Maroc - NEWSDAY.CO.TT - A la Une - 30/Oct 10:40

CSME for creatives: Exporting culture, innovation

Brian Benoit The Caribbean’s creative industries from music, fashion and film to animation, digital design and performing arts, are not merely cultural treasures; they are economic assets capable of transforming the region’s growth trajectory. Globally, creative and cultural industries (CCIs) generate more than US$2.3 trillion annually, accounting for approximately 3.1 per cent of world GDP and supporting nearly 30 million jobs. Yet in the Caribbean, where creativity is deeply embedded in national identity, the economic potential of the Orange Economy remains underdeveloped. A fragmented regional market, inconsistent regulation, limited capital and small domestic audiences continue to hinder expansion. The Caribbean Single Market and Economy (CSME) offers a pathway to realise this potential by removing barriers and enabling creatives to operate seamlessly across the region. The CSME, a core initiative of Caricom, facilitates the free movement of goods, services, capital and skilled labour among participating states. For creative entrepreneurs, this integration provides access to an estimated 18 million consumers and enables collaboration and specialisation across borders. By eliminating duplicative customs procedures, work permit requirements and inconsistent VAT regimes, the CSME reduces transaction costs and expands opportunities for creative enterprises. Such changes are essential because scale is critical in creative industries, where fixed costs are high and returns often depend on audience size and international visibility. Research by the United Nations Trade and Development (UNCTAD) shows that creative industries in emerging economies can double their export revenues when regional markets are integrated effectively – a lesson the Caribbean is well-positioned to apply. Access to a larger, unified market strengthens competitiveness by fostering specialisation. For example, a Jamaican filmmaker might collaborate with Barbadian actors, use Trinidadian post-production facilities and distribute across Caricom territories, creating a high-quality product at a competitive cost. Likewise, a fashion designer in Saint Lucia could source sustainable textiles from Suriname, manufacture garments in TT and ship them duty-free throughout the region. These kinds of cross-border value chains not only generate efficiency but also elevate the quality and diversity of the final product. The result is a creative sector that is more resilient, globally relevant and capable of competing in international markets. I would further add that, to ensure the CSME continues to grow and truly fosters regional collaboration, grant programmes and cross-border market access should be tied to clear integration criteria. Specifically, the rules of origin for cultural products could require that at least 30 per cent of the value of a product be derived from within Caricom, ensuring that production genuinely benefits the region. For creative services, eligibility for duty-free access, grants and loans could require demonstrated collaboration with at least one or more Caricom member states. Such measures would not only strengthen regional supply chains and networks but also discourage token participation and encourage meaningful, value-added partnerships across the Caribbean. By making access to financial incentives and preferential treatment conditional on regional co-operation, these policies would help embed integration into the business models of creative entrepreneurs, aligning economic benefits with the goals of the CSME. Legal harmonisation strengthens potential Through the Caricom Skilled Nationals Certificate, creative professionals can live and work in any member state without additional permits, enabling them to pursue opportunities wherever demand exists. Improvements to intellectual property (IP) protection, though uneven, have also begun to provide a stronger foundation for creatives to license and monetise their work, particularly critical in the digital economy, where much value lies in intangible assets. The establishment of regional IP norms reduces risk for investors and ensures creators are compensated fairly for their contributions. Realising the full potential of the Orange Economy requires a clear and deliberate strategy that connects regional integration with measurable economic outcomes. [caption id="attachment_1186084" align="alignnone" width="1024"] -[/caption] Key steps in this strategy include recognising the creative industries’ economic and cultural value, expanding regional participation, protecting intellectual property, investing in enabling infrastructure, building entrepreneurial capacity and measuring performance through reliable data. Policymakers and private sector leaders must recognise that these are not isolated actions but interdependent processes that reinforce each other. For instance, investment in digital infrastructure facilitates regional collaboration, which in turn enhances competitiveness and attracts international financing. For many creatives, the challenge begins with the limited scale of local markets, which often cannot sustain viable businesses on