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Cultural Exportation Report 2008

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Cultural Exportation Report 2008 Cultural Exportation Report 2008 Publications of the Ministry of Education and Culture 2011:5 Ilmi Villacís (ed.) Cultural Exportation Report Exportation Cultural ISBN 978-952-485-991-2 (pbk.) ISBN 978-952-485-990-5 (Online) ISSN-L 1799-0343 ISSN 1799-0343 (Print) ISSN 1799-0351 (Online) Cultural Exportation Report 2008 Publications of the Ministry of Education and Culture 2011:5 Ilmi Villacís (ed.) Ministry of Education and Culture • Department for Cultural, Sport and Youth Policy • 2011 Opetus- ja kulttuuriministeriö • Kulttuuri-, liikunta- ja nuorisopolitiikan osasto • 2011 Ministry of Education and Culture Department for Cultural, Sport and Youth Policy P.O. Box 29, FIN-00023 Government Finland http://www.minedu.fi http://www.minedu.fi/OPM/Julkaisut Layout: Yliopistopaino Cover: Iofoto, www.rodeo.fi Printed by Helsinki University Print, 2011 ISBN 978-952-485-991-2 (pbk.) ISBN 978-952-485-990-5 (Online) ISSN-L 1799-0343 ISSN 1799-0343 (Print) ISSN 1799-0351 (Online) Publications of the Ministry of Education and Culture 2011:5 Contents Introduction 4 I Foreword 8 II Measures implemented in the Promotion Programme in 2008 11 Development action I: Business development 13 1.1. Business competence 13 1.2. Growth and internationalisation 1.3. Development of the export subsidy system for companies in the sector 17 1.4. Promotion of international productions 17 1.5. Product development and innovation 18 1.6. Culture products for tourism purposes 19 1.7. Finpro supports internationalisation and networking 20 1.8. Spearhead projects in cultural exportation in 2008 20 1.9. Funding and cultural exportation expertise from Tekes 23 1.10. Survey of entrepreneurship in the creative industries 23 Development action II: Strengthening clusters and networks 25 2.1. Strengthening industry-specific and cross-sectoral clusters 25 2.2. Implementation of export strategies in the cultural sector in 2008 25 2.3. Report on arts information centres 38 2.4. Joint sectoral projects to enhance export competence 41 2.5. Regional operations and networks 42 2.6. Support for export network projects carried out as joint projects 42 Development action III: International marketing and promotion 45 3.1. Developing company- and industry-specific marketing and promotion 45 3.2. Developing support structures for cultural exportation 45 3.3. Achievement of the cultural export objectives of diplomatic missions 46 3.4. Developing the operations and cultural export know-how of cultural institutes 46 3.5. Developing export marketing and communications 49 Development action IV: Improving cultural exportation structures 51 4.1. Culture Satellite Account 51 Development action V: International cultural cooperation and exchange 55 5.1. Developing international cultural cooperation and exchange 55 5.2. Arts Council of Finland as a supporter of international exchange 56 5.3. 100% Finlande 57 5.4. Cultural exchange with Russia in 2008 59 Development action VI: Operational environment of cultural exportation 61 III Summary of the report and development actions in cultural exportation 63 3 Cultural Exportation Report 2008 Introduction The strategic development of cultural exports dates From a cultural policy perspective, developing cul- back to 2003 when the ministers for culture, foreign tural exports can be seen as activities that support and trade, as well as trade and industry of the previous complement traditional cultural policy. Through the Government concluded that culture could be a serv- state budget, the Ministry of Education and Culture ice export product. The work got underway when the invests around EUR 400 million per year in the foun- Minister of Culture, in cooperation with the Minister dation for culture and creativity. As a result of this for Foreign Trade and the Minister of Trade and In- investment, Finland has a remarkably strong cultural dustry, appointed a rapporteur to draw up a proposal and artistic infrastructure and considerable expertise on promoting cultural exports. of an internationally high standard. At the same time, In 2006–2007, a broad-based working group Finnish culture and its products and services are the drew up Finland’s Cultural Exports Promotion Pro- focus of unprecedented international interest, and the gramme 2007–2011, and according to the second international culture market is growing rapidly. Government Programme of Prime Minister Matti Cultural exportation is a factor that connects these Vanhanen, ‘The creative economy will be strength- two elements – our creativity and expertise as well ened and the economic significance of culture will be as international interest. According to the Cultural increased by promoting cultural exports and entre- Exports Promotion Programme, public intervention preneurial activity.’ should be focused specifically on that critical point One of the overarching principles of the Govern- where cultural products or services come into con- ment Programme is increasing economic prosper- tact with audiences. If this is successful, the result is ity by promoting innovation and entrepreneurship. a win-win situation where Finnish culture garners in- Developing cultural exports and encouraging entre- creasing international success, creates new jobs and preneurship in the cultural industries are means to export revenues and thus strengthens the foundation achieve this objective, as is indicated by the reference of cultural production and funding in Finland. of the section on cultural exports in the Government The Ministry of Education and Culture has invest- Programme to increasing job opportunities and ex- ed, in particular, in developing support for spearhead port revenues as part of the export of services. cultural export projects and in strengthening the ex- 4 port capacity of its strategic partners, the Information Cultural Exports Promotion Centres for Arts. The excellent cooperation with the Programme 2007–2011 and its Ministry of Employment and the Economy and the implementation Ministry for Foreign Affairs has continued. Cultural exportation is genuinely multidisciplinary in nature Finland’s Cultural Exports Promotion and administrative structures and measures should Programme is based on the following vision meet the genuine needs of companies and other ac- (Vision 2011): tors in the sector. The starting point is thus the needs of cultural export actors, not those of administration. Cultural exports have become a recognised part of Finn- At the same time, however, it has become appar- ish export activities. The value of cultural exports has at ent that the Ministry of Education and Culture’s least tripled and the creative industries have diversified range of measures – culture policy toolkit – should our country’s business structure and boosted employment. be further developed and expanded. The cultural ex- Culture is clearly a stronger part of the image and brand ports preparatory committee, under the leadership of Finland than at present. The economic prosperity of of its Chairman Johan Storgård, has identified the individuals and groups working in the field of culture most important areas for development. The minis- has improved as a result of export activities. tries must be able to meet these needs, which were determined together with representatives of the cul- The development programme has six development tural industries. This implies developing new, more targets, which are: advanced and more specific policy measures and thus strengthening the steering impact of resource 1. developing business activities; allocation. 2. strengthening clusters and networks; In this connection, the importance of the national 3. international marketing and promotion; 4. cultural export structures; innovation strategy should also be emphasised. It is 5. international cultural cooperation and exchanges one of the most important projects of the current 6. the operating environment for cultural exports. Government and its effective implementation will play a key role in ensuring Finland’s competitive- Each development target is divided into more specific ness. It is clear that the creative industries, as one objectives and corresponding measures, and responsi- of the major international growth sectors, will both bility for their implementation has been given to the create and require innovations in services and busi- ministries involved in the programme’s implementa- ness. Therefore, developing cultural exports and the tion and to the administration subject to them, or creative industries constitutes an important element to be carried out within the framework of the Struc- in supporting and implementing the innovation tural Fund programmes. The aim of the measures as strategy. a whole is to meet the challenges and opportunities identified together with representatives of the cultural industries. The Powering Up Finnish Cultural Exports report, which was the proposal for Finland’s Cultural Exports Promotion Programme 2007–2011, was published (also in English) at the start of 2007. In September 2007, the Ministry of Education appointed a cultural exports steering group and a preparatory group. The following were specified as the steering group’s tasks in the assignment: 1. To generally raise the status of cultural exports 5 so that they become export industries equal to The Ministry of Employment and the Economy other export industries and thereby improve the and the administration subject to it annually awards employment situation in cultural and other creative fields and the growth of the sector’s national a total
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