CREATIVE MARKET GROWTH

BASA and British Council Connect ZA partnered on an exciting project aimed at significantly cultivating creative market growth skills within South Africa’s creative and cultural industries in 2014/2015.

The first phase of the project was the appointment of four fellows (Kim Sanssoucie and Yusrah Bardien in Johannesburg, and Jon Keevy and Ukhona Mlandu in Cape Town) who were trained by the UK-based Arts Marketing Association (AMA). They went on to collaborate and work with various arts organisations (Bag Factory Artists’ Studio, POPArt Theatre, Arts Township International, and Cape Dance Company) 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.

BASA followed up with a second phase, focusing on Research and Development, towards the creation of a Creative Market Growth Hub, which will be an open access platform for arts organisations and individuals in the creative and cultural industries.

A Guide to Growing your Creative Markets

The Creative Market 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.