creative economy: challenges and opportunities for brazil dipolitto-fgv-rio.pdf · creative...

Creative Economy: Challenges and

Opportunities for Brazil

Claudio DIpolitto, D. Sc.

FGV Rio

November 22, 2013

3rd ICIER Conference Rio de Janeiro 2013

3rd ICIER Conference - Rio de Janeiro - 2013

facebook.com/claudiodipolitto Prof. Dr. Claudio DIpolitto Fundao Getlio Vargas

Creative Economy: Challenges and Opportunities for Brazil Emory Seminar . Doing Business in Brazil - FGV 2013


Creative Economy: Challenges and Opportunities for Brazil

Intangible[-based] economies Several "economies" have been presented as successors

of agrarian and industrial economies.






Intangible economies

Information economy

infrastructure = ICTs (Information and Communication Technologies)

focuses on explicit/coded knowledge

software, data bases, interfaces, processes

Knowledge economy

Knowledge is more than information

data => information => knowledge => wisdom ...

tacit and explicit knowledge

knowledge as a value generator

Network economy

linked to the Network Society

small and connected world

worldwide coverage of the Internet

eBusiness: network-based business

cooperative and open business models

Service economy

service is consumed while being produced

can only be assessed a posteriori

can not be stored

may involve customers in production







Experience economy

intensive in subjectivity

experience generates "individual and untransferablevalue perception

"the moment of truth"

Attention economy

in world abundant information and "stimuli, time is the scarcest resource

the competitor can be anything that captures the attention and steals time from your audience

what is your priority when deciding between many stimuli?

Cultural economy

Adorno and Horkheimer coined the term "cultural industry" as a critique of the commodification of culture

focuses on the exchange value of cultural goods and services

Creative economy

concept created in the UK as an extension of the Cultural Economy

intensive in creativity and intellectual property

articulates arts, culture, technology, design and innovation







Freemium economy

"It's more important that you stay than you pay. Phil Libin, Evernote CEO

the long-term product price (aka market clearing price) will be the marginal cost of production

tends to zero in some products

give the basic for free BUT sell upgrades, improvements and items

Reputation economy

brands built based on how they are perceived online and the promise they deliver offline

online history becomes more powerful than credit history

value is based on confidence and trust (shown by others)







they treat the intangible, immaterial or symbolic as input, product and economic exchange value

they represent a break with the industrial economies, based on tangible, physical goods

they highlight the importance of human and social capabilities in face of the physical and financial resources

What do these various "economies" have in common?




Cultural and Creative Sectors




Innovation and Cultural Processes as Learning Processes

Innovation Processes

Cultural Processes

creativity learning knowledge collaboration simbolic value

Innovation & Culture




http://www.cultura.gov.br

http://www.cultura.gov.br/




Brazilian model for the Creative Economy

Plano da Secretaria da Economia Criativa 2011-2014 http://www.cultura.gov.br Plan of the Creative Economy Secretariat, 2011-2014, Ministry of Culture

http://www.cultura.gov.br/




the creative entrepreneur






the creative/cultural entrepreneur

Various roles / titles cultural producer

cultural animator

cultural promoter

art curator

production director, executive producer (movies)

editor (newspapers, books)

other ...

project manager (games)

RUBIM, Linda. Produo Cultural. In: Organizao e Produo da Cultura, org. Linda Rubim, Edufba, Salvador, 2005.






The producer as an agent of innovation

identify trends and changes in languages, media, society, technologies ...

design new models of cultural expression, business/revenue, production, cooperation,

dissemination, fruition ...

experiment, learn, dare

seek viability and sustainability revenue models philanthropy and government funding

is it a social organization? is it a business enterprise?

...

understand and practice innovation processes technological, organizational, institutional, social, symbolic ...




value chains/networks value ecosystems

Creative industry in Brazil




Carnaval and the celebration economy

http://i0.statig.com.br/infograficos/bateriaescoladesamba/mainv1.swf




The Economy of Carnaval is part of the brazilian celebration or

party economy, which involves individuals, formal or informal

organizations, companies, cooperatives, associations etc.

Sectors of the economy benefited directly and

indirectly by Carnaval

The Carnaval creative

ecosystem encompasses

all activities involved in

pre-production, production

and post-production of

"carnivals and feasts"

throughout Brazil, during

the whole year.




artists

musicians,

choreographers,

dancers,

designers,

artisans,

sewers,

art directors,

among others

performing in bands,

blocks, trios,

samba schools,

concerts indoor/outdoor,

in Rio or abroad

Creative Sectors: who make the party happen

Creative Sectors: who make the party happen

cultural producers and managers

designers, architects, engineers

producers and suppliers of

costumes, abads, giant puppets,

props, decorations, masks,

accessories (whistles, confetti,

streamer etc.).

