A report on the creative industries in the state of Styria was published in 2012.
New pilot programme funds innovative projects between SMEs and partner creative industries.
The open platform AustriaDesignNet was set up in 2012 to coordinate international promotion activities.
4.2.3 Cultural/creative industries: policies and programmes
Since 2000, the field of Creative Industries has acquired increased importance in the cultural policy debate, which is demonstrated not least by the increasing number of research works in this area: thus far four reports on Creative Industries have appeared at national level (the fifth is being published at the end of 2012), as well as studies on the cities of Vienna, Linz and Graz et al., and for the provinces of Burgenland, Lower Austria, Upper Austria, Vorarlberg and Tyrol; a report on Styria is being published in 2012. However, the respective definitions and sector definitions differ. The most current definition comes from the first study on the creative industries, which was drawn up in Vienna by the österreichische kulturdokumentation (Investigation of the Economic Potential in the Field of Creative Industries in Vienna, 2004, commissioned by: Vienna City Council Department for EU Strategy and Economic Development, Vienna Chamber of Commerce, Vienna Film Fund). The creative industries thereby include all activities that have to do with architecture, the audiovisual field (film, video, television, radio), the fine arts and the art market, the performing and entertainment arts, graphic arts, fashion and design, literature, publishing and print media, multimedia, software games and the Internet, museums and libraries, the music industry and advertising.
Supplementing the LIKUS system, (see chapter 3 and chapter 6) LIKUSkreativ© was developed, which structures the CI branches into six domains: cultural heritage, performing arts, the audiovisual area, visual arts, books and the press, and transverse areas. This covers a total of 20 categories, which correspond to the 16 branches of LIKUS, supplemented by four transverse themes.
According to the fifth Austrian Creative Industries report, in 2010 there were 38 400 creative-industry enterprises in Austria. This corresponds to 10.4% of enterprises in the total economy. In all, 130 500 people worked in the creative industries. Some 93 100 of these were directly employed. These companies made around EUR 18.2 billion, or 2.7% of the total economy.
According to the fifth Austrian Creative Industries report for Vienna, in 2010 one in six companies in Vienna were part of the creative industries, i.e. more than 16 000 companies with over 60 000 employees. The creative industries thereby make up 6.5% of the total Viennese economy in terms of employment. In 2010, Vienna's creative industries made a turnover of EUR 10.8 billion and gross added value of EUR 3.8 billion.
In the course of recent years various support programmes of diverse funding agencies have been developed for the creative industries. Supports at federal level are:
The "Evolve" initiative for the promotion of innovation in the creative industries of the Federal Ministry of Economic Affairs, Family and Youth, started in 2008, in cooperation with the arge creativ wirtschaft austria (cwa) and austria wirtschaftsservice (aws) and has a budget of EUR 25 million up until 2013. "Evolve" offers education and training, services, counselling and networking as well as financial funding through the "Impulse" programme for the experimental development and first market application of products by businesses in the creative industries, pilot projects and awareness measures.
Unit F Büro für Mode; the agency was founded in 2000 with the aim of providing financial support to designers who have the potential to establish themselves in the international market. Unit F is funded from cultural funds of the City of Vienna and the bmu:kk and thus sees itself as cultural support in contrast to economic support.
Since 2004 there has also been an international offensive for the creative industries, which was launched by "Außenwirtschaft Österreich" (AWO; Foreign Trade Austria) and the Austrian Chamber of Commerce (WKÖ). Since then, with almost 100 co-funded international projects, more than 1 800 Austrian companies from the fields of design, architecture, music, fashion, art, multimedia and film have been advised and supported in 20 different countries on five continents.
The working group creativ wirtschaft austria (cwa) in the Austrian Chamber of Labour has as its remit the interests of the Austrian creative industries, both at a national, European and international level. It is committed to developing the creative industries in Austria and creating linkages with other sectors. The activities encompass skills development to support the economic success of creative people through tangible services and networking of companies and intermediaries; representation of interests of the creative industries and information and awareness as a knowledge hub, commissioning studies into and increasing the visibility of the achievements of the creative sector.
