Innovative ideas for cultural and creative sectors in Europe

About this project


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 12 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.


European Commission Directorate General for Education and Culture

The project contributes to one of the key objectives of the European Agenda for Culture, notably the promotion of culture as a catalyst for creativity in the digital era and within the framework of the Europe 2020 strategy: As pointed out in the Impact Assessment accompanying the Commission's proposal for a new Creative Europe Programmed, the digital shift is bringing about a change in paradigm, having a massive impact on how cultural goods are created, managed, disseminated, accessed, consumed and monetized, changing the value chains which prevailed in the analogue era. Against this background, as also underlined by several contributions to the Commission's Green Paper on "Unlocking the potential of cultural and creative industries", this shift offers new possibilities for considerably extending audience reach, new ways of interacting with the public as well as educational benefits, provided that operators from these sectors develop strategies based on new business models that take advantage of the digital technologies.

Get to know better the current European cultural policies Commission's Proposal for the Creative Europe programme:

Cultural and creative industries:

Communication on promoting cultural and creative sectors for Growth and Jobs in the EU COM(2012)537



Peacefulfish holds in-depth knowledge of all the different areas of the global content industry, ranging from film to gaming to mobile content, spanning a variety of cultural sectors. Created in 2000, it is a media consulting company, specializing in content financing and in developing innovative financial instruments. We support the national and regional development of the cultural sector, including cultural and creative SMEs through tailor-made financing tools and financial incentives. Through our partner company Media Deals, we can source on a unique experience in equity financing for the culture and creative industries. Due to our integral insight into business planning and SME-support, we bring added value by assisting the valorization and monetization of the ideas, as we are conscious of the practical needs of the cultural sector.


Kennisland is an Amsterdam-based think tank fostering social innovation for a smart society. It designs and realizes interventions to strengthen the knowledge society with a mission to smarten-up society – “smart” being the ability to learn and to continue to innovate, making maximum use of inherent knowledge, talents, experiences at every level and in every field. Kennisland focuses on fields that demand smart innovative solutions, such as education, culture, government, heritage, copyright, Creative Industries. Kennisland has extensive experience in addressing issues related to copyright and business models in the cultural heritage sector and the creative industries.

MFG Innovation Agency for ICT and Media

MFG Innovation Agency for ICT and Media has been strengthening Baden-Württemberg as a business location for IT, media and creative industries since 1995. MFG improves regional innovation and competitiveness including the promotion of regional, national and international cooperation.

Its focus is on the support of successful entrepreneurship especially in small and medium-sized companies, also connecting them with application-oriented research and public funding programmes. MFG Public Innovation Agency is part of MFG Medien- und Filmgesellschaft Baden-Württemberg. Further divisions are MFG Film Funding and MFG Foundation. Proprietors of MFG Baden-Württemberg mbH are the State of Baden-Württemberg and SWR Media Services GmbH.


The Creative Shift Forum

29 September 2014 | Brussels

@diversity would like to thank all attendees of the Creative Shift Forum 2014 for their valuable input and the vivid exchange. Please find below a link to a report about the event including the kind feedback of our attendees.

Event Report