KUALA LUMPUR: With the gradual easing of the Movement Control Order, the much-affected local creative industry is slowly but surely recovering.
The recent RM225 million allocation by the government to boost the growth of the creative industry through programmes and soft loans under the Penjana Economic Recovery Plan is a breath of fresh air for arts practitioners and industry players.
As announced by Prime Minister Tan Sri Muhyiddin Yassin last month, these measures will be implemented through cooperation between MyCreative Ventures, the Malaysia Digital Economy Corporation (MDEC) and the private sector.
In line with raising the spirits and giving hope to those affected by the Covid-19 pandemic, MyCreative is working towards providing a solid foundation to regenerate businesses that will boost the livelihoods of players in the creative industry.
Its group chief executive officer, Riza Saian, said: "The support from the Penjana programme to generate income and ensure sustainability of as many artistes and businesses in the industry amid the post-Covid-19 pandemic could not have come at a better time.
"The uncertain situation many parties in the creative industry now find themselves in, as well as the stakeholders involved, makes it crucial that the programmes' outcomes are maximised in terms of impact to as many beneficiaries as possible.
"We are taking all these factors into account in refining the package to ensure the programmes are run effectively."
The new normal brought on by the pandemic is an eye-opener and a life-changing experience for many. This, in turn, will require a veritable rethinking and adjustment to the current climate of how things are done.
"MyCreative will work with strategic partnerships from the private sector to focus on helping businesses adapt to the new normal through training in digital distribution methods and promotion, development of new business models and connectivity," said Riza.
"The details of the programmes will be available on the MyCreative website soon."
The government investment arm, incorporated in 2012, has been given the mandate to spur Malaysia's creative industry via strategic and innovative funding in the form of debt or equity investments.
Cendana, a unit under MyCreative, has been empowered to provide aid and support to the performing arts and culture sectors affected by the pandemic.
Its founding chief executive officer, Izan Satrina, said: "Cendana's Covid-19 Impact on the Arts Report results showed that 93 per cent of the 500 artistes surveyed have been negatively impacted, with 70 per cent losing all or most of their income.
"Hence, we are most pleased with the prime minister's June 5 announcement of the RM35 billion stimulus package to help the economy recover from the impact of Covid-19 and the movement restrictions.
"Penjana will benefit the arts and culture sector via Cendana's Recharge Schemes that offer five new programmes, which encourage resilience, training, arts education in addition to its five existing programmes to support continued practices and operations of Malaysian artistes, collectives, arts organisations and more to be announced."
Cendana is working to ensure that these sectors solidify a platform that will lead to sustainable and progressive growth for all.
"Ultimately, the goal we're pursuing is to keep our arts and culture sector intact. And when the worst of the pandemic is over and we start to find our legs again, the ecosystem is there to support our artistes and for Malaysians to respond," said Izan.