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C62.Pdf (1.778Mt) Kokemuksia Pohjois-Karjalasta Jari Kupiainen & Marja-Liisa Ruotsalainen (toim.) LUOVIEN ALOJEN MANAGEROINTI JA ALUEELLINEN KEHITYS Kokemuksia Pohjois-Karjalasta POHJois-KaRJALAN AMMATTIKORKEAKOULU 1 C:62 LUOVIEN ALOJEN MANAGEROINTI JA ALUEELLINEN KEHITYS Julkaisusarja C:62 Julkaisusarjan vastaava toimittaja Anna Liisa Westman Toimittajat Jari Kupiainen & Marja-Liisa Ruotsalainen Graafinen suunnittelu, sivuntaitto, Jussi Virratvuori / Viestintätoimisto Kirjokansi Kansikuva Miska Korpelainen © Tekijät ja Pohjois-Karjalan ammattikorkeakoulu Tämän teoksen osittainenkin kopiointi on tekijänoikeuslain mukaisesti kielletty ilman nimenomaista lupaa. ISBN 978-952-275-025-9 ISSN 1797-3848 Julkaisumyynti Pohjois-Karjalan ammattikorkeakoulu [email protected] http://www.tahtijulkaisut.net Joensuu, 2012 2 Kokemuksia Pohjois-Karjalasta Pohjois-Karjalan ammattikorkeakoulun julkaisuja C:62 LOREN IPSUM DOLOR LUOVIEN ALOJEN MANAGEROINTI JA ALUEELLINEN KEHITYS Kokemuksia Pohjois-Karjalasta Jari Kupiainen & Marja-Liisa Ruotsalainen (toim.) POHJois-KaRJALAN AMMATTIKORKEAKOULU 2012 3 LUOVIEN ALOJEN MANAGEROINTI JA ALUEELLINEN KEHITYS Sisällys Lukijalle 6 Marja-Liisa Ruotsalainen Johdanto 8 Marja-Liisa Ruotsalainen LUOVIEN ALOJEN LUPAUKSIA Digitaalisuus on muutakin kuin ykkösiä ja nollia 12 Jari Muikku ja Timoteus Tuovinen Taloushallinnon järjestäminen luovalla alalla 22 Marjukka Pamilo Luovat alat vientiveturina 28 Petra Theman Experience Economy in the EU and Trends of the Creative Economy in Denmark 31 Rasmus Wiinstedt Tscherning ELOKUVATEKNOLOGIAN MURROKSIA Stereoskopian perusteet ja käytännön stereotuotanto 34 Riku Naskali Shadow Workers 37 Daniel Esperanssa Stereoskoopinen 3D (S3D) kuvattu liikkuva kuva (live action) draamaelokuvan tuotannossa 41 Rea Pihlasviita 3D:n lähteillä 49 Jyrki Kurki Kohti digitaalista 3D-elokuvaa 61 Matti Poutanen 4 Kokemuksia Pohjois-Karjalasta VALMENNUKSEN HEDELMIÄ Creative Managers -valmennettavat 73 Rysky Riiheläinen Haasteiden maailma 80 Sami Leinonen Musiikkituottajan matka haaveesta toteutukseen 90 Susanne Riikonen Hahmometodi luovuuden lähteenä 102 Hans Stigzelius Kalevalan mitalla: konseptista festivaaliksi 111 Johanna Lipponen ja Hannele Autti Kulttuurien ristipaineessa 120 Mikko Keinonen Eurodoc 2010 ja IDFS 2010 -koulutukset 127 Liisa Juntunen ja Ari Matikainen Game Developers Conference (GDC) 138 Kimmo Perkkiö Ilosaarirockin markkinointi Pietarissa 2010–2011 146 Petri Varis Julkaisun kirjoittajat 155 5 LUOVIEN ALOJEN MANAGEROINTI JA ALUEELLINEN KEHITYS LUKIJALLE Tämä julkaisu on osa luovien alojen aluevaikuttavuutta, jonka kehittämiseksi Poh- jois-Karjalan ammattikorkeakoulu on 2000-luvulla panostanut useiden rakennera- hastohankkeiden mahdollistamana. Creative Managers – luovan talouden kansain- välinen erikoisosaaja- ja tuottajavalmennus (CM) on ollut hankekokonaisuus, jonka puitteissa on toteutettu valmennusohjelma osaamisen kasvattamiseksi teknologiatai- doissa ja johtamistaitojen lisäämiseksi. Toiminta alueellisten, kansallisten ja kansain- välisten verkostojen sidoksissa on osaltaan vahvistanut mielikuvaa Pohjois-Karjalan merkittävyydestä kulttuuri- ja medialähtöisten palvelutuotteiden