Development of a Regional Export Strategy for the Creative Industries Services VALUE CHAIN ANALYSES FINAL REPORT Prepared by: VISUAL & PERFORMING ARTS JAMAICA (VPAJ) and KEA EUROPEAN AFFAIRS (KEA) Submitted to: CARIBBEAN EXPORT DEVELOPMENT AGENCY 31st August 2015 TABLE OF CONTENTS List of Acronyms .................................................................................................................... 7 Acknowledgements ............................................................................................................... 8 1. Introduction ..................................................................................................................... 9 1.1. Definition of Value Chains ....................................................................................... 9 1.2. Sectoral Scope: CARIFORUM Creative Industries, their Services and Goods ........... 10 1.3. Geographical Scope: CARIFORUM and European Union ......................................... 11 1.4. Methodology ......................................................................................................... 12 2. Mapping the Value Chains for CARIFORUM CIs ............................................................... 13 3. Market Opportunities for CARIFORUM CIs ..................................................................... 14 3.1. EPA Protocol on Cultural Cooperation ................................................................... 14 3.2. Summary of trends in the EU for the CIs ................................................................ 15 3.2.1 For Music ................................................................................................................. 15 3.2.2 For Film .................................................................................................................... 17 3.2.3 For Fashion ............................................................................................................... 17 3.2.4 For Jewellery ............................................................................................................ 18 3.2.5 For Painting .............................................................................................................. 19 3.2.6 For Arts & Craft ........................................................................................................ 19 3.3. Trends in CARIFORUM for the CIs .......................................................................... 20 3.3.1 Characteristics of CARIFORUM Creative Industries professionals .......................... 20 3.3.2 Current export activities of CARIFORUM CIs professionals ..................................... 28 3.3.3 Export support framework for CARIFORUM CIs professionals ................................ 36 4. Bottlenecks along the Value Chains of CARIFORUM CIs .................................................. 38 4.1. Export challenges facing CARIFORUM CIs professionals ......................................... 38 4.2. Challenges within the EU for CARIFORUM CIs ........................................................ 43 4.2.1 For CARIFORUM Music ............................................................................................ 43 4.2.2 For CARIFORUM Film ............................................................................................... 44 4.2.3 For CARIFORUM Fashion ......................................................................................... 45 4.2.4 For CARIFORUM Jewellery ....................................................................................... 45 4.2.5 For CARIFORUM Painting ......................................................................................... 46 4.2.6 For CARIFORUM Arts & Craft ................................................................................... 46 5. Recommendations to Enhance Exports of CARIFORUM Creative Industries .................... 47 5.1. Improving export support for CARIFORUM CIs professionals ................................. 47 CARIFORUM CIs Regional Export Strategy Report ‐ Page 2 of 88 ‐ Last updated: 31/08/15 5.2. Learning from good practice in the EU Member States for exporting CIs ............... 55 5.2.1 For EU Music ............................................................................................................ 55 5.2.2 For EU Film ............................................................................................................... 56 5.2.3 For EU Fashion ......................................................................................................... 57 5.2.4 For EU Jewellery ....................................................................................................... 58 5.2.5 For EU Painting ........................................................................................................ 59 5.2.6 For EU Arts & Craft ................................................................................................... 59 5.3. Scope for business cooperation between EU & CARIFORUM for the CIs ................ 60 5.3.1 For CARIFORUM Music ............................................................................................ 60 5.3.2 For CARIFORUM Film ............................................................................................... 60 5.3.3 For CARIFORUM Fashion ......................................................................................... 61 5.3.4 For CARIFORUM Jewellery ....................................................................................... 61 5.3.5 For CARIFORUM Painting ......................................................................................... 62 5.3.6 For CARIFORUM Arts & Craft ................................................................................... 62 5.4. Image and Reputation of the CIs ............................................................................ 63 5.4.1 For CARIFORUM Music ............................................................................................ 63 5.4.2 For CARIFORUM Film ............................................................................................... 63 5.4.3 For CARIFORUM Fashion ......................................................................................... 63 5.4.4 For CARIFORUM Jewellery ....................................................................................... 64 5.4.5 For CARIFORUM Painting ......................................................................................... 64 5.4.6 For CARIFORUM Arts & Craft ................................................................................... 65 5.5. Structural relations and networks .......................................................................... 65 5.5.1 For CARIFORUM Music ............................................................................................ 65 5.5.2 For CARIFORUM Film ............................................................................................... 65 5.5.3 For CARIFORUM Fashion ......................................................................................... 66 5.5.4 For CARIFORUM Jewellery ....................................................................................... 66 5.5.5 For CARIFORUM Painting ......................................................................................... 66 5.5.6 For CARIFORUM Arts & Craft ................................................................................... 66 5.6. Expand commercial activities ................................................................................. 66 5.6.1 For CARIFORUM Music ............................................................................................ 66 5.6.2 For CARIFORUM Film ............................................................................................... 66 5.6.3 For CARIFORUM Fashion ......................................................................................... 67 5.6.4 For CARIFORUM Jewellery ....................................................................................... 67 5.6.5 For CARIFORUM Painting ......................................................................................... 67 5.6.6 For CARIFORUM Arts & Craft ................................................................................... 68 5.7. Integrated Marketing & Promotion of Offerings .................................................... 68 5.7.1 For CARIFORUM Music ............................................................................................ 68 5.7.2 For CARIFORUM Film ............................................................................................... 68 CARIFORUM CIs Regional Export Strategy Report ‐ Page 3 of 88 ‐ Last updated: 31/08/15 5.7.3 For CARIFORUM Fashion ......................................................................................... 68 5.7.4 For CARIFORUM Jewellery ....................................................................................... 68 5.7.5 For CARIFORUM Painting ......................................................................................... 69 5.7.6 For CARIFORUM Arts & Craft ................................................................................... 69 5.8. Collaborations & Networking ................................................................................ 69 5.8.1 For CARIFORUM Music ............................................................................................ 69 5.8.2 For CARIFORUM Film ..............................................................................................