The document discusses the creative and cultural industries and their significant contributions globally. Some key points: - The creative and cultural industries generate over $2 trillion USD in revenue annually and employ over 29 million people worldwide. - The top employment sectors are visual arts, books, and music. - 11 sectors are identified as part of the creative and cultural industries including advertising, architecture, performing arts, books, music, film, newspapers/magazines, gaming, radio, TV, and visual arts. - The industries are driving the digital economy and contributing over $200 billion to global digital sales.

1. Creative Industry and
Cultural Industry
Leading the World Economy in the 21st Century

2. CCI Sector World Economic Contribution and
Employment
• 2,250 billion $US
Global CCI Revenue
• 3% of the world’s GDP
• Exceed Telecom
services revenues
(US$1,570bn)
• 29.5 million jobs
Global CCI Employment
• 1% of the world’s active
population
• Surpass combined jobs of
Automotive industry in
Europe, Japan, and US (25
million)
*figure and facts are taken from worldcreative.org
The top three
employers are visual
arts (6.73m), books
(3.67m) and music
(3.98m).

3. 11 Sectors of the Creative and Cultural
Industry (CCI)
Advertising and Marketing
Advertising agencies
Architecture
Architectural firms
Performing Arts
Performing arts activities:
dance, theatre, live music,
opera, ballet, etc.
Books
Physical and digital books
sales (including scientific,
technical and medical
books)
Music
Sound recording and music
publishing industry, live music
Movie
Motion picture production,
post-production and
distribution
Newspapers & Magazines
Newspapers and magazine
publishing industry
Gaming
Video game publishers,
developers and retailers;
equipment sales
Radio
Radio broadcasting activities
TV
TV programming, production
and broadcasting including
cable and satellite
Visual Arts
Visual arts creation,
museums, photographic and
design activities
*Gastronomy
Local dishes, fusion and
innovative dishes in
restaurants
* The CCI Sector of a country may vary from other countries

4. A MULTIPOLAR CREATIVE WORLD
* % of global CCI revenues ** % of total CCI jobs

5. Driving the Digital Economy
200 bn $US
• Contribution to Global Digital Sales
530 bn $US
• Total Sales of Digital Devices
66 bn $US
• Digital Cultural Content B2C Sales
21.7 bn $US
• Ad Revenues from Online Media and Free Streaming

6. CCI CONTRIBUTION BY SECTOR
Sectors by revenues (US$ bn) Number of jobs (in ‘000)

7. By Definition of the Word
Cultural Industry
combine the creation, production, and distribution of
goods and services that are cultural in nature and usually
protected by intellectual property rights
sometimes called “creative industry”
The notion of cultural industries generally includes
textual, music, television, and film production and publishing,
as well as crafts and design. For some countries, architecture,
the visual and performing arts, sport, advertising, and cultural
tourism may be included as adding value to the content and
generating values for individuals and societies. They are
knowledge-based and labour-intensive, creating employment
and wealth.

8. By Definition of the Word
Creative Industry
"those industries which have their origin in
individual creativity, skill and talent and which have a
potential for wealth and job creation through the
generation and exploitation of intellectual property" -
UK Government Department for Culture, Media and Sport
(DCMS)
As of 2015 the DCMS definition recognizes 9
Creative Sectors: Advertising and marketing;
Architecture; Crafts; Design: product, graphic and
fashion design; Film, TV, video, radio and photography;
IT, software and computer services; Publishing;
Museums, galleries and libraries; Music, performing and
visual arts

9. Difference of Creative Industry and Cultural
Industry
• Cultural Industry is part of the bigger Creative Industry
• Cultural Industry gives an importance to an inherent identity to
the product because of the place of its origin and thus, the
product has an added “value”
• Creative Industry is set on an individual talent or skill or process
to create a product and earn from it

10. Looking into Cultural Heritage
• The use of cultural heritage products, art, dance, literature
among other art in its natural form should be handled with proper
sensitivity when contextualized, derived or translated in a modern
work.
• Proper appropriation, respect and recognition should be given to
the source.

11. Artisanal Product
Produced by artisans, either completely by hand,
or with the help of hand tools or even mechanical
means, as long as the direct manual contribution
of the artisan remains the most substantial
component of the finished product.
These are produced without restriction in terms of
quantity and using raw materials from sustainable
resources.
The special nature of artisanal products derives
from their distinctive features, which can be
utilitarian, aesthetic, artistic, creative, culturally
attached, decorative, functional, traditional,
religiously and socially symbolic and significant.