tarjoajana. Creative Managers -hanke on osaltaan tuonut ohjausta Pohjois-Karjalan luovien alojen yri- tystoiminnan kasvuun ja kansainvälistymiseen sekä mahdollisuuksia arvoperusteisten toimintaverkostojen syntyyn. Creative Managers -hanketta edelsi käynnistyshanke vuonna 2009. Siinä tehtiin yhteistyössä tiiviin yrityskonsortion kanssa luovien alojen kansainvälisten ajankoh- taisten trendien ja kehitysnäkymien selvitystyö, jonka tuloksia hyödynnettiin Poh- jois-Karjalan luovien alojen kehittämisessä ja konkretisoinnissa sekä erityisesti Crea- tive Managers -valmennusohjelman suunnittelussa ja myöhemmässä toteutuksessa. Pohjois-Karjalan ammattikorkeakoulun hallinnoiman CM-hankkeen toiminta-aika on ollut rahoituspäätöksien mukaisesti 1.8.2009–31.7.2012. Pohjois-Karjalan elin- keino-, liikenne- ja ympäristökeskus (ELY) on hyväksynyt Euroopan Sosiaalirahas- ton (ESR) tukiosuus huomioiden hankkeen kokonaiskustannukseksi yhteensä 644 518,00 euroa. Tästä Pohjois-Karjalan ammattikorkeakoulu (PKAMK) ja Joensuun seudun kehittämisyhtiö JOSEK Oy ovat vastanneet osaltaan kuntarahoitusosuudesta ja valmennusohjelmaan osallistuneet yritykset ja organisaatiot ovat maksaneet osallis- tumisestaan yksityisen rahan osuutta. Tässä julkaisussa äänensä saavat kuuluville luovien alojen ammattilaiset, yritystoi- minnan asiantuntijat, kansalliset ja kansainväliset erityisosaajat – siis tekijät, joiden kanssa Creative Managers – valmennus toteutettiin 1.5.2010–31.12.2011. Tämä teos tarjoaa näille tekijöille mahdollisuuksia tulla kuulluksi ja on ajatuksille jakelukanava, jossa tekijät voivat kertoa kokemuksistaan, mielipiteistään ja substanssialastaan. Näin täydennetään alueellisia luovan talouden ja luovien alojen verkostoja ja toimintafoo- rumeita. 6 Kokemuksia Pohjois-Karjalasta Luova talous on käsitteenä jäänyt osittain poliittiseksi argumentiksi eikä sen sisäl- töä ole yhteiskunnallisessa päätöksenteossa vielä täysin ymmärretty. Kyseessä on pal- veluyhteiskuntaan liittyvä elinkeinoelämän murros. Luovassa taloudessa immateriaa- linen eli aineeton pääoma on tärkeämpi tuotannon tekijä kuin materiaalinen pääoma. Tämä tavallaan tarkoittaa, että teollinen tuotanto ja pääomamarkkinat ”henkistyvät”: luova talous sisältää siis sekä kulttuuriin kytkeytyvää luovien alojen liiketoimintaa että luovien alojen tuotteiden, palveluiden ja osaamisen hyödyntämistä yhteiskunnan eri sektoreilla lisäarvon tuottamiseksi. Creative Managers -hankkeen projektipäällikkönä haluan kiittää kaikkia julkai- suun artikkelinsa kirjoittaneita – valmennusohjelman toteuttaminen kanssanne on ollut elämys! Lämmin kiitos kuuluu myös kaikille julkaisun toimitustyöhön osallistu- neille – ammattitaitoanne on tarvittu! Joensuussa, kesällä kerran 2012. Marja-Liisa Ruotsalainen 7 LUOVIEN ALOJEN MANAGEROINTI JA ALUEELLINEN KEHITYS JOHDANTO Marja-Liisa Ruotsalainen Mitä se luova talous on? Käsitteet luovan talouden kupeesta luonnehtivat asiaa: elämysteollisuus, informaatioteollisuus, kulttuuritalous, luova teollisuus, populaa- rikulttuuri, mediateollisuus, sisällöntuotanto, symbolitalous, vapaa-ajanteollisuus, viihdeteollisuus. Kaikkia edellä mainittuja termejä voidaan käyttää, kun puhutaan luovan talouden sisällöllisistä painopisteistä. Luova talous on taiteeseen