REPORT ON THE MAPPING OF CULTURE AND CREATIVE INDUSTRIES IN UGANDA By MINISTRY OF GENDER, LABOUR AND SOCIAL DEVELOPMENT SEPTEMBER, 2014 FOREWORD The 2013 Mapping Study of Culture and Creative Industries in Uganda was undertaken by a partnership led by the Ministry of Gender, Labour and Social Development (MGLSD). The other partners were the Uganda Bureau of Statistics (UBOS) and the Ministry of East African Community (MEACA). The Study was financed by the East African Community (EAC) Secretariat. The Study sought to obtain sector information on Culture and Creative Industries especially in the areas of; products and operators, productive/economic activity, statistics, marketing and domain specific information. The need for this information emanates from the increasing recognition of the sectors contribution to social, economic and political development in East Africa and the world at large. On the global scene, trade in cultural goods and services is impressive. For instance, in the period 2000-2005, trade in creative goods and services increased at an unprecedented average annual rate of 8.7 per cent (UNCTAD, 2008). Article 119 of the Treaty for the establishment of the EAC requires Partner States to promote close cooperation amongst themselves in culture and sports. For culture, the Treaty notes the need to promote fine arts, literature, music, performing arts and other artistic creations along with the conservation, safeguarding and development of historical materials and antiquities. Furthermore, the Treaty emphasizes the regulation of cross border trade in ethnographic materials, licensing of antique dealers and adoption of a common approach and cooperation in tackling the illicit cross border trade in cultural property. The EAC aims at widening and deepening cooperation among the Partner States in among others, political, economic and social fields for our mutual benefit. It is against this background that it funded the study in all the East African Community countries. Through this, the Secretariat would like to promote regional socio-cultural integration and showcase culture and creative industries as primary drivers of the economies of the Partner States. As the Ministry responsible for Culture in Uganda, we express our gratitude to the EAC Secretariat and the collaborating institutions in Uganda for the technical and financial support. Last but not least, we thank the Mapping Study Technical team and our stakeholders for the cooperation in execution of this activity. Pius Bigirimana PERMANENT SECRETARY MINISTRY OF GENDER, LABOUR AND SOCIAL DEVELOPMENT i TABLE OF CONTENTS FOREWORD ......................................................................................................................................................... I TABLE OF CONTENTS..................................................................................................................................... II LIST OF TABLES ............................................................................................................................................... IV LIST OF FIGURES .............................................................................................................................................. V ACRONYMS ....................................................................................................................................................... IX EXECUTIVE SUMMARY .................................................................................................................................. XI CHAPTER ONE .................................................................................................................................................. 1 INTRODUCTION ............................................................................................................................................... 1 1.1 BACKGROUND ...................................................................................................................................................... 1 1.2 SURVEY OBJECTIVES ............................................................................................................................................. 1 1.3 SURVEY DESIGN AND COVERAGE ......................................................................................................................... 2 1.4 SURVEY INSTRUMENTS .......................................................................................................................................... 3 1.5 DATA COLLECTION .............................................................................................................................................. 4 1.6 DATA PROCESSING ............................................................................................................................................... 4 1.7 QUALITY CONTROL .............................................................................................................................................. 4 1.8 RESPONSE RATE ................................................................................................................................................... 5 1.9 SURVEY LIMITATIONS ........................................................................................................................................... 5 CHAPTER TWO .................................................................................................................................................. 6 SITUATIONAL ANALYSIS ................................................................................................................................ 6 2.1 LEGAL AND POLICY FRAMEWORK......................................................................................................................... 6 2.2 THE NATIONAL POLICY FRAMEWORK .................................................................................................................. 8 2.3 THE INSTITUTIONAL STRUCTURE .......................................................................................................................... 9 2.4 THE CREATIVE AND CULTURE INDUSTRY IN UGANDA ....................................................................................... 10 2.5 CHALLENGES IN THE CULTURE AND CREATIVE INDUSTRY ................................................................................. 11 CHAPTER THREE ........................................................................................................................................... 13 SURVEY RESULTS ........................................................................................................................................... 13 3.1 INTRODUCTION .................................................................................................................................................. 13 3.2 VOLUME AND DISTRIBUTION OF CULTURAL AND CREATIVE INSTITUTIONS ....................................................... 13 3.3 CHARACTERISTICS OF INSTITUTIONS ................................................................................................................... 16 3.4 VOLUME AND DISTRIBUTION OF CULTURAL INSTITUTIONS ................................................................................ 19 3.5 CHARACTERISTICS OF INDIVIDUALS IN CULTURAL AND CREATIVE INDUSTRIES .................................................. 21 3.6 ECONOMIC PERFORMANCE OF THE CULTURAL AND CREATIVE INSTITUTIONS AND INDIVIDUALS ...................... 25 3.7 EMPLOYMENT IN THE CULTURAL PRODUCTIVE/ECONOMIC ACTIVITIES ............................................................ 32 3.8 MARKETING STRATEGIES AND OPPORTUNITIES ................................................................................................. 36 3.9 CONCLUSION ...................................................................................................................................................... 41 CHAPTER FOUR .............................................................................................................................................. 43 ANALYSIS BY DOMAIN .................................................................................................................................. 43 ii 4.1 BOOKS AND PRESS .............................................................................................................................................. 43 4.2 PERFORMING ARTS AND CELEBRATIONS ............................................................................................................ 46 4.3 VISUAL ARTS AND CRAFTS .................................................................................................................................. 48 4.4 AUDIOVISUAL AND INTER-ACTIVE MEDIA .......................................................................................................... 51 4.5 CULTURAL AND NATURAL HERITAGE ................................................................................................................. 55 4.6 DESIGN AND CREATIVE SERVICES ...................................................................................................................... 58 4.7 CULTURAL TOURISM ........................................................................................................................................... 62 4.8 SPORTS AND RECREATION .................................................................................................................................. 64 4.9 INTANGIBLE CULTURAL