The Contribution of Culture to Creativity in the EUand Regional Dimensions of Creativity

AER Breakfast briefing on Creativity and Culture Brussels, 15 June 2009

MAIN TOPICS OF THIS PRESENTATION

1. Re-introduction of key concepts and findings regarding the cultural and creative industries in Europe

2. Some background information on European policy developments in relation to the sector

3. Overview of KEA’s most recent study concerning the contribution of culture to creativity in the European Union

4. Our thinking concerning the regional dimension of creativity and the cultural and creative industries

BACKGROUND AND EU POLICY DEVELOPMENTS

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

Telecommunic-ations

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

EU COMPETENCES AND POLICIES IN RELATION TO THE SECTOR

- Article 151 of the EC Treaty

- The European Agenda for Culture

- OMC on creative industries and innovation

- Cultural stakeholder platforms (Potential of cultural and creative industries)

- Green paper on creative industries (beginning 2010)

STUDY ON THE CONTRIBUTION OF CULTURE TO CREATIVITY

INTRODUCTION TO THE REPORT

- Commissioned by the EC to help inform a currently emerging “creativity strategy” at EU level

- to better grasp the notion of creativity as well as the various factors that can stimulate it

- to have a better understanding of the contribution of culture to creativity

- to better understand the links between factors that stimulate creativity and culture

- The study examines these issues in relation to economic and social objectives

CULTURE-BASED CREATIVITY

ARTISTIC SKILLS

(TECHNICAL EXPERTISE)

LATERAL THINKING

SKILLS

CULTURE-BASED

CREATIVITY

A CONDUCIVE ENVIRONMENT

HOW CULTURE-BASED CREATIVITY CAN LEAD TO INNOVATION

Features of culture-based creativity that lead to innovation:

Affect/ Passion

Spontaneity Intuition Memories Imagination Aesthetics

Generated values:

New vision Differentiation Intangibles DisruptionCommunity

Values

CONTRIBUTION OF CULTURE-BASED CREATIVITY TO BUSINESS STATEGIES

Creativity

- Product innovation

- BrandingIdentity, image, values

- Human ResourcesDesign ManagementArtists in residenceLeadership

- Communication

CONTRIBUTION OF CULTURE BASED CREATIVITY TO SOCIAL INNOVATION

Creativity

- Promote social cohesion

- Community regeneration

- Innovation in public services (health, criminial justice).

CASE STUDIES ON SOCIAL INNOVATION

CASE STUDIES: HEALTH CARE AND COMMUNITY MEDIA

Case study: Culture à l’hôpital en Rhône-Alpes• Illustrates how a range of arts-based interventions can reform healthcare delivery

by putting the patient’s experience at the heart of the hospital process.• Provides evidence of the deep structural and individual impacts the project had.

Case study: Community Media & Regional Development• Shows how community media (CM) – media projects of non-professional members

of the community – contributes to local regeneration and social inclusion.• Highlights the specific case of Radio Regen from Manchester and illustrates how it

has played an important role in strengthening CM initiatives across the UK

CONTRIBUTION OF ART AND CULTURE TO STIMULATE CREATIVITY THROUGH LEARNING

Learning through Art

- Stimulate divergent thinking

- Promote social integration and mobility.

- Encourage learning

CASE STUDY: REGGIO EMILIA (I)

CASE STUDY: REGGIO EMILIA (II)

• Early childhood education, world-renowned for its pedagogical approach, emphasising creative learning

• Focuses on enriching the experience of the child through concentration on their interest and creative expression

• Schools have their ‘atelier’, their art studios, where ‘atelieristas’, professional artists, work with the pupils

• The key to this approach is that children’s creative activities are taken seriously and reflected upon by teachers

BASELINE POLICY RECOMMENDATIONS

1. Raise awareness about culture as an important resource of creativity

2. Mainstream culture-based creativity in policies to foster innovation

3. Re-direct existing financial resources or create new programmes to stimulate creativity

4. Brand Europe as the place to create

5. Question and tailor regulatory and institutional frameworks to support creative and cultural collaboration

EU SUPPORT TO CREATIVITY AND INNOVATION IN € BILLION (2007 – 2013)

