daniel chigunwe
Nokuthula G Moyo-Muparuri
This article is about building Zimbabwe knowledge and innovation start-up communities for the creative and cultural industries.
The previous article about start-up communities for science based industrialisation in the healthcare sector emphasised the need to evaluate the current state of Zimbabwe’s healthcare industry value chain, and then capacitate start-ups to actively participate in all stages of the value chain.
This article will discuss the following; defining the cultural and creative industries; The importance of cultural and creative industries; value chain analysis of the cultural and creative industries; and developing the start-up community partnerships for the cultural and creative industry.
Defining cultural and creative industries
Creative industries are those activities that require creativity, skill and talent, with potential for wealth and job creation through the exploitation of their intellectual property.
Creative industries are also any “economic activity producing symbolic products with a heavy reliance on intellectual property and for as wide a market as possible”. An alternative or additional definition of “cultural goods and services” derives from a consideration of the type of value that they embody or generate.
That is, it can be suggested that these goods and services have cultural value in addition to whatever commercial value they may possess and that this cultural value may not be measurable in monetary terms.
Defined in either or of these both ways, “cultural goods and services” can be seen as a subset of a wider category that can be called “creative goods and services”, whose production requires some reasonably significant level of creativity.
Thus, the “creative” category extends beyond cultural goods and services as defined above to include products such as fashion and software.
These latter can be seen as essentially commercial products, but their production does involve some level of creativity. This distinction provides a basis for differentiating between cultural and creative industries.
The cultural industries include the following: Traditional cultural expressions: arts and crafts, festivals and celebrations; Cultural sites: archaeological sites, museums, libraries, exhibitions, etc.
Visual arts: paintings, sculptures, photography and antiques;
Publishing and printed media: books, press and other publications.
Others are; Design: interior, graphic, fashion, jewellery and toys; Performing arts: live music, theatre, dance, opera, circus, puppetry, etc.
Audiovisual: film, television, radio, and other broadcasting;
New media: software, video games, digitalised creative content;
Creative services: architectural, advertising, creative R&D, cultural and recreational; Beauty and
Cosmetics Industry, Sports Industry and Tourism Industry.
The importance of cultural and creative industries
Cultural and creative industries are important for ensuring the continued development of societies and are at the heart of the creative economy. Knowledge — intensive and based on individual creativity and talent, they generate considerable economic wealth.
More importantly, they are critical to a shared sense of Zimbabwean identity, culture and values. In economic terms, they show above-average growth and create jobs — particularly for young people — while strengthening social cohesion.
Cultural and creative industries are recognised as vital engines of economic growth, contributing significantly to the global GDP. According to reports from UNESCO and other international bodies, cultural and creative industries account for an estimated 3 percent of the world’s GDP, a figure that underscores the economic weight of this sector.
This contribution is even more pronounced in certain regions where cultural and creative outputs are major export commodities. The economic significance of cultural and creative industries is not merely in their direct output but also in their ability to spur growth in related sectors through creative content, design and innovation.
One of the most direct impacts of cultural and creative industries on the economy, is in job creation.
These industries are labour-intensive and rely heavily on human creativity and talent, making them significant employers worldwide.
Cultural and creative industries are notable for providing employment opportunities across a spectrum of qualifications and skills, from artists and performers to technicians and professionals in the digital and technology sectors.
Furthermore, cultural and creative industries are breeding grounds for innovation, driving advancements in technology, media and content delivery.
The dynamic nature of cultural and creative industries, coupled with their reliance on intellectual property, encourages a continuous cycle of innovation, ensuring the sector’s resilience and adaptability to changing market conditions and consumer preferences.
Cultural and creative industries have a transformative impact on urban landscapes, contributing to the development and regeneration of cities. Cultural districts, creative hubs, and innovation parks are increasingly becoming integral parts of urban planning strategies aimed at revitalising cities and attracting both residents and visitors.
These creative spaces not only enhance the cultural vibrancy and aesthetic appeal of urban areas but also stimulate economic activity, attract businesses and increase property values.
Cities around the world have leveraged cultural and creative industries to reinvent themselves, transitioning from industrial or commercial decline to becoming thriving centres of creativity and innovation.
