Creative State - Creative Victoria
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Creative State V I C TO R I A' S F I R ST C R E AT I V E I N D U ST R I E S ST R AT E GY 20 1 6 –20 20
We acknowledge the First Peoples and traditional owners of the land we now call Victoria, and celebrate the history and contemporary creativity of the world's oldest continuous living culture.
Tanderrum (2014). Photo: Steven Rhall The tribal groups of the Kulin nation coming together for Tanderrum. Presented by ILBIJERRI Theatre Company as part of Melbourne Festival, Tanderrum is a welcoming ceremony of song, dance, trading and cultural exchange.
The Becalmed Heart (2015). Photo: Vikk Shayen The Becalmed Heart is a large-scale immersive installation work created from over 20,000 reclaimed plastic bags by Victorian artists Brienna Macnish with Clare McCracken and Robert Jordan, supported through Creative Victoria’s VicArts Grants program.
Contents Foreword6 Executive Summary 7 Introduction10 Victoria’s Creative Industries 10 Opportunities and Challenges 12 An Integrated Approach 13 Action Areas Backing Creative Talent 16 Strengthening the Creative Industries Ecosystem 18 Delivering Wider Economic and Social Impact 22 Increasing Participation and Access 26 Building International Engagement 30 The Way Forward 32 Partnering on Implementation 32 Progress Reporting 33 Action Areas and Measures 34
Foreword
Creative State puts creativity at the heart Our creative industries are important
of Victoria's future. to our prosperity. They will drive new
approaches to job creation and industry
It recognises all the different forms of value
innovation. As our economy transitions and
our creative industries bring to Victoria.
the new jobs of the future emerge, creative
It aims to enrich our cultural and creative industries will be increasingly important to
activity, develop our creative practitioners the economic future of the next generation.
working in all fields and support the
Creative State sees our economic future
diversity of our cultural organisations.
built on creativity. From our booming digital
It will strengthen both our wider
games sector to design in its many guises,
community and our economy.
our independent creators, operating in
It sets the path to fund, co-design and every imaginable field of artistic, screen
build these opportunities. and digital work, to our much loved local
and state-wide cultural institutions,
Creativity and cultural activity enriches
Creative State will support these areas to
our human condition. It defines who we
create jobs, grow businesses and take our
are. It changes and reshapes our world.
people and ideas to the world. It will also
It inspires us, helps us build stronger,
make sure those same opportunities are
more cohesive communities. It increasingly
available in every suburb and every town.
drives new jobs and innovation. Creative
and cultural industries can be life affirming, I want to thank all the people who worked
life changing and life saving. Creative on this, Victoria’s first creative industries
State recognises, and will build on, all of strategy, who helped shape it and to
these values. whom we look to help deliver its actions.
I particularly thank the Creative Industries
It is the intrinsic value of creative and
Taskforce and Expert Reference Group
cultural expression that Victorian creatives
who shaped the issues based on the ideas
excel at. They spark our imagination,
and participation of thousands of people
drive innovation and provide opportunity.
over the course of 2015.
Creativity has a largely untapped role
Creative State invests over $115 million
in delivering wider community solutions
in our future. It's an investment in our
to many issues Victoria faces. Education,
creative practitioners and our cultural
mental health, physical wellbeing,
and community vibrancy. It defines the
corrections and community cohesion all
role creativity will play in our society as
do better when our artistic, cultural and
one of the pillars of Victoria's globally
creative sectors are engaged with them.
connected future.
The way in which cultural solutions help
to solve social problems is the challenge MARTIN FOLEY MP
we set ourselves. To this end, Creative Minister for Creative Industries
State will make cultural solutions a key
to our social future.
Above left: Minister for Creative Industries Martin Foley announcing the Victorian
Government’s $20m regional arts package at Bendigo Art Gallery (2015). 6
Executive Summary
Creative State is Victoria’s first creative Collectively, Victoria’s creative industries
industries strategy. It puts our creative make up eight per cent of the economy,
industries at the forefront of the state’s contributing almost $23 billion and
future growth, prosperity and liveability. 220,000 jobs.1
Victoria already has major strengths across Creative State is a new investment of
the creative industries. These provide a more than $115 million over four years
solid platform upon which to build. Our that will put Victoria and Melbourne
small to medium and independent sector is among the pre-eminent global creative
a creative powerhouse, globally-connected, industries destinations, enabling us to
innovative and a source of local pride and attract and develop the best talent and
enjoyment. We have distinctive Aboriginal provide unparalleled opportunities and
cultural practice, from traditional crafts access to cultural experiences for local
to contemporary art, fashion, literature communities and visitors. It is a game-
and theatre. Victoria is the national focus changing opportunity for Victoria’s
of visual and performing arts, music and creative sectors to work together more
design. We account for about half of closely, to learn from each other, to share
Australia's television drama production insight and resources and to secure
and half of Australia’s digital games sector. a larger proportion of markets and
audiences across the world.
Victoria’s state-owned cultural
institutions anchor our global profile and Creative State will address major
reputation for cultural accomplishment. challenges to the sustainability and growth
They host more than ten million local of creative industries, like fundraising,
and international visitors each year and building skills and reaching overseas
hold cultural collections worth more than audiences and markets. It will help to
$5 billion. Victorian-based philanthropic increase our pool of creative practitioners
support for arts and culture is the and their capacity to be ambitious, to
strongest in the nation. experiment and to collaborate. It will
increase cultural production and stimulate
Our state has been enriched by people
engagement and participation for more
from more than 200 countries around
people in more places across the state.
the world and this continues to influence
our creative and cultural offering.
