Describe the main features of the policy/measure:
The first edition of the Market of Creative Industries of Brazil (MICBR) was held between November 5 and 11, 2018, in São Paulo city. The initiative, carried out that year together with the third edition of the Cultural Industries Market of the South (MICSUL), aimed to boost the circulation and trade of cultural goods and services between MERCOSUR countries, as well as promoting the professionalization of creative entrepreneurs and cultural exchange. In addition to the strategic look at the South American creative industries, MICBR aimed to strengthen the productive chains of the creative sectors in Brazil, by promoting circulation and bringing together micro, small, and medium creative entrepreneurs from the five regions of the country. The event's program included business roundtables, spaces for exchanging professional contacts (networking), opportunities to present products and services (showcases), as well as training activities for entrepreneurs, such as seminars, workshops, and mentoring clinics. MICBR also had an extensive cultural program open to the public. Eight South American countries participated (Argentina, Brazil, Colombia, Chile, Ecuador, Peru, and Paraguay), as partners and co-organizers of the meeting, who were represented in the business rounds by buyers and sellers. The event was also attended by buyers from 18 countries in other regions of the world.
Website of the policy/measure, if available:
What are the results achieved so far through the implementation of the policy/measure?:
Considering the employment, income, and tax generation at federal, state, and municipal levels, MICBR totaled US$ 10.86 million, according to the Getúlio Vargas Foundation. Thus, the Economic Leverage Index - that is, the relationship between the economic impact of R$ 10.67 million and government investment of R$ 1.09 million - stood at 9.93, which means that the market's return on resources invested was almost ten times. In the business roundtables, around 400 cultural entrepreneurs from Brazil and South America participated, as well as buyers from 18 other countries from other regions of the world. The business generated during the event was in the order of US$ 5,419,900.00 and the outlook for the following 12 months was US$ 54,894,800.00. Cultural activities and lectures attracted around two thousand people a day and, over the weekend, the public reached 30 thousand people on the cultural program of Avenida Paulista. MICBR had great support from companies and entrepreneurs, enabled several business opportunities, created training spaces, and was well reported by the national and international press.
Financial resources allocated to the policy/measure in USD:
US$ 1,121,996.60
Partner(s) engaged in the implementation of the measure:
| Name of partner | Type of entity |
|---|---|
Brazilian Trade and Investment Promotion Agency (Apex-Brasil)
| Public Sector
|
Organization of Ibero-American States (OEI)
| Public Sector
|
UNESCO
| Public Sector
|
Brazilian Service of Support to Micro and Small Enterprises (SEBRAE)
| Private Sector
|
University of São Paulo (USP)
| Public Sector
|
Secretariats of Culture of the State and Municipality of São Paulo
| Public Sector
|
Has the implementation of the policy/measure been evaluated?:
YES
If yes, what are the main conclusions/recommendations?:
The impact assessment, commissioned by the then Ministry of Culture to the Center for Studies in Creative Economy and Culture at the Federal University of Rio Grande do Sul (NECCULT-UFRGS), indicated that: “As for the activities, the lectures, round tables and debates, and networking sessions stood out as the most attended by the analyzed group. The cultural program, and the events that comprised it, were also highly valued, both in terms of the average grades given and in the open comments’ session. The business rounds, exclusively for experienced delegation participants, also presented a good evaluation, punctuated by some criticisms regarding the format and organization of the activity, in the open comments, showing room for improvement. The establishment of a business relationship was the main objective of MICBR with its participants. 61% of respondents indicated that they built these relationships with other participants, mainly focused on partnerships in the development of products/services, co-productions, and sale of products/services. The main objectives cited by the respondents were: to form networks, establish international partnerships, publicize and sell products/services. Of the total respondents, 84% said they had achieved their goals. When asked about the relevance of MICBR, respondents stressed the importance of the event to get to know and learn about the cultural and creative sectors and exchange experiences, with the generation of international contacts being only the third-placed in terms of the event's relevance. As mentioned, due to the dynamic format of the event, MICBR was successful in providing the expansion of the participants' contact networks, enabling them to build bridges and negotiations with potential partners. Mainly, the event presented itself as a relevant space for exchanging experiences and building knowledge about the Brazilian creative economy, positioning itself as an important event for the sectors in the area.” (NECCULT, 2018. MICBR 2018 Process Evaluation Report. Federal University of Rio Grande do Sul, Rio Grande do Sul, p. 25).
As for the results, the evaluation commissioned suggests that: “In general, the evaluation indicated better results with the starting delegation. After MICBR, there was an increase in the proportion of cultural agents in this group with products known abroad. Although they did not participate in the business round, identified as the core of the event and the main activity for doing business by the participants, these participants showed a reduction in the number of cultural agents without conducting international business six months after the event. In terms of networks, there were no significant changes in their size after the event. Contrary to expectations, the impact on experienced delegations was reduced. Even participating in the business rounds, the proportion of participants who claimed to have products/services known abroad declined after the event, while the realization of international business remained unchanged. From this, it appears that the ability of already experienced agents to advance negotiations can be developed. The participants themselves noted the need to know issues specific to the internationalization process. It is possible to observe the increase in the participation of Latin American and Caribbean professionals and enterprises in the networks and contacts carried out by the participants, demonstrating the effectiveness of the event in bringing regional markets closer together. Concerning international business, participation in international collaborative networks stood out as the main business relationship established by the participants, followed by co-production agreements. A significant portion of the delegation, 35%, remained without establishing international business relations after the event”. The report also provides an important overview of the factors that influence the conduct of international business, with emphasis on the mastery of other languages, the image of Brazil abroad, and logistics issues. “The participants had space to indicate other factors that they considered important in this process, in which they emphasized access to knowledge as a factor that would favor their internationalization. Also highlighted were the issues specific to each sector, which end up influencing the consolidation of these businesses.”
(NECCULT, 2019. The result of the evaluation of the participation of the Brazilian delegation in MICBR 2018. Federal University of Rio Grande do Sul, Rio Grande do Sul, p. 37.)