Cultural and Creative Industries are an innovation driver. This field is characterized by imagination: professionals and organizations can come up with out-of-the-box products and services and have the ability to revolutionize existing business models. The creative results of artists can often generate processes with an impact on the social sphere, in favour of a diversified audience.

What does innovation mean in the framework of culture?

Product or service innovation leads to the creation of  works of art, objects, and new ways of performing tasks. This type of inventiveness has been pivotal to address the challenges generated by Covid-19 pandemic: many organizations have, for instance, tested  new types of audience engagement techniques and hybrid products, a realm where the physical and digital experience are mixed. This kind of creative innovation can often influence other sectors: “the spillover effect” – when CCIs indirectly benefit other domains – is a phenomenon that has interested many stakeholders. A common example is the regeneration of neighbourhoods through the arts. Many cities have started granting rent-free abandoned buildings to creatives: indeed, their activities generally lead to increased opportunities for the citizens and can work against decay.

Process innovation entails the transformation of old modus operandi to better tackle new necessities. The film industry had, for instance, to rethink its distribution models due to new habits: audiences are more and more inclined to access individual contents using on demand platforms.

Social innovation produces new ideas that aim at satisfying social needs more effectively compared to existing alternatives: it is an attitude characterizing several culture organizations. Measuring these impacts is an issue that still awaits to be solved. Indeed, standard indicators still struggle to assess the tangible and intangible effects social innovation can generate in communities.

Technological innovation supports all the aforementioned types of innovation. Digital solutions and new technologies are tools that can enable new business models, facilitate access new markets and solve problems of our day-to-day lives.