Cultural strategies for a new world Acts of the Forum d’Avignon 2009 November 19 - 21 2009 Forum d’Avignon – Culture, economy, media – Acts 2009 – www.forum-avignon.org Benefactors and partners 2009 2 Forum d’Avignon – Culture, economy, media – Acts 2009 – www.forum-avignon.org Contents Inauguration session Friday November 20th, 2009 Cultural strategies for a new world (p. 6) Frédéric Mitterrand, Minister of culture and communication (pp. 7 – 11) Irina Bokova, Director General, UNESCO (pp. 13 – 16) Hervé Novelli, Secretary of State for Trade, Crafts, Small and Medium Enterprises, Tourism, Services and Consumer (pp. 17 – 19) Culture: thinking for tomorrow (pp. 20 – 34) With Richard-David Precht, philosopher; Christian de Boissieu, President of the Conseil d’analyse économique, attached to the French Prime Minister; Marjane Satrapi, Cartoonist and Film director; William Kennedy, novelist; Bertrand Lavier, artist. *** Session « Creating and innovating for a new world » Friday November 20th, 2009 Introduction of the Bain & Cie study (pp. 34 – 36) By Patrick Béhar, Partner Bain & Cie Round table 1: Innovation in the digital era (pp. 37 – 45) Frédéric Martel, journalist France Culture, writer (moderator), With Amit Khanna, Chairman of Reliance Entertainment; Lawrence Lessig, Law Professor Harvard, founder of Creative Commons; Dan Glickman, Chairman of the Motion Picture Association of America (MPAA); Theodor Paleologu, Minister for Culture, Religious Affairs and Cultural Heritage of Romania; Bruno Patino, Director France Culture. Round table 2: How to facilitate the innovation in culture and media? (pp. 46 – 56) Robin Sloan, writer and media strategist (moderator) With Régis Wargnier, film director; Alain Kouck, Vice-President and General Director Editis; Christer Windelov-Lidzelius, CEO of Kaos Pilot; Georges Nahon, Chairman of France Telecom R&D San Francisco; Jean-Bernard Lévy, Chairman of the Board, Vivendi. Round table 3: Beyond GDP: How can we integrate culture? (pp. 57 – 64) John Thackara, director, Doors of Perception (moderator) With Pier-Carlo Padoan, Deputy Secretary-General, OECD; Pierre Louette, Chairman AFP; Umair Haque, Director Havas Media Lab in London; Paul Andreu, architect. 3 Forum d’Avignon – Culture, economy, media – Acts 2009 – www.forum-avignon.org *** Session « Considering culture from an economic or symbolic viewpoint: how can it promote the development of territories? » Friday November 20th, 2009 Intervention by Michel Draguet, Director of Magritte Museum (pp. 65 – 66) Introduction of the Ineum Consulting study (pp. 67 – 69) By Vincent Fosty, Partner Ineum Consulting Round table 1: The conditions of cultural attractiveness (pp. 70 – 81) Erik Izraelewicz, Managing editor of La Tribune (moderator) With Bernard Landry, Former Prime Minister of Quebec, lawyer, professor and economist; Mitchell J. Landrieu, Lieutenant Governor of Louisiana; René Carron, Chairman of Crédit Agricole S.A. Round table 2: Culture and architecture in a post-Kyoto 21st Century Metropolis (pp. 82 – 95) Erik Izraelewicz, Managing editor of La Tribune (moderator) With Michael Koh, CEO National Art Gallery and National Heritage Board of Singapore; Denis Valode, architect; Kjetil Tredal Thorsen, architect; Ezra Suleiman, philosopher, professor at Princeton; Jean- Jacques Annaud, film director. *** Session « Towards tax policies to promote the arts and culture » Saturday November 21st 2009 Video of Christine Lagarde, Minister of Economic Affairs, Industry and Employment (pp. 96 - 97) Introduction of the Ernst & Young study (pp. 98 – 102) By Régis Houriez, partner attorney, Ernst & Young Round table 1: Tax policies in the cultural sectors: priority to the economy or to the culture? (pp. 103 – 111) Alessandra Galloni , Southern Europe Bureau Chief, The Wall Street Journal (moderator), with Régis Houriez (expert Ernst & Young) With Jake Eberts, producer; Philippe Monfils, Senator and Minister of State; Alexandre Allard, Chairman of Groupe Allard. Round table 2: Which tax policy is better for culture in a global and immaterial economy? (pp. 112 – 119) Alessandra Galloni, Southern Europe Bureau Chief, The Wall Street Journal (moderator), with Bruno Perrin (expert Ernst & Young) With Christopher Miles, film director and producer, Milesian Lion; Alain Sussfeld, Managing director of UGC; Antoine Gallimard, CEO of Editions Gallimard. 