FIJI CULTURAL INDUSTRIES/INFRASTRUCTURE

The Cultural or Creative Industries has the potential to generate and promote economic development:

  • It can foster income-generation, job creation and export earnings while promoting social inclusion, cultural diversity and human development;
  • It embraces economic, cultural and social aspects interacting with technology, intellectual property and tourism objectives;
  • It is a set of knowledge-based economic activities with a development dimension and cross-cutting linkages at macro and micro levels to the overall economy;
  • It is a feasible development option calling for innovative, multi-disciplinary policy responses and interministerial action;
  • At the heart of the creative economy are the creative industries.

[UNCTAD/UNDP, Creative Economy, 2008]

DEFINING THE CULTURALl INDUSTRIES IN FIJI

Cultural industries are defined as those industries which produce tangible or intangible artistic and creative outputs, and which have a potential for wealth creation and income generation through the exploitation of cultural assets and production of knowledge-based goods and services (both traditional and contemporary).
What cultural industries have in common is that they all use creativity, cultural knowledge and intellectual property to produce products and services with social and cultural meaning.

(UNESCO, WIPO, UNIDO, UNDP, 2007, Statistics on Cultural Industries).

FIJI CULTURAL INDUSTRIES STRATEGY.

Cultural industry activities in Fiji is thriving however its recognition is minimal. Cultural producers and practitioners, particularly those in the performing arts, predominantly make a living from live performances within the tourism and entertainment industry, and visual and craft artists rely heavily on local markets, events and community activities for sales. Although there are numerous retail outlets, there is problem with competition with imported cultural products, which narrows the ability for local artists to supply the local market. Participation in the fashion industry is growing, with major events such as Fiji Fashion, fashion development workshops, and other activities, but few designers are generating economic benefits. National industry associations and agencies such as the Fiji Arts Council, FPRA, Fiji Voyaging Society, Conservatorium of Music, Oceania Centre for Arts and Culture, CreatiVITI and other small arts organizations and associations have, through their activities and programmes, attempted to ensure that a higher level of protection, recognition and economic value is placed on cultural producers and their work.

(Helene George & Letila Mitchell, Situational Analysis of the Cultural Industries in the Pacific, 2012).

The cultural Industry is classified into various groups with distinct characteristics. While groupings vary, Fiji has the following envisioned:

  • Cultural Sites/ Spaces and Institutions
  • Traditional Cultural Expressions in the form of festivals. Arts and crafts and celebration
  • Visual Arts in the form of painting, sculptures, photography
  • Publishing and printed media (books, press etc.)
  • Design (graphic, fashion, jewellery)
  • Creative services (architectural, advertising)
  • Audio Visuals (film, television, radio)
  • Performing Arts (live music, dance, theatre etc.)
FIJI CULTURAL INDUSTRIES STRATEGY

The Cultural Industries in Fiji is diverse yet fragmented. The Strategy foresee the rationalising of capital assistance and investment, the development of entrepreneurial skills for practitioners and resource owners, development of infrastructure and institutions to facilitate marketing and development of products, and the facilitation of legal mechanisms and intellectual property elements in place.

View Strategy

WHAT IS CULTURAL INFRASTRUCTURE?

CULTURAL INDUSTRY CLUSTERS

  • Fiji Arts Council
  • Creativity
  • Fiji Craft Society
  • Fiji Performing Rights Association
  • Fiji Fashion Council

CULTURAL INDUSTRIES PROJECTS AND INITIATIVES

EU Cultural Industries Project

  • Entrepreneurial, Training & Skills, Product, Market Development
  • Industry Assistance (tax concession)
  • Local Material Development
  • International/Regional/National Participation
  • Cultural Tourism


INTELLECTUAL PROPERTY ISSUES

©Traditional Knowledge & Expressions of Culture

INDUSTRY BRANDING

Label of Origin
Fiji Made Initiative