russia projects creative economy guide toolkit
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Creative and Cultural Economy series 1
theCreativeeConomy:anintroduCtoryGuideby John Newbigin
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C C ec 1 t C ec: a ic G
09 PrefaCe
13 1 What is the Creative eConomy?
21 2 maPPinG the Creative industries
25 3 do the Creative industries matter?
29 4 a PoliCy environment for the Creative eConomy the basiCConditions for GroWth
35 5 a PoliCy environment for the Creative eConomy PubliCPoliCies that Can make a differenCe
41 6 a business environment for the Creative eConomy are theCreative industries really unlike other seCtors of the eConomy?
47 7 a business environment for the Creative eConomy hoW thediGital World and the Creative industries are develoPinG neWWays of WorkinG
51 8 What is drivinG the Creative eConomy and in Whose interest?
56 aPPendix 1 hoW does the uk suPPort its Creative industries andare there lessons to be learned for other Countries?
58 aPPendix 2 readinG and further readinG
60 aPPendix 3 Creative entrePreneurs
76 aPPendix 4 readinG
ContentsBritish Councils Creative And CulturalEconomy Series P t b Cc
0 spg G,l sW1a 2bn,eg
www.cc.g
a g sbn 978-086355-639-5
Author: John Newbigin
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Editors
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Publication Design
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Photo Credits
ag, J: pg 49, 57, 58, 78-79 d, P: pg 28 nwg, J: c, pg12 n, f: pg 58, 59 Pw, m: pg1 r, P: pg 2-3, 8, 10-11, 17, 19,20, 22-23, 26, 27, 30, 33, 34, 35, 38, 40, 45,
46, 50, 80-81 r, l: pg 24 s, J: pg 54-55
British Council 2010 Creative Economy Unit
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PrefaCe
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1 What is the CreativeeConomy ?
They are one of the roots of todayscreative economyb w c c w c -gg, g, cg pg - g wg w w g cc c g,g, g g
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1.1 UNCTAD
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The creative economy is much morethan just the creative industriesi g c c, pc qc cg , w z
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They are a vital part of the business-o-business economy
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UK 1998 - the rst map of thecreative industriest uk p c p.e q w , gp p c g, g w 8% ccc pg w 7
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For more information about mapping the creativeindustries see the British Councils Creative andCultural Economy series/2 publication.
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26 27C C ec 1 t C ec: a ic G
3.1 THE KNOWLEDGE ECONOMY
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28 29C C ec 1 t C ec: a ic G
hw, c g g ,q cc wcg. i CreativeEcologies where thinking is a proper
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cgg w, pc cpg w g. b c w cpp w g g w g . t oeCd c g cc w5 7% g uk- p g g w c 460 2006 .
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30 31C C ec 1 t C ec: a ic G
4.1 WIPO
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34 35C C ec 1 t C ec: a ic G
5 a PoliCy environment forthe Creative eConomyPubliC PoliCies that Canmake a differenCe
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36 37C C ec 1 t C ec: a ic G
5.2 CLUSTERS
s
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38 39C C ec 1 t C ec: a ic G
5.3 CREATIVE PARTNERSHIPS
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40 41C C ec 1 t C ec: a ic G
6 a business environmentfor the Creative eConomy are the Creative industriesreally unlike other seCtorsof the eConomy?
The prole of the creative industriesdp p c, w wg
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42 43C C ec 1 t C ec: a ic G
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6.2 SME
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44 45C C ec 1 t C ec: a ic G
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46 47C C ec 1 t C ec: a ic G
7 a business environmentfor the Creative eConomy hoW the diGital World andthe Creative industries aredeveloPinG neW Ways ofWorkinG
New forms of business support
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Customers become part of thebusinesso c j w p c c g
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48 49C C ec 1 t C ec: a ic G
Nothing succeeds like failureW p g p pc g , g w c g. i cc
c pc 80% p, c, w c g p. t pc c p c : pc c c -p, p, cgg . a c p g w cp, g, c
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c c c. i What Wouldgoogle do?J J c Gg c pp g c cw cg, g,g ppg pc.o c cg w p p w pc
c, p p c . tc pg g wc pc
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cc c
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8 What is drivinG theCreative eConomy and in Whose interest?