their own. By treating the Caribbean as a single market, creatives gain the critical mass needed to generate sustainable revenues. Evidence from similar regional blocs, such as ASEAN and MERCOSUR, suggests that firms operating in integrated markets experience significantly higher growth in revenue and employment compared to those confined to national borders. Increased visibility Caribbean creatives also benefit from increased visibility, which strengthens their ability to attract international partnerships, qualify for global grants and participate in accelerators. This reputational effect, often overlooked, enhances the legitimacy of regional brands in international arenas. Beyond these direct benefits, regional integration fosters innovation by facilitating collaboration across cultures, disciplines and geographies. Diverse teams bring varied perspectives, raising the quality and originality of output. For example, regional film and television productions can reflect multiple cultural narratives, appealing to both Caribbean and global audiences. In the fashion industry, cross-cultural influences enrich design, while access to regional materials and skills reduces costs and raises production standards. Such synergies are particularly critical in creative industries, where differentiation and originality are key competitive advantages. Production networks also benefit from regional integration. Creative industries are inherently collaborative and rely on intricate supply chains from raw materials and technical services to distribution and marketing. The CSME allows these networks to operate more efficiently by lowering tariffs, simplifying logistics and promoting specialisation. A more efficient production chain not only reduces costs but also improves delivery times and product quality, increasing competitiveness both regionally and globally. Furthermore, integrated production networks create spillover benefits in related sectors, such as tourism, hospitality and technology, amplifying the overall impact on the regional economy. Creating a strong financial ecosystem Financing, however, remains a persistent barrier. The Caribbean Development Bank CIIF Grant programme and programmes like the ACP-EU’s Creative Caribbean initiative have begun to direct funding towards export-ready creative businesses, but gaps remain. Many of these funds explicitly require regional collaboration, which is now far more feasible under the legal and logistical framework provided by the CSME. A stronger regional financial ecosystem supported by targeted grants, credit facilities and investment incentives is crucial for scaling up the creative industries. Without adequate capital, even the best ideas cannot achieve their full potential. Despite these advances, the implementation of CSME provisions remains inconsistent across member states. Work permit exemptions are not always honoured uniformly, digital infrastructure lags behind global standards, and taxation of digital services is often unclear or burdensome. More critically, the lack of comprehensive and reliable data on the creative sector hinders effective policymaking. Governments must prioritise building the statistical capacity to track the sector’s contributions to GDP, employment and foreign exchange. Doing so not only supports evidence-based policy but also strengthens advocacy efforts for continued investment in the creative economy. A modern, regional digital platform could play a transformative role here, functioning as both a marketplace and a knowledge hub. Such a platform could showcase regional talent, streamline licensing and registration processes, and connect creators with international buyers and investors. It could also provide analytics on demand trends, helping creatives tailor their products to market needs. Similar platforms in Africa and Southeast Asia have already demonstrated how technology can close the gap between creative supply and global demand. The Caribbean creative economy’s success ultimately depends on its ability to balance cultural authenticity with economic pragmatism. By integrating fragmented markets, reducing friction, fostering mobility and enabling collaboration, the CSME creates a foundation for sustainable growth. But realising this potential requires more than policy alignment; it calls for co-ordinated investments in infrastructure, capacity building and institutional reform. Regional governments must commit not only to enforcing CSME provisions but also to continually modernising them in line with the evolving demands of the creative industries. For creative entrepreneurs, the message is clear – the Caribbean is not a collection of isolated economies but a unified platform to showcase and commercialise talent. The region’s rich cultural heritage, when matched with modern business practices and regional co-operation, can generate income, create jobs and project Caribbean identity on the global stage. Moving beyond fragmentation towards integration and measurable outcomes is not just desirable, it is essential for the Caribbean’s creative industries to thrive in a competitive global economy.   The post CSME for creatives: Exporting culture, innovation appeared first on Trinidad and Tobago Newsday.