1. 6 March 2008 Digital Industries: Fabchannel&Cultureplayer project Lyon, 6th of March, 2008 City of Amsterdam Jan Heeren Strategic Policy Advisor on Arts and Culture

2. 6 March 2008 Digital Industries: presentation  Sites  Broader picture  Focus on the projects  Questions: Is this project an example of succesful creative industry policy?  What is the role and value of the Art policy for digital industry?

3. 6 March 2008 Websites  www.fabchannel.com www.fabchannel.com  www.cultureplayer.nl www.cultureplayer.nl

4. 6 March 2008 Broader culture strategy  Restructuring of economy: Amsterdam Metropolis top 5 European city; a.o. creative industry  Long Term Strategy 2015: spearhead  Programme Creative Industry 2007-2010

5. 6 March 2008 Creative Industry  The creative industry: the business environment for innovative, creative companies should be improved  Broad Definition: “a specific form of activity which produces products and services that are the result of individual or collective, creative labour AND entrepeneurship. Content and symbolism are the main elements of these products and services. They are purchased by consumers and business because they are considered meaningful. Their meaning creates an experience. “

6. 6 March 2008 Creative Industry 2  Three main sectors: Arts, Media and entertainment and Creative Business Services.  Main focus in Netherlands in Amsterdam  2005: 7 % of total employment; 31.207 jobs. Compare ICT: 9% 39.720 7.000 overlap.  8732 Companies  Includes the Arts: 9.000 job  In districts; integral part, esp. housing companies  2007: roughly the same; 32.000 jobs. ICT 10%

7. 6 March 2008 Creative Industry results 2007  Focus in Policy and Strategy: meeting, networking  Growth studios and physical space  Support institutes  Support festivals

8. 6 March 2008 Program Creative Industry 2007-2010 1.A better connection between Creative industry and education. 2. A better use of the cultural diversity of Amsterdam for broadening and growth of the creative industry. 3. Stimulation of creative entrepeneurs (start and growth)

9. 6 March 2008 Program Creative Industry 2007-2010 4. Constant renewal through connections between Creative Industry and other sectors, and through the links between (new) media, culture and ICT. 5. Deliviring of enough physical space for the growth of Creative Industry. 6. Promotion of Amsterdam as creative top-city through city marketing

10. 6 March 2008 Fabchannel  2000-2004 and 2004-2008: cultural institute. Art Plan. € 25.000  “off spring” Paradiso  Broadband connection cultural institute  Succesfull negotiations with Industry and Copyrigth  2006: Webby Award  Conclusion: safe environment of the art institute but in constant connection with cultural commercial environment

11. 6 March 2008 Cultureplayer  2006; growth: 5 pilots (a.o. Van Gogh Museum, Muziekgebouw aan ‘t IJ)  International (Spain, US)  Partners: Music Industry  Ciommercial participation: max, 5 million. Commercial partners and City of Amsterdam 1,5 million.  Conclusion: Growth to a cultural commercial company. Shift in participation

12. 6 March 2008 Reflection  Success tastes for more: laboratory as new spearhead in main policy.  But: dependent on unique developments: task is to discover and act swiftly  Traditional art policy (quality) fails  Ne financial instruments are needed

13. 6 March 2008 City of Amsterdam, Arts and Culture Department j.heeren@dmo.amsterdam.nl