Like quality, the drive towards professionalisation is needed to generate value added and job opportunities in the sector. This is brought about through an increase in private and public investment in the sector, contributing towards its sustainability. Research on the economic value and impact of the arts and culture would serve as tools for further advocacy and investment. This research aims to further promote an entrepreneurial culture among creative professionals by providing data that can strengthen the knowledge base of business plans and strategies for both national and international performance.