Creative as a sustainable career in Africa

Abstract

Art is a way of life (Bauman, Z. 2013) as "Artitude" epitomises freedom of selfbelief and grassroots expression of the African connect. The creative arts industry is seen as low-hanging fruit for a lot of economies, especially in Africa. Very little attention is given to the creative arts industry, albeit a multi-billion industry in other parts of the world. Numerous people in Africa may have a depraved perception of people pursuing art programmes, especially pupils in high school. Although there are some remarkable successful art stories, numerous people still don't perceive art as a sustainable career. Parents and guardians are still indifferent and sceptical about their children pursuing courses in the creative trade but would be quick to hail science and business-related courses. How do can we change these misconceptions? The research collects key insights from various stakeholders (students, parents, institutions, artists(es), agencies, and the general public) in Ghana, and also define the social and cultural indicators connected to these misconceptions. The document would further highlight the execution of an initiative (pilot project) with the sole objective of demystifying this misconception amongst all stakeholders. It highlights the model and findings of the employed strategy. The execution strategy was categorised into four core areas: Workshop, Expose, Mentorship and Internship. This gave young creatives a platform to interact with practising creatives in commercial and non-commercial art spaces. Parents and institutions also took turns to engage practising creatives, to understand their ways and the relevance of art in society. The research indicates the impact and lessons from the initiative. The document further analyses how a perfect synergy of positive perception in arts can build a stronger creative economy in Africa