3rd ICIER Conference
Rio de Janeiro 2013
Creative Economy:
Challenges and
Opportunities for
Brazil
Claudio D´Ipolitto, D. Sc.
FGV Rio
November 22, 2013
3rd ICIER
Emory
Seminar
Conference
. Doing
- Rio
Business
de Janeiro
in Brazil
- 2013
- FGV 2013
Creative Economy: Challenges and Opportunities for Brazil
Intangible[-based] economies
Several "economies" have been presented as successors
of agrarian and industrial economies.
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER
Emory
Seminar
Conference
. Doing
- Rio
Business
de Janeiro
in Brazil
- 2013
- FGV 2013
Creative Economy: Challenges and Opportunities for Brazil
Intangible economies
Information economy
• infrastructure = ICTs (Information
and Communication Technologies)
• focuses on explicit/coded
knowledge
• software, data bases, interfaces,
processes
•
•
•
•
Knowledge economy
Knowledge is more than
information
data => information => knowledge
=> wisdom ...
tacit and explicit knowledge
knowledge as a value generator
Prof. Dr. Claudio D’Ipolitto
•
•
•
•
•
•
•
•
•
Network economy
linked to the Network Society
small and connected world
worldwide coverage of the Internet
eBusiness: network-based business
cooperative and open business models
Service economy
service is consumed while being
produced
can only be assessed a posteriori
can not be stored
may involve customers in production
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER
Emory
Seminar
Conference
. Doing
- Rio
Business
de Janeiro
in Brazil
- 2013
- FGV 2013
Creative Economy: Challenges and Opportunities for Brazil
Intangible economies
Experience economy
Cultural economy
• intensive in subjectivity
• Adorno and Horkheimer coined the
• experience generates "individual and
term "cultural industry" as a critique
untransferable“value perception
of the commodification of culture
• "the moment of truth"
Attention economy
• in world abundant information and
"stimuli“, time is the scarcest
resource
• the competitor can be anything that
“captures the attention and steals
time from your audience”
• what is your priority when deciding
between many stimuli?
Prof. Dr. Claudio D’Ipolitto
• focuses on the exchange value of
cultural goods and services
Creative economy
• concept created in the UK as an
extension of the Cultural Economy
• intensive in creativity and intellectual
property
• articulates arts, culture, technology,
design and innovation
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER
Emory
Seminar
Conference
. Doing
- Rio
Business
de Janeiro
in Brazil
- 2013
- FGV 2013
Creative Economy: Challenges and Opportunities for Brazil
Intangible economies
Reputation economy
• brands built based on how they are
perceived online and the promise
they deliver offline
• online history becomes more
powerful than credit history
• value is based on confidence and
trust (shown by others)
Prof. Dr. Claudio D’Ipolitto
Freemium economy
• "It's more important that you stay
than you pay”. Phil Libin, Evernote
CEO
• the long-term product price (aka
“market clearing price”) will be
the marginal cost of production
• tends to zero in some products
• give the basic for free BUT sell
upgrades, improvements and items
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER
Emory
Seminar
Conference
. Doing
- Rio
Business
de Janeiro
in Brazil
- 2013
- FGV 2013
Creative Economy: Challenges and Opportunities for Brazil
Intangible economies
What do these various "economies" have in common?
• they treat the intangible, immaterial
or symbolic as input, product and
economic exchange value
• they represent a break with the
industrial economies, based on
tangible, physical goods
• they highlight the importance of
human and social capabilities in face
of the physical and financial
resources
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
Cultural and
Creative
Sectors
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
Innovation and Cultural Processes
as Learning Processes
Innovation
Processes
•
•
•
•
•
creativity
learning
knowledge
collaboration
simbolic value
Cultural
Processes
Innovation & Culture
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
http://www.cultura.gov.br
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
Brazilian model for the Creative Economy
Plano da Secretaria da Economia Criativa 2011-2014 http://www.cultura.gov.br
Plan of the Creative Economy Secretariat, 2011-2014, Ministry of Culture
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
the creative
entrepreneur
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER
Emory
Seminar
Conference
. Doing
- Rio
Business
de Janeiro
in Brazil
- 2013
- FGV 2013
Creative Economy: Challenges and Opportunities for Brazil
the creative/cultural entrepreneur
• Various roles / titles
–
–
–
–
–
–
–
cultural producer
cultural animator
cultural promoter
art curator
production director, executive producer (movies)
editor (newspapers, books)
other ...
• project manager (games)
•
•
• RUBIM, Linda. Produção Cultural. In: Organização e Produção da Cultura, org. Linda Rubim, Edufba, Salvador, 2005.
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER
Emory
Seminar
Conference
. Doing
- Rio
Business
de Janeiro
in Brazil
- 2013
- FGV 2013
Creative Economy: Challenges and Opportunities for Brazil
The producer as an agent of innovation
• identify trends and changes
– in languages​​, media, society, technologies ...
• design new models
– of cultural expression, business/revenue, production, cooperation,
dissemination, fruition ...
• experiment, learn, dare
• seek viability and sustainability
– revenue models philanthropy and government funding
– is it a social organization? is it a business enterprise?
• ...
• understand and practice innovation processes
– technological, organizational, institutional, social, symbolic ...