Important initiatives for the creative industries have also been taken at the level of the federal provinces and the cities: In 2003, "Departure – The Creative Agency of the City of Vienna" was founded by the Vienna City Council as an economic support and service office for creative industry enterprises in Vienna. Since 2004, 376 projects (of 1 608 applications) have been supported by "Departure" in 71 different programmes – with 24 million EUR, mainly in the fields of fashion, music, multimedia, design, publishing, the arts market and architecture.
The Vienna Design Week, an international design festival has been taking place since 2006. It offers young designers a platform for the presentation of their projects and has contributed to innovative cooperation between culture, design and business. The event has also contributed to making design an important competition factor in public awareness. The Blickfang International Design Fair, founded in 1993 in Stuttgart, and in the meantime also taking place in Zurich, Basel, Copenhagen and Hamburg, has been held in Vienna since 2004. This event, too, has essentially contributed to the success and profile of the creative industries and their importance in Austria.
Further initiatives by the federal provinces to support the creative industries include for example the Zentrum für Kreativwirtschaft Burgenland, Creative Industries Styria (CIS), Creative Region Oberösterreich, Kreativwirtschaft Oberösterreich, Create Standortagentur Tirol, Hafen 11 Kreativwirtschaft in Klagenfurt, and designaustria. These initiatives are aimed at further developing the creative industries in the respective region and networking with industry, trade and the service sector.
The pilot project "VINCI –Vouchers in Creative Industries" has been running in Salzburg since 2012. 20 small and medium-sized enterprises have the chance of a subsidy of EUR 5 000 each for the implementation of innovative projects with partners from the creative industries. VINCI is a project funded by the EU and the Ministry for Economic Affairs, Family and Young People (BMFJ) and is implemented by the austria wirtschaftsservice GmbH (aws). It aims at promoting the innovation process in small and medium-sized enterprises through the involvement of creative-industry services and thereby strengthens cross-sector cooperation. Salzburg is one of four pilot regions in the EU in which innovative support models for networking SMEs in all sectors with the creative industries are being tried out. The VINCI project is embedded in the European Creative Industries Alliance (ECIA) initiated by the EU Commission DG Enterprise. The ECIA promotes innovation within the creative industries and benefits of the creative industries for other sectors of the economy. VINCI supports and strengthens the cooperation between enterprises in the creative industries and other branches and is intended to serve as a best-practice model for the development and implementation of a nationwide creative industries programme.
Since 2009, there has been an initiative of the Austrian Chamber of Commerce / ARGE Creativ Wirtschaft, called the CreativDepot. In this online database, the works of all genres (e.g. photography, poetry, blog entries, open-source software etc.) can be recorded in order to make their copyright visible and protected. The CreativDepot offers the following functions: a public description of work, a definitive work code, standard licences, a permanent link to the work and licence, a digital timestamp, comment functions and marketing options.
In 2012 Austria's most important design initiatives (Creative Industries Styria, designaustria, designforum Wien, MAK and Vienna Design Week) jointly founded the open platform AustriaDesignNet. The aim is to represent Austrian design together at international events and above all to network and coordinate international activities better. The platform is supported by the Ministry for Economic Affairs, the Family and Young People and supported by Außenwirtschaft Austria and impulse / aws.
One important area of emphasis for the current minister for culture is support for film. In order to strengthen the promotion of the new generation in the film sphere, in 2009 a new coordination office to support the upcoming generation was established at the Ministry for Education, the Arts and Culture, together with the Austrian Film Institute (ÖFI), which functions as a networking point and is intended to coordinate the structuring of the nationwide promotion of the upcoming generation.
A further instrument to strengthen the Austrian film industry was introduced in 2011, with the support initiative Filmstandort Austria (FISA; Film Location Austria) by the Ministry for Economic Affairs, Family and Young People (BMWFJ) to support cinema film production.