1. Boston Consulting Group, Victoria’s Creative and Cultural Economy, April 2015. 7
Action areas Building on current areas of government 3. Delivering wider economic and social
support, Creative Victoria will lead impact ($14.05 million over four years)
and key actions the delivery of 40 new actions across Stimulating innovation and wider
five action areas. Implementation will creative impact
involve working closely with other parts
of government, like Health and Human ·· a major investment in design to
Services, Education and Training, Justice support design businesses and
and Regulation and Visit Victoria, as well broaden the impact of design
as partnerships with external bodies such (Action 19).
as LaunchVic, industry associations and
·· a pioneering cultural solutions
local government. The new Creative State
program to extend the role of creative
Advisory Board, chaired by the Minister
services in securing social benefits,
for Creative Industries, will bring a mix of
to be delivered in partnership
expertise and advice to particular projects.
with government and community
The five major areas of focus and key organisations (Action 15).
actions in Creative State are –
4. Increasing participation and access
1. Backing creative talent ($32.15 million over four years)
($6.35 million over four years) Engaging more Victorians in cultural
Creating more opportunities to and creative endeavour
produce and present great work
·· place-based actions, in partnership
·· a major investment in our Aboriginal with suburban and regional councils,
arts and culture, to be delivered in to establish spaces for creative
partnership with Aboriginal business enterprises and collaboration, and
and community groups (Action 1). stronger cultural engagement with
communities (Actions 7, 21 and 37).
·· assistance to artists for the production
of significant works as well as career ·· specific actions in regional centres,
advancement (Actions 2 and 3). including Bendigo, Ballarat,
Latrobe Valley and Shepparton to
2. Strengthening the creative enhance creative experiences and
industries ecosystem infrastructure (Actions 9 and 22 to 26).
($57.35 million over four years)
·· actions to achieve greater diversity
Building capability and conditions in employment, programming
for growth and participation in the creative
industries (Action 20).
·· access for creative industries to
business acceleration services to
5. Building international engagement
stimulate entrepreneurship and
($5.05 million over four years)
develop a stronger capacity to
commercialise ideas and capture Extending Victoria’s impact
economic returns (Action 6). and profile for global audiences,
visitors and markets
·· support for screen industry business
development, production activity ·· a stronger commitment to creative
and events (Actions 13 and 14). industries touring, collaboration
with overseas partners to grow
our international impact and
opportunities for Victorian businesses
to take products and services to the
world (Actions 30 to 34).
·· a major initiative to determine
how Melbourne can become a
world-renowned cultural tourism
destination, based on having the
right mix of cultural infrastructure,
organisations, programming and
investment (Action 29).
8
Right: Polyglot Theatre and
Suitcase Royale Separation Street
(2015). Photo: Greta Costello
This Green Room award‑winning
interactive performance
was co‑created by Polyglot
Theatre and comedy and music
theatre group Suitcase Royale,
in collaboration with Victorian
primary school students.
9
Introduction
Victoria’s The creative industries are significant to game development and graphic design,
Victoria’s culture, economy and society fashion and filmmaking, performing arts
Creative and central to its future. Creative sectors and publishing, architecture and
Industries and occupations account for $23 billion advertising, media and music, comedy
in gross value added, and make up about and craft. They include activities that are
eight per cent of the Victorian economy.2 commercially-driven and community-
They influence our quality of life and the based, experimental and export-intense.
strength of our communities, and provide
Across all disciplines, Victoria’s creative
a source of inspiration and entertainment.
industries are driven by a powerhouse of
They have wide-ranging impacts that
small organisations, micro businesses and
resonate across our culture, society
sole practitioners, comprising the vast
and economy.
majority of the sector. They operate within
Creative industries are an evolving mix a creative ecosystem that extends from
of sectors spanning arts, culture, screen, iconic cultural organisations and global
design, publishing and advertising. businesses to educational institutions,
They cover disciplines as diverse as government bodies and community groups.
Raptor by Creature Technology Company.
Photo: Courtesy of Museum Victoria
West Melbourne’s Creature Technology
Company has taken its creativity and
engineering across the globe, breathing life
into animatronic creatures for arena shows, 2. Boston Consulting Group, Victoria’s Creative
blockbuster exhibitions and the Olympics. and Cultural Economy, April 2015. 10The creative economy
accounts for $23 billion
in gross value added
Victoria’s Strengths
Victoria is the national leader in visual of Australia’s television drama production
and performing arts and home to leading and almost half of Australia’s digital games
libraries, galleries and museums. We host sector. In 2014/15, Victorian companies
myriad festivals and enjoy dynamic literary generated 37 per cent of Australia’s film
and live music scenes. and television budgets. We also boast
Australia’s centre for the moving image,
Melbourne hosts 62,000 live music concerts
one of only a few in the world.
each year and Victoria has three times
more live music performances than the Victoria’s leadership and competitive
national average.3 We are also home to advantage in the creative industries is
more songwriters than anywhere else in reinforced by the history and quality of
the country. Our literary and publishing our creative institutions. The state-owned
sector has been recognised internationally cultural institutions (most established
with the designation as a UNESCO City under Acts of Parliament) – Arts Centre
of Literature. Melbourne, Australian Centre for the Moving
Image, Geelong Performing Arts Centre,
Victoria is geographically compact,
Melbourne Recital Centre, Museum Victoria,
with dynamic and accessible regional
National Gallery of Victoria and State
communities. Our thriving network of
Library of Victoria – play an important and
cultural venues, including art galleries,
iconic role in the state’s profile and success
performing arts centres, museums and
as a centre for cultural accomplishment.
libraries, as well as festivals and events,
National and international tourist
have made regional Victoria an inspiring
attractions, they host more than ten million
place to live and visit.
local and international visitors each year
Victoria’s Aboriginal people have a unique and hold cultural collections worth more
story to tell and distinctive contemporary than $5 billion.
cultural practice. Victorian Aboriginal
Our small to medium and independent
visual artists are increasingly celebrated
sector also has broad audience reach,
nationally and internationally and are
providing experiences that are engaging
represented in significant collections
to communities at a local level as well as
around the world. We are home to Ilbijerri,
internationally. They provide a critical
Australia’s longest-running Indigenous
source of new ideas, cross-platform
theatre company and the Koorie Heritage
creations and a solid foundation for the
Trust, housing a vast collection dedicated
next generation of creativity.
to the art and material culture of Victorian
Aboriginal communities.
