Portraying Creative Industries in the BRICS Economic Specialisations: A Superstar Approach

Ch. 15. P. 315–348.

Boos V., Ivanova E., Kutsenko E., Tyurchev K.

This chapter provides a detailed assessment of creative industries in the BRICS countries by comparing each country’s share in the world creative sector to the country’s share in the world GDP. The method applied is rooted in the superstar economy: creative industries were assessed with the indicators that confirm the presence of their most successful representatives— “creative superstars” — in the BRICS countries. The research uses data on individuals and enterprises related to filmmaking, electronic games, music, fashion, advertising and PR, architecture, education in the field of culture and arts, industrial design, and literature. The revealed superstars allow for the first-time-ever identification of the BRICS countries’ creative profiles and the assessment of each country’s comparative advantages in terms of creative industries. The quantitative analysis is supplemented by the descriptive study of the creative sector development background and current creative policies in the BRICS countries. The research outcomes add not only to a better comprehension of the creative landscape within BRICS but also to tailoring support measures for creative industries in each of the bloc’s country.

Keywords: креативная экономика, BRICS, БРИКС, creative industries, креативные индустрии, creative economy, superstar approach, экономика суперзвезд

Publication based on the results of: Trends and factors of sustainable science and technology development (2025)

In book

The Innovation Competitiveness of BRICS Countries

Gershman M., Gokhberg L., Ivanova E., Sokolov A., Shashnov S. A., Kotsemir M. N., Boos V., Kutsenko E., Tyurchev K., Kuznetsova T. Springer, 2025.