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Cultural Policy: New Trends
Warsaw
November 2011
Plan
• Culture as a source of economic growth and employment
• Culture as a source of innovation and creativity
• Redesigning cultural policy
• Policy recommendations
CORE ARTS FIELDS
CULTURAL INDUSTRIES
CREATIVE INDUSTRIES AND ACTIVITIES
RELATED SECTORS
Visual Arts
Heritage
Performing Arts Books and Press
Television and RadioMusic
Video Games
Film and Video
Advertising
Architecture
Design
Consumer Electronics
Telecommu-nications
Industrial Design
Software
Tourism
Education
Fashion Design
User Generated Content
Luxury brands
ECONOMIC CONTRIBUTION OF THE ECONOMY OF CULTURE IN EUROPE
In 2004 5.8 million people worked in the sector, equivalent to 3.1% of total employed population in EU25. Total employment in the EU decreased in 2002-2004, employment in the sector increased (+1.85%).
EMPLOYMENT
The sector’s growth in 1999-2003 was 12.3% higher than the growth of the general economy.
CONTRIBUTION TO EU GROWTH
The sector contributed to 2.6% of EU GDP in 2003· Real estate activities accounted for 2.1%· The food, beverage and tobacco manufacturing sector accounted for 1.9% · The textile industry accounted for 0.5%· The chemicals, rubber and plastic products industry accounted for 2.3%
VALUE ADDED TO EU GDP
The sector turned over more than €654 billion in 2003• Car manufacturing industry was € 271 billion in 2001.• ICT manufacturers was € 541 billion in 2003 (EU-15 figures)
TURNOVER
Comparison with the other sectors of the economy
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Cultural & Creative Sector
Real Estate Food, beverages, tobacco
manufacturing
Textile industry Chemical, rubber and plastic products
Value Added to EU GDP
Copyright industries in the US Economy
TURNOVER Films, TV programmes, software, books, music representedUSD 819 billion in 2006
VALUE ADDED TO EU GDP
6.6 % of US GDP in 2006
CONTRIBUTION TO EU GROWTH
Responsible for almost 13% of the overall US growth in 2005
EMPLOYMENT In 2005 5.38 million people employed. More than 4% of total US workers
Source: IIPA Report: Copyright Industries in the US Economy: the 2006 Report
EU-China: Cultural & Creative industries
TURNOVER More than €654 billion in 2003
€47.6 billion in 2006
VALUE ADDED TO GDP
2.6 % of EU GDP in 2003
2.45% of GDP in 2006
CONTRIBUTION TO GROWTH
12.3% higher than the growth of the general economy in 1999-2003
6.4% higher than the growth of the general economy
EMPLOYMENT In 2004 5.8 million people employed. = 3.1% of total employed population in EU25.
11.32 million = 1.48% of total employed population in 2006.
EU China
Sources: Economy of Culture 2006, Chinese National Bureau of statistics 2006.
Local DevelopmentCreative cities London
• 6% annual growth 1997-2002(3% general economy)
• Second largest business sector (GBP29 billion GDP annual turnover)
• Third largest sector of employment
Source: GLA 2002 “Creativity: London’s Core Business Report”, 2004 Report on London’s Creative Sector
Local Development Guggenheim Museum Bilbao (since 1997)
• Direct revenue €26 million per annum• Indirect revenue of €139 million per
annum• 1 million visitors each year (60%
foreign)• Creation of 4361 jobs
Outlook - PWC
• New spending streams on ICT-related Media (internet, video games, Digital TV, VOD)
• Compound annual growth for Europe is forecast at 6.5%
• From a market valued at USD 417 billion in 2004 to USD 572 billion by 2009
Source: Global Entertainment and Media Outlook – PWC (June 2005)
The digital shift: outlook for digital distribution
• Online content distribution: TV programmes, radio, music, movies, games, publishing
• EC study predicts over 400% growth for creative content online in five years in the EU
• From a market valued at € 1,7 billion in 2005 to € 8.3 billion by 2010
Source: DG Infso study on Interactive content and convergence 2006
“Not everything that counts can be measured, and not everything that can be measured
counts.”
