new strategies for cultural enterprises unesco forum on cultural industries

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24-26 September 2009 Monza, Italy Thomas H. Aageson Executive Director Global Center for Cultural Entrepreneurship


  • Thomas H. Aageson Execu2ve Director

    Global Center for Cultural Entrepreneurship

    New Strategies for Cultural Enterprises UNESCO Forum on Cultural Industries

    24-26 September 2009 Monza, Italy

  • The 2me has arrived, the movement has begun to develop strategies that support the cultural

    entrepreneur in ve key areas:

    Cultural Industries Policy Educa9on, Training & Mentorship

    Investment Strategies Crea9ng Markets, Developing Market Links

    Sharing our Wisdom

    The cri7cal new strategy is to focus on the Cultural Entrepreneur

  • The Cultural Entrepreneur

    Cultural Entrepreneurs are cultural change agents and resourceful visionaries who generate revenue from a cultural ac2vity. Their innova2ve solu2ons result in economically sustainable cultural enterprises that enhance livelihoods and create cultural value and wealth for both crea2ve producers and consumers of cultural services and products.

    Aageson, Thomas H. Cultural Entrepreneurs: Producing Cultural Value and Wealth. The Cultures and Globalization Series: The Cultural Economy. Ed. Anheier, Helmut and Yudhishthir Raj Isar. London: Sage Publications, 2008. 92-107.

  • Cultural Industries Policy creates the framework and priori2es for investment in Cultural Entrepreneurs,

    Cultural Enterprises and, Cultural Industries

    Develop Cultural Industries Policy in three areas:

    1. Policy that fosters the development of cultural entrepreneurs

    2. Policy that addresses public and private strategies for cultural industries to grow

    3. Policy that focuses on specic sectors and clusters

    Cultural Industries Policy

  • Several strategies are available to us to build and strengthen our cultural enterprises:

    Invest in Market development and Market Linkages Locally: Cultural & Crea2ve Tourism Na2onally: New Channels of Distribu2on; Malls and Fes2vals, etc. Interna2onal:Expor2ng cultural products and services

    Create Investment Funds for Enterprise Growth Crea2ng new funds, private and public, that invest in our cultural entrepreneurs who will convert cultural capital into successful enterprises, enhancing cultural workers livelihoods

    Support Technical Assistance for Product Development The irony of preserving tradi2ons is the seed of innova2on and

    crea2vity is needed.

    Policy that address public and private strategies for cultural industries to grow

  • Ini9ate Facility Development We need cultural incubators, studios, performing venues, such as the Brewhouse in Gteborg, Sweden

    Foster Network and Cluster Development Linking together creators and markets will create posi2ve synergy

    Provide Legisla9on that fosters the development of cultural enterprises and industries

    Zoning for arts and cultural districts Tax incen2ves to promote investment and market development Architecture restora2on, preserva2on and zoning Simplify enterprise regula2ons and permits Laws that protect cultural property

  • Key to cultural industries policy is selec2ng cultural sectors and clusters integra2ng crea2on, produc2on and distribu2on

    Cultural Industry Sectors include:

    Ar9sans Authors Ar9sts Architecture Culinary Design: Graphic, Fashion,

    Industrial Educa9on Fes9vals and Markets Film

    Literature Music Media: Radio, TV, Newspaper Museums Performing arts Publishers Tourism: Cultural, Heritage, Crea9ve

    and Eco tourism Visual Arts

    Policy that focus on specic sectors and clusters

  • We need a new form of entrepreneurship educa9on and training to develop our emerging cultural entrepreneurs. Cultural Entrepreneurship takes a dierent form in emerging economies versus economies moving out of the industrial age into the crea9ve age. How do we develop cultural entrepreneurship with indigenous communi9es as a tool for economic development in emerging economies? What is the new role of mentorship for assis9ng cultural entrepreneurs?

    The trend in cultural entrepreneurship educa2on is using examples where 20% of the people live and prosper yet some of the most vibrant cultural enterprise opportuni2es are occurring where 80% of the people reside in some of the poorest countries. How do we shape our cultural industry development in the context of emerging economies?

