Upload
virtual-trade-policy-portal
View
248
Download
2
Tags:
Embed Size (px)
Citation preview
Crea%ve Industries Measurement in CARIFORUM
Presented to WTO/CARICOM Workshop on Sta8s8cs of Int’l Trade in Services & Crea8ve Industries, March 13-‐16, 2012
Dr. Keith Nurse Director
Shridath Ramphal Centre for Interna8onal Trade Law, Policy and Services The University of the West Indies, Cave Hill Campus, Barbados, W.I.
2
Global Economic Context for Crea8ve & Cultural Industries
• Rapid techno-‐economic change in products, distribu8on & marke8ng (e.g. ebooks, iPods, iTunes, YouTube, MySpace, Amazon.com, webcas8ng, iCloud).
• The convergence of media and the emergence of new business models are driven by the process of digitaliza8on.
• Digital rights management and lifestyle merchandising are key growth elements in the crea8ve industries.
Copyright Industries’ Contribu8on to Select La8n American and Caribbean Economies
(Source: WIPO)
0!
2!
4!
6!
8!
10!
12!
Jamaica! Mexico! Brazil! Uruguay! Chile!
GDP!
Employ!
4
Income Streams in the Crea8ve Industries
Goods
Visible Earnings
Books CDs DVDs Paintings Music instruments Garments & jewelry
Services
Invisible Earnings
Live performances Design services Record engineering Legal services
Intellectual property
Invisible Earnings
Royalty income Licensing fees Collective administration Digital rights management
Experien8al Economy: Media Value, IP & Des8na8on Branding,
Keith Nurse, IIR, UWI 5
The Trinidad & Tobago Carnival: Industry Structure & Economic Flows
Carnival Industry
Fes8val Tourism Accommoda8on Travel Hospitality
Cultural Industries Recorded Music Steelpan Mas Audio-‐visual
Media Value Des8na8on brand Media content Corporate sponsorship
Ancillary Sectors Food & beverage Auto Rentals Broadcas8ng Telecoms
Es8mated Economic Impact (US$60m): Fes8val tourism $25m Cultural industries $12-‐15m Air Travel $10m Media Value $2-‐3m Taxes $5-‐7m
CREATIVE GOODS
183
413
688
1115 1040
1244
26 126
61
648
458 551
0
500
1000
1500
2003 2004 2005 2006 2007 2008
Expo
rts (f.ob., in millions of $
)
Caribbean Crea7ve Goods Imports and Exports in US$ million
(source: UNCTAD 2010)
Imports
Exports
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
1999 2000 2001 2002 2003 2004 2005 2006
Steelpan Exports, 1999 to 2008 TT$ (CSO several years)
Series2
Caribbean Exports & Imports of Books, 2002
1.3
169.4
0.2 2.59.6
64.5
7.92.7
0
20
40
60
80
100
120
140
160
180
Expo
rts
(US$
000
's)
Anguil
la
Barbad
osBeli
ze
Dominic
a
Grenad
a
Guyan
a
Jamaic
a
St. Lu
cia
St. Vinc
ent &
Gren
adine
s
7,479.10
38,202.00
0
5000
10000
15000
20000
25000
30000
35000
40000
Impo
rts
(US
$ 00
0's)
Anguill
a
Barbad
osBeliz
e
Domini
ca
Grenad
a
Guyan
a
Jamaic
a
St. Luc
ia
St. Vinc
ent &
Gren
adine
s
Source: Adapted from UNESCO (2005) Study on International Flows of Cultural Goods between 1998–2002.
CREATIVE SERVICES
11
Trade in Services -‐ Four Modes of Supply
Mode of Supply Description Caribbean exports
Cross-border supply (I)
Sound engineering or fashion design services supplied via Internet.
Low
Consumption abroad (II)
Activities like cultural, festival, heritage tourism.
High
Commercial presence (III)
Establishment of a branch, subsidiary to provide services.
Low
Movement of natural persons (IV)
Travel abroad by artist or band to provide services, e.g. tour.
