Creative economy
In general, the creative economy includes all those sectors in which the aggregation of value is based on immaterial dimensions, such as creativity, culture, knowledge and innovation. In general terms, a set of economic activities that are part of this universe can be delimited: audiovisual, communications, TV and radio, advertising, architecture, music, design, fashion, visual and performing arts, research and development, software and games, crafts, tourism and historical and cultural heritage. This is a set of heterogeneous activities from the point of view of composition, objects and dynamics, but which 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 that have ideas as the main input for value creation. Added to it are related activities, which include professionals and establishments that directly offer goods and services to the creative industry. They are largely represented by industries, service companies and professionals who supply materials and fundamental elements for the functioning of the creative core. Finally, it is also necessary to consider the support structures, those activities that indirectly supply goods and services to the creative industry1.
Cultural diversity, together with the gaucho tradition, make Rio Grande do Sul one of the main Brazilian creative centers. With a bold and dynamic local cultural scene, the State stands out on several fronts of the creativity industry.
Activities related to the creative industry are responsible for at least about 4% of RS GDP, corresponding to an amount of more than R$ 11.7 billion in terms of gross added value to the state economy. To this, it would still be possible to add a part of the educational and research and development activities, as well as a part of the accommodation and food services and the scientific and technical activities 2 .
In terms of the number of existing companies, Rio Grande do Sul stands out. The quantum of companies headquartered in the State that exceeds this mark is associated with the following activities: newspaper publishing (11.1%); edition of entries, lists and other graphic products (12.4%); edition integrated with newspaper printing (14.4%); integrated editing of entries, lists and other graphic products (11.7%); film distribution of video and television programs (11%); cinema exhibition (9.6%); radio activities (11%); architecture services (11%); landscaping (10.7%); teaching art and culture (10%); library and archive activities (11.1%); museum and exploration activities, artistic restoration and conservation of historic places and buildings and similar attractions (14.1%); activities in botanical gardens, zoos, national parks, ecological reserves and environmental protection areas (11.2%); amusement parks and theme parks (10.8%); activities of associative organizations linked to culture and art (10.5%). The total number of formalized companies belonging to the creative industries core segment corresponds to 25,027 companies, totaling 7.8% of the national total, employing 74.8 thousand workers 3 .
The audiovisual sector in Rio Grande do Sul, for example, enjoys a strong tradition. This chain, made up of production, post-production, marketing, distribution, film and video exhibition activities, as well as open and cable television activities, in addition to all related activities (equipment rental, catering, scenography, carpentry, electricity, audio, logistics, etc.), it also has positive side effects, such as an increase in tourism. The State already occupies a significant space in the Brazilian market, being today the 3rd audiovisual production center in the country 4 , with a partnership signed with Mercosur countries for bilateral production.
With support from the State Government, Fundação de Cinema RS (Fundacine), created the Audiovisual Local Arrangement (APL) of Porto Alegre and Metropolitan Region, which has more than 70 participating companies and supporters, including production companies, audio studios, equipment rental companies, programmers, exhibitors, etc. In addition, the Audiovisual Technological Center of RS (Tecna), an initiative of the Pontifical Catholic University of RS (PUCRS), together with the State Government and Fundacine, is a reference center for the creative industry, with an emphasis on audiovisual and technology. It houses a complete production and post-production infrastructure for creative digital content, a business cluster, a permanent training center and research laboratories. Located in Viamão, a municipality neighboring Porto Alegre, it is headquartered in the Scientific and Technological Park of PUCRS (Tecnopuc) 5 .
The Rio Grande do Sul music scene is characterized by a wide range of styles and festivals, with renowned artists from the national and international scene in the most varied musical aspects. Considering that the music chain is not restricted to the relationship between the artist and the public, having as its starting point the industrial production of inputs for music production, passing through the music production process (recording studios, technical teams, etc.), dissemination of music (specialized publications, radio and TV programs) and performance (theatres, concert halls, clubs, bars), we see in Rio Grande do Sul a complete and complex chain of related economic activities6.
The book industry in Rio Grande do Sul is particularly strong, both in terms of the number of publications and the quality of the content generated. Figures from the National System of Public Libraries show other relevant aspects for the creative industry in Rio Grande do Sul, which place Rio Grande do Sul as the 3rd state with the largest number of public libraries in Brazil7. RS leads the national ranking in number of municipalities that hold book fairs. The state capital has a large number of theaters and cinemas, ranking nationally with the best supply rates of establishments per total population of the city.
In the Metropolitan Region, we see a strong agglomeration of creative ventures from the most diverse areas. This is the case of the digital games sector, which is mainly concentrated around three technology parks (Feevale Tech, Tecnosinos and Tecnopuc) and the three main universities in the region and has some of the most respected companies in the country, effectively positioning the Rio Grande do Sul as one of the biggest producers of digital games in Brazil.
Sector Opportunities
Production services area: local production companies have competitive prices and a highly qualified workforce, which has attracted the attention of the national advertising market. Many of the advertisements for national brands, produced by agencies in Rio de Janeiro and São Paulo, are shot in Porto Alegre, generating significant demand for local producers. The Gramado Festival, consolidated as one of the most important and traditional in Brazil, is an important space for promoting local production and for debating policies for the sector.
Phonographic production area: the PUCRS Audiovisual Technological Center has expanded its area of activity to phonographic production, with a project to install a recording studio that aims to provide state-of-the-art equipment and transform RS into a world-class phonographic production center . In the private sector, there have also been substantial investments in equipment and technological modernization in the recent period. In this way, the State already has the installed capacity to occupy a space in the field of music production and recording.