In general, the creative industry comprises all those sectors where intangible value-adding accompanies the consumption of products and services, such as creativity, culture, knowledge and innovation. Broadly speaking, it is possible to delimit a set of economic activities that are part of this universe: audiovisual, communications, TV and radio, advertising, architecture, music, design, fashion, visual and scenic arts, research and development, software and games, crafts, tourism and historical and cultural heritage. These activities are heterogeneous from the point of view of their composition, objects and dynamics, but have in common the fact that they are directly associated with knowledge, culture and creativity.
The core of the creative industry is formed by professional and/or economic activities whose main input for value generation are the ideas This includes all the related activities of professionals and establishments that directly provide goods and services to the creative industry. Such activities are mostly represented by industries, service companies and professional suppliers of materials and elements essential for the functioning of the creative core. Finally, the support structures, i.e. those activities that indirectly supply goods and services to the creative industry also deserve mention1.
Rio Grande do Sul is one of Brazil’s leading creative hubs thanks to its cultural diversity and tradition. With a bold and dynamic cultural scene, the State stands out in several aspects of the creative industry.
Activities related to the creative industry account for at least 4% of Rio Grande do Sul’s GDP, corresponding to more than R$ 11.7 billion in terms of gross value added to the State economy. Part of educational, research and development activities and part of accommodation and food services and scientific and technical activities could also be included2.
Rio Grande do Sul ranks high in the number of companies in the sector. The following segments deserve mention, as follows: edition of newspapers (11.1%); editing of lists, registers and other graphic products (12.4%); edition integrated to newspaper printing (14.4%); edition integrated to registers, lists and other graphic products (11.7%); cinematographic distribution, videos and television programs (11%); cinematographic exhibition (9.6%); radio activities (11%); architectural services (11%); landscaping (10.7%); teaching of art and culture (10%); libraries and archives (11.1%); museums and exploration, artistic restoration and conservation of historic sites and buildings and similar attractions (14.1%); botanic gardens, zoos, national parks, ecological reserves and areas of environmental protection (11.2%); amusement parks and theme parks (10.8%); cultural and artistic associations (10.5%). The total number of formalized companies of the core segment of creative industries in Rio Grande do Sul is 25,027, corresponding to 7.8% of the total number of Brazilian companies of the segment. The State companies employ 74,800 workers3.
The audiovisual sector of Rio Grande do Sul, for example, has a strong tradition. This chain formed by production, post-production, marketing, distribution, cinematographic and video exhibitions, open TV channels and cable TV channels, as well as all the related activities (equipment rental, catering, set design, electricity, audio, logistics, etc.), has also shown positive benefits, such as tourism expansion. The State has a prominent position in the Brazilian market (it is currently the third Brazilian hub of audiovisual production)4, and has signed a partnership agreement with Mercosur countries for bilateral production.
With support from the State government, RS Film Foundation (Fundacine) has created the Audiovisual Local Productive Arrangement (APL) of Porto Alegre and the Metropolitan Region, with more than 70 participating companies and supporters, including production companies, audio studios, equipment rental, programmers, exhibitors, etc. Also, the Audiovisual Technological Center of Rio Grande do Sul (Tecna), an initiative of the Pontifical Catholic University of Rio Grande do Sul (PUCRS), together with the State Government and Fundacine, is a reference center for the creative industry, with emphasis on audiovisual and technology. It houses a complete infrastructure for the production and post-production of creative digital content, a business cluster, a permanent training center and research laboratories. The center is headquartered at Tecnopuc – PUCRS' Science and Technology Park5, in the city of Viamão, in the Metropolitan Region of Porto Alegre.
The musical scene in Rio Grande do Sul is characterized by various styles and festivals, nationally and internationally renowned musicians that embrace several styles and genres. The music supply chain is not restricted to the relationship between the artists and the public, comprising the industrial production of inputs for musical production, the process of musical production (recording studios, technical teams, etc.), dissemination of the music (specialized publications, radio and TV programs) and execution (theaters, shows, clubs, bars), Rio Grande do Sul counts on a complex music supply chain with several related economic activities6.
The book industry in Rio Grande do Sul stands out in the number of publications and in the quality of the content. Statistics of the National Public Library System reveal other relevant aspects of the creative industry of Rio Grande do Sul, e.g. the State ranks 3rd in Brazil in the number of public libraries7. Also, Rio Grande do Sul leads the national ranking in the number of municipalities that hold book fairs. The State capital, Porto Alegre, has many theaters and movie theaters, ranking among the Brazilian cities that have the highest number of theaters and movie theaters in relation to the population size.
The Metropolitan Region of Porto Alegre has a strong concentration of creative enterprises from the most diverse areas. One example is the digital games sector, mostly concentrated near the three technology parks (Feevale Tech, Tecnosinos and Tecnopuc) and the three main universities in the region. The sector includes some of the country’s most respected companies. Therefore, Rio Grande do Sul ranks among the largest producers of digital games in Brazil.
Sector opportunities in Rio Grande do Sul
- Production services area: local production companies have competitive prices and highly skilled labor, which has attracted the attention of the national advertising market. Many of the advertisements of national brands produced by agencies in Rio de Janeiro and São Paulo are run in Porto Alegre, generating significant demand for local production companies. The Gramado Festival, consolidated as one of the most important and traditional in Brazil, is an important space to promote local production and debate on policies for the sector.
- Area of phonographic production: The Audiovisual Technological Center of PUCRS expanded its activities, and now includes phonographic production. A recording studio will be installed with state-of-the-art equipment that will transform Rio Grande do Sul in an international hub of phonographic production. The private sector of Rio Grande do Sul has recently made significant investments in equipment and technological modernization. With its current installed capacity, the State can obtain a prominent position in the field of music production and recording.