Kenya Creative Industry Proposed Roadmap IBM CSC 2012-1

© Copyright IBM Corporation 2012

Ministry of Information and Communications, KenyaDevelopment of a road map to position the local creative industries as a catalyst for a Kenyan knowledge society

IBM Corporate Service Corps | Kenya team 6 – Sub team 3 Final presentation20 September 2012

IBM Corporate Service Corps : Kenya Team 1, Sub Team 2IBM Corporate Service Corps : Kenya Team 1, Sub Team 2


Introduction

Scope of work – four week work assignment

Kenya’s vision 2030 and the creative industry road map

Kenyan creative industry framework – UN model

Common themes from data gathering and creative industry best practice• International best practices, quick wins, strategic actions

Reference slides• Executive summary

• Detailed road maps for common themes

• Data gathering and analysis of the Kenyan creative sectors

• WIPO data re GDP and employment contribution

• Approach to scope of work

• About IBM

2

Agenda

IBM Corporate Service Corps | Kenya team 6 – Sub team 3

Image taken at Kuona Trust; from tingatingatales.com



3

Introduction

With strong leadership, a national ‘African Center of Reference, Excellence, and Research in Creativity’ has the potential to drive and coordinate strategic activities across all creative sectors and with Kenyan industry and education institutions.

The creative industries sector in Kenya can become a key catalyst to Kenya’s overall economic growth by doubling its contribution to GDP and employment to 10% by 2017, in line with the 2030 Vision midterm plan development goals.

Image taken at Pawa254



Scope of work

44

Tasks:

Review the current framework and conduct interviews to understand the status and positioning of the creative industries sector

Review international best practice to support and nurture the creative sector

Develop a road map that empowers the government to define entry points to facilitate growth

Objective of the four week assignmentDevelopment of a road map to position the local creative industries as a catalyst for a Kenyan knowledge society

“To develop a road map informed by best practice on how specific activities/policies can be coordinated across government and other stakeholders and to provide a holistic approach to creative industry development in Kenya that results into 10% of Kenya’s GDP coming from creative sector by 2017, with a view to achieving long-term strategic outcomes.”

Image taken at Uni of Nairobi FabLab



Kenya’s vision 2030 and the creative industry road map

Image from: http://www.vision2030.go.ke/cms/vds/Popular_Version.pdf


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Kenyan creative industry framework (as per UN model)

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Visual Arts: Paintings,

Sculptures, Photography & Antiques

New Media: software, video

games, digitalized

creative content

Creative Industries

GoDown,Kuona Trust,

Pawa254

Kenya Publishers’ Association,Pawa254, African Center for Creative Economy Creative Industry Group

Fashion Design Focus Group

Aga Khan University, FabLab, Digital Divide Data, Creative Garage African Center for Creative Economy

Digital Data Divide,African Center for Creative Economy, Creative Industry Group,Association of Animation artists

Kenya Film &Television Professional Association,PPMC, Pawa254

GoDown,Permanent Presidential Music Commission, Michael Joseph Center

Craft AfrikaAfrican Cultural Regeneration Institute

Across all sectors:ICT Board, CKR Advocates

Michael Joseph CenterNational Museum

Publishing & Printed Media: Books, press &

other publications

Design: Interior, fashion,

jewellery, toys Creative Services: Architectural,

advertising, creative R&D, cultural &

recreational

Audiovisuals: Film, television,

radio, other broadcasting.

Performing Arts:Live music,

theatre, dance, opera, circus, puppetry, etc.

Cultural Sites: Archaeological

sites, museums, libraries,

exhibitions, etc.

Cultural Expression and

Assets: Arts, crafts, events



Double GDP and employment growth rate to 10% by 2017

7



8

Common themes from interviews regarding creative industries

Theme 1Raise the profile and increase recognition of the creative industries

Theme 2Implement policies that support creative industry growth and its measurement

Theme 3Reinstate arts in the education system and increase creative industry training opportunities to raise quality standards

Theme 4Implement programs and policies to enhance general business and marketing skills of creative practitioners to promote brand Kenya

Theme 5Implement changes to address current intellectual property issues

Theme 6Gain further leverage through new technologies to facilitate growth



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International best practices

Australian Council for the Arts http://www.australiacouncil.gov.au/10% of GDP in Australia currently comes from the creative sector, as per WIPO data.Australian Council for the Arts is the principal body for the creative industry funding and policy advisory. It has approx. 120 full-time staff. The private sector is also a major sponsor of the arts.Promotional activities include media management, cultural engagement frameworks, marketing summits http://marketingsummit.australiacouncil.gov.au) and blogs (http://artsdigitalera.com/)R&D tax concession are the Australian Government’s main incentive to increase creative industry research and development. The two core policy components are:

• 45% refundable tax credit (equivalent to a 150% deduction) for companies with a turnover of <$20m; • 40% non-refundable tax credit (equivalent to a 133% deduction) available for all other companies.

Funding of youth and school sector projects has driven demand for creative and digital content

Theme 1 Raise the profile and increase recognition of the creative industries

$0.00

$50,000,000.00

$100,000,000.00

$150,000,000.00

$200,000,000.00

$250,000,000.00

Australian Arts Council

2008-09

2009-10

2010-11

2008-09 $175,300,000.00 $205,772,000.00

2009-10 $164,500,000.00 $209,478,000.00

2010-11 $163,800,000.00 $216,047,000.00

Funding Revenue



Road map actions Owner

1 Develop/promote a coordinated creative industry body, e.g. an ‘African Center of Reference, Excellence and Research in Creativity’ or equivalent as a focal point and voice for all creative industries.

tbc

2 Strengthen relations with strategic partner countries (e.g. India) and NGOs, and promote international exchange programs with best practice creative industry countries. Review options with strategic NGOs (e.g. UNESCO) for additional funding.

MoIC, Ministry of Culture

3 Grow prominent district(s) as Kenyan creative industries hub(s) by developing coordinated policies with the Ministry of State for Planning, Ministry of Culture and the creative sectors. Ensure every County government building has local art Develop toolkit for Counties outlining ways to promote the creative sector and the financial benefits of doing soImplementation option to allocate 2% of revenue from construction to a development fund for the creative industries, in support of the UNESCO convention.

MoIC, ministry of Culture, Ministry of Planning

4 Increase cultural event visitations by establishing a credit allowance in all government employee salary packages

Govt Ministries

5 Develop more creative industries awards. Promote competitions and national and County awards for each creative sector in media. Identify potential funding partners e.g. Nikon (photography), Nokia (short film)

MoIC, Ministry of Culture, private sector




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Public declaration of support of arts and creative industries sector as a key contributor to Kenya’s economic development and Vision 2030

Quick wins – Immediate implementation

Creative industries conference – plan and hold event before year end 2012. Invite key overseas partners e.g. India and other best practice representatives

Promote success stories of local and overseas creative industry talent to foster public interest and awareness of the potential personal benefits and the potential GDP and employment benefits to Kenyan society. Publish on online portal under creative commons license and distributed to media houses. Dedicate local channel on digital TV.


Image taken at Kuona Trust




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International best practice: India software industry

Key accelerators

Reduced import tariffs on hardware and software by 60%

Reduction of income taxes

Government focus on tertiary education

Setting up of software technology parks (STP)

Creation of the Electronics and Computer Software Export Promotion Council under the Ministry of Commerce

Allowing solely owned foreign firms to operate 100% export-oriented units within India

Key achievements

Software alone contributes around 5% of GDP

Provided mass employment (Infosys provides employment to 151,151 people; TCS provides employment to 238,583 people; WIPRO provides employment to 135,920 people)

Formation of IT-BPO industry organization NASSCOM, which covers 95% of industry

Formation of NAC (NASSCOM Assessment of Competence) framework to ensure a steady supply of quality professionals to meet the present and future requirements of the IT-BPO industry.


