Human resource management in creative industries: the case of Brazilian animation studios

Abstract

The main purpose of this study is to contribute to the understanding of human resource management processes in animation studios, which are part of the creative industry. This study adopted Chaston’s (2008) definition of creative industry as the meeting of business and culture. Chaston – among other authors – perceived the dilemma between artistic fulfilment and commercial objectives as central to this industry. But, in what ways does this dilemma translate into the operation of human resource management in Brazilian studios? In order to answer this question a qualitative research was conducted through case studies of four Brazilian animation content production companies. Data was collected through interviewing a business partner and an employee of each one of the companies. The data collected points out that human resource management tools are still rare in these work places, although managers are conscious that employees are their main business resource. In addition, it was observed that the retention of employees in these companies is related to their identification with the activity itself rather than for gratifications, such as salary or other benefits.