About CENDANA - ABOUT US

ADVOCACY FOR THE ARTS

CENDANA is positioning itself as an umbrella body with enough resources and expertise to reach and improve the cultural sector of the creative economy. With a large and growing amount of data, CENDANA will be able to see the big picture and diagnose the effects of one part of the ecosystem on another, funnelling aid where it is needed. As a government initiative, it is assured of being able to work for a meaningful amount of time. This allows for the initial experimentation needed in beginning this huge undertaking.

CENDANA will act as a connector between creators, regulating bodies, private investors or businesses, policymakers and consumers. To nurture these entities individually so that they are healthy, while keeping an eye on the larger goals and continually refining strategies based on evidence.

Through its efforts, CENDANA aims to transform Malaysia into the cultural destination that it should be.

VISION

For Malaysia to be home to a vibrant and inspiring creative economy, and one that can be proudly shared with all Malaysians.

MISSION

Develop the arts and culture sector within the creative industry.

Our Strategy

INCREASE DEMAND

CENDANA aims to help create more demand for the arts by making art more easily accessible. For example, this might be done with increased public programming, a centralised online portal for cultural events, and pointed PR campaigns. There will also be more efforts to market our art and culture internationally.

IMPROVE SUPPLY

Apart from greater training in art, CENDANA aims to help artists by providing support in spaces, supporting International residencies and introducing an arts investment programme to help fund creative projects.

REORGANISE

CENDANA will review and refine existing policies and frameworks to make them more efficient, encouraging sustainability. Reforms will be based on evidence that tracks employment and added value.

1. Energise the Arts
A strong foundation and increased public access are important for a healthy cultural economy. This means increasing opportunities for artists, securing additional investments in the arts, cultivating trade relations where necessary, and stimulating demand for Malaysian arts.

CENDANA aims to help create more demand for the arts by making art more easily accessible. It will create monthly public art programmes, and ensure existing programmes are communicated to a wider audience through a centralised online portal for cultural events, and pointed PR campaigns. It will also increase private-public collaborations to encourage growth and investment in the landscape.

In addition, a seed pilot project — the CENDANA Education of the Arts Programme — will be implemented to encourage the growth of student potential through the arts, and to deepen their understanding of Malaysian arts and culture.

2. Empowering the Communities
CENDANA will introduce the Arts Funding Programme, which increases the quality and opportunities of Malaysian works. This ranges from aid in new works, mentorship, collaborations, venue presentation and more, to training and professional development provided for artists, arts organisations and cultural entrepreneurs.

It also includes providing accounting and legal peer services support, dedicated low-cost spaces, investments in capacity building programmes, and working with local partners to build international residencies in Kuala Lumpur. Key venues will be identified to develop management of programming and space, and for exposure to various regional networks.

3. Reorganise Policies
CENDANA will review and refine existing policies and frameworks, and advocate for sustainability of efforts to develop Malaysia’s cultural economy. This entails taking a data and evidence-based approach to outline a 5-year plan, in collaboration with public and private stakeholders.

The contributions of arts and culture to the economy in terms of total value added and employment will also be tracked and measured. Existing policies will be reviewed and tightened, with the National Cultural Responsibility Funding Policy as a significant proposal.

The first few years of CENDANA's work will be spent on seed-projects and setting up task forces and systems that will implement the plans laid out in the KL as a Cultural and Creative City report.

On the ground, a first round of the Arts Funding Programme will be rolled out near the end of 2017.

By the fifth year, local economies should already see some stimulation from cultural activities. Stronger talent should be available and retainable, with jobs being created within the economy and its ancillary businesses.

These efforts will initially be concentrated in Klang Valley, positioning it as a cultural destination, and increasing domestic international visibility.