Ministry of Education Staying Power to Finnish Cultural Exports The Cultural Exportation Project of the Ministry of Education, the Ministry for Foreign Affairs and the Ministry of Trade and Industry Publications of the Ministry of Education, Finland 2005:9 Hannele Koivunen Staying Power to Finnish Cultural Exports The Cultural Exportation Project of the Ministry of Education, the Ministry for Foreign Affairs and the Ministry of Trade and Industry Publications of the Ministry of Education, Finland 2005:9 Hannele Koivunen Opetusministeriö • Kulttuuri-, liikunta- ja nuorisopolitiikan osasto • 2005 Ministry of Education • Department for Cultural, Sport and Youth Policy • 2005 Ministry of Education Department for Cultural, Sport and Youth Policy P.O. Box 29, FI-00023 Government http://www.minedu.fi http://www.minedu.fi/minedu/publications/index.html Layout: Liisa Heikkilä, Ministry of Education ISBN 952-442-886-5 (hbk.) ISSN 1458-8110 Publications of the Ministry of Education, Finland 2005:9 Abstract Meaning-intensive production and creative economy are emerging as crucial assets in international competition. Many countries revised their cultural exportation strategies in the 1990s, adopting the creative economy sector as a key strategy in international competitiveness. The strengths of Finnish cultural exports are our large creative capital, high-standard education in the creative fields, strong technological know-how, good domestic infrastructure in culture, well-functioning domestic market and high-quality creative production. Our cultural production is highly valued internationally, and we cannot meet the international demand for Finnish culture. The weak points in our cultural exports are leakage points in the value chain, information, marketing, promotion, and lack of a strategy and coordination in cultural exportation. The structure of the cultural industry is not competitive. What is needed is more entrepreneurship and business know-how and the management of immaterial rights. Another weakness is the lack of capital and inadequate support for cultural exports. The largest input is needed to raise the Finnish creative economy into an internationally competitive branch, alongside ICT and biotechnology, by creating an extensive CREAFIN cluster of creative economy and by devising a development programme for the creative economy and cultural exports for 2005–2010 in support of it. It is proposed that Finnish cultural production and exports be developed as a core area of the CREAFIN cluster. The proposed measures concern both the promotion of cultural exports and the creation of favourable conditions for cultural exports. Especially the measures for promoting cultural exportation require urgent input. I. With a view to promoting cultural exports: 1. To establish CREAFIN - creative economy cluster in Finland. 2. To set up President's Award for Cultural Export. 3. To develop strategic cooperation in cultural exportation. 4. To launch a programme for developing the creative economy and cultural exports 2005-2010. 5. To promote cultural entrepreneurship and capital creation in the cultural economy. 6. To launch a programme for professional and expert exchanges in cultural exports 2006-2010. 7. To create a network for disseminating information about cultural exports. II. Prerequisites for cultural production: 1. Education and research: multiprofessional knowledge and know-how, a strong knowledge base 2. Product development: a holistic view, an innovation chain, concept development, cross-branding 3. Preconditions for creativity: artists' working conditions, an infrastructure, the domestic market 4. Protection of intellectual property: copyright, protection of designs, patents, brands The measures and input proposed in this report and in the cultural exportation development programme 2005-2010 make for concrete cultural, ethical, social, employment and economic results. As an attractive area of creative economy, Finland will draw top doers, whose input will generate creative capital - a positive circle or vortex of creativity. Contents Abstract 3 Preface 8 The cultural exportation project 9 The assignment 9 The aim 9 Resources 9 Methods 11 Material 12 Thanks 12 Conclusions 14 The value chain of cultural exports and a SWOT analysis 14 Proposed measures 16 Promoting cultural exports 18 CREAFIN - Finland's creative economy cluster 18 Strategic cooperation between the ministries in cultural exports 19 The cultural exports cluster 20 The Presidential Award for Cultural Exports 20 The development programme for the creative economy and cultural exports 2005-2010 21 Cultural business operations: SMEs, venture capital funding and taxation 22 The cultural exports personnel and expertise exchange programme 2006-2010 22 The CREAFIN information network for cultural exports 23 Requirements for cultural production 23 Training and research 23 Product development 24 Fundamental requirements for creativity 24 Protection for immaterial property 24 Investments 24 Central government input in proposed measures for cultural exports 2005-2010 25 CREAFIN vision 2010 26 Cultural exports — structure and meaning 27 Cultural production — the key concepts 27 Culture and the economy — fire and water? 