Victoria has recognised strengths in
fashion and design, with world’s best Victoria has three
talent and services as well as universities
with outstanding teaching and research times more live music
facilities. Victoria’s screen industry
contributed an estimated $1.4 billion to
performances than the
the state in 2015. We are home to over half national average
3. Music Victoria and the City of Melbourne, Victorian Live Music Census 2012
(www.musicvictoria.com.au/assets/Documents/Victorian_Live_Music_Census_2012.pdf) 11Opportunities Sustaining creative practice Access and diversity
Practitioners and organisations Access to cultural experiences and
and Challenges consistently report difficulty in sustaining employment within the creative industries
a creative practice. At the artistic end is uneven and inequitable, with room to
Victorians can already of the spectrum, this sometimes means improve access for people with a disability
be proud of the quality finding the time to develop work, accessing and for Victorians in regional and outer
and depth of our creative affordable space or managing upfront metropolitan areas. There is still work to be
industries. We have a costs. At the commercial end of the done to ensure that diversity in our cultural
national leadership spectrum, there are often difficulties in products and experiences reflects the
position in many areas, raising finance, navigating the regulatory diversity of our population.
communities that environment, gaining business skills or
The state’s Aboriginal communities are
value and engage with developing export markets.
also not adequately reflected in creative
culture, creativity and
Technology disruption products, employment and audiences.
talent, and institutions
Ensuring the widest diversity for creative
and businesses that Technology has enabled massive
participation helps to improve access,
are among the best transformations in areas such as music,
audience appeal and commercial success.
in the world. However, film, television, publishing and games.
these achievements are It has provided entrepreneurs with fertile Metropolitan and regional growth
under constant pressure ground for new business and it continues
Victoria is the fastest growing state
from Australian and to demand innovation and adaptation of
in the country, creating new demand
international competition. traditional models. In some areas, it has
for creative products and services.
They should not be opened the way to more engagement
Victoria’s strong population growth,
regarded as the endpoint with overseas markets and intensified
however, puts pressure on existing
but the platform upon international competition.
infrastructure, adding to maintenance
which to build.
New markets costs and, in many cases, underlining the
Research and need for expansion and renewal of facilities.
consultation identified The local market for creative services,
At the same time, some regions and outer
a number of areas that like design, is small by global standards
suburbs are experiencing high population
can be improved and and, while local demand is increasing,
growth, while others are facing population
where government can most firms must look to export revenue
adjustment and decline. Actions need to
take new actions to to achieve growth. Victoria’s distance from
have broad reach as well as the flexibility
make a difference. some of the major markets is challenging
to meet the varying needs and aspirations
and means that artists and businesses
of our regional communities.
must work hard to make an impact on
the global stage. Demand across Asia for Open all hours culture
creative services and cultural product is
Melbourne’s vibrant arts and live music
growing fast and continues to present
scenes, its late night bar and restaurant
opportunities for Victorian organisations.
culture and flexible approach to planning
Under-utilisation of creative services give it a foundation to become a truly
global cultural destination. Events
Creative services and cultural experiences
like White Night, all night exhibitions,
have untapped potential to secure social
performances and festivals and our live
outcomes but have suffered from lack of
music scene exemplify the willingness of
investment and co-ordination to date.
our venues, visitors and local audiences
Much more could be done, across different
to embrace an always-on approach to
social policy areas, with community
culture in the city.
organisations and different parts of
government to trial new approaches, Career pathways
demonstrate impact and encourage
The pathways between school education,
investment. Design firms represent a
tertiary study and creative careers are not
high proportion of Victoria’s professional
always well defined and can be difficult to
services sector but more can be done to
follow. Employment rates for graduates
improve general design understanding
of arts and other creative disciplines are
and expand its business application in
relatively low and opportunities to gain
line with international benchmarks.
hands-on, relevant industry experience
are too limited.
12An Integrated For the first time, the Victorian Government It will achieve a greater critical mass of
is addressing creative industries under one expertise, value, investment and profile.
Approach portfolio. This will break down silos, drive It adds to the reasons why government
increased collaboration and maximise the needs to take a policy lead, pointing to
collective cultural, social and economic the many ways our creative industries
potential of Victoria’s creative industries. contribute to our community.
There are sound reasons for considering In Creative Victoria, the government has
a broad set of creative industries together. established an entity to pursue a more
They all share parts of the same ecosystem, integrated approach, combining actions
which provide skills and training, personal and expertise across arts and cultural
and professional development, financial disciplines and integrating them with
and promotional support, and collaboration. Victoria’s leading screen and design
There is strategic value in government industries. Creative Victoria is part of the
looking at the issues that cross between government’s main business department –
sectors and structuring support to improve Economic Development, Jobs, Transport
the overall ecosystem, rather than just and Resources – providing the context
focusing on each sector independently. for a stronger business, tourism and
More importantly, creative practice is economic focus.
increasingly taking place across previously
Critical to Creative Victoria’s success will
considered distinct areas of cultural and
be its capacity to work across government
creative activity. Our policy framework and
to strengthen collaboration and champion
actions need to catch up with this reality.
