Within the specific objective to foster policy development, innovation, creativity, audience development and new business and management models through support for transnational policy cooperation, the cross-sectoral strand of the Creative Europe Programme, shall provide support to testing of new and cross-sectoral business approaches to funding, distributing and monetising creation.
A workshop was organized in February 2019 to discuss the scope and main features of a new action codenamed Creative Innovation Lab, put forward by the Commission in the proposal on the Creative Europe regulation post 2020. This action will implement project(s) at the cross roads between different cultural and creative sectors, (including audiovisual), through the use of innovative technologies. It will also foster innovative cross-sectoral approaches and tools to facilitate access, distribution, promotion and monetisation of culture and creativity.
Two calls will test out the concept on a pilot, experimental basis, under the current multiannual financial framework:
- The present Call
- A second Call for proposals to be published once the Work Programme 2020 is adopted.
Innovative technologies can build bridges among different cultural and creative sectors. The role of digital technologies for cultural and creative sector is at the heart of the Commission’s #Digital4Culture strategy. That is the Commission's strategy coupling culture and digital, using the digital potential to empower the positive economic and societal effects of culture.
Digital production and distribution in the age of media convergence is one of the pillars of the strategy. The digital revolution enables the creation of new and innovative artistic creations, but also innovative ways of presenting cultural heritage. In the digital environment, convergence of media – in particular audiovisual – and content is profoundly affecting production and distribution models. By using digital tools (including data and algorithms), the production of culture and creative goods can find new forms of expression, enhance cultural experiences (e.g. in museums and art galleries) and bring about new forms of cooperation among artists and other actors. In turn, culture and the arts can bring in their creativity potential to enhance the innovative capacity of Europe, both for society and industry.
In the light of this, this action will implement project(s) at the cross roads between different cultural and creative sectors (including audiovisual), for instance through the use of innovative technologies, including virtual reality. It will also foster innovative cross-sectoral approaches and tools to facilitate access, distribution, promotion and monetisation of culture and creativity, including cultural heritage.
Support will be given to projects:
a) featuring new forms of creation at the cross roads between different cultural and creative sectors, including the audiovisual sector, and through the use of innovative technologies, including virtual reality,
b) fostering innovative cross sectoral approaches and tools to facilitate access, distribution, promotion and/or monetisation of culture and creativity, including cultural heritage.
The focus should be on the following aspects:
problem solving approach and addressing challenges for the cultural and creative sectors;
audiences and the user experience are of paramount importance in scoping the problem;
technology is an enabler in addressing key problems, rather than an objective on its own;
support innovation as regards the creation, distribution and promotion of creative content, addressing cross-sectoral collaboration as well as the use of enabling technologies is also an objective.
For more details please also see the annex to this Call, "Workshop main conclusions 20th February 2019" which provides guiding principles.