Bongani Mahlangu
A while ago the national Department of Arts and Culture (DAC) earned a tag describing it as just a department of entertainment and events.
It became a joke in certain circles, including in Parliament, and that really hurt to those who know that there is more (serious economic activity, wealth creation opportunities, issues of identity, spirituality, intellectualism) than just entertainment to the sectors that falls under the DAC.
It is probably the awareness of the above that prompted minister Paul Mashatile to declare – after he was promoted from deputy last year – that "after the turnaround next year (2011) we won't be known as the department that people go to for free tickets to events".
Former Arts and Culture minister Pallo Jordan tried during his tenure to rid the department of the image that gave an impression it should not be taken seriously. "Worldwide, the turnover of cultural industries makes them the fifth largest economic sector, comprising design, the performing arts, dance, film, television, multimedia, cultural heritage, cultural tourism, the visual arts, the crafts, music and publishing.
Viewed from that perspective, the cultural industries, what we mistakenly call ''entertainment'', have globally emerged as important economic engines.
This sector is serious business. Recent developments could mean the South African creative or cultural sector is finally on the path to getting rid of its image as an industry with no significant economic contribution to make in the country or of people with no business sense.
A media statement from Gauteng's MEC for Sport, Arts, Culture and Recreation, Lebogang Maile, states an estimated 200 jobs would be created through the production of a film at the cost of R20m. These jobs, according to the National Film and Video Foundation, would be permanent if the film industry were to consistently produce 15 to 20 films a year.
Well then, one can estimate that it will cost about R400m to create 200 additional sustainable jobs in the local film industry each year. So far only one sector – the film industry and one annual event from the live music scene – have been accounted for as potential job creators for South Africans.
Still to be accounted for are comedy, theatre, dance, multimedia, crafts, technical services and production, visual arts, music publishing, recording industry, book publishing and the broadcast industry.
The past weeks saw employment figures in the creative sector thrown around, which will remain a boasting political game. One hopes that those with the powers to make things happen will now take a quick course in the art of putting the little dots – some not so small – together to make one huge dot that does not just make everyone take notice, but also improves the lives of those who chose a career or business in the creative sector.
This may also mean a careful re-look at the quotas that result in many SA radio and television stations creating more work and wealth for American and British creative workers.
The figures are out there, incomplete as they are, staring in the faces of all concerned and I can vouch for them when they say the creative sector is South Africa''s little explored but next big employer.