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8.3 SOUTH-SOUTH CO-OPERATION
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8.4 FRANCE
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56 57C C ec 1 t C ec: a ic G
Other policies and actions by the UKgovernment that have had an impact on thecreative economy
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aPPendix 1 - hoW does the uk suPPort itsCreative industries and are there lessonsto be learned for other Countries?
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What has happened in the UK since themapping document of 1998?
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58 59C C ec 1 t C ec: a ic G
2. Skills and Infrastructure
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4. Leadership and Cultural Relations
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5. Insight and Intelligence
dp p cc c c c, cg b Cc cc c w.
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t C ec u w 999 p a dp w
w uk c c p pg w w
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aPPendix 2 - the british CounCils CreativeeConomy unit
t C C ec Pgw wg p :
1. Policy and mapping
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i i : g pg pcc pc (iP, c, c.), g c pc g . dg 2010, cpgw pc uk, C, C, i,P, s ac.
mppg: w g pg pc ppg c g pc c c. t pg pp ppg c c wuk p.
t: p c c c-
w.
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62 63C C ec 1 t C ec: a ic G
1
3
4
2
CHINA
e h, f, bjg bg m G fC
e h c- 2005, g w p, pc cp bjg fgm, pc c wg w g c. t g p p w c
C, c w w ppg cg p. t pg, C nw C: yPjc, c C, hg kg tw gg g
y Pc. i ppg , e h 2009 G f C, c p wg gc.
www.gggcg.c
www.cc.
Et Hu was the Chinese nalist for the British
Councils International Young Screen Entrepreneur
IYSE) award 2008.
2 VIETNAMh t d t, C dc, il C.
2004, t w mc-bz af aw c cp r ls i, sgp. tcp w, t, wc c c c cq pccp g. dp p v cq, t, c w
w, wg g, pcg wc ppp c. tg t, c w g
w cc --w .
www..c
Ho Tran Da Thao was the Vietnamese nalist forhe British Councils International Young Fashion
Entrepreneur (IYFE) award 2009.
3 THAILANDr v, dc, C C l k
a wg c g c, r p C C, g cp w w g
c pc, c , , pg/c . t cp w c g c g pp g g g cp uk, G,i, Gc, egp. i pw pc ccc, r c p w cp (l k) w c : t Wz, pg pg c, Pp Wz,cg pp cgc, c cc. b g w cp, r pcp c pg p g pc c w. i 2005, p unesCo C cwp a, gg c gw-p w pc .
www..cwww.c-c.cwww..c
Ruttikorn Vuttikorn was Thailands nalist forthe British Councils International Young DesignEntrepreneur (IYDE) award 2007.
4 INDONESIAW a, f, hm sc a & C
W hma f sc, c 2004 g 1000. h c: W w c p p p i ccg p c. W c hf, c 10,000 g p c, wcg 400 w g g wcg
c p c.www..cp://w.gp.c
Wahyu Aditya was the winner of the BritishCouncils International Young Screen Entrepreneur(IYSE) award 2008.
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64 65C C ec 1 t C ec: a ic G
7
8
5
6
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C t f, g
mc g g c,pc c-p c . C c p
p mc, c pgw p, g g q cg , C p. s c cp g w p c cp . W gwg , t
f g g w w
pc ppc . t w c g w
mc c gc g ggg cp p c cp . tf cc wc pc l, s fcc, Jp, l
ag, C mc.
www.2.c
Carla Fernndez was the winner of theBritish Councils International Young FashionEntrepreneur (IYFE) award 2008.
6 COLOMBIAG Zp, a dc, accp
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C).
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7
Gabriel Zapata was the winner of the BritishCouncils International Young Performing ArtsEntrepreneur (IYDE) award 2008.
7 BRAzILP d, f/ P t. dg
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c. m w g g ,pg bz w gg, pg pc gc , c c, wc c g bz c.
www.g.c.
Paula Dib was the winner of the British CouncilsInternational Young Design Entrepreneur (IYDE)award 2006.