29 Cultural export sectors 30 Actors in the cultural exports sector 30 Outlook for the creative economy 31 Developments in Finland 32 Comparisons of the information society 33 Comparisons of competitiveness 33 Innovation comparisons 34 International indicators of cultural production 35 The economic impact of cultural production in Finland 37 Intellectual property and cultural exports 39 International agreements 40 The European Union 40 Copyright legislation in Finland 40 The importance of the copyright sector in cultural exports 41 Industrial property rights as a buttress for cultural exports 42 Intellectual property as a requirement for production and exports 42 Business operations in the cultural sector 43 The revenue generation model 43 Creative environments 44 Business in partnership with culture 46 Supporting cultural exports 47 Ministry of Education 48 Role of the Ministry of Education in European Community initiative programmes 48 International cooperation organizations 49 Bilateral cooperation 49 International operations of the Department for Culture, Sport and Youth Policy 49 Offices and agencies under the Department for Culture, Sport and Youth Policy 50 International activities of arts councils 50 People and expert exchange programmes 51 Finnish cultural and scientific institutes as cultural exporters 53 State subsidies for cultural institute exchange projects, 2004 54 Cultural institutes 55 Scientific institutes 57 The Foundation for Cultural Policy Research CUPORE 58 Ministry of Trade and Industry 59 Co-projects 59 Company-specific internationalization projects 60 T&E Centres offer development services to improve SME know-how 61 Tekes 62 Finpro 63 Finnvera 63 Private venture capital for the creative economy 63 Ministry for Foreign Affairs 64 Department for Communication and Culture 64 Neighbouring area cooperation 66 Development cooperation 67 Cultural exports in the EU 69 Culture 2000 70 Audiovisual programmes 71 eContent 71 Structural funds 72 The present state of Finland’s cultural exports 73 Music; the music branch and the music industry 74 Pop and rock 77 Classical music 77 Jazz 77 Folk music 78 Opera 79 Literature 81 Comics 82 Visual arts 83 Photography 84 Media arts, digital content and games 85 Digital content production and media art 85 Games 87 Audiovisual arts 89 Film 89 Full-length feature films 90 Documentaries and short films 90 Animated films 91 The Finnish Film Archive 92 Dance 92 Theatre 94 Contemporary circus 95 Architecture 96 Design 98 Design and industrial design 98 Handicrafts, industrial design and clothing and jewellery design 101 Radio and TV 103 YLE 103 Cultural exports in radio 105 Independent production 106 Cultural festivals 106 Cultural tourism 107 Food culture 108 Youth culture 109 Sports and recreation 110 ITE art 111 Libraries 112 Museums 112 Cultural exports: the international operating environment 114 Cultural exports strategies in individual countries 117 Sweden 117 Norway 119 Denmark 120 The United Kingdom 121 Ireland 122 France 123 Germany 124 The United States 125 Canada 126 Australia 126 Japan 127 Bibliography and documents 129 Appendix 1. Cultural labour force in 2000 146 Appendix 2. Exports of services by businesses in the culture and mass media branches according to the foreign trade survey of Statistics Finland 147 References 150 Preface Cultural production, cultural exports, the experience industry, the creative economy, the creative community… These are similar concepts which differ in focus and comprehensiveness, but all of them have come to the fore in public debate this spring in an entirely new way. Debate is coloured by the realization that this is, in fact, an issue of profound importance, and one of considerable urgency at that; it is in this sector somewhere that we are likely to find Finland’s next success story and the keys to Finland’s future competitiveness and survival. Three weighty statements were made on this subject in spring 2004, and the gist of all three was much the same; there was Pekka Himanen’s report to the Parliamentary Committee for the Future, concerning the challenges to the Finnish information society over the coming years; there was Sitra’s report Towards a Creative Economy - Cultural Know-How as a Resource for the Future; and there was the present report on the present state