BASA and British Council Connect ZA launch A Guide to Growing Creative Markets

Business and Arts South Africa in partnership with British Council Connect ZA launched a ground breaking project that aims to significantly impact the development and sustainability of South Africa’s creative market.

The Guide is an open access online platform that is specifically focused on training creatives, producers, arts organisations and practitioners to grow their market. This is the initial step in the larger vision towards a Creative Market Growth Hub.

A Guide to Growing Creative Markets, is an animated, interactive e-learning programme that provides tools and insights on how to become a self-sustainable business or organisation within the creative markets.

“We are thrilled to have partnered with British Council Connect ZA for a project aimed at significantly cultivating creative market development skills within South Africa’s creative and cultural industries,” commented Michelle Constant, BASA CEO.

“We have already undertaken a small sample of real world testing of the guide that we’ve launched last night, and the results have been overwhelmingly positive. We have no doubt that this is the first step in the creation of a new platform that will impact the South African creative and cultural industries in a sustained and ongoing way.”

“I thought the use of existing organisational examples - and ones in relationship with BASA – was great,” commented VANSA’s Molemo Moiloa, one of the e-learner’s testers.  “Definitely, it helps you position your art in more strategic light,” added  Trevor Smith founder of Poetso Music Projects

We are currently undergoing intensive research in the development of the Creative Markets Growth Hub. This research is being led by Kim Sanssoucie, a member of the BASA team, and one of the original Research Fellows of Connecting Creative Markets.

“The e-learning guide is the first step towards a broader Creative Markets Growth Hub, which is intended to become a focal point for creative market development thinking, research and online training within Africa,” said Sanssoucie.

“We are currently rolling out an in-depth research phase to fully understand the challenges the creative sector is facing in maintaining and developing their markets.”

Sanssoucie is a Fellow of Connecting Creative Markets – a partnership between BASA and British Council Connect ZA that was inaugurated in 2015. This market development programme indicated a serious need in the Creative and Cultural Industries (CCIs) for more informed research, knowledge and skills on current and potential audiences, consumers and markets. A Guide to Growing Creative Markets showcases initial results, lessons learned and unique South African case studies that have emerged from the Connecting Creative Markets partnership.

Sanssoucie will work alongside a UK market development research expert in developing and implementing an effective research strategy to inform the nature and content for the fully realised Creative Markets Growth Hub in the future.

“As was evidenced by the Connecting Creative Markets fellowship and workshops in South Africa, Zambia and Mozambique, most members of the African creative industries visited had insufficient knowledge and resources to become consumer focused organisations,” added Sanssoucie.

“This limits their potential for maximising platforms where individuals can see, experience, admire, and purchase their creative work, thus impacting on the sustainability of the organisations’ work and income generation, as well as the broader societal value of the CCIs.”

The Guide to Growing Creative Markets is a free online platform that is open to all creative industries players interested in building their markets for consumers of creative practice, goods or services.  To access the platform please visit the

For more information, please contact Kim Sanssoucie kim(at) or contact the BASA Offices on 011 447 2295