Indian Software IndustryUS$ Billion

Soft. Exp as percentage of India’s total export

Source: NASSCOM

Theme 2 Implement policies that support creative industry growth and its measurement




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Road map actions Owner1 Metrics - Formation of Metric Committee and

Definition of Key Performance Indicators (KPI), in line with the UNESCO convention 2005 which Kenya has signed up to.

Taskforce/ACRERC, KNBS, sector reps

2 Annual Creative Economic survey Bureau of Statistics and Taskforce ACRERC

3 Taxation policy reviewReview tax breaks for enterprise e.g. to promote local materials/manufacturingReview value added tax structure for import of equipment Review taxation incentives for foreign direct investment

Taskforce/ACRERC, sector representative, Government/ Ministry

4 Develop strategic positions at County level to drive theme based initiatives and to engage youth

Taskforce/ACRERC, Sector reps,

5 Develop County level theme basedCenters of Excellence (CoE)

Taskforce/ACRERC and sector reps

6 Develop innovative new policies to fund industry needs and promote local investment

Taskforce/ACRERC, sector rep, Govt Mins.

7 Develop technology outreach programs in collaboration with private public partnerships

Taskforce/ACRERC, sector reps, PPP

8 Reinstate arts, music and media in school curriculum as a measurable subject, as per current policy recommendation

Taskforce/ACRERC, Government Ministry




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Establish Key Performance Indicators (KPI) for creative economic data collection and consolidation


Announce further Kenya Copyright Board reviews of businesses to assess compliance

Promote and develop relevant creative industry programs during state, national days and presidential functions

Strategic collaboration and exchange program with countries such as India

Image taken at GoDown Arts Center




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International best practicesAustralia: Dedicated Faculty of Creative Industries at Queensland University of

TechnologyOffers courses in acting, animation, architecture, creative writing, dance, design, drama, entertainment industries, fashion, film/TV/new media, journalism, media/communications, music/sound, technical production and visual arts. http://www.qut.edu.au/creative-industries

Finland: Aalto University: Where Science and Art meet Technology and Business

UK : schools and creative arts sceneThe Creative Partnerships program, was a flagship initiative aimed at school years

1-4. It brought creative workers such as artists, architects and scientists into schools to work with teachers to foster their ability to question, makeconnections, innovate, problem solve and reflect critically.

India: NIIT –National Institute of Information and TechnologyPublic-Private institution to foster IT education over India to create more job

opportunity.

Theme 3 Reinstate arts in the education system and increase creative industry training opportunities to raise quality standards

Software Industry growth with sustainable IT education development program in India


© Copyright IBM Corporation 2012 16




1 Emphasize arts education: Reintroduce the arts, design and media within all levels of education from 2013

Ministry of Education

2 Scholarship/rebate on student fees: Scholarships for high performing students to study the arts at tertiary levels (Discount on student fees whose parental income is from the lower income group)

Ministry of Education, private sector

3 Center of excellence Develop a vision for Kenyan as a center of excellence for creative industry education in East Africa in relation with university e.g.. MMU/Aga Khan. Establish international exchange program with world class institutions

Govt Official Body/Ministries

4 Vocational/flagship program: Prepare plan for vocational training and flagship courses across Kenyan Counties to develop expertise nationwide through MMU incorporating courses like acoustic engineering, fashion technology, Creative Business Management etc. Encourage participation of rural youth and women on the creative sector through education/hands-on training with discounted rate.

MoIC/Task Force/MMU

5 Research and funding: Fund and organize programs for creative ideas stimulation, nurturing, research, promotion, commercialization and branding through University of Nairobi, MMU, Kenyatta University and National Council for Science and Technology. Selling those creative ideas/products (cheaper Tab, digital device, RP products) to private sector to raise money for further research on creative services. Further leverage current grants schemes.

Govt Ministries




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Focus on rural participation by establishing flagship courses on creative arts and business knowledge to further involve rural youth and women (78% of total population) implement technology in arts

Awards, entrepreneurship or financial help to motivate more young individuals. Increase government involvement at award ceremonies.

Awareness on quality of products to penetrate a more global market

Gain leverage from existing IT training programs in the commercial sector to educate more young individuals on IT market trends, helping to create more job opportunities

Image taken at GoDown Arts Center and http://nairobinow.files.wordpress.com/




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International best practices: United Kingdom

Creative Industries Council - created by government in 2011 to focus on creative industry enablement with specific focus on skills and training

Government-funded National Apprenticeship Service

• Apprenticeships close the skills gap by facilitating knowledge transfer and capacity building

• Apprenticeship Grant for Employers (AGE) provides wage grants to employers to hire 16-24 year old apprentices

• In 2011 Plan for Growth, government announced funding for 10,000 new apprenticeships in the creative sector

• Completing an apprenticeship leads to 18% higher wages and produces economic returns estimated at £21 for every £1 of public funding

UK Creative Industries Marketing Toolkit brings together key messages, facts and figures to underpin creatives’ promotional activities. Messagesin the toolkit capture and celebrate the successes of the UK Creative Industries

Theme 4 Implement programs and policies to enhance general business and marketing skills of creative practitioners to promote brand Kenya

Images from http://prommafia.com, www.apprenticeships.org.uk, www.creative-industries.co.uk




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Road map actions Owner1 Develop and facilitate government-funded apprenticeship program

with private sector to grow business and entrepreneurship skills for young creatives

Per UK, potential economic return of 1:21

Private sector/Ministry of Education/ UniversitiesPPP

2 Review and strengthen strategy of universities to further incorporate targeted business and marketing training specific to the creative industries (Aga Khan model) and tie to apprenticeship program

Ties to key recommendation by CSC team working with MMU

Focal point from Taskforce/ ACRERC and relevant universities

3 Enhance general business and marketing skills of creatives currently in business/practice through partnership with Brand Kenya

Brand Kenya and focal point from Taskforce/ ACRERC

4 Develop toolkit with private sector focused on digital marketing and e-commerce

Private sector/ACRERC /Focal point from Taskforce




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Strengthen existing linkages between artistic communities (e.g. Kuona, GoDown) and creative services organizations (e.g. Craft Afrika and Creatives Garage) that provide business acumen and marketing resources for practicing creatives


Include a web page in the relevant ministries’ websites to include business quick links and resources specifically targeted at creative businesses (view the Queensland Government model: http://www.business.qld.gov.au/)

Include a web page in existing Brand Kenya website dedicated to the creative industries in Kenya (links to artist hubs, business, etc)

Images from Brand Kenya and Craft Afrika



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International best practice: China’s software piracy issue

Software piracy rate in China dropped from 92% in 2003 to 78% in 2010. (Source: Business Software Alliance )

• Government spent US$119 million on legitimate software purchases from 2007 to 2009

• In 2011, 466 individuals and firms were handed out ‘administrative punishment’ and 66 cases were sent for criminal investigation

Source: IDC WHITE PAPER on study of How to Reduce Software Piracy in the Middle East and Africa: published in Feb. 2010

Theme 5 Implement changes to address current intellectual property issues


Impact of Cuts in Piracy Rate Kenya

$40.01

$73.60

$7.18

$111.93

$60.84

$10.91

$0.00

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

Contribution toGDP

Revenues Additional TaxRevenue

US$M

10 Percentage Pts Reduction15 Percentage Pts Reduction

Kenya’s software piracy rate of ~80% means lost revenue, lost jobs and lost tax revenue

Up to 1,467 new jobs with 15 percentage point reduction




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1 Assess the compliance status of software purchases across the government, public and private sectors and implement corrective actions where necessary

Pilot program in government and public sectors for legitimate software purchase

Supervise piracy issues in key counties via rotational audit and public channel

Copyright board

2 Strengthen the capability of IP policy enforcement via increased employment opportunities, leverage gained from IP experts with industry background and international professionals, etc

Copyright board,Task force/ ACRERC

3 Strengthen the existing linkages with institutions and industries and introduce more IP education and training integrated with industry practice

KIPI/Copyright board, Ministry of Education, Educational institutions




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Distribute free educational materials and broadcast to promote the value of IP procedures and copyright law and patents


Publish a comprehensive list of IP resource information on official Ministry/creative industry websites

Establish long-term partnerships between IP organizations and creative industries to offer additional free IP workshops and legal consulting assistance


Name and shame IP infringements/illegal imports via social media and other public outlets



International best practicesScreening Room – http://screeningroom.org.au/screening-room-home/ A YouTube initiative which connects filmmakers with audiences at no cost that helps curb copyright infringement. e.g.‘ Blood Spell’ released under creative commons license

Jamendo – http://www.jamendo.com/en/ The music-sharing site has released 9744 albums by 5586 artists to date with one of the Creative Commons Licenses, which allows everybody to download the music and have free, legal, and unlimited access. Each artist can choose between two revenue programs: Donation and revenue sharing.

