Wealth from creativity: Insights and strategies for the future of international cultural relations

Regardless of frontier, the creative community has begun to benefit financially from the democratisation of creative production and distribution opened up via the Internet, a place where planetary plurality and diversity is implicit. Artists are major ambassadors for their cultures operating in a collaborative environment that recognises the distinctive differences between cultures without threat to indigenous expression.

The cultural ecology may have changed but the response of government has been obstructive. Until the second Iraq war cultural diplomacy seemed to have replaced gunboat diplomacy and there was a growing movement to foster cultural relations in an environment being characterised as mutual. In parallel, at national level, governments were seeking to recognise the strong economic value of the cultural industries sector in the new globalised technology. This has now all been thrown into reverse gear by the practice of public diplomacy, a policy of unreformed imperialist hubris that seeks to influence policy in other nations by using domestic producers of intellectual, scientific, creative or economic content to promote selected values and so dominate the international relations agenda.

What if one were to integrate into the activities of international cultural relations the dynamic ways of working and thinking of the creative industries? A more beneficial model emerges if creators are given centre-stage and the values of the creative community applied to the management of international cultural relations. A series of insights borne of many years work in the creative industries could lead to a new set of strategies that would call the bluff of those currently seeking to promote the advantages of liberal democracy. For these strategies demonstrably uphold the rights of individuals to creative expression and to enrich their local economies. This does require the managers of international cultural relations to live more dangerously than at present and it is to them that this paper is addressed.