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Development and Marketing Strategies for Pacific Cultural Industries

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Development and Marketing Strategies for Pacific Cultural Industries Development and Marketing Strategies for Pacific Cultural lndustries © SPC, 2012 – Cover design: Muriel Borderie – Photo: SPC staff – SPC Publications sectionPublications SPC staff – Muriel design: – Photo: Borderie © SPC, 2012 – Cover Development and Marketing Strategies for Pacific Cultural Industries by Jessie F. McComb, Consultant A publication of the EU-funded project 'Structuring the cultural sector in the Pacific for improved human development' implemented by the Human Development Programme of the Secretariat of the Pacific Community Secretariat of the Pacific Community Suva, Fiji 2012 © Copyright Secretariat of the Pacific Community, 2012 All rights for commercial / for profit reproduction or translation, in any form, reserved. SPC authorises the partial reproduction or translation of this material for scientific, educational or research purposes, provided that SPC and the source document are properly acknowledged. Permission to reproduce the document and/or translate in whole, in any form, whether for commercial / for profit or nonprofit purposes, must be requested in writing. Original SPC artwork may not be altered or separately published without permission. Original text: English Secretariat of the Pacific Community Cataloguing-in-publication data McComb, Jessie F. Development and marketing strategies for Pacific cultural industries / by Jessie F. McComb 1. Culture — Economic aspects — Oceania. 2. Cultural industries — Oceania. I. Title II. Secretariat of the Pacific Community 306.470 995 AACR2 ISBN: 978-982-00-0516-7 Secretariat of the Pacific Community BP D5 98848 Noumea Cedex New Caledonia Tel +687 26.20.00 Fax +687 26.38.18 Email: [email protected] Table of Contents List of abbreviations and acronyms Executive Summary................................................................................................................................1 Part 1: Market and Sector Analysis for Pacific Cultural Industries.......................................... ......3 Introduction ............................................................................................................................................ 3 Description of Methodology ................................................................................................................ 4 Key Findings and Recommendations ................................................................................................. 4 Culture in the Global Economy ........................................................................................................... 9 Selected Cultural Sectors in European Markets .............................................................................. 12 Pacific Rim Market Potential .............................................................................................................. 23 Domestic and Diaspora Market Potential ........................................................................................ 26 SWOT Analysis of the Cultural Industries ...................................................................................... 27 Cultural Industry Marketing Best Practices ..................................................................................... 33 Part 2: Trade Agreements and Policies for the Cultural Industries .............................................. 39 Trade Agreements and Policies ......................................................................................................... 39 EU Approach to Trade in the Cultural Industries ...................................................................... 39 Pacific Trade Agreements ............................................................................................................... 42 Caribbean Cultural Industry Trade Agreements ........................................................................ 43 Part 3: Development and Marketing of the Pacific Cultural Industries ....................................... 45 Handcraft Development and Marketing Strategy .......................................................................... 45 Visual Art Development and Marketing Strategy .......................................................................... 54 Fashion Development Strategy .......................................................................................................... 62 Music Development Strategy ............................................................................................................. 69 Dance Development Strategy ............................................................................................................ 80 Conclusion ............................................................................................................................................ 87 Bibliography ......................................................................................................................................... 88 Appendix A – Full Consultant Methodology .............................................................................. 91 Appendix B – List of Stakeholders Contacted ............................................................................. 92 LIST OF FIGURES Figure 1: Consultant Methodology ..................................................................................................... 4 Figure 2: Oceania & SIDs Combined Cultural Industry Exports, 2008 ........................................ 11 Figure 3: Oceania & SIDs Combined Design Export Categories, 2008 ......................................... 11 Figure 4: Pacific Cultural Industries SWOT Analysis Diagram .................................................... 28 Figure 5: Pacific Handcraft Commercial Value Chain Diagram ................................................... 45 Figure 6: Pacific Visual Arts Commercial Value Chain Diagram ................................................. 54 Figure 7: Pacific Visual Arts Sector Creative Value Chain............................................................. 57 Figure 8: Fiji Fashion Commercial Value Chain .............................................................................. 62 Figure 9: Fiji Fashion Sector Creative Value Chain Diagram ........................................................ 64 Figure 10: Pacific Music Sector Commercial Value Chain Diagram ............................................. 70 Figure 11: Pacific Music Creative Value Chain Diagram ............................................................... 73 Figure 12: Pacific Dance Sector Creative Value Chain ................................................................... 80 LIST OF MARKETING MODELS Marketing Model 1: Handcrafts Marketing Model: Design, Training & Marketing in Ghana …………………………………………………………………………………......................................12 Marketing Model 2: Biennales – at Home & Abroad ...................................................................... 14 Marketing Model 3: Fashion Weeks, Models & Celebrities ........................................................... 17 Marketing Model 4: Jamaica & Reggae ............................................................................................ 19 Marketing Model 5: South Africa, An Emerging Fashion Capital ................................................ 33 Marketing Model 6: Technology vs. Tradition in Music ................................................................ 36 LIST OF ABBREVIATIONS AND ACRONYMS A2IM American Association of Independent Music AMPAG Australian Major Performing Arts Group ACP Africa, Caribbean and Pacific APRA Australian Performing Right Association ARIA Australian Recording Industry Association ATA Aid to Artisans CARICOM Caribbean Community and Common Market CARIFORUM Caribbean Forum CD Compact Disc CHM Chin H. Meen CRNM Caribbean Regional Negotiating Machinery EPA Economic Partnership Agreement EU European Union FFC Fiji Fashion Council FFW Fiji Fashion Week FIC (Pacific) Forum Island countries FNU Fiji National University FPRA Fiji Performing Rights Association GATS General Agreement on Trade in Services GDP Gross domestic product IFPI International Federation of the Phonographic Industry IP/IPR Intellectual Property/Intellectual Property Rights ITC International Trade Centre ITF International Trade Forum ITI International Theatre Institute JICA Japan International Cooperation Agency LDC Least Developed Countries MICE Meetings, Incentives, Conventions and Events MSME Micro small and medium sized enterprises NCSMED National Centre for Small and Medium Enterprise Development NGO Non-governmental organization ODI Overseas Development Institute P2P Person to person (file sharing) PACER Pacific Agreement on Closer Economic Relations PICTA Pacific Island Countries Trade Agreement PIFS Pacific Island Forum Secretariat PT&I Pacific Trade and Invest QR Code Quick Response Code RFID Radio-Frequency Identification RTA Regional Trade Agreement SIDS Small island developing states SME Small and medium enterprises SPARTECA South Pacific Regional Trade and Economic Co-operation Agreement SPC Secretariat of the Pacific Community SWOT Strengths, weaknesses, opportunities and threats TCF Textiles, clothing and footwear TT Trinidad and Tobago UAE United Arab Emirates UNCTAD United Nations Committee on Trade and Development UNDP United Nations Development Programme UNESCO United Nations Environment, Science and Culture Organization UNWTO United Nations World Tourism Organization UK United Kingdom US United States of America USAID United States Agency for International Development
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