Structural Funds: € 347 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

TOWARDS BETTER MEASUREMENT: THE EU CREATIVITY INDEX

Social Environment

Human Capital

Institutional Environment

Openness and Diversity Technology

CREATIVITY

OUTPUTS

HUMAN CAPITAL

1. Number of hours dedicated to arts and culture in primary and secondary education

2. Number of art schools per million population

3. Tertiary students by field of education related to culture

4. Cultural employment in total employment

OPENNESS AND DIVERSITY

5. % of population that express tolerant attitudes toward minorities

6.Share of population interested in arts and culture in other European countries

7. Market shares of non-national European film

8. Level of Media Pluralism in European Member States

9. Share of non-nationals in cultural employment

CULTURAL ENVIRONMENT

10. Average annual cultural expenditure per household

11. Percentage of persons participating in cultural activities at least one time in the 12 months

12. Number of public theatre per capita

13. Number of public museums per capita

14. Number of public concert hall

15. Number of cinema screens by countries

REGULATORY INCENTIVES TO CREATE

18. Tax break for artists or people who work in the creative sector

19. VAT rates on books, press, sound recordings, video, film receipts, freelance authors, visual artists

20. Tax incentives concerning donations and sponsoring

21. Direct public expenditure on culture

22. Level of state funding to cinema

23. Level of state funding to public TV

24. Amount of right collected by authors in music per capita

OUTCOMES OF CREATIVITY

25. Values added of creative industries as % of GDP

26. Turnover in music industries per capita

27. Turnover in book industries per capita

28. Turnover in cinema industries per capita

29. Number of feature films produced per year and per capita

30. Number of recordings released per capita

31. Number of books published per year and capita

32. Number of design applications per million population

TECHNOLOGY

16. Broadband penetration rate

17. Percentage of households who have personal computer and video game console at home

LOCAL AND REGIONAL DIMENSIONS OF CREATIVITY

KEY ISSUES

- Culture-based creativity manifests relevance in cities and regions, where it touches on a range of different policy issues (local

development, regeneration, social cohesion, integration, etc).

- Culture can promote a city’s or region’s uniqueness, their local identity and strengthens social ties in the community.

- It is increasingly considered as a key advantage to attract talents and innovative businesses (Richard Florida theory on “Creative Class”)

Creativity - similarly to innovation - has a specific local dimension

1. The cultural and creative sectors depend on proximity

2. The sectors produce goods linked to cultural and linguistic preferences

THE LOCAL DIMENSION OF CREATIVITY

CREATIVE CLUSTERS

“ A creative cluster includes non-profit enterprises, cultural institutions, arts venues and individual artists alongside the science park and the media centre. Creative clusters are places to live as well as to work,

places where cultural products are consumed as well as made. They are open round the clock, for work and play”

Simon Evans, Creative Clusters, 2008

KEA RECOMMENDATIONS TO LOCAL AND REGIONAL POLICY MAKERS

- Acknowledge the interdisciplinary nature of developing local cultural and creative ecosystems (links to social policy, economic

policy, research and innovation, small business, urban planning, education…)

- Use bottom-up planning processes, involving creative businesses, citizens, cultural and education institutions, development agencies, etc.

- Use an assessment of existing strengths and weaknesses of a region or city as the starting point for strategy planning

- Avoid cultural or creative “elitism” – involve all societal stakeholders and communities

ECCE INNOVATION

• Transnational cooperation Project with eight European major cities• Focus on the development and contribution of creative industries to

other industries

– Launch of a Network of “Transfer Agents” to facilitate and develop link between the two sides

– Development ECCE Innovation Award for best cooperation project – Towards better use of public markets for creative businesses– Launch of creativity voucher for R&D

CASES OF GOOD PRACTICE

- Aalto University (Finland)

(http://www.aaltoyliopisto.info/en/en/)

- CReATE

(http://www.lets-create.eu)

- Creative Clusters in Low Density Areas

(http://urbact.eu/fileadmin/damwithcat/crea_clusters/%D3BIDOS%20CHARTER_1%20_2_.pdf)

- EICI - the European Interest Group for Creativity and Innovation

(http://www.creativity-innovation.eu)

Thank You

PDF files of KEA studies and newsletters available at www.keanet.eu

KEA European Affairs

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+ 32 2289 2600evaisberg@keanet.eu