Nokia Shorts – http://press.nokia.com.au/nokia-shorts-2011-reinventing-the-reel-with-10000-up-for-grabs/ Nokia promoted a short film festival with the only requirement that the film be shot on Nokia phone. The winner gets $10,000 and the chance to screen their films at international festivals

Kompoz – http://www.kompoz.com/ musicians can use the Web to gather contributors (e.g. a violinist if a drum piece). The ‘Open Music Agreement’, offers artists a legal platform to share creations.

Australia - Broadband arts initiatives http://www.australiacouncil.gov.au/news/items/news_features/broadband-arts-initiative

• Terrapin Puppet Theatre uses high speed broadband to stage a live simultaneous performance of children’s show to two audiences in different locations.

• Screen Portal Project connect artists and audiences in real-time interactions on high definition, life-size audio visual screens in public spaces in different NSW and NT locations

• A ‘Stay or Leave’ online public artwork will reveal the impact of natural disaster, e.g. bush fire , flood. The project will create a sonic landscape which mirrors the rapidly changing circumstances of extreme events.

• ‘Long Time, No See?’ an online and installation artwork where the public can generate a vision for Australia’s long term future. This project connects with communities at early broad band release sites.

Theme 6 Gain further leverage through new technologies to facilitate growth

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1 Build a flagship “Science and Arts Gallery” leading the way in bringing the citizen, artist and the scientist together through the medium of art in an interactive public building. Run an international architectural competition to select best design.

MoIC, National council for science/ technology

2 PCs/tablets/art equipment - review import options to make PCs/ tablets and general artists’ equipment affordable to more Kenyans including students.

MoIC, Min E&T

3 Business analytics – leverage existing KNBS work and open data initiative to develop center of excellence to support local data collection and mapping efforts. Export capability to East Africa region and beyond.

Kenya Bureau of Statistics/ MoIC

4 Gain leverage from and improve accessibility to IT infrastructure and BPO services to support and accelerate creative industry starts ups and small business, eg storage, test environments, backup and disaster recovery. Cloud technologies - Review options to reduce costs, reduce risk, improve services quality and speed to market through cloud. Review tax rebates options to accelerate investment.

MoIC/ creatives


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Broadband end user experience – review options with all stakeholders to improve performance


Online industry data – continue and review plans with the Kenya National Bureau of Statistics and Kenyan Open data initiative for online data collection, data maintenance and performance measurement to include creative industries across all sectors/ministries.

Awards/competitions – support more design competitions for innovative creative sector art forms, performances and services in conjunction with the angel investor community



Charbak

Felicity

Vivian

Nadia

Pinaki

Our sincere thanks to

Hon. Permanent Sec, Ministry of Information & Communication

Creative Content Taskforce

Digital Opportunity Trust

IBM East Africa

People of Kenya

African Centre for Creative Economy

Fashion Design Focus Group

Aga Khan University

Michael Joseph Centre Kenya Publishers Association

Digital Divide Data Creatives Garage

Pawa254 CKR Advocates

FabLab Kuona Trust Craft Afrika

GoDown Copyright Board

ACRI

Association of Animation Artists

Permanent Presidential Music Commission

Kenya Film &Television Professional Association

And Many Others



Questions?

From Kenya’s Vision 2030 website


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Reference slides

Executive summary

Detailed road maps for common themes

Data gathering and analysis of the Kenyan creative sectors

WIPO data re GDP and employment contribution

Approach to scope of work and interview list

About IBM



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Executive summaryThe new Kenyan Constitution enacted in 2010 included items that recognized the value of the creative industries to Kenyan society. In particular it notes that “every person has the right to freedom of expression, which includes …. the right of freedom of artistic creativity”. (p26 section 33 1(b))

Anchored in this solid foundation, in line with its 2030 Vision which emphasizes the “intensification of innovation in priority sectors”, the Kenyan creative industry has a real opportunity to double both its GDP contribution and employment in the next five years through to 2017 from 5% to 10%, with the appropriate coordinated government, stakeholder and private sector leadership and support. During its four week work assignment, the team met with a number of representatives from the creative industry sectors, as defined by the UN creative industry model, and noted that in some sectors there were thriving businesses demonstrating high levels of innovation. Examples included creative businesses from the New Media, Publishing/Printed Material and the Visual Arts sectors. It was also noted that some sectors were experiencing a number of challenges, specifically lack of recognition, government policy issues, education and training challenges, limited general business and marketing skills, intellectual property rights issues and limited usage of new technologies.

As the creative sector is an ecosystem, it is critical that these challenges are addressed in a timely manner to ensure that thecreative sector realizes its full potential in achieving the 2017 growth targets in line with Kenya’s mid term plan for 2013-2017, which specifically cites the goals of “employment creation” and “increasing the share of exports to GDP”

Key recommendations based on international best practice research and local data gathering highlight opportunities for the government and other stakeholders to intervene to address these challenges, to drive the GDP and employment growth in both the city and counties. These are as follows:

Raise the profile of and increase recognition of the creative industries

Implement policies that support creative industry growth and its measurement

Reinstate arts in the education system and increase creative industry training opportunities to raise quality standards

Implement programs to enhance general business and marketing skills of creative practitioners to promote brand Kenya

Implement changes that address current intellectual property issues

Further leverage new technologies to facilitate growth

Implementation of these changes and achievement of these targets would ensure that Kenya is well placed to further develop into a creative industry hub for the East Africa region by 2017.



Key road map actions 1 wk 1 mth 2012 2013 Owner1 Public declaration of support of arts and creative industries sector as a key

contributor to Kenya’s economic development and Vision 2030Plan Announce Reinforce Reiterate Govt

MinistriesMedia

2 Promote inspiring success stories of local creative industry talent to foster public interest and raise awareness of the potential personal benefits, and GDP and employment benefits. Publish on online portal under creative commons license and distributed to media houses. Dedicate local channel on digital TV.

Plan Promote Ongoing promotions

Reiterate MoIC / Kenyan news agency

3 Plan/run a strategic creative industries conference in conjunction with private sector partners. Invite key partner countries, e.g. India

Plan Run Repeat Repeat MoIC, Ministry of Culture

4 Introduce more creative industries national and County awards by sector, promote competitions and award winners products in all forms of media. E.g. with partners like Nikon (photography), Nokia (short film)

Plan Announce Award,Announce

MoIC, private sector

5 Increase cultural event visitations by establishing a credit allowance in all government employee salary packages. Lobby co sponsored bill with Ministry of Culture

Plan Announce Promote Implement Govt Ministries

6 Develop/promote a coordinated creative industry body, e.g. a ‘African Centre of Reference, Excellence & Research in Creativity’ or equivalent as a focal point and voice for all creative industries, and a funding, advisory and promotional body.