    What about people who do not have two years nor the funds for a higher educa2on opportunity? What prac2cal ways can we meet cultural entrepreneurs in their moment of need and developing their cultural enterprise? (See appendix)

    Cultural Entrepreneurship Educa9on and Training

  • Economic Importance of the Arts and Cultural Industries in Santa Fe County hbp://

    City of Santa Fe, New Mexico, USA Economic Development Strategy for Implementa2on hbp://

    Inves9ng in our Cultural Enterprises and Entrepreneurs

    Cultural Enterprises

    Create jobs

    increase tax revenues

    enhance livelihoods

    attract outside capital

    create sustainable economic development

    attract other enterprises to the local economy

    enrich the quality of life

  • Sustainability

  • Let us think together today how we can connect Financial Capital, Cultural Capital and Cultural Enterprises.

    It is up to us to capitalize cultural enterprise investments. hbp://

    Create a Cultural Entrepreneur and Enterprise Fund

    (See appendix)

  • Our work to support cultural entrepreneurs must be long term and sustainable.

    Is our work to build our brand or to lig people up? How do we balance Mission and Market ? If we leg, would the cultural workers livelihoods con2nue to grow and their families be beber o?

    Crea9ng Markets, Developing Market Links

  • We have mul2ple markets for our cultural entrepreneurs:

    Local: Cultural and Crea9ve Tourism Regional and Na9onal: Fashion, Decora9ve, Film,

    Books, Interna9onal: Export oriented entrepreneurial


    We must nd the appropriate channels of distribu2on that increase the benet to the creator and the merchant.

    Crea9ng Markets, Developing Market Links

  • 1. The Internet is crea7ng direct, global markets

    Design 21/UNESCO inspires young designers hbp://

    Not on the High Street represents 800 ar2sts and cragspeople in the UK hbp://

    Etsy has created a new market in two years for Do-it-Yourself folks hbp://

    Trends are emerging that can help us create new markets for cultural markets:

  • Culture Label is a new site for culture shoppers featuring products from museums aggregated together. hbp://

    New Mexico Creates is a brand in Museum of New Mexico Founda2ons museum shops that now works with over 800 New Mexico ar2sts and ar2sans.

    eBay developed a new fair trade site with over 6000 products from around the world. hbp://

  • 2. Individuals with heart and talent

    Shahidul Alam create Drik (Bangladesh) to promote the photographic work of ar2sts in the majority world to media in the minority world.

    Sandra Browne created Pelican Village in Barbados for local ar2sans through the public oce of the Barbados Industrial Development Corpora2on hbp://

    Carol Cassidy created Lao Tex7les that has developed tradi2onal weaving by connec2ng the weavers work with high-end markets globally.

    Lan Tran created CraN Link to help create markets for ethnic communi2es in northern and central Vietnam hbp://

  • 3. Market crea7ng organiza7ons

    ASEAN HandicraT Promo9on and Development Associa9on promotes the tradi2onal work of ar2sans in Asia hbp://

    Global Center for Cultural Entrepreneurs promotes the development of cultural entrepreneurs

    Aid to Ar9sans A very clever market crea2on is have a Month of Ar2sans each year in a major grocery chain which is done in Guatemala and El Salvador

    Heartwear in Paris has a dis2nguished history of working with ar2sans to bring their new products in the markets. hbp://

    African Publishers Network promotes the work of publishers across the con2nent and opens markets. hbp://

    IndusTree in India is crea2ng markets and building ar2san capacity through its founda2on. hbp://

  • Many of us are cultural entrepreneurs and have created cultural enterprises and all of us who have know what it takes to be a cultural entrepreneur.

    Un2l today, there lacked a plaporm to share our experiences that we may each grow and create more cultural wealth. There also lacks a forum where we can train future cultural entrepreneurs by sharing our wisdom.

    Let us SOW seeds of cultural entrepreneurship across the world.

    Share Our Wisdom (SOW)

  • An annual World Forum on Culture would bring together the leading creators, educators, policy makers, market makers, investors in the worlds cultural industries crea2ng a plaporm to nd solu2ons through partnerships formed at our gatherings that create a beber world economically, socially, environmentally and culturally.

    World Forum on Culture

  • The Gl