TECHNOLOGY AND

INNOVATION IN
CREATIVE
INDUSTRIES
Prof. Naveed Yasin – Head of Creative Industries
AGENDA

Introduction

Primary goals

Areas of growth

Timeline

Summary

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 INTRODUCTION

What is Technology and What is its importance to the

Innovation? Creative Industries

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COVID 19

The Covid-19 pandemic has had

a profound impact on the global 
creative industry. Artists around
the world struggled as
museums, galleries, theatres and
cinemas closed, concerts were
cancelled. Street entertainment
and other cultural performances
were suspended.
 QUARTERLY PERFORMANCE

Governments have also had to grapple with tremendous revenue losses from
the cultural and creative industries.

Job losses in these sectors have further compounded the situation. Even as
the global economy picks up, the role and future of the creative industry is
being re-evaluated.

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 POLICY AND CREATIVE INDUSTRIES

Policymakers must realise that a creative economy is crucial for the growth, development
and cultural identity of any civilised society.

In Europe, for example, the creative industry employed 7.4 million people in 2019 and
accounted for 3.7 percent of all employment.

The United Nations estimates that the creative industries generate annual revenues of
$2.25 trillion and account for around 30 million jobs worldwide.

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HOW SHOULD GOVERNMENTS
RESPOND TO THIS CHALLENGE?

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C U LT U R E H A S B E E N A P I L L A R O F T H E U A E ’ S A G E N D A O F E C O N O M I C D I V E R S I F I C AT I O N . T H E U A E
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P R O M O T E T H E I N D U S T RY, P L A C I N G I T A M O N G T H E C O U N T RY ’ S TO P 1 0 E C O N O M I C S E C TO R S , W I T H T H E A I M
O F C O N T R I B U T I N G 5 P E R C E N T O F T H E N AT I O N A L G D P.

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E U R O P E ’ S L A R G E S T PA C K A G E O F C U LT U R A L S U P P O RT.
​

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As the creative industries venture into a new phase, they will need government support and an innovative approach
to tackle emerging challenges.

I N S I N G A P O R E , T H E G O V E R N M E N T WA S Q U I C K T O A C T B Y P R O V I D I N G R E C O V E RY G R A N T S F O R L O W A N D M I D D L E - I N C O M E
W O R K E R S A N D FA C I L I TAT I N G F U N D I N G F O R WA G E S U B S I D I E S A N D R E N T S T O S E L F - E M P L O Y E D A N D C U LT U R A L
PROFESSIONALS.

O T H E R C O U N T R I E S C A M E U P W I T H I N N O VAT I V E S C H E M E S A S W E L L :

T H E N E T H E R L A N D S A D O P T E D N E W M E A S U R E S T O S U P P O RT M I C R O - C O M PA N I E S T H AT L O S T M O R E T H A N 2 5 P E R C E N T I N
TURNOVER.

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 UNESCO

Despite these positive steps, the situation is still urgent. The Director General of the
United Nations Educational, Scientific and Cultural Organisation (UNESCO) notes
that the global music industry faces an estimated $10 billion in lost sponsorship and
the publishing sector is set to contract by at least 7.5 percent.

The European Cultural Foundation has called on governments to consider social

protection for its 7.3 million creative workers.

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 DIGITIZATION: A CATALYST FOR FUTURE GROWTH

National policies will no doubt go a long way in helping the “For

industry get back on its feet, but it also needs a more long-term example, the
resilience mechanism for the future. latest edition
of Art Dubai
Digital transformation across numerous sectors was already featured
propelling the creative industry to explore new ways to engage digital
with audiences. artwork,
AI is increasingly being used in art, music and fashion, with multimedia
hugely positive outcomes. Some creative sectors have a huge exhibitions
and unexplored potential, such as the video gaming industry and
which is valued at $180 billion (AED 661 bn). immersive
tech-enabled
Touch screens, AR, VR and QR codes are only a few experiences.”
technologies that are being used to engage viewers today. The
pandemic was a catalyst for the adoption of technology across
the creative industry.
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 TOWARDS THE FUTURE
Looking ahead, the future of creative
industries will lie in governments embracing
their differences and unique cultures, and in
empowering their individual stakeholders.
Meta-government forums like the UAE-
directed World Government Summit
(WGS), provide a critical space for
enhancing such thinking.
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it will now be key for governments to work closely with other
decision-makers and treat ‘cultural policy’ as holistic ‘people
policy’, where success is judged by engagement and
opportunities over conventional outcomes such as economic
indicators.
They will need to involve creative sector stakeholders in
strategy, decision making, and the development of clear and
sustainable employment opportunities and leverage strengths to
create new, disruptive, and unique value propositions for
various creative sectors.
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 TOWARDS THE FUTURE

Adopting a burden-sharing approach to funding the sector through new partnerships and cross-sector
innovation (e.g. combining economic and social with cultural budgets) will also be necessary. Finally, they
must measure the qualitative impact of the sector, which represents both its attractiveness and its strength.

The cultural sector’s return to growth will not be about cryptocurrency, flagship infrastructure or investment
schemes. Rather, it will be about listening to, reflecting upon, and tackling shared issues across the industry.

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THANK YOU

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