative economy is not confined to a single ministry It should be cross-cutting involving several policy areas :

Economic Development and Finance Culture and Arts Trade and Industry Labour and Youth Education, Science and R&D Technology and Communications Urban and National Planning Social and Gender issues Tourism and Cities Foreign Affairs Domestic and Foreign Investment

Reconcile national cultural, educational and social policies with international trade, tourism and technology

Source: UNCTAD (Dos Santos, 2007)

Entrepreneurship

Investment Trade

Technology

/ §§ Creativity and innovation driving socio-economic transformation

- Provision of infrastructure (physical, digital, ICT, logistics) - Provision of finance & investment (private venture-capital, co-finance) - Creation of institutional mechanisms (Creative Economy Committee) - Regulatory framework and legislation ( IPRs, fiscal and labour laws) - Development of export markets (brands, trade facilitation, market access) - Stimulate creative entrepreneurship (incubators, skills training) - Establishment of creative clusters (districts, networks, sharing know-how) - Tools for effective data-collection measures (reliable/consistent data)

Innovative policy responses needed to boost the creative economies in developing countries

Creative capacity

Education

Skills & Creativity

Life learning

Enterprises & markets

Business, supporting services, marketing

financing

Connectivity & network

ICT infrastructure broadband, mobility

public access

(Dos Santos, 2015)

Diversify the range of exportable creative goods and services Upgrade quality and competitiveness of creative products Seek a distinctive image or stories for creative products Develop creative capacities for artisans/artists Support SMEs and micro creative business and start-ups Create brands, advertising and marketing strategies Put in place investment /financing measures for creative industries Forge public/private partnerships involving creatives/investors Reinforce intellectual property mechanisms and competition law Bring the informal creative sector to the formal economy Increase the use of e-commerce and internet tools

Review policies and implement reforms for enhancing the creative economy

UNCTAD XI- 2004 : “Creative Industries” mandates introduced in the international economic and development agenda - 153 countries

WTO – Development Agenda : inconclusive, market access (Mode 4)

WIPO – 2005: Development Agenda to ensure the interests of developing countries on IPRs issues

UNESCO – 2007 : Convention on Cultural Diversity preserve diversity, promote plurality of cultural offer

OECD, ASEAN, ACP, G-20 directives, Bilateral agreements etc.

Global processes play a role in formulation of national and international policies

- Role of governments: to articulate a conducive climate and

policies for nurturing the creative economy for development - Role of the creative community: to reinforce skills and

continuous learning to support linkages between arts, creations and business

- Role of the civil society: forging strategic alliances to facilitate interactions and networking among stakeholders

- Role of the UN: to assist governments in policy-making and capacity-building through technical cooperation projects

Open, inclusive and participatory approach

Thank you for your attention

Reproduction or quotes authorized with acknowledgements

E. dos Santos-Duisenberg