The Contribution of Culture to Creativity in the EU and Regional Dimensions of Creativity AER Breakfast briefing on Creativity and Culture Brussels, 15 June 2009

MAIN TOPICS OF THIS PRESENTATION Re-introduction of key concepts and findings regarding the cultural and creative industries in Europe Some background information on European policy developments in relation to the sector Overview of KEA’s most recent study concerning the contribution of culture to creativity in the European Union Our thinking concerning the regional dimension of creativity and the cultural and creative industries

BACKGROUND AND EU POLICY DEVELOPMENTS

CREATIVE INDUSTRIES AND ACTIVITIES User Generated Content Industrial Design CREATIVE INDUSTRIES AND ACTIVITIES Education Consumer Electronics CULTURAL INDUSTRIES Film and Video Performing Arts Books and Press User Generated Content CORE ARTS FIELDS Tourism Advertising Luxury brands Visual Arts Fashion Design Heritage Video Games Television and Radio Telecommunic-ations Music Design Software Architecture RELATED SECTORS

ECONOMIC CONTRIBUTION OF THE ECONOMY OF CULTURE IN EUROPE TURNOVER  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) VALUE ADDED TO EU GDP  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% CONTRIBUTION TO EU GROWTH  The sector’s growth in 1999-2003 was 12.3% higher than the growth of the general economy. EMPLOYMENT  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%).

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: Spontaneity Intuition Memories Imagination Aesthetics Affect/ Passion Generated values: Community Values New vision Differentiation Intangibles Disruption

CONTRIBUTION OF CULTURE-BASED CREATIVITY TO BUSINESS STATEGIES Product innovation Branding Identity, image, values Human Resources Design Management Artists in residence Leadership Communication Creativity 

CONTRIBUTION OF CULTURE BASED CREATIVITY TO SOCIAL INNOVATION Promote social cohesion Community regeneration Innovation in public services (health, criminial justice). Creativity 

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 Stimulate divergent thinking Promote social integration and mobility. Encourage learning Learning through Art 

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 Raise awareness about culture as an important resource of creativity Mainstream culture-based creativity in policies to foster innovation Re-direct existing financial resources or create new programmes to stimulate creativity Brand Europe as the place to create Question and tailor regulatory and institutional frameworks to support creative and cultural collaboration

EU SUPPORT TO CREATIVITY AND INNOVATION IN € BILLION (2007 – 2013) FP7: 53 CIP: 3.6 Structural Funds: 87 Total: 153.6 Culture based Creativity: CULTURE: 0.4 MEDIA: 0.7 Structural Funds: ? Total : less than 3 Structural Funds: € 347 billion

TOWARDS BETTER MEASUREMENT: THE EU CREATIVITY INDEX Human Capital Institutional Environment Social Environment CREATIVITY OUTPUTS Openness and Diversity Technology

2. Number of art schools per million population 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”)

THE LOCAL DIMENSION OF CREATIVITY 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

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%20C HARTER_1%20_2_.pdf) EICI - the European Interest Group for Creativity and Innovation (http://www.creativity-innovation.eu)

PDF files of KEA studies and newsletters available at www.keanet.eu Thank You PDF files of KEA studies and newsletters available at www.keanet.eu KEA European Affairs 51, rue du Trône 1050 Brussels + 32 2289 2600 evaisberg@keanet.eu