Plan Announce Establish and promote

tbc

7 Strengthen relations with strategic partner countries, (e.g. India) and establish international exchange programs with key Creative Industry/Art Councils (e.g. South Africa, UK, Australia)

Review Plan

Finalise plans

Initial exchanges

MoIC, Min of Culture

8 Industry road maps – develop toolkit for Counties re ways to promote creative sector and the financial benefits of doing so

Plan Develop Distribute tbc

9 Further develop coordinated policies with the Ministry of State for Planning and the creative sectors to grow a prominent district as the Kenyan creative industries hub. Ensure every government building has local art. Review options to allocate 2% of revenue from construction to development fund for the creatives

Plan Review options

Develop and promote

All Ministries/ creative sectors


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Theme 2 Implement government policies that support creative industry growth and its measurement

Key road map actions 1 week 1 month 2012 2013 Owner1 Formation of cross functional Metric

Committee and definition of key performance indicators (KPI)

Define strategic

objectives

FormCommittee

Outline key performance

indicators (KPI)

Taskforce/ ACRERC, KNBC, sector representatives

2 Annual economic survey by Bureau of Statistics

Engage withMetric

Committee

Sign-off on KPI

Conduct annual survey and

assess against goal

Bureau of Statistics and ACRERC

3 Evaluate potential tax concessions for small / medium businesses, organizations working on R&D, media promoting Kenyan culture through a competitive taxation policy

Define scope and strategic

goals

Complete taxation policy evaluation and

prepare business case

Implement via government legislation,

and evaluation

Taskforce/ ACRERC, sector representative, Government Ministries

4 Develop county level Center of Excellence (COE)

Define goals, strategic plan of

action

Finalize road map

Implement pilot Center of

Excellence (COE)

Taskforce/ ACRERC and sector representatives

5 Develop microfinance policies Define plan of action

Develop collaboration with financial institutions

Implement policy at rural

and urban level

Taskforce/ ACRERC, sector representative, Government Ministries

6 Develop County based technology outreach programs

Define strategic

goals

Identify key target areas

Implement pilot in one County

Implement across counties

and evaluate

Taskforce/ ACRERC, sector representative, private sector



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Theme 3 Increase education and training opportunities at all levels and raise quality standards


Key road map actions 1 week 1 month 2012 2013 Owner1 Embody the arts, design and media within all

levels of education from 2013initiate Prepare road

maps and action points

Develop curriculum

Commence curriculum

Ministry of Education

2 Scholarships for high performing students to study the arts at tertiary levels (Discount on student fees whose parents are from lower income groups)

initiate announce Setting up governing bodies and

tied with private sectors

Award/ scholarship

from public/private

sector

Ministry of Education/ private sector

3 Develop a vision for Kenyan as a Centre of Excellence for creative industry education in East Africa in relation with university e.g.. MMU/Aga Khan. Establish international exchange program with world class institutions

initiate Review options and develop plan

Detailed plan, establish

Govt Official Body/ Ministries

4 Prepare plan for vocational training and flagship courses across Kenyan Counties to develop expertise nationwide through MMU incorporating courses like acoustic engineering, fashion technology, Creative Business Management etc. Encourage participation of rural youth and women on the creative sector through education/hands-on training with discounted rate.

initiate Kickoff meetings with

MMU

Prepare a plan

Deploy support

infrastructure

MoIC/Task Force/MMU

5 Fund and organize programs for creative ideas stimulation, nurturing, research, promotion, commercialization and branding through University of Nairobi, MMU, Kenyatta University. Selling those creative ideas/products (cheaper Tab, digital device, RP products) to private sector to raise money for further research on creative services.

Discussion with governing

bodies of Kenya creative arts

council

Identify universities to setup courses

Identify key focus area

as per market demand

Fund disperse among the key stake holders/

Monitoring

Govt Official Body/Ministries



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IBM Confidential | © Copyright IBM Corporation 2012

Key road map actions 1 week 1 month 2012 2013 Owner1 Develop and facilitate

government-fundedapprenticeship program with private sector to grow business and entrepreneurship skills for young creatives

Per UK, potential economic return of 1:21

Set-up plan for initial best practice research on UK and other apprenticeship programs

Prepare thorough report on apprenticeship programs worldwide and develop framework for Kenyan apprenticeship program

Develop, present, and approve apprenticeship program to be implemented and funded by 2013

Roll-out first placements of new creative industry apprenticeship program

Private sector/Ministry of Education/ Universities

2 Review and strengthenstrategy of universities to further incorporate targeted business and marketing training specific to the creative industries (Aga Khan model) and tie to apprenticeship program

Ties to key recommendation by CSC team working with MMU

Set up kick-off meeting with Aga Khan to learn and review their course offerings specific to creatives’ business acumen

Select local university to focal point business/marketing tainting for creatives and devise framework for incorporating

Incorporate business/marketing training for creatives into core curriculum at selected university for implementation in 2013

Implement targeted business and marketing training at selected university

Focal point from taskforce/ACRERCand relevant universities

3 Enhance general business and marketing skills of creatives currently in business/practice through partnership with Brand Kenya

Set up kick-off meeting with Brand Kenya to discuss branding of Kenya via creative industries;

Incorporate specific policy in Brand Kenya 2012-2015 strategic plan to target creative industry promotion/enhancing of skills;

Implementation phase of new Brand Kenya strategic plan

Continued review Brand Kenya promotion of Creative Industries and enhancement of skills

Brand Kenya and focal point from taskforce/ ACRERC

4 Develop toolkit with private sector focused on digital marketing and e-commerce

Set up consultancy to develop Kenya toolkit (UK model)

Develop road map for toolkit

Implementation phase/roll-out toolkit and promote via existing Creative Industry Services

Continued review of toolkit/impact

focal point from taskforce/ ACRERC/private industry



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Key road map actions 1 week 1 month 2012 2013 Owner

1 Review the effectiveness of current IP policies andprocedures, with a view to improve the accessibility of services to creative Kenyans

Plan a review of IP cases from high court for study of pain points and from creative industries

Review IP cases and pain points to identify the points for amendment from the current IP policies andprocedures

Assemble IP policy makers to amend and review with IP experts,researchers.Announce the amendment at the year end.

Enact amended IP policies or procedures

Copyright board

2 Increase funding and resource support on IP policy enforcement

Plan the funding and resource support

Review the plan with government

Announce government supportive attitudes and the new employment vacancies open for public application

Fund and commence IP enforcement activities

Copyright board,Task force/ ACRERC

3 Review the effectiveness of current IP education and training

Setup kickoff meeting with educational institutions

Start the planning forfunding and resource support

Review and plan curriculum, and invite local and overseas experts for next year

Commerce the new activities

Ministry of Education, Educational institutions




Key road map actions 1 week 1 month 2012 2013 Owner1 Review options with key stakeholders to improve end user

experience of the broadband networkAssign task Plan approach,

researchReview findings

Implement actions

MoIC and industry

2 Awards/competitions - Run more design competitions for innovative creative sector art forms, performances and services in conjunction with the angel investor community

Assign task

Review sector options

Announce promote

Award, repeat

MoIC, Min of Culture

3 Plan and build a flagship “Science and Arts Gallery” leading the way in bringing the citizen, artist and the scientist together through the medium of art

Announce architectural design comp

Award design

Progress design/ build

MoIC, National council for science/tech

4 PCs/tablets - Review import options to make PCs/ tablets more affordable on mass to all Kenyans including students, consider options to reduce import tax to increase affordability

Assign task Review options

Purchase or develop mf plans

MoIC, Min E&T

5 On line industry data - implement plans with the Kenya National Bureau of Statistics for on line data collection, data maintenance and performance measurement to include creative industries across all sectors/ministries. Business analytics – develop center of excellence to support local data collection and mapping efforts, and develop export capability for East Africa region

WIP WIP, check if all creative

sectors are in scope

WIP Develop business analytics capability

Kenya Bureau of Statistics/ MoIC

6 Establish more IT infrastructure and BPO services to support creative industry starts ups and small business, e.g. storage, test environments, back up, cloud technologies. Review options to reduce costs, reduce risk, improve services quality and speed to market through cloud. Review tax rebates options to accelerate investment.