Cultural and creative industries stand at the crossroads of economic development and social transformation, playing a pivotal role in promoting cultural diversity, fostering social cohesion, and empowering communities through creative expression.
Beyond their economic contributions, cultural and creative industries are instrumental in building inclusive societies where diversity is celebrated and every individual has the opportunity to contribute creatively.
Cultural and creative industries are uniquely positioned to promote cultural diversity and social cohesion by providing platforms for the expression of a multitude of cultural identities and narratives.
Through literature, film, music and art, cultural and creative industries facilitate a deeper understanding and appreciation of different cultures and perspectives, thereby enhancing social cohesion.
This is particularly important in multicultural societies, where cultural and creative industries can serve as bridges between diverse communities, fostering mutual respect and understanding.
By valuing all forms of cultural expression, cultural and creative industries contribute to a more inclusive society that recognises and celebrates diversity as a source of strength and innovation.
Creative expression is a powerful tool for empowerment, allowing individuals and communities to voice their ideas, concerns and aspirations. Cultural and creative industries provide the means for this expression, enabling people, especially those from marginalised or underserved communities, to tell their stories and be heard on a global stage.
This empowerment through creativity can lead to increased confidence, community engagement and a sense of belonging among individuals, contributing to their social and economic well-being.
Moreover, cultural and creative industries offer opportunities for education and skill development, enabling individuals to pursue careers in creative fields and thus break cycles of poverty and exclusion.
Value chain analysis of the creative and cultural industries
There is a need to evaluate the current state of Zimbabwe’s cultural and creative industries value chain, with a view to harmonise all their activities and institutionalise the preservation of the country’s cultural and creative heritage.
The term value chain refers to the fact that value is added to preliminary products through their combination with other resources and activities.
Creative value chains consists of an initial creative idea, which is usually combined with other inputs to produce a cultural or artistic work, which then moves through a series of interlinked stages before it reaches the final consumer.
Within one value chain analysis, all relevant activities and actors that play a role in the creation, production, dissemination, exhibition and preservation of the creative product or service should be analysed, as well as the interrelation between those actors.
The functions of the value chain are; creation, the origination and authoring of ideas and content; production; the making and production of cultural/creative works; dissemination; the distribution of generally mass-producible cultural products to consumers and exhibitors; exhibition and reception:
the provision of live and/or unmediated experiences to audiences through granting or selling restricted access to consume/participate in often time-based cultural/creative activities;
consumption/participation: the activities of audiences and participants in consuming cultural/creative products and taking part in cultural/creative activities and experiences; and preservation/conservation: Cultural/Creative heritage is documented and made virtually accessible in digital archives.
Developing the start-up community partnerships for the Cultural and Creative Industry
The start-up community can develop partnerships that will bring together all the different actors critical to the development of start-ups in the cultural and creative industry.
The industry should partner with the Ministry of Sport, Recreation, Arts and Culture. The industry regulators are the Zimbabwe Broadcasting Authority which is the regulator of Broadcasting Services in Zimbabwe and Zimbabwe Tourism Authority, regulating the tourism industry.
The partnerships should include associations, such as the National Arts Council of Zimbabwe, National Gallery of Zimbabwe, Sports and Recreation Commission, Creative Industries Association of Zimbabwe, Development Partners, the financial Institutions with a specific focus on the cultural and creative industry, and businesses in the cultural and creative Industry.
The respective partnerships can carry out research activities to identify challenges requiring innovative solutions in the cultural and creative industry.
This information together with the cultural and creative industry strategy can assist in developing innovation competitions/challenge looking for start-ups who can develop a business case to address the innovation challenge, which can then be scaled up for the African continent.
Nokuthula G Moyo-Muparuri is a senior lecturer at the Midlands State University in the Faculty of Business Sciences. She is also the Founder of the Institute of Applied Entrepreneurship. The mission of the Institute is start-up/innovation skills development and start-up/innovation ecosystem development. The Institute has established Zim Start-Up Clubs initiative, to capacitate start-ups and provide mentorship. Those interested can contact the Institute on +263718747621.
Bongani Ndlovu