Victorian creative products, services and
This means a new approach to creativity capabilities. There are many interactions
is needed. What it does not mean is between government and the creative
that individual creatives should be industries. In some cases, this is to procure
regarded as having the same motivations, a product or service while, in others, there is
Victoria is the challenges and needs as large corporations. collaboration on service design or delivery.
Nor does it mean that producing artwork The creative industries can also address
fastest growing is to be measured solely against business other government priorities, for example
state in the objectives, although its economic value
must be clearly recognised.
objectives in education, health and justice,
tourism and regional development.
country, creating Considering the more and less commercial Creative State provides a means to spread
new demand parts of the creative spectrum together the impact of the creative industries further.
better recognises the inter-relations It focuses on five interconnected areas
for creative and value of the whole. It provides for and invests in 40 new actions to deliver
products and more informed treatment of individuals,
businesses, institutions and organisations
increased cultural, social and economic
benefits for Victorians.
services in the sector, and the ways they relate.
Right: Chunky Move Depth of Field (2015).
Photo: Pippa Samaya
Chunky Move took to the streets for
its production Depth of Field which
saw dancers performing on the ACCA
forecourt and surrounding Southbank
streets while audiences experienced
sound through wireless headsets. 13Snuff Puppets studio. Photo: Theresa Harrison Founded in a Footscray warehouse in 1992 Snuff Puppets have taken their giant puppet spectacles to more than 25 countries.
Backing Creative Talent
Creating more Creative people are the heart, soul The government provides substantial
and driver of the creative industries. support for individual practitioners
opportunities Victoria is rich with talented people through Creative Victoria and Film Victoria
to produce who generate new ideas, push boundaries programs and is committed to do more,
and bring exciting new work to life. particularly when it comes to investing
and present in ambitious works of scale, supporting
Our creators are diverse and innovative.
great work Whether provocative or familiar, traditional
professional development and building the
capacity and profile of Victoria’s Aboriginal
or experimental, collaborative or solo, pure
creative sector.
or cross-disciplinary, new creative content
is fundamental to the culture, identity and Under Creative State, we will deliver new
creative capacity of the state. programs worth $6.35 million over four
years to back our creative talent, support
Creating new work can be challenging.
the bold and ambitious and create
Investment in time and materials is high
significant new works of scale and impact.
and commercial rewards uncertain.
These will enable Victorian creators to
Innovation, experimentation and the
devote enough time and effort to their
possibility of failure, critical to creative
craft, take their careers to the next level
development, are not always compatible
and continue to renew and reinvigorate
with sustainable practice. Opportunities
Victoria’s cultural landscape.
for career development can be difficult to
recognise, access or devote time to.
New 1. Aboriginal arts and culture 3. Landmark works
A suite of initiatives to strengthen A program to commission works
Actions the practice of Aboriginal creatives on a scale beyond the capacity of
in Victoria and deepen engagement existing Creative Victoria programs.
with our unique Victorian Aboriginal Commissioned works will be ambitious
culture. An action plan, developed with and groundbreaking, with the power
the guidance of Aboriginal creative to inspire others, generate widespread
practitioners and cultural organisations, audience and community engagement
will deliver across key areas: and increase tourism to the state.
·· expanding Creative Victoria’s 4. Talent development
Aboriginal Professional
A program to enable Victorian
Development Program;
practitioners to gain industry
·· increasing opportunities for the experience or undertake professional
broader community to engage development opportunities to further
with Aboriginal cultural content; their practice and careers. This
may include training, mentoring,
·· increasing Aboriginal training and
secondments, residencies and other
employment in the creative sector; and
career advancement opportunities.
·· developing sector leadership.
5. Screen professional development
2. Creators fund Renewed funding for professional
Support for creative practitioners development initiatives delivered by
to undertake sustained periods of Film Victoria that support opportunities
intensive creative development, for Victorian screen practitioners to
research and experimentation. Open to develop and increase practical skills
practitioners from different disciplines and industry knowledge.
and at different career stages, it will
enable the production of significant
works and career advancement.
Above left: Dress by LYN-AL. Photo: Kris Miller
Gunnai and Waradgerie designer and artist Lyn-Al Young showed her first ever collection in 2014 at age 19.
She was a finalist in the 2015 Victorian Indigenous Art Awards and showed her collection at the 2016 Virgin
Australia Melbourne Fashion Festival as part of the Global Indigenous Runway. 17Strengthening the Creative Industries Ecosystem
Building Creative practitioners and organisations, There are areas where the government
particularly small and independent players, is already taking action to support
capability and operate in a complex system involving a businesses, including in the creative
conditions multitude of people, institutions and places. industries. LaunchVic will work in
To flourish they require access to a suite of partnership with entrepreneurs, industry,
for growth inter-connected resources and capabilities. businesses, the community and our
educational institutions to strengthen
This creative ecosystem has
Victoria’s startup and entrepreneurial
different parts – education and skills,
ecosystem. For independent operators
entrepreneurship, research, infrastructure
and small businesses, there are Small
and finance. It encompasses both highly
Business Workshops, Small Business
commercialised sectors, including music,
Mentoring and Grow Your Business to
digital games, television production,
help business owners make strategic
architecture and design and those more
decisions, improve management skills
culturally focused. But its strength relies
and develop businesses.
on how well the parts interact.
