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The growing economic and social importance of the creative industries -
activities in which creativity is the essence of the business, covering the cultural
and artistic production - is not yet reflected in the generation of studies on their
managerial and organizational issues. Research on this area is important both for
practical application in the guidance of industry professionals, and to contribute to
theoretical formulations. Therefore, the aim of this thesis is to understand the
production in the creative industries from the perspective of its main actors - the
creative people and managers that relate to them - looking at how they work,
what they want, how they interact and what difficulties they face. A qualitative
research in a constructive line was carried out, based on interviews with
independent creators - writers and visual artists - and the managers involved in
their activities. The survey results suggest that the creators have an intrinsic
motivation related to the exercise of artistic activity in itself and there is no need
to intervene in their creative process. Moreover, the managers of the groups
studied - publishers and gallery owners - basically act as distributors or resellers,
and their focus of interest is in the product and not the artist. They are managers
of the product, treating only the book, the screen, the works. However, we can
see that the artists need a career management, which can help both the
appreciation of the work, and the creator. The reputation of the author naturally
values its products. We must then build the brand of artist, chiefly due to the
emergence of new media, generating more opportunities, but less potential for
each channel individually. It is not enough to the artist to be published or exposed
in a gallery, for the exercise of other activities and exposure in different places
values the author, and so it is necessary to know where it is worth investing for
sales and image enhancement. In this scenario, a figure practically nonexistent in
Brazil today becomes important: the agent - the intermediate who represents the
author and manages his works.