Artists Expect State Support in Entering Foreign Markets

1 december 2017

The Analytical Center together with the Russian Export Center held an expert meeting titled "Cultural Services Exports: Barriers and Necessary Support Measures", which explored the business and expert community's proposals for the consolidated plan of the priority project "Systematic Measures for the Development of International Cooperation and Exports".

"Since the end of 2016, the non-raw materials exports support continues to be a priority for the government. Initially, the focus was on supporting exports of goods, and now it has shifted to building an infrastructure for exporting Russian works, services, and developments. Indeed, this sector forms the main added value, including within the Russian economy," said Tatiana Radchenko, Deputy Head of the Analytical Center. According to her, this policy is implemented through passports of priority projects. "For instance, the project for supporting the educational services exports already has a passport; a project is being developed to support the tourism services exports," Radchenko added.

During the event, artists described existing problems and barriers of cultural services exports, and discussed the necessary measures for financial and non-financial state support.

The Deputy Chairman of the Union of Circus Figures of Russia Grigory Ostrovsky said that at present it is difficult for the Russian circus to compete in the global arena. "Many professional circus performers left the country, and we have not fully filled this gap yet," Ostrovsky said. "Artists do not follow the rules of discipline and safety, which affected the image of the country as a whole; therefore, our level of participation in international activities decreases." Chinese, European and American circus schools' programs are focused on complex tricks. According to him, the Russian school combines traditional tricks with theatrical performance, which is also a competitive disadvantage.

As for international festivals, we have difficulties with the transportation of props and animals. "Customs issues are the main problem, because it may turn out at the last moment that we cannot export some of our props, and it is difficult to deal with it quickly," he said. "And there are some nuances with animals, such as quarantine and veterinary control. Often they are bought with violations, so we cannot take them out of the country."

During the discussion, the experts concluded that it was important to create West-oriented circus shows, bring professional teachers and world-class circus directors and hold master classes.

According to Boris Mashkovtsev, Head of the Soyuzmultfilm Studio, the international interest in Russian animation is growing. A positive example of this is Masha and the Bear series. The expert has also highlighted three main export destinations: promotion of universal content, brands and services of Russian studios. Provided that there are 2 different markets: one sells content and the other sells licenses. "Russian animation needs support to reach international markets, since the country's economy does not provide for that. It is important to organize events in conjunction with foreign and Russian professionals, to attract international specialists and teachers," said Mashkovtsev. "There is also a need for legal support in the global market and assistance in combating piracy," he added.

Special attention was paid to the localization of Russian content. According to the experts, it is better to have several local versions. For example, in English and Chinese. This will help Russian products to enter the international market faster.

The participants of the discussion also noted that there were not enough intergovernmental agreements in the sphere of culture; therefore, the state should support initiatives in this area.

The collection of proposals for inclusion in consolidated plans of priority project "Systematic Measures for the Development of International Cooperation and Exports" is carried out in accordance with Paragraph 10 of Minutes No. 11 of the Presidential Council for Strategic Development and Priority Projects meeting of October 20, 2017.