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> Creative Industries Perth, Key findings and Summary PERTH CREATIVE INDUSTRIES MAPPING REPORT
post Feb 15 2008, 12:41 PM
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Key Findings

• The total economic impact of the creative
industries is $10.6bn, comprising $4.6bn
direct and $6.0bn indirect or fl ow-on
• Growth in CI earnings is 25% higher than
other industry areas.
• With the current growth rate in CI wages
of 5%, this fi gure is estimated to be at
$1.92 bn, for 2006.
• The CI workforce has grown at more than
four times the rate (7.3%) of the state’s
total workforce (1.8%).
• Perth’s CIs employed over 31,000 people,
or 5.2% of the total workforce in 2001.
• This comprised 9,348 CIs workers
employed directly in the CIs and 19,328
working or “embedded” in other
industry areas.
• The remaining 11,984 people were
employed in business and support roles
in the CIs.
• The total employment in Metropolitan
Perth’s CIs was estimated at almost
40,000 in 2006.
The largest employing CI segment is
software, which is also very fast growing.
• Metropolitan Perth’s CIs have an average
annual growth in excess of 5% with
particularly strong growth in Software,
Advertising and Music.
• Assessed in terms of qualifi cations,
Perth has a wealth of creative talent and
qualifi ed people
• 2.3% of the mining industry’s workforce
is made up of “embedded” creatives.
• Metropolitan Perth is 90% of WA’s total
Creative Employment, compared with a
74% share of all employment.
• The City of Perth has the highest number
of CI workers of any metropolitan LGA.
• The City of Subiaco has the highest
proportion of its workforce in the CIs.
• The LGA with the fastest growth rate in
CIs employment is the City of Belmont.
• There are 11,000 CI businesses registered
for GST in April 2006, or 6.6% of all
• There are an additional 19,700 CI entities
registered on the ABR that are not GST

Executive Summary

Creative Industries (CIs) are those businesses
that turn creative ideas into commercial
The economic, social, industrial and cultural
contributions of these industries are
increasingly being recognised as essential
elements of an advanced and thriving
regional economy.
They are vital in determining the image of
a region, retaining talent to that region and
providing positive, substantial benefi ts to
other industry sectors.

In 2006 Metropolitan Perth’s Creative
Industry (CI) segments employed almost
40,000 people and contributed $4.6bn to
the local economy. The fl ow-on value was
an additional $6bn, bringing their total
contribution to more than $10bn.

Economic Impact
Perth’s CIs account for 3.4% of the output
of all industries in Metropolitan Perth.
The value added (i.e. the total value added
to the economy calculated by determining
fi rms’ total sales after deducting the cost of
purchases from other fi rms) is $2.6bn. This
accounts for 56% of the direct output (of
$4.6bn) from the CIs, signifi cantly higher
than the average value-added of 44% in
non-creative sectors.

Exports from Metropolitan Perth’s CI
segments to other parts of the state and
overseas are also far higher than for other
industry sectors. In 2006 CIs generated
$687 million in exports, or 20% of output,
compared to 16% average exports in noncreative

Employment Growth
Employment growth in Metropolitan Perth’s
CIs was four times the rate of other industry
sectors in the fi rst half of this decade. There
was a 7.3% cumulative annual growth rate
(CAGR) between the censuses of 1996 and 2001. This was substantially higher than the
overall level of growth of Perth’s workforce
over this same period (1.8%).
Total employment in the CIs is divided
roughly equally between creatives working
in CI organisations; non-creatives working
in CI organisations and creatives working
in non-creative industries e.g. Government
Administration, Property and Business
Services, and Manufacturing. In 2006
the salaries of these CI workers were
estimated to be worth $1.92bn.
Creative Industry Segments
Software and Interactive Media
development is the largest employer of
the 11 CI segments examined in this report.
It is also the fastest growing, followed by
Advertising and Music.
In April 2006, there were 11,000 businesses
registered for GST in Perth’s Creative
Economy, representing 6.6% of fi rms across
all industries. The number of CI businesses
and sole operators having an Australian
Business Number (ABN), but which had
not reached the revenue threshold to pay
GST, more than doubled in the fi ve years
between 2001 and 2006.

Metropolitan Perth’s CI Performance
The overall size of Metropolitan Perth’s CIs
is broadly on par with other state capitals.
There is high representation in Publishing
and Architecture and the city is in line with
national averages in Visual Arts and Graphic
Design, Music and Performing Arts. Fewer
representations are recorded for Software
and Interactive Content, as with Advertising
and Marketing, Film, TV and Radio.
Metropolitan Perth is the hub of WA’s CI
activity. The city encompasses 90% of WA’s
total creative employment, compared with
a 74% share of all employment. Assessed
in terms of professional qualifi cations, Perth
has a wealth of creative talent and qualifi ed

Geographical Concentrations
The largest number of CIs workers are
employed within the City of Perth and the
Local Government Authority (LGA) with
the highest proportion of CI workers is the
City of Subiaco. The LGA with the fastest
growth rate in CI employment is the City
of Belmont.

Summary of Key Policy Challenges
The fact that the vast majority of CI
organisations are very small and so
suffer a lack of scale, leads to signifi cant
shortcomings in business capability,
fi nancial capacity and a capacity to
generate intellectual property (IP).
Perth’s isolation distances the city from
industry decision-makers and investors.
Furthermore, the city’s physical dispersal
often leads to weak connections between
creatives. CI associations are inclined to be
small, and below the size needed to deliver
the scope of services required by boutique
CI businesses. Signifi cant benefi ts can be
reaped by improving the business capacity
of CIs workers, or their access to business
capability, as well as exploiting improved
communications technologies.
Initiatives likely to offer the greatest
opportunities to redress existing
shortcomings include: Global niche
marketing services, business intelligence,
joint venture facilitation and CI business
skills development. These and other
challenges are documented in detail,
in the accompanying report.

Very interesting full report via:

marty.cunningham at dca.wa.gov.au

Ben, Skype "Perth-", Western Australia
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