4 Forum d’Avignon – Culture, economy, media – Acts 2009 – www.forum-avignon.org Round table 3: What kind of tax competitiveness for the art market? (pp. 120 – 126) Alessandra Galloni , Southern Europe Bureau Chief, The Wall Street Journal (moderator), with Eric Fourel (expert Ernst & Young) With Laurent Dassault, Vice-chairman of Groupe industriel Marcel Dassault; Xin Dong Cheng, galerist, exhibition commissioner and editor; Julian Zugazagoitia, director of the Museum del Barrio in New York; Philippe Vayssettes, Chairman of the Board of Banque Neuflize OBC. Closing session: The blossoming of cultures Saturday November 21st 2009 Cartoonist Plantu observes the Forum d’Avignon (pp. 127 – 156) Cartoonist Le Monde Artists’ outlokks (pp. 157 – 161) With Gloria Friedmann, artist; Barthelémy Toguo, artist; Souleymane Cissé, film director Proposals and lessons learned (pp. 162 -163) By Louis Schweitzer, Chairman of the Festival d’Avignon, Chairman of HALDE S.EM. Abdou Diouf, Secretary-General of the International Organization oh the Francophonie (pp. 164 – 165) Frédéric Mitterrand, Minister of culture and communication (pp. 166 – 168) 5 Forum d’Avignon – Culture, economy, media – Acts 2009 – www.forum-avignon.org Friday November 20th Opening session Cultural strategies for a new world Nicolas SEYDOUX Chairman of Gaumont, Chairman of the Forum d’Avignon M. Minister, you have been in Rome to familiarise yourself with the cardinals’ jousts. We are delighted to be able to welcome you to this setting, where it is not always easy to see who is listening to you. I would just like to remind you that the cardinals were on one side – and the greatest democracies in the world have this sort of set up. While at the end of the proceedings there will be no white smoke, we might just have an extra spark of light. I would now like to invite the Minister to welcome the guests to our gathering. 6 Forum d’Avignon – Culture, economy, media – Acts 2009 – www.forum-avignon.org Frédéric MITTERRAND Minister of Culture and Communication It has been our custom, as we try to grasp reality, to divide things into what we think are distinct entities. We talk about culture, communication and economics. At first glance, common sense might tell us that there is an opposition between these entities. Culture is about art and economics is about money. This representation is not completely absurd, if you approach it from the creator’s point of view. The practice of one’s art often means that the creator neglects or even sacrifices the other more materialistic aspects of existence. We remember Bernard Palissy burning his furniture to discover the secret of enamel, or Puccini’s Bohemian artists. Creators are often in otium, this studious forum for leisure, which is the opposite of negotium, which leads to negoces, which is trade and commerce. This attitude is doubtless the root of our perception of there being a divide between the two worlds. But for citizens and certainly for a Minister of Culture and Communication, it is not just about continuously trying to improve conditions under which artists work and operate and how they can be best known and loved. A Minister of Culture and Communication – and I think that this is true for all the countries represented here – is not just the Minister representing artists or serving the public; it is a post where the Minister serves the public good through the resources of the Ministry, via culture and communication. If by culture we mean not just creation and heritage in tangible and intangible form, but also the underlying and perceptible features of living together, it is inextricably linked to society, based on solidarity with its economy. It is the linkage and balance between free artistic acts and the huge wealth and richness which is the source of activity, something that we are just now beginning to understand better. Many changes in the modern world serve to highlight and further prove that culture plays a central role in our new economy. The major crisis that we are going through is also a crisis of the values of an economy that has turned its back on the values of sharing, as supported by culture. It is an economy that made speed, superficiality and volatility of trade normal, as if it were a feverish example of mental emancipation, exactly as was the case for the millennia. With artistic creation, we need to protect the wealth of art and culture and a modern Government needs to put together systems which protect continuity. We have to leave total freedom to the artist to invest bravely and boldly, while at the same time to know, almost unknown to the artist, what his contribution to society and its economy can be. Everything that artists reveal to us is our collective wealth, the economic impact of which, no matter how indirect, is huge and totally out of proportion to the amounts invested in its production. It is the human psyche in toto that moves forward and the work of artists continually improves our pleasure in life and our desire to move forward and innovate. It is in this form of balance and linkage that we have to focus our strategy for a new world. We are trying to look at this in terms of strategy and not merely tactics. It is not about lining up troops. Nor is it about getting culture ready for battle. It is about better understanding and developing the effect of culture on investment, because nothing is ever free. In fact, there are two ways in which things in our intangible economy can be free. There is the deregulated approach of the Internet, liberal ad absurdum, which is just a sales pitch that is detrimental to creators and their rights.