Film Victoria programs invest in
Local firms produce quality products
organisational creativity, capability
and services and would benefit from
and continuity, as does Creative
stronger export capability. Many creative
Victoria’s reformed Organisations
practitioners need greater understanding
Investment Program. The government
of regulation, legal issues and business
invests in major infrastructure and
practice to transform an idea into an
institutions which provide spaces
enterprise. Lack of affordable space
and will be required to deliver increased
to work is commonly experienced.
opportunities for creative practice
A strong ecosystem will create a dynamic and collaboration to the broader sector
interplay between different parts of the as part of the substantial government
creative industries and with the broader investment in their operations.
economy. It will support organisations
Under Creative State, we will deliver
to be innovative and will ensure a
new actions totaling $57.35 million over
continual pipeline of activity to create
four years that address critical parts
jobs, infrastructure, cultural vibrancy
of the creative industries ecosystem,
and growth.
complementing and enhancing existing
initiatives. This will accelerate the
development of creative businesses
and organisations, unlock opportunities
for collaboration and drive employment
opportunities for sustainable
creative practice.
A strong ecosystem
will create a dynamic
interplay between
different parts of the
creative industries and
with the broader economy
Left: Essie Davis in Miss Fisher’s
Murder Mysteries
Bringing Victorian author Kerry
Greenwood’s popular Phryne Fisher
series to the small screen, Miss Fisher’s
Murder Mysteries was produced by
Victoria’s Every Cloud Productions and
Placeholder Credit has been sold to 120 territories worldwide. 19New Business Development
Actions 6. Business acceleration 8. Leverage government buying power
Targeted action to assist the Access offered to the government’s
establishment and growth of media buying contract to small,
entrepreneurial creative enterprises. medium and major arts organisations
It will stimulate business growth supported under the Organisations
among ambitious organisations Investment Program. This will deliver
through access to business, significantly reduced advertising rates
management, technical, legal, for these organisations.
marketing and governance support.
It will create new partnerships, 9. Collections Storage Victoria – Ballarat
help exploit new technologies and Construction of an additional
explore different forms of funding, collections storage module to augment
financing and investment from State Library Victoria’s regional
government and private sources. storage facility, and planning for the
Wherever possible, it will partner next phase of storage development.
with LaunchVic and leverage existing This investment is part of a collections
models such as the Melbourne management strategy to protect
Accelerator Program. and develop the state's $5 billion
cultural collection.
7. Co-working spaces & creative places
A program to activate co-working spaces
and hubs across the state. It will leverage
partnerships with councils, property
owners, philanthropic supporters and
other stakeholders to identify and unlock
creative spaces in metropolitan and
regional areas. Using a mix of capital,
infrastructure and operational grants,
it will build on recent groundbreaking
initiatives such as ACMI X, Testing
Grounds and the Collingwood
Arts Precinct.
Top right: Josh Thomas in Please Like Me
Comedian Josh Thomas got us laughing in 2005 as the youngest ever winner of the Melbourne
International Comedy Festival’s Raw Comedy competition. His comedy/drama series, Please Like Me,
premiered on ABC2 in 2013 to wide acclaim and sold to US TV network Pivot. 20Innovation and collaboration Screen actions delivered by Film Victoria
10. OIP capacity building 13. Screen businesses
A new dedicated stream of funding, A new program that will build long-
as part of the Organisations Investment term capability and strengthen the
Program, to underpin innovation, sector. It will support screen businesses
collaboration and growth in the small looking to expand their operations
to medium arts sector. It will enable by creating new business streams
organisations to implement innovative and market relationships.
strategies to build audiences, respond
to new business and market challenges 14. Screen production and events
and increase return on investment. Renewed funding to support
Victoria’s screen businesses
11. Marketing innovation and practitioners, including:
Extension of a pilot program to enable
small to medium creative industry ·· for the production of high quality,
organisations, from all creative sectors, diverse and engaging film, television
to undertake innovative marketing and online content for Australian
projects to grow their audiences or and international audiences
markets in new ways. ·· to attract footloose film and
television projects to the state
12. Creative industries summit
·· for games companies to create
An annual summit, supported by
and market a diverse range of
a year‑round program of events with
games for any distribution platform
leading thinkers and practitioners
with an emphasis on the creation of
from across the cultural and creative
intellectual property and long-term
landscape. This will enable industry
benefits for their business
networking, expansion of business
practice, new partnerships and ·· for the Melbourne International Film
new ideas. Festival Premiere Fund to provide
co‑financing to new Australian
feature films that will have their
international premiere at MIFF
·· for key film festivals and to retain
major screen business conferences
in Victoria.
Top right: Mieke Dodd in Forever City by Riot Stage Youth Theatre. Photo: Sarah Walker
An exploration of the end of the world from the perspective of the next generation,
supported by Creative Victoria’s VicArts Grants program. 21Delivering Wider Economic and Social Impact
Right: Flying Fruit Fly Circus Stunt
Lounge (2016). Photo: Darcy Grant
Featuring recent graduates from
Albury-Wodonga’s Flying Fruit Fly Circus,
Stunt Lounge premiered at Arts Centre
Melbourne before touring the country
including a live stream from the Sydney
Opera House to youth circuses and
regional communities.
