Pro Helvetia is testing new promotion models in the areas of design and interactive media. Swiss talents in these domains are among the best in the world, not least thanks to outstanding courses offered at universities. As a rule, however, creatively minded graduates cannot move on to traditional institutions such as museums or theatres. Instead, they need to take their productions directly to the market.
This calls for a new promotional strategy. The promotion models for design and interactive media launched by Pro Helvetia for the 2016-2020 period therefore aim to support projects not only in view of their artistic quality, but also with an eye on their innovation and market potential.
The measures and criteria involved are the following:
- With a pilot programme called «New models of collaboration – Culture and Business» involving partners from the fields of innovation, business and cultural promotion, Pro Helvetia is initiating new support tools to help creative talents make their mark in the field. The tools are aligned to the various steps in the development of a new product – concept, prototype, production, marketing – and are applied by Pro Helvetia in a targeted fashion with the assistance of expert know-how and advice.
- This enables talented Swiss practitioners to acquire the skills it takes to advance their projects with a focus on both quality and innovation. In most cases, they are then offered the backing required for a successful international marketing of their product.
- The support tools are on offer for artistically and technologically innovative projects that also show sufficient market potential.
These measures have been developed by Pro Helvetia in accordance with the Swiss government’s cultural policy statement («Kulturbotschaft») 2016-2020.
Olivier Glassey, Professor IDHEAP, University of Lausanne, has conducted an evaluation of the focus «Culture and Business» for the period 2016-2020. It shows that the initial funding of projects in the field of interactive media and design is bearing fruit. Recommendations will be integrated into the implementation of future funding measures.
For further information on the evaluation of the «Culture and Business» initiative, please contact email@example.com.