Creative industry in Brazil

The creative industry in Brazil refers to various economic sectors of Brazil that depend on the talents and creativity to develop. [1] In other words, it is about generating wealth for the region through knowledge , culture and creativity, in order to contribute to sustainable development (environmental, economic and social). [2] The term ‘ creative industries ‘ was coined by the United Kingdom in 1990 and in 2001 by John Howkins, which gives it an entrepreneurial vision when focusing on the transformation of creativity in product; [note 1] and another one by professor Richard Florida , who focuses on the creative process in the creative processes of production, addressing the social aspects and the “potential contribution to the development” of the ” creative class “. The first study of international coverage only emerged in 2008 – conducted by the United Nations Conference on Trade and Development (UNCTAD) – the same year it was published another study on the subject, only fully about Brazil. [3]

Creative professions

Based on the Classificação Brasileira de Ocupações – CBO (read “Brazilian Classification of Occupations”), [4] the Ministry of Labor and Employment of all professions in the country, [note 2] the creative work market was mapped. The result of the study listed fourteen creative professions, [3] in which knowledge is a transforming input of production:

  1. Architecture and Engineering ;
  2. Art ;
  3. Performing Arts ;
  4. Biotechnology ;
  5. Design ;
  6. Cultural expressions;
  7. Film & Video ;
  8. Editorial Market ;
  9. Fashion ;
  10. Music ;
  11. Research and development ;
  12. Advertising ;
  13. Software , Computer & Telecom ;
  14. Television & Radio .


The first initiative to map the creative industries from Any Country Was from the United Kingdom [note 3] at the end of 1990. The goal Was To Prove That thesis Sectors year-have significant role to the cultivation and the potential to generate jobs and wealth to the country. Then, these creative industries were mapped, and all others who maintained relations with them as well. Thus, it was built a view of the weight of the creative chains in the production process.

Three years after this pioneering work, specifically in 2001, two others arose:

  • One researcher from John Howkins , Who built His study has selon corporate vision (based on marketing concepts of intellectual property );
  • And another one from teacher Richard Florida , qui Showed off the so-called “creative class” (Who professionals work with creative processes).

It did not take long for the United Nations Conference on Trade and Development (UNCTAD, 2008) to launch another study on the subject, only this time with an international scope. According to the survey, the exports of the creative industries in the world exceeded $ 500 billion. [5]

Brazil, the study A Cadeia da Indústria Criativa no Brasil (read “The Chain of Creative Industry in Brazil”), was undertaken. It has been updated in 2011 and published in 2012. [3] This tool is available in each of these professions, such as the amount of jobs , wages and the education level required. Thus, it unites information from both the National Classification of Atividades Econômicas (ie “National Classification of Economic Activities”) and the “Brazilian Classification of Occupations”.

General In, the creative Encompass industries’ economic activity Directly related to the art world – Especially the visual arts, performing arts, literature and publishing, photography, crafts, libraries, museums, galleries, archives, spots designated by the National Historic Landmark and festivals of arts (…) electronic media and other recent media (…) design-related activities. [6]

The theme is sometimes confused with the term ” culture industry “. However, “the scope of the creative economy is determined by the extent of creative industries.” [7] In other words, cultural products and services would be part of a larger category of creative products and services.


For the United Nations Conference on Trade and Development (UNCTAD), the chain of creative industry including the “cycles of creation, production and distribution of goods and services that use creativity and intellectual capital as primary inputs.” [5] Thus, it is possible to provide services and services for the production of goods and services.

The United Kingdom’s Department for Culture, Media and Sport”creative and productive activities” means “having their origin in creativity, skill and individual talent, and having a potential for creating wealth and jobs through the generation and exploitation of intellectual property.” Based on this concept, it can be said that Brazil is very important when it comes to creative industry. After all, he is one of the greatest producers in the world of creativity. Analyzing the earnings of the Brazilian people, it was found that the wages of the working class in Brazil were almost three times higher than the national average wage (comparison value: R $ 4,693 and R $ 1,733, respectively). And among creative professionals, those from Rio de Janeiro, São Paulo and the Federal District receive the best salaries. These are data from the Creative Industries Mapping,[3] which was based on information from 2011. The study addresses issues such as jobs, wages, average wages per state, number of employees by segment and even the GDP creative country.