Stimulating Creativity is not limited to the creative Creativity is also an under-utilised
industries. It has major impact when used resource for Victorian businesses. As the
innovation and in other parts of our economy and society. basis of innovation, creativity can drive
wider creative Creative, cultural and artistic experiences
productivity, economic growth and job
creation. The more innovative a business,
impact and skills have a valuable place in
the more likely it is to export, create jobs,
mainstream healthcare to reduce
train employees and turn a higher profit.6
stress, pain and anxiety and to improve
community wellbeing. In education, Design is one of the tools that help
they can deliver better academic results, businesses to improve processes,
higher motivation and attendance, products and services, and to compete
and greater resilience.4 internationally. Existing government
programs support the design sector and
Game technology and ideas, or
also help to build business capability
gamification, has been used in Victoria
and increase innovation across different
to deliver novel approaches in police
industries. More can be done to promote
training, to reduce obesity and for injury
the benefits of design and expand its
rehabilitation. Community arts projects
application to make Victorian businesses
have achieved a reduction in recidivism
more competitive.
rates of 50 per cent.5
The government has established Creative
The application of creative services
Victoria to drive this agenda in a more
and cultural experience has enormous
dedicated and coordinated way. This will
potential to deliver wide-reaching social
see the impact of creativity pushed further.
outcomes for Victorians but has suffered
from lack of investment and co-ordination. The following actions, worth $14.05 million
More needs to be done across different over four years, will broaden the application
social policy areas and with different parts of creative services, products and content
of government to demonstrate impact and to achieve social and economic benefits.
encourage investment.
4. Boston Consulting Group, Victoria’s Creative and Cultural Economy, 2015, slides 37-49; Caldwell and Vaughan,
Bridging the Gap in School Achievement through the Arts, 2011; R. Ewing, The arts and Australian education:
realising potential, Australian Education Review, 2010.
5. The Torch Project's Confined program saw rates of recidivism among Aboriginal offenders reduce by 50 per cent.
http://strategy.creative.vic.gov.au/news/increasing-participation-and-social-impact, June 2015.
6. Australian Bureau of Statistics (2012) Selected Characteristics of Australian Business, 2010-11. 23New 15. Social impact projects 19. Victoria – design leader
Cultural and creative services and Reflecting the wide economic impact of
Actions products deliver a range of social design, this new package of actions will
benefits. This action will significantly reshape and increase capability within
increase the number of projects that and outside the design sector, building
apply the services and expertise on our strengths in this field:
of creative industry organisations
towards social goals. Projects will be ·· Business design capability
developed in partnership with other New funding and refocusing for the
areas of government (such as the Design to Business program to build
Departments of Health and Human business and organisational capability,
Services, Premier and Cabinet, and making Victorian businesses better
Justice and Regulation), social delivery users of design and, therefore,
NGOs, and philanthropic organisations. more innovative, productive and
Initial projects include: internationally competitive.
·· Design leadership and events
·· Creativity and mental health
A coordinated approach to
A project that utilises the benefits
strengthening Victoria’s global
of participation in creative arts
design reputation through delivery of,
production on the health and wellbeing
and participation in, significant local
of people with a serious mental illness.
and international public and trade
Utilising writers, directors and actors,
events. A re-vamped public design
the project will be delivered through a
program in Melbourne will anchor the
partnership between Prahran Mission
strategy. The Premier’s Design Awards
and the University of Melbourne.
will run in parallel as a signature event.
·· Music and at-risk youth
·· MPavilion
A project that will engage at-risk CALD
New funding to support the annual
young people, harnessing the power
design and architecture installation.
of music to give voice to the issues
MPavilion, an initiative of the Naomi
that impact them. Utilising eminent
Milgrom Foundation, delivered in
artists, the project will be delivered
partnership with the City of Melbourne
in partnership with Mushroom Group
and the design sector, includes a
and community organisations.
public program of talks, seminars,
16. Government and community exhibitions, workshops and other
design capability activities to promote the benefits
of design.
A new program to support
government, not-for-profit and ·· Creative design and planning
community organisations to make Creative Victoria will work with the
service improvements and increase Victorian Government Architect and
innovation and efficiency using design. relevant government departments
on a set of guidelines to assist state
17. Creative education and local governments, developers,
Creative Victoria will work with arts organisations and community
the Department of Education and groups to apply sound architectural
Training to develop stronger creative and design principles. This work
and artistic capability in children will contribute to the improvement
and young people by helping schools of streetscapes, renewal of public,
embed arts and other creative community and internal spaces
programs in the curriculum. Consistent and a stronger commitment
with the government’s Education State to the integration of art into
policy, this collaborative approach will new developments.
contribute to better student experience
and outcomes.
18. Career pathways
Creative Victoria will work with the
Department of Education and Training,
training institutions and potential
employers to pave clearer pathways
to creative careers and ensure the
best industry-relevant information
is readily available to students.
24Creative A
The Torch Project
The Torch provides arts and cultural strengthening programs
Solutions to Aboriginal and Torres Strait Islander artists currently
in, or recently released from, Victorian prisons. It aims to
The creative industries redress the over‑representation of Indigenous people in
play a powerful role Victorian jails by strengthening participants’ resistance to
across our society the cycle of re-offending. In 2016 the Victorian Government
and economy – changed regulations to allow imprisoned participants
from increasing the to make an income from their art, providing an incentive to
profitability of businesses, continue their art practice and a potential career pathway.
to improving education
outcomes, to tackling
challenging social and
health issues. Social Studio
B
These examples The Social Studio is a dynamic fashion design studio,
demonstrate some fashion label, retail shop and cafe that celebrates the
of the ways Victorian style and skills of diverse cultures in Australia. The studio
creativity is making supports young people from refugee backgrounds through
a difference. the provision of TAFE level training, work experience and
employment. All proceeds generated through the enterprise
are reinvested back into the studio and its programs.
C
Music in Schools
Exposure to music education has been shown to
improve school grades and attendance. The Victorian
Government’s Music in Schools program provides support
for schools to purchase instrument, for teachers to
undertake professional music training, and for trainee
primary teachers to complete music education training.