High
There is no data on crea8ve services exports outside of fes8val and heritage tourism earnings.
12
Growth in T&T Carnival Visitor Arrivals & Expenditures, 1997 -‐ 2006
• Arrivals have grown from 27,414 (1997) to a peak 42,646 (2000) and 41,955 (2006).
• Visitor expenditures have grown from TT$ 64.3 mn in 1997 to an es8mated TT$173.2 mn in 2006.
0
20
40
60
80
100
120
140
160
180
200
1997
1998
1999
2000
2001
2002
2003
2004
TT
$ (
mil
lio
ns
)
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
On-‐Loca7on: Foreign Film Crew Expenditures (US$), 1999 -‐ 2009
Source: TTFC
Carnival Total Expenditures
CREATIVE INTELLECTUAL PROPERTY
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
2007 2008
2009
Euro's in th
ousand
s ('0
00)
Year
Royalty collec7on by Caribbean Copyright socie7es 2007-‐2009
Total Collec8on
Top Selling Caribbean Ar8sts in the US Market
24
12
8.5
6.5 6.56
4 3.5 32.5 2 2
0
5
10
15
20
25
Uni
ts
(in m
illio
ns)
Bob Marle
y
Shaggy
Billy O
cean
Baha Men
Wyc
lef J
ean
Sean Paul
Juan L
uis G
uerra
Celia C
ruz
Harry B
elafo
nte
Rihanna
Peter T
osh
Eddy G
rant
Source: RIAA.com * The RIAA®'s certification levels are based on unit shipments (minus returns) from manufacturers to a wide range of accounts, including non-retail record clubs, mail order houses, specialty stores, units shipped for Internet fulfilment or direct marketing sales, such as TV-advertised albums.
CREATIVE BRANDING
18
Heritage and Des8na8on Branding
Bob Marley Managed by James Salter & Hilco Brands, LLC. on behalf of The House Of Marley. Bob Marley is a lifestyle brand that represents the way he lived his life. It is a celebra8on of his messages of unity, empowerment, and love that are as relevant today as ever. The Bob Marley brand is earthy, natural, socially conscious, an extension of his vision of freedom, authen8city, and one-‐of-‐a kind style. It is a global 21st century brand that is inclusive, upliging and commihed to a beher, more beau8ful world. The Bob Marley Brand transcends genera8on, ethnicity, gender and geography. www.bobmarley.com
The Bob Marley Estate is worth US$ 30 million and the music catalogue is worth $100 million.
TRADE POLICY CONTEXT
21
Creative Industries and the Global Trade Policy Context
CULTURE INDUSTRIES & INTERNATIONAL TRADE
GOODS > Market Access
> Piracy & Infringement
SERVICES > GATS
> Immigration Policy
E-COMMERCE > Digital rights management
> Information & Communication
Technologies (ICTs)
INTELLECTUAL PROPERTY
> TRIPS > Rights Owners
> Collective Administration
UNESCO
Convention on the Protection and Promotion of the Diversity of Cultural Expressions (2005)
WTO
EPA
US Bilateral
WIPO > WIPO Copyright Treaty (WCT)
> WIPO Performances and Phonograms Treaty (WPPT)
22
Trade Policy Measures and Incen8ve Regimes
Trade and border measures Do existing measures raise transaction costs, inputs/imports and retard competitiveness and exports?
• tariffs • duties • other taxes
Incentives regime What types of incentives are available to the sector and level of accessibility and effectiveness?
• content regulations • subsidies • rebates
Crea8ve Capital
Crea8ve Economy
Crea8ve Industries
Crea8ve Arts
The Nexus between Crea8ve Arts, Industries, Economies & Capital
Arts administra8on and Development of Ar8sts (1960/70/80s)
Industrial, trade, IP, enterprise & industry assoc. (1980/90s)
Synergies between CE & tourism, media, man’f, Internet) (1990/00s)
Crea8vity as innova8on Digital trade, iCloud, IP & des8na8on branding (2000/10s)