industry and commerce of musical instruments, sound

and audiovisual equipment

industry and trade of raw materials and components

for manufacturing costumes, props and the

decoration of public and private spaces;

assembly of stages and other structures;

molding of fiber glass and plastics materials;

information and communication services: journalism,

radio, TV, internet, telephony and the media in

general

Complementary Sectors: provide inputs for the party

http://i0.statig.com.br/infograficos/bateriaescoladesamba/mainv1.swf

food and beverage industry, trade and services:

bars, restaurants, street vendors, delivery

local transport services (vans, buses, taxis)

road, air and sea transports

hotel services and informal hosting: hotels, hostels,

bed & breakfest, rental apartments or rooms

hair and beauty, gyms, dance & percussion classes

chemical industry: inputs for plastic packaging and

mask making, props

metallurgical industry: beverage cans, metal

structures

security services and support

Sectors benefited by spillovers

Non-carnaval Sectors

inns, hostels, farmhouse hotels

"far from the action/noise"

contact with mother Nature

spiritual and meditation retreats

journeys of self-discovery




beyond the official carnival parade in Rio, there are many other festivals and parties in Brazil




Rio street party www.brazilbookers.com/brazil-carnival/carnival-street-parties.asp www.bbc.co.uk/news/world-latin-america-21399406 video: http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095

Olinda street carnaval Giant puppets parade http://www.youtube.com/watch?v=H9nx4yBzn3I video: gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htm

http://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://www.youtube.com/watch?v=H9nx4yBzn3Ihttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htm




Oktoberfest Blumenau, SC www.brazilbookers.com/brazil-carnival/carnival-street-parties.asp www.bbc.co.uk/news/world-latin-america-21399406 video: http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095

Paritins, Boi Bumb http://www.boibumba.com/ en.wikipedia.org/wiki/Parintins_Folklore_Festival videos: http://www.youtube.com/watch?v=G1K8CtPl5Tk http://www.youtube.com/watch?v=S4LvmBvnrFw http://letras.mus.br/caprichoso-boi-bumba/1484146/

http://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.brazilbookers.com/brazil-carnival/carnival-street-parties.asphttp://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://www.bbc.co.uk/news/world-latin-america-21399406http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://on.aol.com/video/raw-video--carnival-street-party-draws-thousands-517277095http://www.boibumba.com/http://en.wikipedia.org/wiki/Parintins_Folklore_Festivalhttp://en.wikipedia.org/wiki/Parintins_Folklore_Festivalhttp://en.wikipedia.org/wiki/Parintins_Folklore_Festivalhttp://en.wikipedia.org/wiki/Parintins_Folklore_Festivalhttp://en.wikipedia.org/wiki/Parintins_Folklore_Festivalhttp://gobrazil.about.com/od/brazilcarnival/ss/Meeting-of-Giant-Puppets-Olinda.htmhttp://www.youtube.com/watch?v=S4LvmBvnrFwhttp://www.youtube.com/watch?v=G1K8CtPl5Tkhttp://www.youtube.com/watch?v=S4LvmBvnrFwhttp://www.youtube.com/watch?v=S4LvmBvnrFwhttp://letras.mus.br/caprichoso-boi-bumba/1484146/http://letras.mus.br/caprichoso-boi-bumba/1484146/http://letras.mus.br/caprichoso-boi-bumba/1484146/http://letras.mus.br/caprichoso-boi-bumba/1484146/http://letras.mus.br/caprichoso-boi-bumba/1484146/




Par Tecnobrega movement en.wikipedia.org/wiki/Tecno_brega video: www.youtube.com/watch?v=_e4z0w1BqqM

Bahia carnaval group Afox Filhos de Ghandy (Ghandys sons afox) www.filhosdegandhy.com.br/ video: http://www.youtube.com/watch?v=A3puVlkTGZM

http://en.wikipedia.org/wiki/Tecno_bregahttp://en.wikipedia.org/wiki/Tecno_bregahttp://en.wikipedia.org/wiki/Tecno_bregahttp://en.wikipedia.org/wiki/Tecno_bregahttp://en.wikipedia.org/wiki/Tecno_bregahttp://www.youtube.com/watch?v=_e4z0w1BqqMhttp://www.youtube.com/watch?v=_e4z0w1BqqMhttp://www.filhosdegandhy.com.br/http://www.youtube.com/watch?v=A3puVlkTGZM




SOME MORE CREATIVE ECONOMY EXAMPLES...






Creative Economy: Challenges and Opportunities for Brazil http://ffw.com.br/fashionrio/

http://ffw.com.br/spfw/

Havainas sandals http://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.html http://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.html

Brazilian swimsuits fashion business cases: http://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queen http://www.bsu.edu/interadv/article/0,1370,67523-3244-55795,00.html

http://www.brazilian-bikinis.net/

video: http://www.youtube.com/watch?v=n3YX-9Tmg5w

http://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.dailymail.co.uk/femail/article-2180865/The-worlds-fashionable-flip-flops-Havaianas-celebrate-50th-birthday.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.nytimes.com/2003/03/25/business/sandal-from-brazil-is-new-fashion-flavor.htmlhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.com/ap/2013-04-17/lennys-rise-from-garage-to-brazils-bikini-queenhttp://www.businessweek.co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Dr. Claudio DIpolitto [email protected]

www.facebook.com/claudiodipolitto br.linkedin.com/in/claudiodipolitto

Creative Economy:

Challenges and Opportunities for

Brazil

3rd ICIER Conference Rio de Janeiro 2013

mailto:[email protected]://www.facebook.com/claudiodipolittohttp://br.linkedin.com/in/claudiodipolitto/http://br.linkedin.com/in/claudiodipolitto/

creative economy: challenges and opportunities for brazil dipolitto-fgv-rio.pdf · creative...

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