D
Elements
Winner of the 2015 Victorian Premier’s Design Award
for Digital Design, Elements is an interactive tabletop
designed to support rehabilitation for people with an
acquired brain injury. Patients use the computerised
table to complete a series of game-like interactive
tasks designed to enhance the movement and cognitive
skills required for day to day functioning.
E
Magic Mobility
A. Artist Gus Abdullah with
Magic Mobility, a Victorian designer and manufacturer
his painting Ngarla Karla
Boodja, Confined 7 of off‑road and outdoor wheelchairs, participated in the
B. Mawut (model) wears Victorian Government’s Design to Business program in 2014
Zulu Trench by The Social and 2015. Through the program, Magic Mobility examined
Studio. Photo: Lisa Minogue,
Liberation Images
every aspect of the business, making improvements to
C. Athol Road Primary
marketing by branding and storytelling, creating a design
School Stories from Asia. thinking culture in every department and articulating a
Photo: Hoang Tran Nguyen strong purpose and values system. Applying this strategic
D. Elements interactive tabletop.
approach, Magic Mobility is aiming for 20% year on
Photo: Dr Jonathan Duckworth
year growth.
E. Magic Mobility’s
off‑road wheelchair 25Increasing Participation and Access
Engaging more The principle of universal access Local governments are among the state’s
underpins this strategy and the biggest supporters of arts and culture and
Victorians government’s aspirations for Victoria’s play a critical role in building access to,
in cultural creative and cultural life. and increasing participation in, cultural
and creative activities. We will strengthen
and creative All Victorians have the right to a creative
our partnerships with local government
and culturally fulfilling life and the
endeavour opportunity to reap the benefits of
to deliver significant economic, social and
cultural outcomes for all Victorians.
participating in a vibrant culture, of living
in a vibrant area and enjoying a wide The rollout of the government’s 2015
array of inspiring experiences. $20 million regional arts package will build
the capacity of regional galleries and
Regardless of cultural background, age,
performing arts centres, stimulate more,
gender or ability, regardless of where they
and more ambitious, regional touring
live or what they earn, all Victorians are
and increase and diversify community
entitled to see themselves reflected in our
participation.
cultural life – on our screens and stages,
in our music, literature and art. New actions under Creative State, worth
$32.15 million over four years, will improve
All Victorians should have opportunities
access to, and participation in, cultural
to shape our creative identity and creative
activities, increase availability of cultural
industries, be it as artists, technicians,
experiences across the state, and promote
administrators, board members and
accessibility and diversity in employment
industry leaders or as audiences and
and the production and consumption of
active community participants.
arts and culture.
Victoria already has a multitude of cultural
venues and facilities across the state, and
a full calendar of festivals of all sizes and
types throughout many metropolitan and
regional areas. But there is work to be done
to make these accessible to all, to build
audiences and deepen engagement, to
deliver opportunities for employment and
economic development, and to ensure that
opportunities to participate in the creative
industries are maximised across the state.
Regardless of cultural
background, age, gender
or ability, regardless of
where they live or what
they earn, all Victorians
are entitled to see
themselves reflected
in our cultural life
Right: White Day Dream, Weave
Movement Theatre directed
by Yumi Umiumare supported
by Creative Victoria’s VicArts
Grants program. Photo: Paul Dunn
Dance and theatre company Weave
Movement Theatre combines dance,
physical theatre, spoken word and
humour to create bold groundbreaking
performances featuring performers
with and without disabilities. 27New 20. Creative industries inclusion 24. Latrobe Creative Precinct
and diversity Development of a major new
Actions Support to ensure that government- performing arts centre in Traralgon
funded creative industries which will serve the broader Latrobe
organisations have appropriate access, Valley. The project, which is co-funded
diversity and inclusion plans as well by the local council and relies on
as the requisite training to improve Commonwealth funding, will include a
workforce diversity and engender creative industries training facility and
greater diversity in programming capacity to present outdoor events and
and participation. The program will festivals. The precinct will significantly
be delivered in partnership with peak increase access to, and participation in,
organisations such as Arts Access creative activity for local communities
Victoria, and with the advice of and build career pathways into
Aboriginal Victoria and the Office of the creative industries for the next
Multicultural Affairs and Citizenship. generations of residents.
21. Creative suburbs 25. Regional White Night
A program to increase cultural A regional white night in 2017 to build on
programming in outer suburban the success of the Melbourne event and
areas. Working in partnership with share the cultural, tourism, social and
local councils, the program will economic benefits more broadly.
build on local creative strengths to
maximise participation and relevance. 26. Regional Centre for Culture
It will complement existing arts and Establishment of Victoria’s first
culture programs focused on regional Regional Centre for Culture program
communities to ensure access and in 2018, including the development of
cultural participation for all Victorians. grassroots community participation
projects combined with opportunities
22. Bendigo arts and design to engage with some of Victoria’s most
Enhancement of Bendigo as a regional respected creative organisations and
focus for the arts by supporting the agencies, in a year-long celebration
creation of new landmark works, of arts, culture and community.
hosting a national arts and culture
conference, developing community 27. Arts experience data platform
participation programs that celebrate Development of a shared data platform
multicultural communities and to support services that improve
establishing a creative industries hub. collection, analysis and presentation
of cultural and event information for
23. Shepparton Art Museum audiences and organisations in the
Support to establish a new creative industries. The platform and
architecturally-inspiring art museum initial business case will be developed
at Shepparton’s Victoria Park Lake in consultation with audience groups
that will radically increase access and organisations that hold the data
to historic and contemporary art and will drive new creative services
collections for local, national and and responses.
international visitors, as well as
provide opportunities for increased 28. Victorian festivals review
participation for the local community. Festivals face operational challenges,
The government commitment of such as increasing costs and
$10 million relies on local government competition for audiences, securing
investment and contributions the best content and raising revenue.
from the Commonwealth and An independent review will take a
philanthropic sources. fresh look at the role, delivery and
operation of Victoria’s festivals
and community events and make
recommendations on how to maintain
a high quality, engaging, diverse and
accessible, state‑wide program to
meet contemporary and future needs.
