Cultural and creative entities have blossomed in Macao in recent years - due to massive government funding - but more support is still needed.

Industry insiders say more marketing experts and good content will also help in further developing the sector.

Jones Chong, chairman of Macau Artistes Association, said Macao is home to many budding and established artists, other creative talents, and new venues and galleries. He said there had also been a massive amount of public funding for the industry.

Local officials have been examining the sector since the handover in 1999. Last September, the government formally included a plan to boost the creative industry as part of the city's five-year comprehensive development proposal.

Among proposed measures is a 2-million-pataca ($250,000) cultural industries fund as well as a governmental department and a committee to promote the sector.

"It is a good time to join the cultural and creative scene," said Chong. He founded the first music, television and film production company in Macao - Chessman Production, in 2001. Chong says the sector has found a niche and is ready to enter neighboring cities.

Many local artists, including singers, designers, actors and film directors have earned a name in Hong Kong and on the Chinese mainland.

Chong said he also wants to introduce Macao's cultural talents and creative artists to other Asian cities - and also to the rest of the world. This can be done by representing Macao as a brand.

"Like Singapore, many singers and artists are not based in their hometowns, but their name and work are well-known in other Asian countries and regions," he said.

He noted that a lack of advertisements and a small local market could not support a mature creative sector in the enclave.

To enter the global market, artists in Macao have to produce quality content, he advised.

"Let's say, when you release a song, either online or offline, your competitors are from not only your neighborhood, but also the rest of the world, like, Big Bang (a South Korean pop group) and Madonna (a US singer-songwriter and performer)," Chong explained.

Although Macao does not have a strong edge, Chong said it may still enjoy a unique advantage. This is because it is open to a variety of genres and ideas - particularly in the early stages.

Hong Heng-fai, filmmaker and founder of Day Day Studio, an indie film production house in the SAR, said there is room for improvement in the story content of Macao productions compared with short films in other places such as the UK and France.

Hong's recent short film Crash won local film awards and was nominated for a number of international film awards. This included the Golden Horse Awards in Taiwan and the Shnit International Shortfilmfestival in Switzerland.

When it came to having an impact on overseas markets, Hong said cultural history and education was vital. He said South Korea was a good example. There, art and film courses are part of the high school curriculum. Students know how to tell a story and appreciate a work of art.

Campbell McLean, co-founder of Crane Productions and Aomen TV in Macao, said young people of Macao do not see enough good quality television from other sources.

"Macao should get into the mindset of creating and developing its own brand of creative content. But to learn anything you need a good reference point to start with," said McLean.

Agnes Lam Iok-fong, a member of the Cultural Industry Committee, said education can help produce a generation of more creative people. It can also encourage the public to appreciate the arts and the culture in Macao, added Lam, who is also an assistant dean of the Faculty of Social Science of the University of Macau.

In many places, the cultural and creative industry thrives under a "cultural idea plus manufacturing" model, she said. In Macao, however, a weak manufacturing base limits the variety of creative productions. "What can we sell? There is no medium to carry the culture and our ideas."

Middlemen needed

Medium asides, middlemen are also what the industry is looking for. "Cultural and creative industry doesn't need a lot of space. It is suitable for Macao, which doesn't have farms and factories," added Lam. "But we don't have a pool of experts and talents, from lighting and scriptwriting to marketing and distribution. For example, to screen a film on the Chinese mainland, you need people familiar with mainland law and regulations."

Chong, chief executive of Chessman, said a good product alone is not enough. This is because the industry also needs keen business acumen and marketing expertise. This is essential in promoting and distributing the product in global markets.

"People in Macao ought not to feel that they have to do it all on their own," said McLean, the veteran filmmaker in Macao.

He noted that gaming operators in Macao do not support local talents and businesses "the way they should". They tend to prefer international artists.

"They like us around but they don't always need us," lamented McLean. He said the gaming sector, through the significant tax they pay, contributes to Macao Foundation, a public entity that supports and funds cultural, social, educational, philanthropic and many other activities for promoting the city.

McLean said the gaming sector should show more support for local small-and-medium enterprises. This is needed to reach a mass market and international audiences.

Macao lawmaker Antonio Ng Kuok-cheong urged the SAR government to negotiate with casino and resorts operators to put more financial support for cultural and creative industries before the gaming concessionaires are up for license renewal by 2022.

"Macao never has never a strong edge in the creative and cultural sector, except a massive reserve for funding," Ng said. "But after all, money is not the only condition."

He said luxurious resorts in Macao could attract overseas visitors, but the rents would be too high for local small and medium-sized creative groups.

Government officials should ask gaming operators to offer more space to these groups at affordable rents.

This could be achieved by including the development of non-gaming elements with mass-market appeal as part of gaming concession renewal negotiations.

"It can also have a synergy effect between tourism and creative industries," Ng added.

feliks@chinadailyhk.com

* News and Picture from ChinaDaily：http://www.chinadaily.com.cn/hkedition/2016-10/11/content_27021049.htm. October, 2016.