Neil Fraser
May 10, 2004
"A CITY'S capacity to regenerate itself is dependent on the extent of its cultural, creative and artistic activities."
This statement attributed to Britain's Sir Peter Hall (Professor of Planning at University College, London and author of 'Cities in Civilisation') doesn't go far enough. What it needs to add is " but the extent of its cultural, creative and artistic activities is dependent on the leadership and support of the private and public sectors". If we are to develop Johannesburg's capacity to regenerate itself through creativity, then we need to look critically at the enabling and supporting mechanisms that exist.
The sector is one that I am not personally close to but come in contact with when my work brings involvement in such projects. Our involvement in 'Images of Defiance' brought home to me again the importance of the creative sector and how arts and culture contributed to the defiance against apartheid government policies. The pamphlet prepared for the exhibition contains this comment: "Posters were used to mobilise support for people in detention and to highlight the suffering of the oppressed. And, posters for concerts, exhibitions and plays show how the arts and culture in general were enlisted in the struggle for democracy."
A recent newspaper report reiterated this theme, noting that "defiance, as a pure principle during apartheid when artists were at the forefront of fighting for democracy, died in 1994." It goes on to suggest that a new spirit of activism is needed in the present era of delays in allocations of special funding to performing arts companies, an arts brain-drain, poor communication and lack of transparency. It ends on a note of hope, however, at the appointment of Pallo Jordan as the new arts and culture minister and "a department of arts and culture with its own budget and identity."
Digging around to see how other cities are tackling the creativity issue, I came across the recently published Report of the Commission on the Creative Industries. The Commission was launched less than 18 months ago by London mayor, Ken Livingstone, who in his foreword to the report describes London as "one of the world's great creative cities. A vibrant city that welcomes new ideas and visions. The richness of this environment has allowed creativity in London to develop throughout its history. London is a city synonymous with music, fashion, film, art, literature and design. It lets diversity flourish, which in turn feeds its creativity. "
The Commission's aim was to develop interventions that could (i) ensure the continued growth and development of London's creative industries and (ii) maximise their contribution to London's economy to enhance the regenerative capacity of London through the increased engagements of its citizens in the arts and other cultural activities to make sure that London's diverse communities benefit from, and contribute to, this expansion.
In its work, the Commission found initially that there was a paucity of hard facts and an abundance of qualitative and anecdotal assertions in regard to the macro creative industry. This led to major research being undertaken which has enabled the report to provide some exciting proof of the value of a city of vibrant creative industries, for example:-
- One in every five new jobs in London is in the creative industries.
- The creative industries contribute 21 billion pounds to London's GDP.
- The creative industries account for more than 500 000 jobs in the capital and display one of the fastest growth rates of job creation in any sector.
- London accounts for 30% or more of the UK's advertising, music, publishing, television, designer fashion, performing arts and radio jobs.
Reacting to the findings of the Commission, the London Mayor has established a permanent organisation, 'Creative London', that will "operate with a light touch, offering leadership, purpose and inspiration, both to the sector and to our partners in public and private agencies". Recognising the large number of players in the creative industry, the organisation pledges that it will not "replicate any of their activities and will sub-contract its activities wherever possible - allowing funds to flow directly to those involved at grassroots."
With the 'hard facts' on the creative industries now available, the new organisation has been able to set targets by which it is going to be measured over the next decade, for instance:
- Jobs to grow from 500 000 to 700 000 over ten years
- GDP to be grown from 21 to 32 billion pounds over the same period.
- Synergy and leverage of other related programmes, ie skills, business support, etc
- Value added per person employed at 41 000 is targeted to grow towards 50 000 pounds per person
- Inter-regional trade is forecast to grow to between 1 and 2 billion pounds.
In order for it to reach these targets, Creative London has set itself these objectives:
- To enable and nurture the work of the creative industries of London and of their people today and tomorrow
- To enhance the regeneration capacity of London through the increased engagement of its citizens in the arts and all cultural activities
- To support leadership in London which commits to, pursues and projects the core values for what is missing today but needed tomorrow
- To be a knowledge rich resource, continuously exposing ourselves to new ideas and promoting best practice in the development of the creative industries.
Richard Florida in his controversial book 'The Rise of the Creative Class' suggests that cities and suburbs can most effectively spur economic growth not by subsidising big business with tax breaks but by harnessing human creativity and developing diverse, tolerant and inclusive cities.
Creative London clearly understands where Richard Florida is coming from, as it highlights diversity and equality as a cross-cutting theme that will be addressed through all their work as well as through some specific interventions like:
- Cross sector progammes of support
- Sector-specific services
- Major showcasing initiatives
- Creative hubs
- The creative future
To a complete outsider such as myself our local 'creative' scene appears to have little national, provincial or local direction or focused targets by which all levels of government (and the private sector) can be measured. It also appears to be more than a little endowed with gate-keepers and to have little or no cohesion. Yet there is this wealth of research that screams to us to "go creative".
We as a city have great potential, enthusiasm and passion to make it happen. Look at the unique art contribution at the Constitutional Court, The Creative Inner City Initiative, The Fashion District, Jewel City, Sci Bono Discovery Centre, Bus Factory, Music Centre, The Dance Factory, the Civic Theatre, our museums and art galleries, our brilliant and eclectic range of music - it's all there waiting to be celebrated!
We are a creative city in a creative nation and I don't think that we are capitalising on our creative ability. I understand that we have recently developed new ties with London, so hopefully the creative industries and the detailed knowledge that they have gained through the Commission will be made available to us and help to fashion our own approach.
A final quote from Peter Hall stresses the importance of this whole issue in relation to Johannesburg: "Creativity is no longer an incidental miracle that happens occasionally in exceptionally favoured cities; in a globalised economy where no place can rest on its laurels for long, it is now a central part of the business of being a successful city."
