Microsoft Word - Achieving the promise of african cultural e

Figure 6 : Exports of creative goods come mainly from developed economies

Sources: UNCTAD

African creativity capacities remain unexploited

African developing countries have not been able to realize their full potential and remain marginal player in the world markets for creative goods and services. Africa’s share in global trade of creative products remain limited at less than 1 per cent of world export since the great majority of creative and cultural production takes place in the informal sector for which statistics are non-existent. However growth in demand for creative African products is increasing and can therefore contribute to growth and poverty alleviation on the continent. African exports of creative goods increased indeed from $973 million to $1.8 billion during the period 2000 – 2005. The absence of African countries in the list of major player in the creative industry reflects a combination of domestic policy weaknesses and obstacles at global level. Domestically, policies are needed to enhance the capacity of exportable creative goods and services. Further at international level, obstacles include lack of access to markets and non-competitive business practices. The concentration of marketing channels and distribution networks in a few major markets, limited funds for creative industries from regional and multilateral creditors and technological exclusion jeopardize the competitiveness of creative products and services from developing countries. The difficulties experienced by Africa to release it creative potential can be illustrated through the case study of the Nigeria movie and music industry . Nigeria’s story and the characteristic of its entertainment industry shed the light on the main constraints

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