28Right: Castlemaine State Festival opening night 2013. Photo: Michael Nix Australia’s longest-running regional festival, Castlemaine State Festival is a premier arts event that has been a part of Victoria’s cultural calendar since 1976. 29
Building International Engagement
Extending Victoria contributes to, and is shaped On these foundations, Victoria can
by, the wider global community. To be continue to build a larger international
Victoria’s a confident, outward looking state, it is market, expand its touring programs
impact and imperative that we continue to deepen and international relationships, strengthen
our engagement globally and connect with its brand and draw increasing benefits.
profile for global ideas and influences beyond our borders.
These foundations are also a basis for
audiences, The most successful creative places building on Melbourne’s status as a
visitors and operate on an international stage,
connecting with overseas partners,
culturally-rich and outwardly-focused
city. Melbourne already has an enviable
markets collaborators and audiences. Global international brand as the most liveable
engagement amplifies opportunities for city in the world. In part, this relies on
ideas and inspiration, for collaboration the quality and depth of our creative
and trade, for talent attraction and talent and cultural assets. We want to
tourism, for cultural relationships see Melbourne continue to develop as
and diplomacy. a major global city, to be recognised
and visited for its remarkable cultural
International markets are vital for
programming and assets.
Victorian creators and, in some cases,
the primary focus. For example, more The government undertakes inbound
than 90 percent of Victorian digital and outbound trade missions, delivers
games product is developed for a global major trade and cultural events that
audience, which is growing at 5.7 percent draw visitors and investment to the state.
per annum and expected to be worth It maintains a network of international
more than US$93 billion by 2019.7 Growth offices to support Victorian organisations
in Asian markets, in particular, continues in key markets like China, Indonesia,
to outpace most international economies India, Europe and the United States.
and presents ongoing potential for The flagship Victoria Invitation Program
trade, tourism and cultural engagement. provides a platform to showcase
Victoria’s strongest exports are in services, Victoria’s creative industries strengths
highlighting the ongoing opportunity and connect the sector to international
to increase creative services exports, buyers, investors and influencers. A new
particularly in the design sector. marketing strategy for the state, to be
implemented by Visit Victoria, will leverage
Victoria is internationally known for
cultural programming and assets to grow
exceptional cultural infrastructure and
Victoria’s visitor economy and jobs in
experiences – our large-scale cultural
metropolitan and regional areas.
events and exhibitions, vibrant small to
medium sector and thriving independent New Creative State actions worth
scenes, such as music, theatre and the $5.05 million over four years will boost
visual arts. This cultural offering draws Victoria’s international reputation and
tourists from across Australia and the creative profile, stimulate tourism, trade
world and is central to our liveability and investment, connect Victorian talent
and international brand. It is also key and creative businesses to the world and
to attracting and retaining the world’s strengthen global opportunities for our
top talent. creators and artists.
7. Global Entertainment and Media Outlook 2015 – 2019, PwC.
More than 90 percent of
Victorian digital games
product is developed for
a global audience
Right: Crossy Road by Hipster Whale
Developed in Melbourne and Creswick
in 2014, Hipster Whale’s first mobile
game topped the charts across the
globe and has been downloaded
more than 125 million times. 31New 29. Melbourne as a global 32. Inbound trade missions
cultural destination Expanded support for creative
Actions A major study into establishing industries participation in the
Melbourne as a world-renowned cultural government’s Victoria Invitation
tourism destination, based on having Program (VIP) and business
the right mix of cultural infrastructure, engagement activities that promote
organisations, programming and Victoria as a key investment location
investment. This will include a fresh to international visitors. This will
approach to management and build on the success of the design
investment in the state’s $2 billion and fashion segments of the 2016
portfolio of cultural infrastructure. VIP inbound mission.
30. Melbourne International Games Week 33. Victoria showcases
Building MIGW into the pre-eminent Showcasing the best Victorian
digital games event in the region. creative talent, products and services
Anchored by PAX AUS and the Game internationally through touring
Connect Asia Pacific Conference, MIGW opportunities, participation in key
will connect international attendees overseas events and festivals, and other
with Victorian talent through one of the market development opportunities.
most extensive consumer and industry
games events in the world. 34. New international platform events
such as:
31. Trade and cultural missions
·· Asia Pacific Triennial of Performing
Targeted missions to key markets
Arts (Asia TOPA, 2017)
to establish new industry links and
Led by Arts Centre Melbourne,
advance international engagement and
this unprecedented four-month
trade. Mission participants will also be
program will present the best
supported with guidance on developing
contemporary performing arts
export markets and planning
from across the region;
offshore activities.
·· NGV Triennial of Art and Design
A large-scale celebration of the best
of contemporary international art
and design featuring major figures
in contemporary art, architecture
and design, film and performance.
The Way Forward
Partnering on implementation
Creative State is the first strategy of its Since 1972, the Arts Victoria Act, and the
kind in Victoria. Under a newly-established former Arts Victoria have been key
portfolio, it represents a new way for the hallmarks of the government’s support
government to understand and support in this area. Reflecting the new, broader
Victoria’s creative industries – its people, actions under Creative State, it is time
organisations and ecosystem. to update the legislation, including the
functions and responsibilities of the lead
government agency, Creative Victoria,
that symbolises and governs the
implementation of this policy.
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