8 ARGENTINAm rpp, dg f desiGno-pg
m 2001 g cc,desiGno-pg, pg g c pcg cczg pc Pg. h w c ,cpg pg g c .
t c w cc g g ppg, p pjc. desiGno-Pg c c w g pcg jc pg pc, wc w c c , p g p, g p p w jc.
www.gpg.c.
Manuel Rapoport was the Argentinean nalist forthe British Councils International Young DesignEntrepreneur (IYDE) award 2007.
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66 67C C ec 1 t C ec: a ic G
9
10
11
9 GHANAn kww d, Ceo og/dPi
t n c cg c p g
cc. a g p og, ag, dg sgc bgCp, p gg Cc Gp, dPi, wc c pg , p pc pcgg cp, p-p cp. h gw dPi Gp cg g cc c
cg c. h c v, cc g pcc g pg c, cc
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www.gg.c
Nana Kwadwo Duah was the winner of the BritishCouncils International Young CommunicationsEntrepreneur (IYXE) award 2009.
0 KENYAk oj, dc, tq Gp
k tq Gp, p g cp k.. a md tq Gp, i p p c k p . c pp g pjc i c g
p, g p w, c. t pw
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c c pc c c. t
cc cw cc
pc p g g hiv/aids, g c, pc, g, g p.
www.q.cwww.q.c
Kevin Ombajo was Kenyas nalist for the BritishCouncils International Young Music EntrepreneurIYME) award 2009.
11 SOUTH AFRICAa aw, mgg dc C-f,ecc b W
ecc b W cp pcg ppg cg pg c . i cg g cg w pg . a mggdc, a g pg pjc, cg c g p, p-- - c cc, wp g pg w w c pg c. i pp s ac ( g),g aw, c , cp pg . i pc c c , wc ac p g p- -.
p://ccw.c
Arthur Attwell was the South African nalist for theBritish Councils International Young PublishingEntrepreneur (IYPE) award 2009. He was Chair ofthe IYPE network from 2009-10.
12 SOUTH AFRICAy. t, dc, t dg s
acc y. t -cp pcc(t dg s) wg pc g,, g cc. t pc pc g c, w g c c c, pc s ac. h g, n bb, w s ac pc t m b ojc s ac f 2008 Cp tw dg i.t ccp - g pc cw, ,w c z cpc g j nGo s h, p c g g c pg.
www.g.cp://.gp.c
Y. Tsai was the South African nalist for the BritishCouncils International Young Design Entrepreneur(IYDE) award 2008.
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68 69C C ec 1 t C ec: a ic G
13-16
3 UK
a l, Ceo t Cc
a w t Cc, pg gc w pc p g pg, w ps 2007. b g w ,a p 7 wg g gp w pc g g. dg g c c, i w g c c, i p t w p, p a. t g p c c c. W w w gcgg cc, w gcc g c, g
c -cc.
www.cc.c.
Amy Lennox was the winner of the British CouncilsUK Young Communications Entrepreneur (UKYXE)award 2009.
4 UKag ac, dc, Cp
b e G g uk, ag Cp c w. iw g pc wc w w c ppc , ag.
Cp c , c w w G ,g cc cc pc. t pc gw w w pp tpp & a.c. i 2008, Cp w bc i b y.
www.cp.gp.c
Annegret Affolderbach was a nalist for the BritishCouncils UK Young Fashion Entrepreneur (UKYFE)award 2008.
15 UKm P, ow, m P l.
m P l. cp wc m pg cp:- t l C m: -, p g sp cp uk, ep m e 80 n hg p, pg c pp 30,000 .- W e sg: -gwg c g pp uk.- m P Pc: pccp c pcg c uk pg w cg,cg wg .
m g p w pg p c w w w
uk pc, w p sp pc, w p ww wc g cc cc, wp g pp.
www.p.c
Mark Puddle was a nalist for the British CouncilsUK Young Performing Arts Entrepreneur (UKYPAE)award 2009.
