CITEM and CCP prepare PH performing arts sector for export

By Arry Asiddao
July 15, 2024

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From left to right: DLSU Culture & Arts Director Jill Samodio, UP Manila College of Arts and Sciences Associate Dean Alice Adeva, CCP Vice President and Artistic Director Dennis Marasigan, Belarmino&Partners Founder and Managing Director Vanini Belarmino, Hon. Christopher “Toff” V.P. de Venecia, CITEM Executive Director Leah Pulido Ocampo, DTI-CIG Director Lilian Salonga, DTI-CIG Assistant Director Jo-Dann Darong, and CCP Arts Education - Cultural Management Division Chief Consuelo “Nikko” Zapata.

In a bid to uplift the country’s performing arts industry, the Center for International Trade Expositions and Missions (CITEM) and the Cultural Center of the Philippines (CCP) jointly launched NAVIGATE THE TOURING CIRCUIT at the Little Theater, University of the Philippines Manila, on July 11, 2024.

“This partnership between CITEM and CCP marks a significant milestone in our collective mission to uplift the Philippine creative industry by equipping our artists with the vital skills they need to thrive on the global stage. There is no question about the caliber of our local talents, and with this capacity-building program, our ultimate goal is to solidify our presence on the international stage–for the Philippines to become the top-of-mind choice when it comes to performing artists,” CITEM Executive Director Leah Pulido Ocampo said.

NAVIGATE THE TOURING CIRCUIT provides Filipino performers training and mentorship on the technical and logistical aspects of international touring to boost their competitiveness. The opening program kickstarted the series of training sessions that will be conducted across the country under the capacity-building project, with each leg lasting three days.

During his presentation, CCP Vice President and Artistic Director Dennis Marasigan emphasized the significance of understanding the demands of the international market. He outlined the key factors that performing companies need to take into account when organizing tours, including the preferences of the target market, production readiness, touring schedule, production costs, and the availability of materials for previews and promotional purposes.

“We really have to look at how we’re going to approach presenting ourselves to the international market, and the first level to that is touring. Hopefully, if we’re conscious that we need to do this soon, with the help of the Philippine Creative Industries Development Council, then we will be able to succeed and derive from the potential of the creative industries, particularly the performing arts,” Marasigan said.

Vanini Belarmino, Founder and Managing Director of international art consultancy Belarmino&Partners, discussed alternative approaches to exploring the global performing arts scene, focusing on independent partnerships. Drawing from her experience as a curator and creative producer, Belarmino offered insights from her work in developing international and cross-disciplinary collaborations with artists and groups across Asia, Europe, and the Middle East.

While Belarmino specializes in coordinating independent creative projects, she believes that the same principles are applicable when strategizing for more extensive tours. “If you really want to tour, you just have to keep trying, you have to believe in what you’re doing, what you’re selling, and what you want to show the world,” Belarmino said.

Uplifting the Philippine Creative Economy

Philippine Statistics Authority (PSA) data show that the creative economy amounted to PHP 1.72 trillion in 2023, contributing 7.1 percent to the country’s Gross Domestic Product (GDP). This represents a 6.9 percent increase from the PHP 1.61 trillion recorded value in 2022. Despite this, music, arts, and entertainment activities contribute the lowest share (0.4%) of employment out of all creative industries. By driving support to the performing arts sector, CITEM hopes not only to spark job generation but also to increase the competitiveness of Filipino talents for export.

In his special message, Hon. Christopher “Toff” V.P. de Venecia encouraged members of the creative community to take inspiration from the German concept of Gesamtkunstwerk, or a total work of art that encompasses different art forms, which de Venecia relates to an intellectual property ecology.

“Revitalize the art form and give it new life by exploring collaborations with other creative sectors,” de Venecia said.

With the passage of the Philippine Creative Industries Development Act (PCIDA) last 2022, de Venecia expressed optimism about the potential for the Philippine performing arts to penetrate global markets.

“The PCIDA is more than just a piece of legislation; It is a cornerstone of our creative future. The law aims to create and synergize more market linkages and opportunities for content development, paving the way for a new strategy as we move forward through our post-pandemic recovery and into the knowledge economy,” de Venecia said.

Navigate the Touring Circuit

NAVIGATE THE TOURING CIRCUIT is envisioned to equip performing arts companies with the necessary tools and knowledge they need to succeed in the global market. The roadshow series will take place from July 28th to 30th in Clark City, August 1st to 3rd in Dapitan City, and August 28th to 30th in Bohol. The series is expected to continue until 2025. Each leg of the capacity-building program will provide training and mentorship on the following:

• The Art of Coordination: Production Management & Event Logistics
• The Tour Circuit: Planning & Management Essentials
• Mastering the Pitch: Storytelling & Pitching Workshop
• Audience Impact: Branding and Marketing for Arts Organizations

Upon successful completion of the NAVIGATE THE TOURING CIRCUIT training module, participants will have the opportunity to apply for the CREATEPhilippines x MIPAM 2026. This culminating event aims to convene performing arts groups and industry stakeholders to facilitate international business partnerships and networking prospects.

Pre-register via this LINK or scan the QR code to reserve your slot for the next legs of NAVIGATE THE TOURING CIRCUIT.

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