Art as a Tool for Economic Growth and Social Change

 

Art as a Tool for Economic Growth and Social Change

 

 Preamble

I begin by commending the patriotism and joint initiative of the Federal Ministry of Budget and Economic Planning and the Nigeria Economic Summit Group (NESG), the conveners of this conference, particularly during this challenging period in our country’s development. It is a commendable example of the much-vaunted Public-Private Sector Collaboration, which development experts advocate for building a vibrant, sustainable economy.

It is pertinent to mention that this is the perfect time for all stakeholders in our nation to discuss the way forward for our fledgling economy. The theme of the summit captures its essence: “Collaborative Action for Growth, Competitiveness, and Stability.”

I would also like to take this opportunity to formally appreciate the Africa Art Fund for the honor of adding my voice to what is perhaps one of the most significant issues of our time—how to grow Nigeria’s economy and social environment for the benefit of the citizenry.

Before delving into my thoughts on this important topic, I would like to define the main terms from an artist’s perspective. I hope my view will not differ too much from those of my fellow panelists and participants at this forum.

a. Economic growth is the increase in the value of all goods and services produced in a given year. Economic growth is typically discussed alongside economic development, as the former tends to lead to the latter. Economic development, however, concerns the standard of living and the general well-being of people in a defined geographical area, such as Nigeria.

b. Social change refers to the alteration or modification of human behavior and relationships, which results in institutionalized improvements in the standard of living in society.

Surely, these two objectives deserve the attention of all well-meaning citizens of this country at this critical juncture in its politico-economic history, not just artists like me.

Art’s Place in the Economy

Globally, art is a potent force in social and economic development. It serves not only as a means of expression and communication but also provides livelihood for the artist and is a tool for economic growth. This fact becomes even more evident when fine and visual art is seen as an integral part of the broader discipline commonly referred to as the Arts. When we speak of the Arts, we refer to the three interrelated genres: literary arts, performing arts, and fine and visual arts, in which I have, with humility, built a career, an industry niche, and a reputation over the past six decades.

The Link Between Art, Culture, and the Economy

Art is inextricably linked to culture, and since culture stems from tradition, worldviews, and the values of a people, it naturally impacts the economy. Art is a divine gift to humanity; it gives meaning to our lives and helps us creatively explore and communicate our deepest emotions using resources from our surroundings.

The official correspondence to me, and presumably to my fellow panelists, rightly declares that art “is more than just a mirror to society; art can actively shape it by sparking conversations that drive action and influence policy reform.” This summit is undoubtedly sparking the necessary conversations. I hope that for Nigeria’s sake, these conversations will indeed drive collective action and influence policy reform.

My colleagues and I on this panel expect that the Ministries of Arts and Culture—at both the federal and state levels—will take the recommendations from this summit seriously and act promptly to implement them. This is the only way to ensure that art truly starts to drive social change and economic growth going forward.

Underestimation of Art’s Contribution to GDP

It is difficult to obtain reliable and usable data on fine and visual art in Nigeria. Even the available statistics greatly underestimate the contribution of art to GDP, partly because those compiling the data may not fully appreciate the all-encompassing nature and ubiquity of art in nearly all spheres of life.

For instance, the National Bureau of Statistics reports that last year the film and music subsector of the creative industry contributed only US $1.4 billion to the GDP, accounting for 82% of revenues in the sector. This suggests that fine and visual art accounts for a paltry 18%. This, however, is incorrect, as these statistics do not account for contributions by fine artists in architecture, industrial design, fashion, advertising, and other industries.

Furthermore, the impact of art in cultural events, festivals, and carnivals is not captured. For example, what would festivals like the Osun Oshogbo festival or the Calabar Carnival be without the contributions of fine and visual artists? As an experienced professional artist, teacher, and art entrepreneur, I confidently assert that art contributes up to half of all revenues generated in the creative sector.

A Bright Future Ahead

The Minister for Art, Culture, and Creative Economy, Hannatu Musawa, is optimistic about the future of the creative sector. She projected that, at the current rate of enlightenment, Nigeria could generate as much as US $100 billion annually from the creative sector by 2030. Though this amount is considered overly optimistic by some, it presents a significant challenge to all stakeholders in the creative industry, starting with the government.

Way Forward: Integrating Art into Economic Development – Recommendations

1. Change the Narrative of Art

Through balanced education and better information dissemination, we must change the stereotypical view of art as an unproductive pursuit. Instead, it should be promoted as a tool for personal development and economic growth, opening doors for talent and showcasing art as a viable industry.

2. Establish Endowments for Art and Artists

We must encourage the creation of endowments for art, led by the government and supported by corporate bodies. Endowments will nurture artists, unleash creativity, and inspire breakthroughs across all spheres of productive endeavor.

3. Leverage Art’s Impact on Health and Well-being

Society must recognize art’s role in maintaining mental and physical well-being. Health, in turn, boosts productivity, which positively impacts the economy.

4. Promote Local Tourism Driven by Art and Culture

Government policy should upgrade infrastructure, leading to a boom in internal tourism, especially during holiday seasons. Nigeria’s art assets can encourage locals to explore the country, benefiting the transportation and hospitality industries.

5. Restore Lost Values and Cultural Identity Through Art

Investing in art can help capture and preserve the essence of Nigeria’s cultural narratives for future generations.

6. Invest in More Art Institutions

Supporting informal art institutions, like the Harmattan Workshops run by the Bruce Onobrakpeya Foundation, will develop grassroots talents and foster self-employment opportunities in the creative industry.

7. Encourage Collaboration Among Stakeholders

Collaboration among ministries, the business community, and art institutions is crucial to realizing the economic potential of the arts.

8. Nurture Culture-based Industries

Sustained support for culture-based industries, such as artisanal furniture making, will strengthen local economies and drive innovation.

9. Art as an Image Builder

Art can enhance the image of cities, making them more attractive to residents and businesses, as seen in Lagos under Governor Akin Ambode.

10. Boost Nigeria’s International Image through Art

Nigeria should establish cultural institutions abroad, similar to Germany’s Goethe Institut or France’s Alliance Francaise, to project its art and culture on the world stage.

11. Exploiting Art in the Age of AI

As AI takes over repetitive jobs, artists can rely on their innate creativity and unique talents, which AI cannot replicate. Society should encourage more people to pursue careers in art as a safeguard against job losses due to automation.

In conclusion, art is a powerful tool for economic growth and social change. With the right investments and collaborations, Nigeria can unlock the vast potential of its creative sector and achieve significant socio-economic gains.

 

Bruce Onobrakpeya 

15th October 2024