Notícia cadastrada em: 11/07/2012 - 15:38:53
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John Howkins, autor do Best-seller The Creative Economy

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Quando se fala em economia criativa, é impossível não citar o nome de John Howkins, que utilizou pela primeira vez o termo em seu livro The Creative Economy - How People Can Make Money From Ideas (Economia Criativa - Como as Pessoas Podem Ganhar Dinheiro a Partir de Ideias, em tradução livre), publicado em 2001, considerado um best-seller.

Após sua publicação, em meio a uma crise da indústria fonográfica, o autor passou a ser um porta-voz deste mercado. Atenta a este detalhe, a organização do IV Seminário Internacional de Design, que tem como tema “Criatividade Gerando Negócios”, fez o convite à Howkins para palestrar no evento, que acontece dias 25 e 26 de julho, durante a programação do Inspiramais, em São Paulo.

Créditos: André Reis

Confira abaixo uma entrevista com o autor:

É possível dizer que a Internet é o grande motor da Economia Criativa? Por quê?

A principal ferramenta da criatividade é a imaginação humana, expressada de forma livre. Mas como nós expressamos e como nós compartilhamos ideias é muito importante, e a Internet está se tornando importante aqui, especialmente com a mudança para textos online, livros, música, filme e TV. A Internet está se tornando o principal meio de vender mídia e, no futuro, será a principal fonte de renda. Pela primeira vez, a venda de música digital já bateu as unidades físicas, no primeiro trimestre deste ano. A Amazon está vendendo mais e-books do que livros. Qual será a resposta do Brasil para isso?

No Brasil, a Economia Criativa é um mercado em crescente expansão. Recentemente, o Ministério da Cultura, criou o Observatório Brasileiro da Economia Criativa (Obec) um órgão responsável por analisar o mercado criativo. Como você avalia este tipo de iniciativa?

Eu estive envolvido, junto com o Gilberto Gil, em uma iniciativa anterior. Eu parabenizo esta iniciativa e desejo muito sucesso. Isso pode fazer uma grande diferença para o Brasil. Estou aguardando para discutir sobre isso no Brasil. Inteligência de mercado é importante para o sucesso.

Como você vê o potencial do mercado criativo brasileiro?

O Brasil tem muitos recursos na imaginação do seu povo, energia, criatividade, habilidade e estilo. Seu design, música e moda são extraordinários e globais. Há oportunidades para promover o crescimento e o desenvolvimento.

De que forma os princípios da inovação e criatividade podem ajudar os países a alcançar um novo estágio de desenvolvimento econômico e social?

Criatividade e inovação (criatividade vem antes de inovação) são dois ingredientes principais de uma economia contemporânea. Recursos naturais e os baixos salários têm sustentabilidade limitada sem os aditivos da criatividade e inovação. A China tem buscado expandir sua economia, não apenas pelos baixos salários, mas também pelo valor agregado através do design, estilo, marcas e assim por diante. Além de um enorme crescimento nas artes, cultura, mídia e entretenimento.

De que forma você acredita que empresas já consolidadas podem se tornar mais competitivas e atraentes, utilizando conceitos da Economia Criativa?

Todas as empresas, sejam elas novas ou antigas, podem usar a criatividade de seus funcionários para agregar valor aos negócios, Existem duas maneiras: a primeira pensar mais sobre o que as pessoas querem e a segunda, explorar as mídias digitais e o e-commerce.

Atualmente, qual é o principal empecilho para o desenvolvimento do mercado criativo?

Os principais obstáculos são a pobreza, um sistema de educação ultrapassado, elites políticas e empresariais que não querem mudar e uma falta de liberdade para expressar ideias e assumir os riscos no mercado. Eu não sei se o Brasil tem estes problemas, mas quando a Economia Criativa é fraca, geralmente estas são as causas.

Sobre o Inspiramais:

O Inspiramais já faz parte do calendário da moda nacional, representando o lançamento oficial dos materiais e produtos inovadores nos quais a indústria de componentes investiu e trabalhou durante um semestre inteiro, em todas as etapas do Fórum de Inspirações. Caracteriza, portanto, o momento em que os fabricantes de calçados, bolsas, acessórios e vestuário têm o primeiro contato com as novidades desenvolvidas pela indústria brasileira de componentes para a próxima estação. Cores, formas, composições e possibilidades.

O Inspiramais é um salão que trabalha o desenvolvimento da identidade brasileira. Prova disso, são os produtos, projetos e palestras em sintonia com o que a pesquisa do Inverno 2013 nos traz de inspiração: mais de 500 lançamentos e mais de quatro mil visitantes.

Serviço:
Inspiramais
De 24 a 26 de Julho de 2012
Centro de Convenções Frei Caneca – São Paulo/SP.
www.inspiramais.com.br
| Fale com o editor | Imprimir
 

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