12. Example of Cultural
Industry
The Cultural Industry is not
limited to the heritage but can also be
attributed to “popular culture” as well as
emerging culture within the place.

13. A closer look into Aranaz
• ARANÁZ is a fashion accessories label that celebrates living
a life in leisure. Collections are crafted to sprinkle hints of
the exotic and artisanship on everyday life, providing the
modern woman with a quick escape from their fast faced-
lifestyles through items of intricacy and taste. Every
collection echoes the history behind the brand and its
affinity to craftmanship and the handmade. The brand has
perfected that signature blend of polished and artisanal –
the very combination that has made Aranaz some kind of
boudoir frequented by the chic, the powerful, the cool of
Manila. Mother-Daughter Trio: BECKY, AMINA AND ROSANNA
ARANAZ are the women behind the Aranaz brand. Together
they build on the brand’s rich heritage and legacy of
craftmanship by making use of traditional Filipino crafts to
bring it into modern day relevance.
• Proud of its rich Filipino heritage, an ARANAZ bag exhibits
its thrust to “de-ethnicize the ethnic”.

14. Example of Creative Industry
• By definition, are
industries which have
their origin in
individual creativity,
skill and talent and
which have a potential
for wealth and job
creation.

15. Mojo Sandals more than meets the eye
Based on their website:
Our Products are 99% Filipino
Our rubber is harvested from choice rubber tree grown in the
highlands of Bukidnon in the island of Mindanao
The Rubber is processes locally and sent to the shoe
factories in Antipolo and Marikina, in the east side of Metro
Manila.
Finished products are distributed and sold by Outward Bound
Gear Inc., the Filipino company that exclusively distributes
MOJO sandals to you.
MOJO actively promotes local travel and tourism, for you to
go out and see the beauty of the Philippines, in the comfort
of slippers and sandals that won’t let you down.
Your Purchase of MOJO Slippers and Sandals will contribute
to the economy of the Philippines every step of the way,
from the rubber tree growers to your checking at the best
beaches and mountain resort in this part of the world.
Source:
https://mrwhitepatch.wordpress.com/2012/11/23/brand-day-
mojo-sandals-is-a-proud-philippine/
http://www.mojofreedom.com

16. BUILDING A MORE CREATIVE WORLD
• Promote Authors’ Rights
Creative Industries need supportive legal frameworks that protect the
rights of creators and secure fair remuneration for them, to boost economic
growth and job creation worldwide.
• Nurture Talent
Creative talent is the lifeblood of cultural and creative industries and
should be protected and promoted. The creative community is an engine of
innovation for more sustainable development.
• Balancing monetization
CCI players face two difficulties: trying to persuade consumers to pay for
something they may have been accessing for free, and extracting a fair share of
the value generated by cultural content.

17. Building that Creative Culture
½ crosswise yellow paper
Guide Questions:
1) What is the aspiration of the Leonard Theosabrata?
2) How was his product perceived initially and later
on?
Reflection:
As an artist/performer/designer, how can we
rise up to our art form and the global market in way
that it also becomes an economic endeavor and pull
up our own fellow artist, performer or designer?

18. Quotes from the Video:
It’s cool now to be a designer from an emerging market especially if
you have worldly views and local sensibilities
We need to embrace our own identity and innovation as a
process…and that starts with taking pride and investing in our own
capacity
- Leonard Theosabrata
Indonesian Designer

19. References
• https://www2.warwick.ac.uk/fac/soc/law/elj/lgd/2016-1/oconnor_finalfinal.pdf
• Essays, UK. (November 2013). The Difference Between Culture Industry And Creative Industry Business
Essay. Retrieved from https://www.ukessays.com/essays/business/the-difference-between-culture-
industry-and-creative-industry-business-essay.php?cref=1
• http://creativeconomy.britishcouncil.org/media/uploads/files/English_mapping_the_creative_industries_a
_toolkit_2-2.pdf
• http://www.worldcreative.org/
• http://www.worldcreative.org/wp-
content/uploads/2015/12/EYCulturalTimes2015_Download.pdfhttp://www.worldcreative.org/wp-
content/uploads/2015/12/EYCulturalTimes2015_Download.pdf
• http://portal.unesco.org/culture/en/files/30297/11942616973cultural_stat_EN.pdf/cultural_stat_EN.pdf
• http://www.creativitycultureeducation.org/wp-content/uploads/CCE-lit-review-creative-cultural-
industries-257.pdf
• https://www.slideshare.net/mysanslide/philippine-creative-industry-final-april29-
6736729?from_action=save