Plan Scope/ Deploy MoIC/ creatives

Theme 6 Gain leverage through technology

37



games, digitalized

creative content

38

Strengths

Local “world class” innovation –e.g. MPESAe.g. Tinga Tinga Talese.g. Planet Ruckus's mobile phone Mutatu driving game

Incubation / R&D Labs e.g. IBM funded research lab for Africa

Strong export market for animation and business process outsourcing (BPO) servicesEmployment opportunity for youth with special needs and youth from rural areas

Challenges

Access to funding/business loansAwareness of IP rights issuesProcess and cost of dealing with copyright infringement issuesLimited use of credit cards in Kenya hampers purchasing

OpportunitiesFunding:

Promote more local investment in the industry Encourage greater industry liaison with private and public sector banksAttract foreign direct investment by offering attractive taxation policies Greater government and private sector investment in capacity building in rural areas

Technology: Increase scope of international market through development of online transaction processing facilities by secure credit cardFurther develop online outreach programs for IP and copyright awareness Review opportunities to improve penetration of the low cost broadband in rural areas Images from tingatingatales.com,

ma3racer.com, safaricom.co.ke


Creative sector – New mediaExamples: Digital Data Divide



games, digitalized

creative content

39

International best practice software industry – India

Key accelerators

Reduced import tariffs on hardware and software by 60%

Reduction of income taxes

Government focus on tertiary education

Setting up of software technology parks (STP)

Creation of the Electronics and Computer Software Export Promotion Council– under Ministry of Commerce

Allowing solely owned foreign firms to operate 100% export-oriented units within India

Key achievements

Software alone contributes around 5% of GDP

Provided mass employment (Infosys provides employment to 151,151 people; TCS provides employment to 238,583 people; WIPRO provides employment to 135,920 people)

Formation of IT-BPO industry organization NASSCOM, which covers 95% of industry

Formation of NAC (NASSCOM Assessment of Competence) framework to ensure a steady supply of quality professionals to meet the present and future requirements of the IT-BPO industry.



Indian Software IndustryUS$ Billion

Soft. Exp as percentage of India’s total export

Source: NASSCOM



games, digitalized

creative content

40

Quick wins

Introduce software development best practice competitions to stimulate further innovationPromote innovative software and video games in media and communicationsPartner with R&D groups e.g. FabLab to establish new software expos Promote low cost mythology characters for new gaming contentDevelop/further promote local storytelling as content for other creative sectors

Strategic actions

Introduce more favorable tariffs to stimulate investmentDevelop new policies to attract more foreign direct investment to KenyaReview the pros and cons of introducing new laws to make software patentable in KenyaReview options to improve the end user broadband network performance to reduce time for online software transfers



Key road map actions 1 week 1 month 2012 2013 Owner1 Identify key representative to lead, drive

and represent sectorPlan Identify,

implementTaskforce/ ACRERC sector executive

2 Formation of association / professional body to represent New Media

Plan,Identify

Implement sector rep

3 Alignment of association / professional body to African Centre of Reference, Excellence and Research Capability

Plan CompleteAlignment

sector rep

4 Increase penetration and affordability of broadband network

Plan Strategy Execute Execute MoIC, industry

5 Review pros and cons to make software patentable

Plan Review MoIC, task force/ACRERC




exhibitions, etc.



41

Strengths

Leveraging e-commerce technology platforms Presence across the nation (e.g. Mombasa)Access to international developed export marketsDiversity employment and involvement of womenFree private sponsored exhibition spaces (e.g. Michael Joseph Center funded by Safari com)Organization of industrial trade fairs

Opportunities

Level of recognition and fragmented government supportLimited local availability and high cost of local raw materialsLack of standardized education / vocational training programsMaintenance and transfer of traditional craft skills and knowledge to younger generationsMaintaining consistent high quality standards

ChallengesTechnology -

Further develop online out reach programs for IP and copy right awareness Review opportunities to improve penetration of the low cost broadband in rural areasUse of technology to build skilled resource capacity and engagement of rural youth

Rules and regulations Explore avenues to reduce tax on imported raw materialsPerformance Metrics of Export Promotion CouncilEvaluate legislative actions to make raw material locally availableInstitute traditional crafts training schools at County level

Recognition and Branding –Greater Government endorsement of artsUse of social media to promote national identity of Kenyan artsGreater liaison of Brand Kenya with private sector


Creative sectors – Cultural sites and expressionExamples: Craft Afrika, Michael Joseph Centre




exhibitions, etc.



42

International best practice Dallas Museum of Art – Texas, USA

Key accelerators

Supported by City of Dallas Office of Cultural Affairs, Texas Commission on Arts, public and corporate membership invested $128 million in 2011

McDermott art internships with private sponsorship

Summer art camps for students aged 4 – 12 years

Awards to artists

Clare Hart Memorial Fund – awarded to artists between 15 to 25 years

Arch and Giles Kimbrough Fund – awarded to residents of Texas under 30 years.

Otis and Velma Davis Dozier Travel Grant – for budding artists who 30+ years, to help with domestic or foreign travel

Minority employment, volunteer opportunities and low price tickets for live events

Key achievements

Framework for Engaging with Art (FEA) (SM) - groundbreaking, seven-year study that provides understanding of how to engage with visitor clusters

Leveraged technology to develop online Art TV (http://www.dallasmuseumofart.tv/) for films, podcasts, exhibitions, program recordings and online art shopping center (http://www.shopdma.org) to market art books, posters, post cards, home accessories, jewelry, children’s items etc

Formation of Center for Creative Connections (C3) – A technical lab where art and technology merge to inspire creativity






exhibitions, etc.



43

Quick wins

Promote crafts via social media and more frequent local fairs and marketsIncrease displays of high quality content in public and government buildingsStrengthen relationship with tourism to promote product sales and brand Kenya

Strategic actions

Reintroduce arts as a measureable subject at schoolsEstablish world class galleries and supporting services to promote content and strengthen community involvementPromote community visitation programs to galleries and museumsEstablish travelling exhibitions throughout the County regionsFund investments and high quality displays in librariesFund further investment in employment opportunities in arts/craft industries for people with special needsDevelop micro financing programs to develop regional artists



Key road map actions 1 week 1 month 2012 2013 Owner1 Identify key representative to lead, drive and

represent sector Plan Identify,Implement

Taskforce/ ACRERC, sector executive

2 Formation of association / professional body to represent Cultural Sites, Expression, Arts Plan Identify Implement Sector Rep

3 Alignment of association / professional body to African Centre of Reference, Excellence and Research for Creativity

Plan CompleteAlignment

Sector Rep

4 Identify spaces (rural / urban) spaces which can be utilized as gallery Plan Identify Exhibit Exhibit

Government, ACRERC, private sector



other publications

44

Strengths

Significant amount of local creative content availableLocal creative writing community is highly regarded Publishing success is considered solid grounds for career advancement by many in the government

ChallengesLimited number of creative writing practitioners outside the text book sectorReducing IP infringementsReducing the cost of CD production Limited access to home PC/tablets

Images from KPA Facebook page, CODE website,

OpportunitiesBroaden the existing publishing industry focus to include non text book creative materialIncreased government support for name and shame of copyright infringementsUse of new technology to make content available onlineMore competitions to raise the public awareness of local authorsStronger linkages with film and TV industries to turn local content into TV/film showsReview the feasibility of establishing CD manufacturers in Kenya to reduce production costs and increase local employment through manufacturing


Creative sector – Publishing and printed mediaExample: Kenya Publishers’ Association



other publications

45

International best practice

Australia - The Publishers Association (PA)

Key accelerators

The Government established a Book Industry Strategy Group (ABISG) to develop viable strategies and to improve efficiency within the book supply chain.