16 UKs C, md l
s C p l 2001, cp pw cc c c cg.l w w w gg ,g, c , p,g pp, c-cg cccc. i pc p w w g cg, p, pw c w pp pc g pp c, g g c c, ps. a p l w, s c w c -p ,dp d.
www..c.
Sam Conniff was the winner of the British CouncilsUK Young Screen Entrepreneur (UKYSE) award2009.
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70 71C C ec 1 t C ec: a ic G
17
18
19
20
21 22
www..c
Christopher Gruppetta was Maltas nalist for theBritish Councils International Young PublishingEntrepreneur (IYPE) award 2007.
22 TURKEYh G, dc, t dj
h 2004 t dj, cp pc cg gg pg c c w p. t cp c p ccpg, c s cc Pw C, t g g g c .t c p cc, wp i bp.
www..c
Hakki Goktas was Turkeys nalist for theBritish Councils International Young InteractiveEntrepreneur (IYIE) award 2009.
7 SLOVENIAmj o, f iZ Pc
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pp g. t w c c, w w w s f f 2005, c 8 wc sp -c . W cc pc cp c
:, pcg c . h iZ Pc, pc cp w tv . h c ep w g g, cggg pp g .
www.j./wwww.zpc.c
Mitja Okorn was the Slovenian nalist of the BritishCouncils International Young Screen EntrepreneurIYSE) award 2007.
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e g sc egg P dg (stGu) bdg C (kbd).
www.w.pwww.pcg.p
Ela Skrzypek was the Polish nalist for the BritishCouncils International Young Design EntrepreneurIYDE) award 2005.
9 ESTONIAa k, Ceo r s
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h r., c p w pjc w e -p. h c wg mg, pg w -p b , Cf.c, p p c .
www..
Andrei Korobeinik was the Estonian winner of theBritish Councils International Young InteractiveEntrepreneur (IYIE) award 2008.
20 RUSSIAs m, e Pc Csp, l Pg
a gg msc C mcw l s u,s c G Pg, c c c. i 2005, s cp, cgg . sc , lPg c ( 8 80) - p c, g c wg c. s r g, ppg mcw c, cc- ppc pg. t g pc c c-g , , , ,-p rc c , pcp, -c c.
p://.
Shashi Martynova was Russias nalist for theBritish Councils International Young PublishingEntrepreneur (IYPE) award 2009.
21 MALTA
Cp Gpp, dc Pg,m l l
m l w m p,c , p c m gg. sc cc pg c c -c, w pcg c . f Cp, cg wg m m pg pc c c pg, ppg p g, pc g g w mpg cp w eg-gg p.
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72 73C C ec 1 t C ec: a ic G
23
25
26
24
23 EGYPTa hz, f Pg dc,hrk dc dp rc
b C, a g m dc sc C oph G. h f dc a hz Cp, f Pg dc hrk, g dc dp rc wc egp . a f tdc, - c pc egp.h pc dc nw Cgp, c cc c pc, p pcz w egp cgp pp w g cc . h w , , c, pc , pc, c c p c egp, a pg-w, ep, t, Jp, c.a c cg cp c pc ac u
C, g p g g- cc c.
www.pjc.gp.c
Adham Hafez was the Egyptian nalist for theBritish Councils International Young PerformingArts Entrepreneur (IYPAE) award 2008.
24 LEBANONh m, dc, b dC mpa C
b dC w 1999 gp c p c. i p p pp a p cg c cg
p- a c. i gw g c, bdC cg p c pc c, q p- , c cg w,
p ppc c. tg w w b dC, h , i c p z pgg cc c l pc, g c -, pc g
g pp . t w c p w c, mp, c - c. t pc c p cc cg pc.
www.c.g
www.pc.
Hania Mroue was the Lebanese nalist for theBritish Councils International Young ScreenEntrepreneur (IYSE) award 2007.
25 YEMENnw a-mg, md y b sp
y b sp (ybs) gp eg pc y. iw 1980, w p y p eg.nw mgg dc c1995, w w g cc. h p pgc y pg eggg pc. ybs c gw 40 p usa, uk,fc, G, i, i, P, egp,
l J.Nashwan Al-Magha was the Yemeni winner of theBritish Councils International Young PublishingEntrepreneur (IYPE) award 2008.
