Economic Power of Creativity: USAID’s Impact on Georgia’s Creative Industries
The term “creative economy” may lack a precise definition, but its essence lies in economic activities fueled by individual or collective creativity, skill, and talent. This expansive concept encompasses various sectors where creativity is the driving force behind generating intellectual property and commercial value. From advertising and architecture to animation, film production, and software development, creative industries play a pivotal role in shaping the economic landscape of countries.
Global Landscape of Creative Industries
The contribution of creative industries to a country’s economy is diverse and dynamic, influenced by factors like cultural heritage, development level, and investment in the sector. These industries span cultural, artistic, and innovative realms, impacting gross domestic product (GDP), job creation, export value, and cultural influence. Creative industries are not confined by borders; they are highly mobile, capable of shifting production to countries offering attractive environments and incentives.
As the global nature of creative industries evolves, governments worldwide are recognizing the significance of both hosting international projects and nurturing domestic creative sectors. Governments are challenged to formulate policies and regulations that enhance competitiveness and stimulate economic growth.
USAID’s Action for Growth in Georgia’s Creative Industries
In Georgia, the USAID Economic Security Program stands as a pivotal force, championing the empowerment of the private sector representatives within the creative industries. Marika Shioshvili, the COP of The USAID Economic Security Program, emphasizes, “Our program has been instrumental in strategically investing in intellectual property rights protection, education, workforce development, and international partnerships to catalyze innovation and foster economic prosperity in Georgia’s creative industries.”
Shioshvili provided further insights into the program’s comprehensive strategy aimed at supporting the growth and development of Georgia’s creative industries. Over a five-year span, she highlighted, “The USAID Economic Security Program has implemented various activities covering pre and post-production value chains, collaborating with entities like National Intellectual Property Center of Georgia – Sakpatenti and the U.S. Department of Commerce CLDP to address copyright issues and promote legal alternatives to piracy, such as Cavea Plus.”
Partnerships, skill development programs, certification-based trainings, and support for quality standards were initiated, all geared towards enhancing the capabilities of the creative industries. Shioshvili affirmed, “These initiatives are crucial components of our strategy, fostering collaboration and boosting the overall growth and sustainability of Georgia’s creative sector.”
Visibility-building efforts, international partnerships, and grant programs were also highlighted in the interview, showcasing how these endeavors propelled Georgia’s creative potential on the global stage. Shioshvili noted, “Our goal is not just to create growth within Georgia but to position its creative industries as globally attractive and competitive players.”
Considering the long-term impact, USAID envisions the Creative Industries in Georgia continuing to be a key player in the country’s economic landscape. Shioshvili expressed, “Our initiatives have breathed life into the content production and post-production value chains, leading to substantial growth.”
The government’s recognition of the sector’s economic importance, coupled with actions against piracy and improvements in intellectual property rights, has elevated Georgia’s standing.
In terms of the lasting impact on GDP, job creation, and cultural development, Shioshvili emphasized, “The resulting surge in audiovisual content production positions the creative industries as a globally attractive force, fostering sustained economic growth, job creation, and a lasting cultural impact.”
Regarding the promotion of the creative economy, USAID recognizes the pivotal roles of international partnerships, collaboration with the private sector, and initiatives focused on innovation, education, and workforce development. Shioshvili highlighted, “Our program actively supports initiatives enhancing intellectual property rights, implementing filmmaking technologies, and transferring knowledge to Georgian stakeholders.”
These carefully crafted initiatives not only improve the business environment but also attract investments, stimulate innovation, and promote skills development, ensuring a lasting positive impact on all stakeholders within the creative industries.
Georgia’s Journey in Film Production and Streaming
In the realm of distribution and streaming, USAID’s Program support for Cavea Plus has been pivotal, as the creation of this Cavea Plus platform and the gathering of licensed products on this platform took place with the help of the USAID Economic Security Program. This partnership addresses the challenge of piracy by establishing a licensed streaming platform, offering a legal alternative for users. Cavea Plus has not only gained popularity with over 300,000 registered users but also serves as a unified platform for advertising, Georgian film production, and other services, contributing to the share economy.
Otar Bubashvili, Co-Founder of Cavea Plus, highlights the significance of legal streaming services, Bubashvili notes, “For the first time, the online streaming service is now setting foot in Georgia, it has been a year since Cavea Plus has been in existence. Generally in the West and around the world, streaming is the main form of content consumption, and then there is everything else. Until now, many people in Georgia have been using content in a pirated way.”
Bubashvili emphasizes the positive impact on the local creative industry, sharing, “In terms of production, our focus in general is whether we would be able to produce a critical quantity and a critical quality of Georgian content. several films and six TV series have been made with the participation of Cavea Plus, and we have serious plans for next year as well. We have a specific strategy here as well, according to which we will act. It is planned to export this content outside of Georgia. Such productions employ Georgian professionals and create more jobs in the creative industry.”
