Art is Business Too

Although frequently Ignored, the contribution to Namibia’s gross domestic product (GDP) by the creative sector is not insignificant.

While estimates place the figure at around 3%, measuring the true contribution by visual artists, musicians, filmmakers and other creatives is challenging.

However, this should not be used as a deterrent when it comes to supporting the country’s creative sector, as the potential for growth is immense.

Corporates and especially commercial banks and insurance firms have long championed the creative sector through sponsoring exhibitions and events.

Smaller private sector players, including my own organisation, have also contributed.

We took the lead in conceptualising and launching the Art 4 U series which we then ran partnering with restaurants frequented by foreign tourists in Windhoek and at Walvis Bay.

Later we expanded the initiative by partnering with the organisers of the Tourism Expo, and together with Art 4 U it played a key role in launching the careers of emerging visual artists.

But art is business too and we quickly learned that visual artists need support in essential business skills, such as costing and pricing, marketing and branding, financial management and money discipline, as well as legal and statutory compliance and tax obligations.

This was hardly surprising as throughout history creatives have often overlooked the importance of unlocking the full commercial potential of their talents.

A common example often used to illustrate the lack of business savviness of creatives is that of Vincent van Gogh reportedly only sold one painting during his lifetime – ‘The Red Vineyard’.

There is evidence that he sold or bartered other paintings during his lifetime, but one wonders at what price.

What we do know is today his works are considered priceless.

A local example of the value of artistic creations escalating over the years is that of Susan Mitchinson’s work.
The Alternate Space is an owner-run accommodation establishment that is my stayover of choice when working at Swakopmund.

Quality service and competitive rates make it an attraction, but the establishment is a treasure trove of Mitchinson’s artwork, and that’s what attracts me.

Internationally renowned visual artist Mitchinson fell in love with Namibia when she settled here in 1984 and decided it is the place where she would spend the remainder of her life.

Unsure about how much income she derived from her creative work during her lifetime, what I do know is that Mitchinson’s artwork has become sought after since her death on 21 July 2014 when she succumbed to cancer.

As for support from the public sector to help Namibia’s creative sector contribute more to the country’s GDP, the government’s N$50 million allocation in the 2025/26 budget is a welcome move, but more funding is needed.

Generally, much more needs to be done to support the creative sector to develop and prosper.

This effort must begin at the grassroots level, where hidden talent among young Namibians is waiting to be discovered.

Namibia’s diversified demographics and vibrant cultural heritage create powerful opportunities for business growth in the entertainment sector – from music and art to theatre, fashion, and filmmaking.

Digital platforms too will in future open international markets for Namibia’s creative sector.

– Danny Meyer is reachable at danny@smecompete.com

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