Creative activity under pressure: contribution and challenges of the artistic sector in Ecuador’s orange economy

Abstract

This study analyzes the contribution of the arts sector to the development of the creative economy in Ecuador during the period 2010–2020, with an emphasis on its economic, social, and cultural contributions, as well as the gaps that limit its sustainability. The research was conducted using a quantitative, exploratory-descriptive approach, through a structured survey administered to 374 artists, cultural managers, and cultural workers from various cities across the country. The sample size was calculated from a finite population of 14,120 individuals registered in the Single Registry of Artists and Cultural Managers, with a 95% confidence level and a 5% margin of error. The results show that music and cultural management account for a significant portion of the sector's economic activity; however, limitations persist related to financing, formalization, access to tax benefits, equipment availability, and weak alignment with public policies. Furthermore, the COVID-19 pandemic exacerbated the sector's vulnerability, reducing income, distribution channels, and employment opportunities. It is concluded that Ecuador's creative economy requires a more comprehensive cultural policy focused on sustained investment, digitalization, market diversification, strengthening the Single Registry of Artists and Cultural Managers, and fostering collaboration among the government, the private sector, academia, and civil society.