The Pilot Project “@ Diversity – Innovative Ideas for the cultural and creative sector in Europe” is an initiative funded by the European Union. Its implementation is entrusted to the Directorate General for Education and Culture of the European Commission which, following an open call for tender, awarded the contract to a Consortium composed of Peacefulfish, Kennisland and MFG.
While the digital shift is having a massive impact on how cultural goods are created, managed, disseminated, accessed, consumed and monetized, @Diversity responds to the new needs of Europe emerging from the changes in the life-cycle of a cultural product or creative idea from its creation/inception to the experience it offers to the audience and the gradual correlation of expressive forms with new media.
The overall objective to which @Diversity will contribute is to test innovative approaches to deal with cultural content for innovation and digital sharing and distribution and – in doing so – to contribute to the exploration of new business models respecting cultural diversity.
The specific objective of @ Diversity is expressed by the promotion of 10-15 ideas and the development of replicable business models.
The innovative approach to culture will result in fostering a new way of business development in the cultural and creative sectors in Europe.
Culture in Europe will exceed its traditional boundaries and be progressively perceived as a dynamic process of giving shape to, preserving, sharing, experiencing and interacting with the products of human creativity. The richness of Europe’s cultural heritage and its abundant creative resources will thus become the privileged matrix of innovative ideas put into practice.
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