The Creative Economy & Development: Understanding the growth and potential of the cultural and creative industries in South Africa

Often-times referred to as “Africa’s untapped market”, the cultural and creative industries (CCIs) have become a prominent element of economic strategy and policy dialogue in South Africa over the past several decades. Although a relatively new sector of the economy, the CCIs have experienced rapid growth, now contributing over 3% to GDP annually. However there remains considerable debate regarding how the economic contributions of CCIs should be measured, and despite being broadly discussed in innovation-related policy dialogue the mechanisms driving the emergence of the creative economy remain largely undefined, particularly for developing countries. This study discusses the forces behind the creative economy’s growth in South Africa, with particular focus on its spillover effects as well as the overall relationship between economic development and the CCIs. Additionally, this study contributes to the discussion regarding the future potential of the creative economy as a driver of growth in the developing world, based upon cases from South Africa