Porto Alegre leads the concentration of formal jobs in the creative economy among the country’s capitals

Porto Alegre is the capital with the highest proportion of formal jobs linked to the creative economy in the country. The 100,685 jobs in the culture, creativity, knowledge and innovation sectors represent 11.9% of the city’s total formal jobs, a percentage that puts the capital of Rio Grande do Sul ahead of Florianópolis (11.7%), São Paulo (11.6%) and Rio de Janeiro (10.9%) in the national ranking. Considering the absolute number of positions, Porto Alegre ranks sixth on the list.

Information on the creative economy in the capital of Rio Grande do Sul is present in the study “Elements for the analysis of the creative economy in Porto Alegre”, produced by the Department of Planning, Governance and Management, through the Department of Economics and Statistics (DEE/SPGG), released this Wednesday (6/15). The material is the result of a partnership between the SPGG and the Secretariat for Culture (Sedac), the Secretariat for Innovation, Science and Technology (Sict), the town hall of the capital and Feevale and is a consequence of the debate to develop a model for the construction of indicators that guide the implementation of public policies in the municipalities of Rio Grande do Sul.

The first data of the material was presented in April, during the 2nd Circuito RS Criativo, a training project for creative entrepreneurs organized at the Casa de Cultura Mario Quintana. The complete study, prepared by the researcherJarson Nuñez, of DEE/SPGG, brings new data on financial transactions resulting from a set of 92 activities related to eight segments of the economy of Rio Grande do Sul, which includes areas such as architecture, design and fashion, information technology and software, advertising, visual arts, audiovisual and sectors related to publishing, research and heritage.

“The data systematized in this study are intended to serve as a reference for the formulation of policies to support the creative economy in Porto Alegre. In this sense, they have the function of constituting a baseline, a starting point with respect to which periodic evaluations can be carried out of the policies implemented,” saysNunez.

The Secretary of State for Culture, Beatriz Araujo, stresses the importance of the projects to develop the segment. “Public policies and investments in the creative economy are essential to ensure the recovery of jobs in sectors strongly affected by the pandemic. The Rio State government instituted the RS Criativo program to strengthen Rio Grande do Sul’s creative economy and promote innovation. The program promotes research, training, mentoring, creative residencies, courses and various events that have contributed to qualifying the work of entrepreneurs and generating new business opportunities,” he reinforces.

wages and taxes

In 2019, the creative economy generated approximately BRL 4.5 billion in wages and other compensation for workers, taking into account only formal employment relationships. Among the sub-sectors, research, development and higher education accounted for 2.05 billion reais, followed by architecture, design and fashion (1.03 billion reais) and information technology. information and software (939 million reais).

Regarding the collection of taxes, the creative segment was responsible in 2020 for 264.10 million reais related to the tax on services of any kind (ISSQN), a municipal tax. Among the most taxed sectors, publishing, publishing and media (R$83.65 million) topped the list, followed by information technology and software (R$65.02 million). ) and research, development and higher education (R$45.07 million). As for the tax on the circulation of goods and services (ICMS), which applies to the whole state, the activities of the creative economy generated a collection of 143 million reais in 2020.

Other information

Responsible for 13.9% of formal jobs in RS, Porto Alegre concentrates one in five creative businesses in the state. As for the number of companies, activities related to the creative economy in Porto Alegre corresponded to 14% of the total number of companies in the city in 2019, according to the register of companies of the Brazilian Institute of Geography and Statistics ( IBGE). During the year, there were 11,747 projects in the segment, 34.3% in the Architecture, design and fashion group and 19.8% in IT and software.

With regard to remuneration, the average income of salaried workers in the different sectors of the creative economy was, in 2019, BRL 3,471 in Porto Alegre – above the BRL 2,556 indicated by the IBGE as the average workers with a formal contract in the metropolitan area in the same year.

“The figures show the importance of this sector for Porto Alegre, which still has a lot to develop. We are on the right track, betting on qualification in the field of the creative economy, in addition to tax incentives and tax reductions for the event sector and innovation and technology companies , like the creative agenda,” the economy secretary said. Development and Tourism of the Capital, Vincent Perrone.


The informality highlighted on the creative economy throughout the DEE/SPGG study poses a challenge for knowledge of the territory. In the document, Nuñez highlights the need to capture more accurately the real impact of creative activities. “It is important to underline the need to build new measures and new methodological research instruments to identify the contingent of economic activities that existing statistics are not able to capture. They will be fundamental to deepen knowledge about industry,” he said.

Click here to see the full study

Check out the researcher’s video

Text: Vagner Benites Ascom/SPGG
Edition: Secom

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