Sempé
The Components of Culture-based Creativity
ARTISTIC SKILLS
(expertise)
LATERAL THINKING SKILLS
A CONDUCIVE ENVIRONMENT
CREATIVITY
The features of culture-based creativity which generate value are described below.The features of culture-based creativity leading to innovation:
Affect Spontaneity Intuition Memories Imagination Aesthetic
Generate values:
New vision Differentiation Intangible Disruption Community Values
Culture-based Creativity leading to Innovation
PUMA – A Successful Culture based Creativity Strategy
1999 - Decision “for a strong focus on creative approaches in marketing, design, technology, to deliver distinctive, irresistible products and concepts in the pursuit of its brand mission....
...“to be one of the most desirable sport brands in the world.”
(Jochen Zeit, CEO)
CREATIVE PUMA (in millions)
Star promotion: Maradona to Ph. Starck (2004), Marc Wanders (2007), Hussein Chalayan (2008)
2006 - “Most desirable lifestyle brand.”
1999 2008
Sales €372 € 2.500
Profits €108 € 1.300
CONTRIBUTION OF CULTURE-BASED CREATIVITY TO BUSINESS STATEGIES
Creativity
- Product innovation
- Branding
- Human Resources
- Communication
CONTRIBUTION OF CULTURE BASED CREATIVITY TO SOCIAL INNOVATION
Creativity
- Social cohesion
- Community regeneration
- Innovation in public services
Creativity
CONTRIBUTION OF ART AND CULTURE TO STIMULATE CREATIVITY IN LEARNING
- Stimulates divergent thinking
- Promotes social integration and mobility
- Encourages learning
Creativity – Multi-dimensional
Creativity” is defined as a cross-sector and multidisciplinary way, mixing elements of “artistic creativity”, “economic innovation” as well as
“technological innovation.”
Economic creativity
Cultural creativity
Scientific creativity
Technological creativity
A process of interactions and spill-over effects between different innovative processes
“Creative people do not get the backing they deserve because you can’t put a figure on creative value”.
Ian Livingston, Creative Director Eidos
EU support to Creativity and Innovation2007-2013 (in € billion):
Innovation:
FP7: 53 CIP: 3.6Structural Funds: 87
Total: 153.6
Culture based Creativity:
CULTURE: 0.4MEDIA: 0.7Structural Funds: ?
Total : less than 3
Structural Funds: € 347 billion
Presidency Conclusions, Brussels European Council, 13-14 March 2008
“A key factor for future growth is the full development of the potential for innovation and creativity of European citizens built on European culture and excellence in science.”
A strategy for a Creative Poland The role of cultural policy
• Creativity is an essential competitive tool
• Creativity is a key component of innovation
• Creativity nourishes large sectors of the economy (textile, car, ICT)
The European cultural and creative sector - Strengths and weaknesses
Plenty of individual talent but with limited business skills and attracted to the USA (creativity drain)
Some of the largest competitive players at global level
but they lack same power and leverage than the US-based creative industries on governments
A myriad of creative SMEs with strong local presence
market access and undercapitalisation problems
Importance of the public sector but a resistance in taking stock of international challenges
Sustained consumer demand (growth in demand for content)
but poor understanding of consumers’ demand in relation to the digital economy
Strong IP laws in the EU but poor enforcement in some countries (piracy levels) and subsidising broadband rollout.
A Creativity Policy Objectives
• Encourage imagination and talents at school, in life, in enterprises and public institutions.
• Support the development of a creative economy by integrating creativity in innovation policies.
• Promote social innovation and inclusion through culture.• Brand Poland as the place to create in the world. • Balance a policy vision entirely subject to economic ends.
A Creative Poland Recommendations
• Value culture as an important resource of creativity
• Mainstream culture-based creativity in local policies and programmes to foster innovation (economic and social)
• Re-direct existing financial resources to stimulate creativity (to support non technology innovation)
• Brand Poland as THE place to create.
• Question and tailor regulatory and institutional supports to creativity and cultural collaboration – redesign cultural policy
Conclusions : redefine cultural policy ?
• Show the importance of artistic talents and cultural activities in the process of innovation, in education , in research (break the silos).
• Ensure that innovation policy includes culture-based creativity.
• Develop a narrative on cultural policy that go beyond heritage preservation or tourism.
Philippe Kern
51 Rue du Trône
B -1050 Brussels
+32 2 289 26 00
www.keanet.eu
www.keablog.com
Credits :
Sempé – Le Monde de Sempé (vol1), Edition Denoel
Alan Parker – Making Movies, British Film Institute