Creative Economy and Cultural Skills
Creation as transformation
“ Brazil has an extraordinary ability to produce from nearly nothing and people don't feel discouraged by this. Imagine if they had more means, what they would be able to achieve. ” – Cláudia Toni, Gestora Cultural
According to the Creative Economy's special edition Report elaborated by UNESCO and the United Nations Development Programme (UNPD) in 2013, one of the fastest growing sectors of the world economy, not only in terms of income generation, but also in job creation, is the Creative Economy. "There is an urgent need to find new pathways that encourage creativity and innovation in the pursuit of inclusive, equitable and sustainable growth and development”, says the report, and points out the creativity and the human innovation as the true wealth of the nations in the XXI century.
As a goal to create a network of Brazilian and British artists and entrepreneurs focused on the sustainable growth of the sector, the program Transform launched a series of projects in which Brazil and the United Kingdom exchange experiences and learn from the specificities of this growing economy.
of enterpreneurs who received our training are already selling their products and services
young professionals signed up for the 20 spots of the Backstage to the Future workshop in 2016
of projected and estimated growth rate forecasted by participating enterpreneurs
Director of Arts, Brazil
Arts Project Manager, Cultural Skills
Inspiration is just the beginning
The concept is wide and still in development, but, broadly, while the traditional economy includes product manufacture, agriculture and commerce, the Creative Economy deals with creative goods and services, that is, those based mainly on the knowledge and the creativity that generates work and income. Its management model involves all of the productive chain, since creation, production, diffusion, distribution to the consumption of creative goods and services. Therefore, when we face with something genius, we have to remember what Thomas Edison, inventor of the electric lamp and many other things: "1% inspiration and 99% transpiration", because all good ideas demand a colossal amount of work until it's done.
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With that in mind, the workshop Backstage to the Future was created, and will be conducted during the Olympic and Paralympic Games in Rio 2016 catering to young professionals on technical areas of artistic production in Brazil. Illustrious theatre director and former Artistic Director of the Royal Shakespeare, Sir Michael Boyd, will offer two masterclasses during the event, one for professional actors and the other for the programme's participants. For twenty days, professionals will exchange experiences about their field of work and will receive on hands training in lighting, sound engineering, stage management, backstage accessibility and digital marketing offered by British production company Walk The Plank together with Brazilian professionals from local arts and performing schools.
At the end of the course the students will be given the opportunity to work in the production of big spectacles performed by The Scottish Dance Theatre and Graeae during the Games. Two months before its execution, the Backstage to the Future had more than 500 applicants for its only 20 spots. "I think this indicates a strong demand in training within the performing arts sector", says Marcia Mansur, Project Manager at the British Council.
“Through this programme, Brazilian and British producers, technicians and artists will work together to understand Recife and its problems and seek interventions, products and actions that make the city more playful and find solutions for real needs of the city.”
Carla Costa, Porto Digital
Another important project in cultural production is the Recife: The Playable City, a partnership between British Council, Porto Digital and Watershed, with the support of Arts Council England. The programme offers artists, producers and technologists of Pernambuco a creative residency in England where professionals from both nations create innovative and ludic solutions for collective spaces and city services. "Through this programme, Brazilian and British producers, technicians and artists will work together to understand Recife and its problems and seek interventions, products and actions that make the city more playful and solve any really necessary issue of the city", says Carla Costa, from Porto Digital. Since it's first instalment, this project already unfolded in different parts of the world, including Lagos, Nigeria and Tokyo, Japan.
Photographers, video makers, architects, writers, audio professionals and also students were able to participate in the workshop with the British collective Marshmallow Laser Feast in the project Dividing Lines, in an exploration through the city of São Paulo in search for contrasting and coexisting images. The photographs were made in 360°, scanned with a Lidar panoramic scanner and processed in open source and common software, transformed into true journeys through the captured sites. The workshop's final work will open on September 30th at the SESI gallery in the heart of São Paulo.
Considering Brazilian's ability to create wonders from very little, we can expect nothing but an even richer and more intense exchange in the years post Transform, with our continued support to strengthen our existing relationships. This legacy will be seen not only in the form of great creative outcomes but also as lasting transformations, benefiting everyone.
“Art is a language."
Lidia Goldenstein, phD in Economy and researcher for Creative Economy projects in Brazil and abroad, talks about her curatorship work with the British Council for the Creative Economy Dialogues project.