ja kulttuurin perustuvaa kaupallista tuotantoa, siis taloudellista toimintaa, jonka käyttövoimana on kulttuurinen pääoma. Sellaisiksi ajatellaan tiedosta ja luovuudesta ammentavia aloja kuten käsityö, taide, kustannustoiminta, musiikki, teatteri, elokuva, televisio- ja radiotuotanto, design, arkkitehtuuri sekä verkko- ja mobiili media. Luovien alojen liiketoiminta liittyy läheisesti lähes kaikkiin teollisuus- ja palvelutoimialoihin, erityi- sesti muotoilun, mainonnan ja markkinointiviestinnän sekä animaatioiden kautta. Luovat alat koostuvat sekä palvelutoimialoista että immateriaalituotannosta. Lisäksi kulttuurin alatoimialat yhdessä muodostavat vaikuttavan osan bruttokansantuottees- ta, arvonlisäyksestä ja työvoimastakin. Tämän monialaisuuden vuoksi Suomessa yhä useampi ministeriö haluaa antaa panoksen luovien alojen kehittämiseen, sillä tämä kehitystyö edellyttää eri hallinnon sektorien ja politiikan uudenlaista yhteensovitta- mista. Samanaikaisesti nähdään siis sekä mahdollisuuksia uusille kulttuuriviennin ja luovien alojen kansainväliselle yritystoiminnalle että hyötyarvo kansalliselle kilpailu- kyvylle, kun palveluyhteiskunnan kehitys kulkee rinnan luovan talouden kanssa. Luovien alojen määrittely on haastavaa, sillä käsitteelle ei ole olemassa yhteistä ja vakiintunutta määritelmää – ei kansallisesti eikä kansainvälisesti. Luovan talouden tekijät ovat kuitenkin ne tuottajat ja toimijat, jotka kykenevät tuotteistamaan, jakele- maan, ratkaisemaan ansaintalogiikan haasteet ja vielä toisenkin kerran toteuttamaan taloudellisesti toimivan konseptin kulttuurin sisältötuotantoa hyödyntäen. Creative Managers -valmennuksessa annettiin eväitä luovien alojen sisällöllisen osaamisen kehittämiseen kaikkiaan 33 koulutustilaisuuden verran ja lisäpotkua haet- tiin seitsemältä benchmarking-matkalta. Teknologiaosaamisessa työskenneltiin pää- osin työpajamaisesti, koska erikoisosaajavalmennettaville on ollut tärkeää saada itse kokeilla ja testailla laitteita, ohjelmistoja ja simulointijärjestelmiä niin stereoskooppi- sen kuvaamisen, värinmäärittelyn, ilma- ja vesikuvaamisen kuin ääniteknologiankin 8 Kokemuksia Pohjois-Karjalasta osa-alueilla. Management-taitojen osalta koulutukset toteutettiin yleensä luentoina ja pienryhmätyöskentelynä. Seminaarien toteutuksissa kiinnitettiin aikataulullisesti erityistä huomiota sisältöjen ryhmittelyyn koulutukseen osallistuneiden omien tarpeiden perustalta. Tämä oli käytännöllisesti tärkeää, koska koulutettavat edustivat erilaisia osaamisaloja ja painotuksia. Kansainvälistymistä ja verkottumista edistettiin kansainvälisten kouluttajien li- säksi ulkomaan opintomatkoilla, jotka olivat samalla luovien alojen teemakohtaisia kansainvälistymistoimenpiteitä ja tarkoitettu verkostojen vahvistamiseksi. Matkojen toteuttamisessa haasteeksi nousivat valmennettavien taloudelliset ja ajalliset resurssit. Benchmarkingin avulla haluttiin arvioida oman organisaation suoritustasoa suhtees- sa muihin yrityksiin ja organisaatioihin sekä löytää ja omaksua uusia ajatuksia, me- netelmiä ja toimintatapoja, jotta oman organisaation toimintaprosessit ja käytännöt paranisivat. Näin voidaan asettaa omalle organisaatiolle määrätietoisia
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