Business and Arts South Africa

Business and Arts South Africa (NPC)
Generally referred to by its acronym, BASA.

Business and Arts South Africa NPC is an internationally recognised South African development agency which incorporates the arts into, and contributes to, corporates' commercial success. With a suite of integrated programmes, Business and Arts South Africa NPC encourages mutually beneficial partnerships between business and the arts. Business and Arts South Africa NPC was founded in 1997 as a joint initiative of government and the business sector, to secure the future development of the arts industry in South Africa, through increased corporate sector involvement. Established as a Non Profit Company, Business and Arts South Africa NPC is accountable to both government and its business members.

BASA Research
Funding from UNESCO and the National Lotteries Distribution Trust Fund, has enabled BASA to commission research projects around arts sponsorship management and investment measurement mechanisms.

The BASA Artstrack Research
This project is conducted by BMI, which tracks realities and trends of consumer engagement and perception of the arts and its sponsors, as well as peer perceptions amongst arts sponsors. The aim is to look at the extent to which leisure and lifestyle activities (including arts, culture, music, the environment, traditional dance, festivals, museums and zoos) are potential sponsorship opportunities, whilst breaking down LSM support for diverse genres.

The research is also undertaken to find out which businesses are perceived to support the arts, amongst audience members, and highlight the value of their sponsorship. In addition the projects look at the challenges artists and arts organisations navigate in accessing corporate funding, as well as planning towards organisational sustainability.

The findings are published in The BASA Baseline Report which is available to BASA members.

The first project involved Michael Goldman, Senior Lecturer in Marketing at the University of Pretoria’s Gordon Institute of Business Science (GIBS), who led the project, and Avril Joffe, creative industries and creative economy policy advisor.

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