The creative economy, often underestimated in its economic potential, plays a vital role in driving prosperity, fostering cultural growth, and enhancing overall development. It is a dynamic sector that encompasses a wide range of artistic and cultural industries, including music, art, fashion, design, and more. When governments recognize the importance of nurturing their creative economies, they not only empower local artists but also stimulate economic growth, job creation, and cultural enrichment. The state of Meghalaya in India has harnessed the power of its creative economy, particularly in the field of music, and the government has played a pivotal role in supporting and promoting local talents.
Meghalaya’s flourishing music scene
Meghalaya’s creative landscape boasts a flourishing music scene that spans from traditional tunes resonating through the verdant hills to contemporary rock and blues reverberating through the streets of Shillong. The state has not only nurtured its local talent but has also distinguished itself as a hub that provides a ‘grassroots’ platform for independent singers, songwriters, composers, and bands.
In April 2022, the Meghalaya Tourism Department launched the Meghalaya Grassroots Music Project (MGMP), a transformative initiative aimed at promoting local artists, creating jobs, and supporting emerging talents. This project not only fosters creativity but also offers job prospects tied to tourism and festivals, nurturing talent, and empowering Meghalaya’s youth. According to the recent statistics, from the Department of Tourism, Government of Meghalaya, in the period from May 2022 to May 2023, the MGMP engaged a total of 1735 artists in Shillong, 281 in Sohra, 117 in Jowai, and 216 in Tura. Street performances, known as busking, involved 650 artists in Shillong, 325 in Sohra, and 320 in Tura. Café gigs featured 650 artists in Shillong, 325 in Sohra, 325 in Jowai, and 320 in Tura. Additionally, MGMP organized 15 special curated music events in Shillong, one in Sohra, and 12 in Tura. These figures showcase the initiative’s impressive scale and its pivotal role in promoting local artists.
Global recognition and cultural exchange
Meghalaya’s artistic prowess has transcended international borders, garnering global acclaim and recognition. The Shillong Chamber Choir is a remarkable example of this global outreach. Their journey from local stages to sharing the stage with the legendary artist Sir Elton John in London serves as an inspiration to aspiring artists. Furthermore, Meghalaya’s artists, including folk-fusion outfit Summersalt, flautist Benedict Hynniewta, and the Arts and Culture Department troupe, brought India and Vietnam closer through their enthralling music at the 3rd North East Festival in Hoi Chi Minh City, Vietnam. This international exposure not only strengthens Meghalaya’s cultural footprint on the world stage but also fosters cultural exchanges, enriching the artistic landscape and creating a symphony of cultural diversity and creative exploration.
Cultural vibrancy and economic boost
The innovative transformation of Jengjal Airport in Tura into a music festival venue has not only brought cultural vibrancy to the region but has also become a significant economic booster. Its recognition as a breathtaking outdoor music venue draws crowds of over 100,000 people year after year. This transformation has not only revitalized the airport but also the entire region, fostering a sense of community and pride in Tura.
On September 22, 2023, Meghalaya tourism minister, Paul Lyngdoh, unveiled ambitious plans for the Shillong Cherry Blossom Festival, projecting Rs 2 crore in ticket sales revenue. This projection reflects a substantial increase from the previous year’s Rs 1.25 crores in ticket sales. The official records reflect the festival’s popularity, with 45,000 attendees in 2021, including 10,000 tourists, and an impressive turnout of 3.5 lakh people at the 2022 Megong Festival.
The state’s geographical features combined with rich diversity and the beauty of the festivals, that drive the creative economy, allures tourists across the globe. The Cherry Blossom, the Me-gong, the Winter Tales Festival, or the festivals specially based on food or adventures like the Pineapple festival and the Megha Kayak Festival among various other events draws tourists to the state ensuring creation of entrepreneurial avenues and economic growth. Among different areas that the flagship CM-ELEVATE programme focuses, tourism and allied sectors are key areas that strengthens the economic potential of the state.
Youth empowerment and innovation
In 2022, the Meghalaya government launched YESS Scheme, which aims to empower youth by offering opportunities and financial support. Over 1300 organizations and artists have already received support amounting to Rs. 4.3 crore through YESS. This initiative not only encourages innovation among the youth but also provides a call to action for young talents to pursue their dreams and uplift the state.
To conclude, Meghalaya’s government has taken robust measures to equip its youth with the knowledge and skills essential for success in creative fields. This approach not only nurtures local talent but also attracts aspiring artists and creative professionals from across the nation. The future holds promise as these artists, supported by the government and the community, work together to ensure that Meghalaya’s creative economy remains a beacon of creativity and cultural heritage, inspiring other regions to invest in their creative potential.
The writer is associate professor, Department of Economics, University of Science and Technology, Meghalaya
