“GILA” MARKETING OPPORTUNITIES TO CHANGE THE FUNCTION OF ART IN A CREATIVE ECONOMY

Abstract

Not only the manufacturing industry and service industry, the creative industry is one of the industrial sectors that has a great opportunity to grow rapidly in the Industry 4.0 era. The creative industry, which includes various forms of industry that emphasizes the creativity and thinking skills of the actors, has a close relationship with the culture that exists in that place. Indonesia's diverse cultural wealth offers great potential for the development of creative industries. The readiness of creative industry players is a key factor in facing competition from other industries. However, the technology that accompanies the Industry 4.0 era also offers many opportunities that can be exploited in the development of a culture-based creative economy. The challenges faced include limited human resource capabilities, copyright issues, infiltration of foreign cultures and a lack of respect for creativity