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
value chains/networks
value ecosystems
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
Creative
industry
in Brazil
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
Carnaval and
“the celebration economy”
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
The “Economy of Carnaval” is part of the brazilian “celebration or
party economy”, which involves individuals, formal or informal
organizations, companies, cooperatives, associations etc.
Sectors of the economy benefited directly and
indirectly by Carnaval
The Carnaval creative
ecosystem encompasses
all activities involved in
pre-production, production
and post-production of
"carnivals and feasts"
throughout Brazil, during
the whole year.
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
Creative Sectors: who make the party happen
•
artists
• musicians,
• choreographers,
• dancers,
• designers,
• artisans,
• sewers,
• art directors,
• among others
performing in bands,
• blocks, “trios”,
• samba schools,
• concerts indoor/outdo
• in Rio or abroad
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
Creative Sectors: who make the party happen
•
•
•
cultural producers and managers
designers, architects, engineers
producers and suppliers of
costumes, abadás, giant puppets,
props, decorations, masks,
accessories (whistles, confetti,
streamer etc.).
Complementary Sectors: provide inputs for the party
•
•
•
•
•
industry and commerce of musical instruments, sound
and audiovisual equipment
industry and trade of raw materials and components
for manufacturing costumes, props and the
decoration of public and private spaces;
assembly of stages and other structures;
molding of fiber glass and plastics materials;
information and communication services: journalism,
radio, TV, internet, telephony and the media in
general
Sectors benefited by spillovers
• food and beverage industry, trade and services:
bars, restaurants, street vendors, delivery
• local transport services (vans, buses, taxis)
• road, air and sea transports
• hotel services and informal hosting: hotels, hostels,
bed & breakfest, rental apartments or rooms
• hair and beauty, gyms, dance & percussion classes
• chemical industry: inputs for plastic packaging and
mask making, props
• metallurgical industry: beverage cans, metal
structures
• security services and support
“Non-carnaval” Sectors
• inns, hostels, farmhouse hotels
• "far from the action/noise"
• contact with mother Nature
• spiritual and meditation retreats
• journeys of self-discovery
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
beyond the official carnival parade in Rio,
there are many other festivals and parties in Brazil
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
 Rio street party
www.brazilbookers.com/brazilcarnival/carnival-street-parties.asp
www.bbc.co.uk/news/world-latinamerica-21399406
video:
http://on.aol.com/video/raw-video-carnival-street-party-draws-thousands517277095
Olinda street carnaval 
Giant puppets parade
http://www.youtube.com/watch?v=H9nx4yBzn3I
video:
gobrazil.about.com/od/brazilcarnival/ss/Meeting-ofGiant-Puppets-Olinda.htm
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
Oktoberfest Blumenau, SC
www.brazilbookers.com/brazil-carnival/carnivalstreet-parties.asp
www.bbc.co.uk/news/world-latin-america-21399406
video:
http://on.aol.com/video/raw-video--carnival-streetparty-draws-thousands-517277095
Paritins, “Boi Bumbá”
http://www.boibumba.com/
en.wikipedia.org/wiki/Parintins_Folklore_Festival
videos:
http://www.youtube.com/watch?v=G1K8CtPl5Tk
http://www.youtube.com/watch?v=S4LvmBvnrFw
http://letras.mus.br/caprichoso-boibumba/1484146/
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
Pará
Tecnobrega movement
en.wikipedia.org/wiki/Tecno_brega
video:
www.youtube.com/watch?v=_e4z0w1B
qqM
Bahia carnaval group
Afoxé Filhos de Ghandy
(Ghandy´s sons ‘afoxé’)
www.filhosdegandhy.com.br/
video:
http://www.youtube.com/watch?v=A3puVlkTGZM
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
SOME MORE
‘CREATIVE ECONOMY’ EXAMPLES...
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Prof. Dr. Claudio D’Ipolitto
Creative Economy: Challenges and Opportunities for Brazil
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
http://ffw.com.br/fashionrio/
http://ffw.com.br/spfw/
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
facebook.com/claudiodipolitto
Havainas sandals 
http://www.dailymail.co.uk/femail/article2180865/The-worlds-fashionable-flip-flopsHavaianas-celebrate-50th-birthday.html
http://www.nytimes.com/2003/03/25/busi
ness/sandal-from-brazil-is-new-fashionflavor.html
Brazilian swimsuits fashion
business cases:
http://www.businessweek.com/ap/2013-0417/lennys-rise-from-garage-to-brazils-bikini-queen
http://www.bsu.edu/interadv/article/0,1370,675233244-55795,00.html
http://www.brazilian-bikinis.net/
video:
http://www.youtube.com/watch?v=n3YX-9Tmg5w
3rd ICIER Conference - Rio de Janeiro - 2013
Creative Economy: Challenges and Opportunities for Brazil
3rd ICIER Conference
Rio de Janeiro 2013
Creative
Economy:
Challenges and
Opportunities for
Brazil
Prof. Dr. Claudio D’Ipolitto
Fundação Getúlio Vargas
Dr. Claudio D´Ipolitto
[email protected]
www.facebook.com/claudiodipolitto
br.linkedin.com/in/claudiodipolitto
facebook.com/claudiodipolitto