INNOVATION, STRATEGIC MANAGEMENT AND PROMOTION OF ARTS AND CULTURE IN AKWA IBOM STATE: THE UYO INTERNATIONAL THEATRE AND FILM FESTIVAL (UTAFF) EXPERIENCE

Abstract

The artistic and cultural industries have become the centre of the new economic thrust, globally. However, the aspect of theatre and film festival is noticeably an underexploited cultural developmental domain; despite the region’s rich heritage and potential to grow the creative economy. This study examines the innovations deployed (since 2018) for the strategic management and promotion of arts and culture through Uyo International Theatre and Film Festival (UTAFF). Using Straut Hall’s Cultural Identity Theory and Henry Jenkin’s Convergence Culture, this study examines the identifiable cultural components and its innovative convergence as frameworks to strategically situate local theatre and film practices for global appreciation, promotion and preservation. The methodology takes a qualitative study approach, supported by an observant’s participatory and resource-based view of strategic management. Findings reveal that, the strategic management of indigenous festivals adds to the repertory of our existing creative practices, even as film festivals has emerged as strategic platform through which the sub-national and national cultures negotiate visibility, economic value and identity in an increasingly globalized creative economy. This will encourage creativity and a sense of belonging in society and help preserve and promote local content for global appeal. This study contributes significantly to the development of culture and cultural products, by showcasing innovative expressions for the socio-economic values of our society.