// Theme 1: Protection | Connection
Before content was digital and computers were connected, it was easier for all creative industries to protect their content: information bound to physical data carriers can be retained and controlled easily as the distribution is a physical, time-consuming and expensive process. Since content could be copied for an unlimited number of times and easily shared, all media and entertainment sectors have lost some of the control they were used to since they started operating.
In recent years, there have been various powerful movements that are advocating for a more open approach to intellectual property. At the same time, the big revenue drivers of creative industries are the companies that are strictly built on protected copyright. A challenge for all creative industries is to find the balance between supporting businesses by protecting intellectual property and providing a broader access to cultural content by opening up control mechanisms.
// Theme 2: Inspiration | Realization
In a time where all creative industries are being challenged by eve evolving technology - which affects all aspects of our daily lives - innovation is needed more than ever. In order to remain sustainable and build new business models, content creators and owners need to work closely together with technology innovators. Entrepreneurs, on the other hand, need to move quickly in order to keep up with the fast pace of innovation, and this upkeep can be expensive. Often this can result in young companie requiring external investment in order to accelerate growths - and this investment always comes with a price.
A common belief within creative industries is tha big organizations are prohibiting innovation in order to protect existing business models. Another view is that, without those big organizations and their investment in smaller companies, innovation cannot flourish; this co-dependence is key to healthy creative industries.
// Theme 3: Globalization | Localization
In times of decreasing revenues, there is a need to find and explore new markets in order to make sure businesses remain sustainable. For quite some time, Western businesses within creative industries have been looking at ‘emerging markets’ (such as China, India and Brazil) as sources of new customers. There was a common belief that those territories were supposed to be hungry for Western content; often this promise was not fulfilled. It turned out that monetizing content in new countries was more complex than assumed.
For content creators, their local markets are ver often the initial source of attention. Whereby this may have changed over the last 15 years with the availability of digital communication and distribution channels, the local market remains key to emerging artists. Bands play first in a local venue, painters will show their art in local galleries, and local screenings might be an introduction for aspiring filmmakers. With this in mind, creative industries may be putting too much of a focus on global markets as opposed to what’s happening in their area.