Applied Creativity © Kieran O’Hea 1999 Artists, because of their need to communicate and by the nature of t heir personal research, have much to contribute to the development of hardware and software as highly technically skilled investigators. Artistic use of communications technologies is a source of experimentation and investigation outside the normal boundaries of industrial activity, but complementary to it through the ultimate expression of the advanced user. Creative professionals are accustomed to adopting technology as an outlet for their creativity. They often use commercially available tools in a more rigorous and unpredictable way than the average user does. They often develop short cuts or invent completely new tools in order to meet their requirements. Often it is only when it is in the hands of the creative professional and subject to his or her vivid imagination that the true potential of the tool, or alternatively its shortcomings, is realised. Primary research by artists can influence interface designs, databases, VR, groupware, downloadable software, internet radio, web-casting, online virtual communities, interactive TV, DVD, narrative techniques, interactive architecture, dramatic syntax, etc. What is missing is the translatability and transmissibility of creative experimentation into terms that are understandable and useful for R&D communities. What is n eeded are mechanisms whereby existing creativity can be made to play a stronger, more visible role in the IC T development process. According to the outcomes of the ‘Innovation Exchange Workshop’ (attended by industrial R&D labs, Scientific research centres and independent cultural media Centres) / Amsterdam February 18th 1999, initiated by the Society for Old and New Media), the ideal co-operation is one in which parties work on an equal basis, whether they are carrying out research, developing an idea, concept or product. To achieve this, co-operation should start at the earliest possible stage of the process. Effective co-operation requires a long period in which parties invest in each other and become acquainted with each other’s interest and needs. The role of the creative professional as researcher and/or advanced user has up until now received little recognition outside of its own community. New tools devised by creative professionals remain undeveloped because they themselves do not have the necessary technical resources at their disposal to do so. From a training perspective, novice practitioners need to be made aware of the normative, flattening dangers of excessively standardised tools as vehicles for tomorrow’s artistic expression. Conversely, they need to be able to access, compare, and appreciate tools that offer real margins for creative manoeuvring. The project will establish a communication channel between the creative professional, academia and the R&D community. Its main objectives will be to examine how technology and content reinforce one another and to find new ways for collaboration between the European creative community and the industrial and scientific R&D community. Creative professionals tend to develop work 2 or 3 years ahead of the market.

Applied Creativity

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Creative professionals tend to be cost effective in terms of production costs compared to software

developers and production companies.

Creative professionals have innovative ways of thinking and develop interfaces and content thatproduce meaning.

Industry is often constrained by current market paradigms and often fails to broaden marketpotentials and market gaps.

Interactive and enhanced TV are not investing in the long-term needs of content provision whichcreative professionals are primed for developing.

Much of Europe’s artistically innovative media experimentation is occurring in count ries beyond EUborders, and this creative energy has become more visible recently thanks to effective networking.

The 5th Framework Programme provides the opportunity for funding creative professionals toresearch and develop work in year 1 and 2 with a view to partnering the developments in acommercial context in the 3rd or 4th year.

The project will investigate how to specify the basic framework and define the criteria and conditions forcollaboration between industrial R&D labs and research centres and creative individuals and cultural mediacentres. The group will specify and carry out Action Research in a ‘Match -bed’ programme, in order to analysethe experiences and to develop a model for further large-scale implementation.The project will bring representatives of the creative community and the scientific and industrial R&Dcommunity together in order to:

Learn from each other’s practices and to define models for collaboration.

Set up a forum for discussion on Innovation, Creation and ICT.

Identify the needs of the participants.

Stimulate the collaboration and sharing of innovative and creative technologies.

The small and large research organisations can learn from each other, can facilitate each other and can achieve

more in the development of innovative ICT through working together. To come to this level of exchange some

barriers must be removed. Most important is the understanding of each other’s (management) cultures and

objectives.