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Collaboration Underpins The Tasks of The New Creative Economy Agency

Following his appointment as head of the new Creative Economy Agency, Triawan Munaf sat down with AdDiction to talk about what the agency aims to do and what it means for the creative industry. He also shared his views on intellectual property rights, collaborating with other ministries and government institutions, and his immediate priority.

For Triawan, the separation of the creative economy portfolio from the Tourism Ministry is an important step in bringing further limelight to the industry. The portfolio would not have worked, in his opinion, had it been its own ministry because it would mean overstepping their authorities due to overlapping areas of concern.

Had the industry been under another ministry as it did in the previous government, it would be unlikely to receive the full attention that it deserves due to sharing resources and priorities.

According to Triawan, creative economy is a sector that transcends ministries due to its scope and it is the job of the new agency to coordinate the development of the industry with those other ministerial offices. “Creative economy exists in almost all ministries, in ministry of trade, industry, kominfo, so we have to be able to work closely with them”, he said.

Because the aim of the agency is to identify develop, package, and promote aspects of Indonesian culture and creative works both domestically and internationally, it will also have to work in tandem with the Indonesian Chamber of Commerce and Industry to synchronize their programs.

The immediate concern for the agency however, is its lack of office. Because it’s a newly created agency, it has yet to have assets and it will need to procure one before it has too many people and logistics to manage. According to Triawan, the agency will be based in his house for the time being.

The sort of policies and programs that can be expected from the agency can be inferred from the identification and promotion of creative champions as role models for other sectors of the industry to follow. He said, “If this program is successful, these champions will inspire other sub sectors as models to how a sub sector can be fully developed into a substantial force”.

Movie or film, he said, can be a notable example of one sub sector that can become a vehicle to promote others as movies often contain music, art, fashion, photography, and food. The inclusion of those other aspects will certainly help them to be more widely recognized. A synergy between sub sectors is what the agency will be aiming for.

Triawan is also hoping that the agency will be able to coordinate and work with the police force to create a special detachment to handle the sort of intellectual property piracy that has ravaged the Indonesian music industry. With the country consistently featuring in the top five of countries with the highest rates of piracy over the last couple of decades, he has placed this issue under top priority.

Aside from Triawan as its chief, the Creative Economy Agency will have a deputy chief, a secretary, six other deputies covering intellectual property, investment access, marketing, infrastructure, research, education, and development, and cross institution liaison, and directors for the 16 sub sectors that the agency has identified as part of the creative economy.

The task of the directors is to develop and grow their respective areas to become a significant force in promoting the country through culture. The agency is already aiming to double the 7% contribution of the creative economy sector to the country’s gross domestic product.

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Aulia Masna

Pretty much anything you want to do in life involves a pitch, so why not dig deeper into the world where everything hinges on the pitch? Advertising is not just an industry, it's a lifeline of many industries. See it, love it, hate it, embrace it, criticize it, do it.

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