Creative Markets Growth Hub Powered by BASA | British Council

Business and Arts South Africa and the British Council Connect ZA partnered for a new and exciting project aimed at significantly cultivating creative market development skills within South Africa’s creative and cultural industries in 2014/2015.

The first phase of the project was the appointment of four fellows who were trained by the UK-based Arts Marketing Association (AMA). They went on to collaborate and work with various arts organisations in implementing market development strategies, underpinned by a strong monitoring and evaluation and research component, and left organisations with long-term strategies for implementation.

This project focused intensely on training creative arts organisations and practitioners in the sector to be able to significantly grow their market, as well as share their learnings with other organisations/creatives as a way of impacting the South African creative and cultural industries in a sustained and ongoing way.

In 2016, BASA is following up this first phase with the creation of the Creative Markets Growth Hub, which will be an open access platform for arts organisations and individuals in the creative and cultural industries. For this hub to be executed correctly and successfully, the second phase is dedicated to Research and Development.


Fellows and Arts Organisations

The fellows in Johannesburg were Kim Sanssoucie and Yusrah Bardien, and in Cape Town, Jon Keevy and Ukhona Mlandu. The selected in-service art organisations who worked with the fellows on developing their creative market strategies were:

  • Bag Factory Artists’ Studio (JHB)
  • POPArt Theatre (JHB)
  • Arts Township International (CPT)
  • Cape Dance Company (CPT)

A Guide to Growing your Creative Markets

The Creative Markets Growth Hub activates with an e-learning online platform which provides findings from the fellowship research on defining your creative markets, working with data and data capture analysis, and using all the marketing strategies and tools available to effectively build and retain audiences for art organisations and individuals in the creative and cultural sectors.