The sector has gained so much importance, in May 2012, the Brazilian president Dilma Rousseff decreed the creation of the Secretaria da Economia Criativa (“Creative Economy Secretariat”). [8] The goal of SEC is to create, implement and monitor a policy as a strategic priority, “prioritizing support and encouragement to professionals and to the micro and small Brazilian creative endeavors.” [9]

According to a report from the United Nations , Brazil is not among the top twenty producers in the industry yet, [10] but the initiative of creating the SEC indicated the government’s desire to reposition the “culture as development axis of the Brazilian state.” [11] To the President of the National Bank for Economic and Social Development (BNDES), Luciano Coutinho , “This is a recognition that creative activities are important for the country” in a long-term perspective, sustainable development. [12]

Globally, the countries that have excelled in the industry are China , in the first place, followed by the United States and Germany . But Brazil has contributed greatly to the fields of architecture, fashion and design, revealing its creative potential worldwide. [13]

Brazilian x-ray

The creative industry in Brazil gathers, “young, educated and well-paid professionals” that earn 42% above the average wage in the country. [1] It is difficult to know how much is an idea or innovation, they are intangible assets . One way of finding that would be to create metrics and to use qualitative and quantitative researches. What is possible to identify in the Creative Industry in Brazil, such as: [3]

  • Share of GDP : R $ 110 billion
  • Enterprises : 243 thousand
  • Professionals : 810 thousand, of which the most numerous are:
  1. Architects and engineers : 229,877 formal employees ;
  2. Programmers information systems: 50,440;
  3. Business analysts : 45,324;
  4. Research and market analyst: 25,141;
  5. Marketing Manager : 20,382;
  6. Advertising agents : 14,032;
  7. Graphic Designer : 17,806;
  8. Biologist : 15.182;
  9. Manager of research and development: 13,414;
  10. Designer of bespoke shoes: 13,068.
  • Wages : the best paid creative activities are:
  1. Geologists and Geophysicals : R $ 11,385;
  2. Directors of TV shows : R $ 10,753;
  3. Actors : R $ 10,348;
  4. Biotechnologists : R $ 8,701;
  5. News room directors: R $ 7,774;
  6. Magazine editors: R $ 7,594;
  7. Architects and engineers : R $ 7,524;
  8. Electrical Engineers , Electronics Engineers and Computer Engineers : R $ 7,431;
  9. Screenwriters : R $ 7,347;
  10. Researchers in general: R $ 7,102.

According to the Creative Economy Secretary of the Ministry of Culture , Cláudia Leitão, the country is learning to grow in this area, transforming the “Brazilian creativity into innovation and innovation into wealth.” [11]


  1. Jump up^ To do so, based on the “marketingconcepts ofintellectual property” applied totrademarks,patentsandcopyrights.
  2. Jump up^ It was last updated on 2002 due to the new classification methodology, as Explained on page”CBO – Classificação Brasileira de Ocupações”.
  3. Jump up^ The document’s name is “Creative Industries Mapping Documents”, released in 1998 by theDepartment of Culture, Media and Sportin the UK.


  1. ^ Jump up to:b “Conceça a economia criativa e veja 5 dicas para impresador na área” . Coldibeli, Larissa – UOL Economia (07/02/2013) . Retrieved 15 April 2014 .
  2. Jump up^ “Brasil possui imenso potencial no mercado da economia criativa (in Globo Ecologia )” . Rede Globo de Televisão (14/07/2012) . Retrieved 15 April2014 .
  3. ^ Jump up to:e “Indústria Criativa – Mapeamento da Indústria Criativa no Brasil (PDF – 1.85 MB)” (PDF) . FIRJAN, Sistema (2012) . Retrieved 16 December 2013 .
  4. Jump up^ “Classificação Brasileira de Ocupações” . Ministério do Trabalho e Emprego . Retrieved 16 December 2013 .
  5. ^ Jump up to:b “Creative Economy Report 2008: the Challenge of Assessing the Creative Economy (PDF – 2.54 MB)” (PDF) . Unctad . 2008 . Retrieved March 26, 2014 .
  6. Jump up^ “A evolução do conceito of” Indústrias Criativas “no tempo” . Retrieved 14 April 2014 .
  7. Jump up^ “Relatório de Economia Criativa 2010 (PDF)” (PDF) . Nações Unidas . Retrieved 14 April 2014 .
  8. Jump up^ “Decreto Nº 7.743, de 31 de maio de 2012” . Presidência da República do Brasil (31/05/2012) . Retrieved 15 April 2014 .
  9. Jump up^ “Economia Criativa” . Ministério da Cultura do Brasil . Retrieved 15 April2014 .
  10. Jump up^ “Brasil advanced em criatividade” (PDF) . Brasil Econômico (05/12/2011) . Retrieved 15 April 2014 .
  11. ^ Jump up to:b “Planejando criativo um Brasil” (PDF) . Brasil Econômico (05/12/2011) . Retrieved 15 April 2014 .
  12. Jump up^ “Economía criativa para o desenvolvimento (in Plano da Secretaria da Economía Criativa )” (PDF) . Ministério da Cultura .
  13. Jump up^ “Economia criativa: cultura e sustentabilidade (in Globo Ecologia )” . Rede Globo de Televisão (14/07/2012) . Retrieved 15 April 2014 .