In this way, Cavea Plus not only addresses piracy concerns but also becomes a catalyst for promoting and exporting quality Georgian content, contributing to the growth of the local entertainment industry.
Post-Production and Elevating Georgia’s Film Industry Standards
Beso Katcharava, Entrepreneur and Founder of POSTRED, delves into the pivotal role of post-production in shaping Georgia’s identity in the global film market. Katcharava underscores the critical importance of certifications such as the Trusted Partner Network (TPN), stating, “The certification for the film industry has become absolutely crucial for us to earn the trust of major studios like Disney and Warner to work with us. This is the highest cybersecurity certificate.” In securing this certification, the USAID Economic Security Program played a vital role, fully financing and facilitating the process for POSTRED. Additionally, USAID Program supported initiatives such as intellectual property sessions for students and awareness-raising campaigns.
Beso Katcharava, Entrepreneur, POSTRED Founder, and Sound Designer, articulates the unique challenges faced by a country like Georgia in the cinematic and global markets. He emphasizes the trust deficit, not stemming from a negative reputation but rather from a lack of recognition. Investing in or conducting business in lesser-known places always poses risks for large corporations. Katcharava underscores the transformative significance of film industry certification, especially in earning the trust of major studios like Disney and Warner. This certification holds paramount importance for POSTRED and contributes significantly to the country’s image on the global stage. Katcharava emphasizes the positive economic impact of promoting the film industry, drawing parallels with California’s reliance on the film sector and Montreal’s video game industry influence.
Film Production in Georgia, Collaborations and Economic Impact
Sophia Bendiashvili, Producer and Co-Founder of Enkeny Films, provides valuable insights into the impact of international collaborations, particularly with Universal Pictures and the USAID program, on Georgia’s film industry and the broader creative economy. In 2019, Enkeny Films played a pivotal role in providing production services to Universal Pictures for the filming of Fast & Furious 9 in Georgia. Bendiashvili acknowledges this collaboration as a monumental step forward for the local film industry, bringing about advancements in various aspects, notably the qualification of the Georgian film crew. Reflecting on this achievement, she states, “It was especially important for Georgia to involve as many people as possible in the filming process and to get experience in similar types of film production.”
A significant aspect of this endeavor was the successful cooperation with the USAID program, facilitating the training of an additional 40 individuals across various film production departments during the Fast & Furious 9 filming. Bendiashvili notes, “These people are still actively involved in the shooting process as highly qualified personnel.” This collaboration addresses a crucial challenge in the industry – the need for a greater number of qualified professionals to propel rapid development. Regarding the contribution of the Georgian creative industry to the country’s economy, Bendiashvili observes a substantial increase. She envisions continued growth, particularly with adequate support from both the state and international institutions. Expressing optimism, she states, “With the right support, I think this direction has the potential to become one of the significant driving forces of the rural economy.”
Animation Renaissance: Nurturing Talent and Industry Growth
Animation in Georgia has undergone a significant transformation, and Mariam Kandelaki, Founder and Director of the Georgian Animators Association – SAKANIMA, provides a glimpse into this thriving industry. Established in Tbilisi in 2019, the Association now boasts about 100 members from Georgia and neighboring and European countries, including France. Open to anyone interested in animation and art, the association hosts an annual animation conference with a primary goal of fostering both economic and creative development within the industry.
Kandelaki highlights the pivotal role of Georgia, playing a bridge function between the Western animation industry and the Georgian side. Despite the challenges posed by the pandemic, the animation sector has proven to be resilient. Unlike film production, which experienced interruptions, animation continued to flourish, with an increase in orders attributed to the adaptability of online work.
SAKANIMA is not only a collaborative platform but also a proactive force in preventing the outflow of Georgian talent. Kandelaki emphasizes the association’s mission in retaining professionals and nurturing the industry’s growth. In this endeavor, the SAQANIMA Animation Hub and ANIMATBILISI – International Animation Conference was established, with support from USAID Economic Security Program, aimed at fortifying Georgia’s position as a hub for animation projects. This initiative aligns with the broader goal of preventing brain drain and creating a conducive environment for sustained success in the animation industry. In her assessment of the profession, Kandelaki notes that “animation is both an expensive and lucrative field. Particularly noteworthy is the increasing representation of women within the Georgian animation industry. The industry’s resilience during challenging times and its potential for economic growth position Georgia as a significant player in the global animation arena.”
The USAID Economic Security Program’s initiatives have played a pivotal role in nurturing Georgia’s creative industries. By dedicating resources to enhance the business environment, raise awareness through education, develop the workforce, and establish international partnerships, the program has effectively fueled the growth of the creative economy. As Georgia continues to position itself as an attractive destination for international productions, the creative industries are poised to play an even more significant role in the country’s economic landscape. The journey towards an increased share of the creative industry in Georgia’s economy involves partnerships, continued investment, and a commitment to fostering innovation. This holistic exploration underscores Georgia’s comprehensive strategy, positioning the country as a powerhouse in the multifaceted global entertainment landscape.