A Book Industry Collaboration Council was established by the government in June 2012, to facilitate dialogue between industry, government and supply chain sector, which is recognised as vital to raising the status of the Australian book industry within the global market.

Consists of 200+ members representing 90%+ of the industry, based on turnover. Includes a diverse range of large trade publishers and small publishers.

Key achievements

Effective lobbying to protect and promote the interests of publishers and authors

Initiated projects of benefit to the industry e.g. the Price and Availability database

Launched a one-stop website where booksellers can check the RRP and stock level for any book distributed in Australia.

Organizes many major industry events including industry awards, fellowships and provides training seminars tailored to industry needs, and guidance, exhibition, networking and survey statistics for members.

Active local publishers association - http://www.publishers.asn.au provides assistance with publishing, copyright issue assistance, local and overseas distributors, industry statistics and support for poets.

Images from APA website, Schools catalogue and information service website


Creative sector – Publishing and printed mediaExample: Kenya Publishers’ Association



other publications

46

Quick wins

More national and County creative writing and journalism competitions to raise public awareness and promote high quality standardsWork with media to publicize the negative consequences and high punitive measures for IP infringements, and publically name and shame perpetratorsDevelop/further promote local storytelling as content for other creative sectors

Strategic actions

Enhance existing vocational training opportunities for publishers, editors, and freelance writers – e.g. BBC exampleEnhance links with Film/TV to translate Kenyan content to Film/TV productionsReview feasibility of local CD manufacturing plantDevelop eBook capabilities


represent sector XTaskforce/ ACRERCsector exec

2 Formation of association / professional body to represent publishing and printed media X X Sector Rep

3 Alignment of association / professional body to African Centre of Reference, Excellence and Research for Creativity

X X Sector Rep

4 Develop education / online training opportunities Plan Implement Evaluate TBD

5 Workshops to raise awareness of IP, copyright, social media Plan Urban Rural TBD

6 Introduce more competitions/awards Plan Announce Winner TBD


Creative sector – Publishing and printed mediaExample: Kenyan Publishers Association


Creative Services: Architectural, advertising,

creative R&D, cultural &

recreational

47

Strengths

Vibrant creative R&D communityNumber of world class patentable innovations from R&D labsR&D linkage to industry and revenue generationThe number of vibrant creative industry support organizationsOutreach programsInvolvement of women, youthInternational collaborationAccessibility to high speed broadband

Opportunities

Curb talent attritionPublic and private sector alliance to generate additional funding for researchMore industry collaborationIncrease awareness on copyright and intellectual property rightsAtmosphere for increased innovationReview pricing points for internet services to make them more accessibleDevelopment of rural resources

Challenges

Talent retention due to competing opportunities – e.g. multinationals Copyright and intellectual property rights awarenessAdjustment from school education to the rigors of college educationLimited funding Expensive and time consuming patenting processKeeping innovation aliveNairobi centric


Creative sector – Creative servicesExamples: Aga Khan, Creative Garage, FabLab




recreational

48



International best practice examples

USA – a FabLab (digital fabrication laboratory) was established at MIT using a collaborative model of innovative thinking, its key success being as a microcredit tool for enabling innovation projects, and now has many international exchanges including one with the University of Nairobi.

Spain – Absolut Vodka (the third largest brand of alcoholic spirits in the world) opened the Absolut Lab for visionary thinkers in Madrid in September 2010

UK - AdvertisingKey accelerators

• Increasing Investment in intangibles• Expansion of higher education• Technological development

Key Achievement:Advertising best practice for successful country branding e.g. the creative industry branding of the London Olympics




recreational

49

Quick wins

Further promote existing creative industry support services Further promote R&D successes through media, government and publishing channelsCreate additional industry innovation competitions and awardsAnnounce architectural design competition for a new art gallery

Strategic actions

Increase collaboration between industry and governmentDevelop sustainable road map for industry incubations. Establish more FabLabsEstablish government innovation councils to keep innovation alive through collaboration with all industry and education sectors Work with education curriculum taskforces to develop creative training courses/opportunities Establish additional links/exchanges with world class overseas institutionsPromote the FabFii network to increase industry competition, raise technology performance standards and reduce service costs


represent sector X Taskforce/ ACRERC,

sector executive

2 Formation of association / professional body to involve all the Performing arts

X X Sector Rep

3 Alignment of association / professional body to African Centre of Reference, Excellence and Research in Creativity

X X Sector Rep

4 Form innovation task force Plan Identify Form Execute TBD

5 Annual Innovator Award Plan Announce Winner X TBD

6 Establish rural FabLab centers Plan Identify Form Execute TBD




Performing Arts:Live music, theatre,

dance, opera, circus, puppetry,

etc.

50

Strengths

Vibrant music community in city and county areasUnique ceremonial arts and dance traditionTraditional performances e.g. Bomas of Kenya is a major local school and tourist attractionNewly developed Music Policy can be leveraged for large impactFree performance spaces available to artists sponsored by private industry e.g. Michael Joseph Center funded by SafaricomTraditional music training programsThe successful River Road distribution networkNo VAT for local artists

Opportunities

Enforcement of local content laws to promote Kenyan Music – minimum 40%Marketing/management and other supporting industries will drive additional job creationTiming the release of new singles/albums with the availability of CDs

ChallengesMarket dominance by overseas musiciansLimited recognition and fragmented support from various government ministriesAccess to formal platforms/distribution channels to market of artists’ workLimited artists’ business acumenSome individualism and limited trust within communityMusic instruments are heavily taxed as leisure goods, with the exception of guitarsLimited industry statistical dataLack of music education in schoolsIP infringements


Creative sector – Performing artsExamples: PPMC, Michael Joseph Centre

Photos from Bomas of Kenya and PPMC




etc.

51


UK music industry

Key accelerators

Policy of supporting music education, music institutions (concert halls, opera houses, and music festivals) Private initiatives by charities and associations play pivotal role in fundingBritain’s strength in music uses to the country’s other distinctive capabilities in project-based industries, such as finance, lawyers, broadcasting, film production and video games.

Key achievements

The Music Manifesto - a collaboration between Department for Education and Skills and Department of Culture, Media, and Sport to improve young people's music education in EnglandArts Council England champions, develops and invests in music and other artistic endeavors (Between 2011 and 2015, it will invest £1.4 billion of public money from government and a further £0.85 billion from the National Lottery)Multiple very famous world class musicians and bands London Olympics a major promotional success for UK creative industries

Images from saveoursound.com, mi-pro.co.uk, fulltwist.net






etc.

