Int’l experts highlight potential of creative industries

AMMAN — More efforts are needed to boost creative industries that can play a key role in supporting the economy and creating jobs, experts said Tuesday.

Creative industries — including film, music, theatre, craftsmanship — should be taken more seriously as the potential remains huge for a flourishing business in this field, experts said at a session during “Catalysing Conversations” hosted by Endeavor Jordan on Tuesday.

Focusing on creative industries will help attract tourists and promote the country across the world, they said during the one-day meeting, which featured a series of interactive discussions with international and regional business leaders and entrepreneurs from the global Endeavor Network.

“Creative industries can have tremendous impact on the gross domestic product [GDP]… They can totally transfer countries and cities,” Edgar Bronfman, general partner at Accretive LLC and chairman of Endeavor Global, said Tuesday.

Jordan has a great opportunity to be a catalysing centre for creative industries in the region, which lacks a major art show for example, Bronfman added.

In Greece, creative industries contribute about 3 per cent of the country’s GDP, according to Mareva Grabowski, co-founder and managing partner at Zeus + Dione and founder and co-chairperson of Endeavor Greece.

“Jordan has a history and a great heritage. It should further tap the potential in this industry, which can create jobs for the youth and alleviate the burden in this respect,” she said.

For creative industries to grow, they must be supported and talents must be nurtured, Grabowski added.

During the session, experts said the government should play a role in supporting creative industries. Some said direct support is needed, while others said enabling others to support this industry will be faster.

“Governments need to support creative industries. This way they will attract tourists and investors to channel funds into the industry as well,” Bronfman noted.

Ali Al Husry, a director at Hikma Pharmaceuticals and chairman of Endeavor Jordan, said most of the support for some of the creative industries is through philanthropists.

“If we want to wait for the government to support the sector it will take a long time. The government should at least create an environment that is motivating for family foundations and corporations to support creative industries,” Husry added.

He noted that philanthropy will still be important to sustain some creative industries, which may not have a direct return on investment.

Raising awareness in schools and among young people on the potential of the industry remains a key element in supporting it, Grabowski said.

She added that parents sometimes want their children to assume certain jobs like in medicine or engineering. Therefore, raising awareness about the potential of creative industries is fundamental.