26 UAEr Z, f dg C dc,r Z
o e ag cg, r Zp c c p g.s w g cg m w, g g c c w. s g cz ccp, cc wcg w c. h cc g ,c, w gg c .
Rabia Z was the Emirati nalist for theBritish Councils International Young FashionEntrepreneur (IYFE) award 2008.
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74 75C C ec 1 t C ec: a ic G
27
28
29
27 PAKISTANs s, Ceo k
s 1998 w g , k, wc c cw g c -wc gg c g .h-w c, s, c w g g. i
pc , k g c w c g c gp c, -wc, g pc. k
w w s aw, bm W (2002, 2005), b r s2006, 2007).
www..z
Shamoon Sultan was the Pakistani nalist forhe British Councils International Young FashionEntrepreneur (IYFE) award 2008.
28 INDIAvj n, dc, o mc l
a 17, vj n c pg c ppg cg. h gg , w gw i g
cp , o mc loml). f g diy c, oml
C C rc (CCr), c p g g w jpp. b Pc (bbf) w 2008 pc oml p p w pg c , c,pc, c. o 7 , oml 500 cc, pc p, p p i c .
www..
Vijay Nair was the Indian winner of the BritishCouncils International Young Music EntrepreneurIYME) award 2009.
29 SRI LANKAl spw, f md, ac dg
i 2000, g p c g c s l, l ac dg, pg p g c g.sc cp ac p g pg g c cp cp s l. t pp g g p s l p p s l c. o c gw wg , c g cp c pcg p c g c q cp. t ac p g pcg g g c p c. sc ac cc c P, g g gg g g w cc g. h c pjc C C ep p c c p gg cw s l , s l g f 2009.
www..www.g.c
Linda Speldewinde was the Sri Lankan nalist forthe British Councils International Young FashionEntrepreneur (IYFE) award 2009.
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76
PUBLICATIONS qUOTED OR REFERRED TO IN
THIS GUIDE
Creative Industries Mapping Document, dp C, m sp, l, 1998
Creative Industries Mapping Document, dp C, m sp, l, 2001
Staying Ahead:The economic performanceof the UKs creative industries, r a, hb, W h, a ok P sc,t W f, l, 2007
Creative Britain New Talents for the NewEconomy, dp C, m sp,l, 2008
After the Crunch, www.c-c.g,2009
Cloud Culture, C l, bCc, l, 2010
Living on Thin Air, C l,Pg b, l, 2000
The Creative Economy, J hw,Pg b, l, 2001
Creative Ecologies, J hw, u Q P, Q, a, 2009
Creative Nation, t a Cc, s,a, 1994
What Would Google Do?, b J J, hpC, nw y 2009
Beyond the creative industries: Mapping thecreative economy in the United Kingdom, P hgg, s Cg hb, nesta, l, 2009
Creating Growth: How the UK can develop
world-class creative businesses, nesta, l,2006
Cox Review of Creativity in Business, hmt, l, 2005
UK Skills: Prosperity for all in the globaleconomy, (The Leitch Review), dp b, i & s, l, 2006
Gowers Review of Intellectual Property, hmt, l, 2006
The Creative Economy Report, unCtad, G/nw y, unCtad/undP, 2008
FURTHER READING
The cultural industries, d hg,sg, l, 2002
Creative economies, c c, aep ppc, l kg JoC, spg, b, 2009
Londons creative economy: An accidentalsuccess?, J k k o, t Wf, l, 2007
My creativity reader, G l n r,i nw C, a, 2007
Management and creativity: From creativeindustries to creative management, C b,
W-bcw, o, 2006The cultural economy of cities, a sc, sg,l, 2000
The Creative Class, r f, bc ,nw y, 2002
The Art of Innovation, k o, a P bsp, nesta, l, 2008
Framework for Cultural Statistics, unesCoi sc, m, C, 2009
So what do you do? A new question for policy inthe creative sector, C t sgWg, d, l, 2007.
aPPendix 4 - readinG
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78 79C C ec 1 t C ec: a ic G
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