52

Quick wins

Organise and allow formal and informal street performances in public spaces

Increase frequency of traditional/modern performances at government functions

Promote local content via social media e.g. YouTube

Strategic actions

Finalize and implement the PPMC Music PolicyReintroduce music education in schools and enhance vocational

programs for artists and support techniciansOverhaul of tax policies on musical instrumentsEstablish more quality performance spaces in cities and Counties



Key road map actions 1 week 1 month 2012 2013 Owner1 Finalize and implement the PPMC

Music PolicySet target date for final approval in next month

Conduct final reviews/approvals

Establish date in 2013 for rollout

Official rollout and implementation

PPMC

2 Reintroduce music education in schools and enhance vocational programs for artists and support technicians

Set up initial meeting with necessary parties

Hold initial meeting to discuss reintroduction

Devise plan for reintroduction of music education

Rollout music education program in

2013 school year

Ministry responsible for curriculum

3 Overhaul of tax policies on musical instruments

Set up initial meeting between ministries to

present value proposition of reduced

taxes

Develop plan for devising new policy for taxes on

musical instruments

Draft initial plan of reduced taxes on instruments

Roll out plan for approval and

implementation by the end of 2013

Ministry of Finance, taskforce/ ACRERC

4 Establish more quality performance spaces in cities and Counties

Set up meeting/ownership to

determine existing spaces that can be used

for performances

Evaluate existing spaces available for performances that can be utilized without

further investment

Establish and publicize space allocation with

music community

Implement allowance for performance in established spaces

Taskforce/ ACRERC Ministry for Planning


Audiovisuals: Film, television, radio,

other broadcasting.

53

StrengthsYoung vibrant community of artistsHigh level of initiative in some rural communities e.g. John Karanja’s inspiring work with Bluechip studiosRange of radio stations in multiple local languagesInvolvement of women and youthSuccessful knowledge transfer from famous foreign film production companies in Kenya

OpportunitiesIncreased recognition by government Increased awareness of copyright and intellectual property rightsFunding opportunities (including micro finance) through private–public sector alliancesImproved accessibility and reduced cost of internet servicesFurthering of skill development through standardized education / vocational training programs, establishment of dedicated film/TV schoolFurther enhancement of local entrepreneurship Increased infrastructure buildupImproved exposure and access to international marketsEasy equipment procurement systemsEnhanced leadership and collaborative attitude among creativesFurther use of social media for promotion and distribution

Challenges

Issues with KFC/professional body

Copyright and IP infringement

Limited national/international funding

High cost of equipment, storage devices

High import duties on equipment

Limited collaboration with other industries

Quality not to international standards

Limited artist business acumen

Limited standardized vocational training/certification programs

Lack of infrastructure for product distribution

Social and government recognition of profession


Creative sector – Audio visualsExample: Film focus group attendees



other broadcasting.

54

International best practices

UK film industry

Key accelerators - selective government interventions to protect a share of the home market for UK-based film production:

Government used different policy instruments including quotas, levies and tax credits to foster film industry

Government set councils (i.e. UK Film Council) to serve as interface between the industry and the government and bring responsibility for all the national funding streams for film under one roof

Profits from national lotteries fund investment in film and other creative industries

Key achievementsPolicy succeeded in bringing foreign direct investment by American producers into the UK

Film quota policy mandating percentage of local content doubled film industry in 1930’s

Industry of 8,635 firms employs 35,416 persons (2008)

Film industry has significantly contributed to the UK cultural identity Images from SimplySamad blogspot, BFI.org.uk, BritishCouncil.org





other broadcasting.

55

Quick wins

Further promote Kenyan content, both professional and grassroots on YouTube

Increase promotion/advertising via other social mediaIncrease frequency of awards and direct funding back into

production. Publicize awards by optimizing social media channels

Partner with Tanzania to immediately increase DVD production volumes and availability

Announce low cost grassroots short film competition as per Australian Tropfest example, where applicants submit a common theme 7min video

Strategic actions

Establish dedicated local film/TV school (potentially in collaboration with MMU)

Increase links with established film industries to raise awareness of international quality standards

Review KFC’s goals, objectives and collaboration with Creative Industry it serves

Establish local DVD factory to increase manufacturing capability



Key road map actions 1 week 1 month 2012 2013 Owner1 Establish dedicated local film/TV

school (potentially in collaboration with MMU)

Set up meeting to discuss film/TV school

with MMU

Hold meeting with MMU to discuss film

school

Initial plan/road map with MMU to establish

dedicated film school

Develop curriculum, seek funding, for

implementation in 2014

MMU, Ministry of Education, ACRERC /taskforce

2 Increase links with established film industries to raise awareness of international quality standards

Meeting b/w sector reps and KFC to

discuss

Develop plan for collaboration with international film industries/funding

Develop road map for future exchange

programs/funding

Rollout initial exchange programs

Sector reps / taskforce/ ACRERC/KFC

3 Review KFC’s goals, objectives and collaboration with Creative Industry it serves

Meeting with KFC/Ministry/Sector

Reps

Develop plan for better collaboration between

sector KFC/review current KFC objectives

Revise KFC objectives/ strategy for better servicing sector; continued communication with reps

Implement changes in KFC strategy

KFC/Ministry/Sector Reps

4 Establish local DVD factory to increase manufacturing capability

Set meeting date for relevant ministries in

next month

Meeting with relevant Ministries to develop

plan/funding

Finalize plan for funding Execute and revise funding plan as needed

Ministry reps



Sculptures, Photography &

Antiques

56

Strengths

Vibrant community of young creative artists, e.g. GoDown, Kuona Trust, Pawa254

High levels of initiative amongst community – e.g. many artists self-taught

Untapped talented rural creative arts communities

Challenges

Limited government and society recognition

Limited centralizedinstitutional infrastructure

Limited market access

Opportunities

Raise the profile of visual arts in society so parents are supportive when children announce ‘I want to become a creative artist’

Enhance current vocational training and industry certification programs

Increase the visibility of artist work• Increase display places, e.g. leverage

existing sites and establish new national and County galleries

• Establish more rotational and travelling exhibition programs

• Enhance use of new technology, e.g. leverage social media to promote artists’ works

Identify and promote additional awards and product distribution networks

Improve management of IP infringements via social media name and shame and greater fines


Creative sector – Visual artsExamples: GoDown, Kuona Trust, Pawa254




Antiques

57

Images from District 798 website


Beijing 798 Art Zone - exhibition center of Chinese culture and art

Third popular tourist spot in Beijing and artwork shopping center

500,000 visitors in 2005, including many global political figures

Space of 0.6 sq km: artists' studios, public art, galleries, art exhibitions, fashionable shops, restaurants, bars etc.

300+ resident artists and 400+ cultural organizations settled down into the zone, from different countries and regions.

Art and culture and high-level commercial activities of wide varieties held in the zone, e.g. 80,000 visitors attracted to the Dashanzi International Art Festival held for 23 days in 2005.

Key accelerators

Media attention from home and abroad

Official recognition from Beijing city government

Impacts brought by International Art Festival






Antiques

58

Quick wins

Public endorsement of arts by governmentMore rotational art displays in public buildings and government officesAnnounce additional competitions to raise public awarenessPublic name and shame of known IP violations via media channelsUpdate education for customs officials regarding what constitutes photography equipment that should attract zero import tax

Strategic actions

Reintroduce arts to core education systems and involve artists as part time teachersReview current programs and establish additional accessible training/certification programs as required to help standardize skills and qualityFund additional city and rural scholarships and grantsEstablish new national, city and rural art gallery spaces. Run design competitions to select the best architectural design.Establish new channels to potential markets


represent sectorX Taskforce/

ACRERC, sector executive

2 Public endorsement of visual arts X X X Senior gvt

3 Formation of Association / professional body to represent visual artists

X X Sector Rep

4 Alignment of Association / professional body to African Center of Reference, Excellence and Research in Creativity

X X Sector Rep

5 Reintroduce arts as a measurable school subject

Develop Curriculum

Re-introduction Evaluation Ministry of Education





jewellery, toys

59

StrengthsVibrant community of talented designersSome designs are of international standard e.g. recent overseas fashion showsInternational market exposureInvolvement of women

Opportunities

Industry recognition from government and society

Enhance existing diploma courses to ensure relevant industry specific and professional skills are taught

Provide Apprenticeship and training

More local events

Raise awareness of IP rights/issues and target illegal import

Leverage public/private sector alliance to generate funding

Better collaboration with manufacturers and other industries

Further develop brand Kenya

Leverage high speed internet to improve product marketing

Enhance outreach programs to rural parts of the country ie outside Nairobi


Creative sector – DesignExamples: Fashion, jewellery

Challenges

Inconsistent quality of production

Limited manufacturing base

IP rights lodging issues

Challenge from the illegal imports and low cost suppliers, e.g. Mitumba

Retention issue of skilled resources (e.g. tailors, lithographers)

Limited management and financial skills



jewellery, toys

60


National Institute of Fashion Technology , India

Granted statutory status by Parliament of India in 2006, and considered as an “Institute of National Importance” by Government of India

Financial assistance provided to students (up to 75% of tuition fee) by the government depending on parental income

Full time graduate level course (four years), post graduate level (two years)

Specialized courses taught such as Design, Fashion Management, Fashion Communication, Apparel Production, Accessory Design, Textile Design and Development and Knitwear Design and Technology. These include education on management and business skills

Specialized career placement services

Cooperative agreements with international schools including RNIT, University of the Arts London, and Ryerson.

