According to the World Intellectual Property Organization, creative industries accounted for 7.34 percent of the country’s gross domestic product (GDP) and 14.4 percent of national employment in 2014.

But despite these figures, the economic contribution of the creative industries—which include the performing, visual and broadcast arts; film; and design, among others—continues to be largely underappreciated, much like those who work in these fields.

While other countries have had aggressive creative industry plans in place since the late 1990s, including funds and other support for creation and promotion, the Philippines has failed to capitalize on and maximize the social and economic benefits that can be derived from the creative industries.

“We need laws that will develop and promote the creative industry and a comprehensive international promotions program for Philippine arts and culture,” says Nestor O. Jardin, former president of the Cultural Center of the Philippines (CCP).

Financial support

Second is more rationalized and more effective organizational and financial support for culture and the arts.

The National Commission for Culture and the Arts, established in 1992, serves as the policy formulation and primary implementing agency for the sector, providing grants from an endowment fund.

“A more efficient and effective grants program for arts and culture and bigger financial allocations for government agencies involved in arts and culture are needed,” Jardin says.

Adds Ogie Alcasid, president of Organisasyon ng mga Pilipinong Mang-aawit: “The next President needs to be able to create programs that would give grants to local productions of theater, film, pop music concerts, and the like that are outstanding and excellent.”

At present, there are multiple government agencies with overlapping functions, resulting in confusion and inconsistent planning focus.

For example, these agencies all have mandates that affect the film industry: Film Development Council of the Philippines, Movie and Television Review and Classification Board (MTRCB), Optical Media Board, Film Academy of the Philippines (FAP), and even the Metropolitan Manila Development Authority and local government units.

“This tangled mess of various film-related agencies and units results in confusion and, in reality, hinders the industry’s further development,” says Leo Martinez, director general of FAP.

The growing consensus tends to favor the creation of a Department of Culture that will ensure that development plans and Cabinet-level decisions will take culture and the arts into consideration.

More art centers

The third recommendation is the establishment of more centers for the performing and visual arts, as well as production houses for film and animation, in the regions.

“There should be a proper stage/venue in at least three key cities in every region in the country,” says Lisa Macuja-Elizalde, artistic director of Ballet Manila.

There should also be adequate financial support for the master development plan of the CCP complex and the rehabilitation of the Manila Metropolitan Theater.

Fourth is the mainstreaming of culture and the arts in the educational system, as envisioned in the Philippine Cultural Education Plan.

Philippine culture and the arts must be integrated into every level of education, and the training of teachers must be given priority.

Textbooks and reference materials must be modified to give emphasis to Philippine culture across all subject areas, instead of blindly using foreign materials in their examples and illustrations.

Fifth is the proper recognition of artists and cultural workers. While beauty contest winners and sports heroes are routinely feted, Filipino artists who triumph in international competitions are not given the same recognition.

The National Artist Awards and Gawad Manlilikha ng Bayan must be expanded to allow for more deserving awardees, and a law recognizing and supporting artists’ welfare programs must be passed.

“Filipinos take pride in saying we are among the most creative and most talented people in the world, and yet we let the same creative and talented people [fend for] themselves,” says Fernando C. Josef, president of Artists Welfare Project Inc.

“We can do much more, and in so doing, allow these artists to be even more productive members of our society and of our country,” he added.