Centers spread across India in both urban areas such as Mumbai and Kolkata, and rural areas such as Shillong, and Raebareli



Presenter

Presentation Notes

Granted statutory status by Parliament of India in 2006, empowering the Institute to award degrees and other academic distinctions.



jewellery, toys

61

Images from ….

Quick wins

Promote Kenyan fashion via dressing TV stars and in the latest Kenyan fashions. Ensure news and media releases acknowledge the designers.Further promote brand Kenya through design sector and raise public awareness and quality standardsPublic displays of top fashion designsRaise awareness of IP issues via media and public name and shameEstablish a professional body that includes full industry participation

Strategic actions

Develop and implement strategies to deal effectively with illegal importsEnhance/develop further local manufacturing opportunities with potential to support the fashion industryIntroduce additional education and training programs that support all the current specific vocational training requirements of the fashion industry.Identify a trendy city location/hub to become a base for top fashion shoppers

Key road map actions 1 week 1 month 2012 2013 Owner1 Identify key representative to lead , drive

and represent sectorX taskforce/

ACRERC sector exec

2 Formation of association / professional body to represent designers

X X Sector Rep

3 Alignment of association / professional body to African Centre of Reference, Excellence and Research Creativity

X X Sector Rep

4 Additional design competitions Plan Announce Winner TBD

5 Workshops to raise awareness of IP, copy right, social media

Plan Urban Rural TBD

6 Identify space for display of products done by top designers

Plan Identify Exhibit TBD




IBM Corporate Service Corps | Kenya team 6 – Sub team 3 IBM Corporate Service Corps | Kenya team 6 – Sub team 3

Source: WIPO Studies on the Economic Contribution of the Copyright Industries , published in January 2012

= Potential focus countries for study based on GDP & employment

Kenya

% share of GDP% share of employment = Countries noted as best practice in creative industry support

= Countries with rural populations > 30%

Nationmaster.com 2003 figures

Contribution of copyright industries to GDP and employment

62



Contribution of core copyright industries to GDP by sector


Contribution of core copyright industries to employment by sector


63


IBM Corporate Service Corps | Kenya team 6 – Sub team 3 IBM Corporate Service Corps | Kenya team 6 – Sub team 3

64

Contribution of core copyright industries by sector in specific countries


Kenya = Countries noted as best practice in creative industry support



Key activities and deliverables by project weekWeek 1 Week 2 Week 3 Week 4August 27–31 September 3–7 September 10–14 September 17–21Scoping, objective setting & situation assessment

Structure & data gathering

Identify recommendations

Recommendations & communication

Meet Task Force representativesAssign SOW elements, gather and summarize relevant reference materialsFinalize interview plan with Task Force, including interviewee names and logisticsPropose key questions to Task Force

Progress interviewsGather and review feedback from InterviewsAnalyze existing infrastructure Survey references for best practices and key principles for each SOW element

Conduct additional interviews and document responsesHarvest research results, responses to key questions and stakeholder feedbackAnalyze data

Integrate key stakeholder input and feedback into final reportReview and confirm conclusions with Task ForceRe-interview stakeholders for follow-up questions as requiredPresent report and recommendations to key stakeholders

Establish relationship with Task Force Updated work planUpdated key questionsInterview schedule with names and contact info (team room spreadsheet)Kick off interviews

Updated work planTarget-specific questionnairesFurther interviews

Clustered raw dataDraft conclusionsAdditional review with Task Force if requiredDraft final presentationDraft final report (structure) Mid-term review with core stakeholders

Final report and recommendations Presentation to key stakeholdersPrepare and plan follow-up activities with Task Force (e.g. teleconference, updated report etc.)

Act

iviti

esD

eliv

erab

les

Status key:= Done= Now= To do

65



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About IBM

IBMers share a set of values to guide decisions, actions, and behaviors:Dedication to every client's success.Innovation that matters – for our company and for the world.Trust and personal responsibility in all relationships.

IBM is organized to address the realities of today’s business and IT marketplace, including:

– Services, technology, hardware, software, research, and financing.

Incorporated in the United States of America in 1911.

End of 2011: Approximately 400,000 employees in over 200 countries with revenue of $120 billion.



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IBM KenyaRegional hub of IBM East Africa including Tanzania, Uganda, Ethiopia, Rwanda, Burundi

Full-fledged subsidiary of IBM Corporation

In August 2012, IBM opened its first research lab in Africa. Located in Nairobi, Kenya, IBM Research – Africa will conduct basic and applied research focused on solving problems relevant to Africa and contribute to the building of a science and technology base for the continent.

IBM President and CEO Ginni Rometty (left) meets with His Excellency Honorable Mwai Kibaki, President of Kenya in August 2012

Focus industries:

• Telco: Mobile telecommunications operators are actively involved in the growth of other sub sectors in the ICT industry in Kenya

• Financial services sector: Kenya has a well developed banking sector and a fast growing insurance sector.

• Government: The Kenyan Government aims to digitize all government departments in order to improve operational efficiency and service delivery to citizens.




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IBM Corporate Service CorpsLaunched in July 2008. Employee leadership development program designed as a social give-back initiative. 500+ IBM employees deployed from 47 countries on 51 teams to more than a dozen countries. Integrated with IBM's global business strategy to help enhance global economic and social development.Focus areas: • Economic development and innovation • Access to ICT• Raising global standards in education • Broadening cultural awareness• Promoting openness and transparency

CSC Kenya 2. On the Equator in Nanyuki, Kenya, 2011

CSC Kenya 4. The projects, 2011




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IBM Kenya creative sector team

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Name Country Role and background

Felicity Peters

[email protected]

Australia Holds a degree in architecture and an MBA. A background in project management and experience in the IT and construction industries in Australia and Japan. Currently in an executive role leading a team of 270+ network architects and engineers, servicing 40 customers

Vivian Qi

[email protected]

China Leads a user experience design team supporting brand software for the IBM development lab and clients in the China region. Expertise in project management, consultancy for user research and user experience evaluation. Background in Computer Science and technology.

Nadia Anguiano-Wehde

[email protected]

USA Lead Mechanical Development Engineer with a Masters degree in mechanical engineering. Expertise in project management, mechanical design, and working with high performance teams. Passionate about music and working with diverse cultures.

Pinaki Bhattacharya

[email protected]

India With a background in electrical engineering, manages custom development projects for Fortune 500 clients in the Energy and Utility space. Through IBM’s On Demand Community contributes content to newsletters and articles for various NGOs.

Charbak Roy

[email protected]

India Consultant on Cloud Solution implementation, Smarter ADM solution implementation and acting as a Websphere Administrator. Background in mechanical engineering.


Kenya Creative Industry Proposed Roadmap IBM CSC 2012-1

Documents

Transcript of Kenya Creative Industry Proposed Roadmap IBM CSC 2012-1