IP AND STRATEGY FOR CULTURAL PROFESSIONALS

Session developed by UPTEC and XAMK

Authored by Fátima São Simão and Suntola Silja

General Information

Over the past decades, intellectual property has become a central concern for the creative and cultural industries. In this session, we will present thecontext for this recent centrality of IP (focusing particularly on copyright) and it’s dynamics, through a brief introduction to the digital revolution and its effects on cultural policy, cultural work, business models and creative practices. By providing basic knowledge about intellectual property and other important differentiation factors, students will learn strategies that can contribute to improve their projects and career development.

Aim

  • Improve students knowledge aboutImprove students knowledge about the digital revolution economic and cultural impacts (namely, in terms of cultural work dynamics and precarity).
  • Provide basic knowledge about intellectual property rights (in particular, copyright and brands) as well as other important differentiation factors.
  • Present the Creative Commons licenses and examples of innovative tools and strategies to inspire their practice.
  • Encourage participants to use IP and other differentiation factors as a strategic tools for the development of their creative projects and work models.

Facilitators for this workshop must have cultural economics background and business development experience in the cultural and creative industries. Strong knowledge on the CCIs markets’ structures and dynamics and emerging business models for the contemporary network society are also a requirement. It is important to have basic intellectual property knowledge (particularly, copyright) and professional experience in designing sustainability strategies for cultural projects. Design and/ or artistic expertise and experience with personal career management and/ or business development in Arts and Humanities’ projects adds a very valuable plus to the session. Ideally, the module should be delivered by a team of two trainers, covering both required backgrounds (economic and artistic).

9.30 am – 11.00 am
cultural work and intellectual property

1.00 pm – 2.30 pm
Lunch

11.00 am – 11.30 am
Break

2.30 pm – 3.00 pm
Meet the professionals

11.30 am – 1.00 pm
Sustainability strategies for arts and humanities’ projects

3.00 pm – 5.30 pm
Group work and mentoring

OUTCOMES

  • Each working group has decided on their IP approach and defined the differentiation strategy for their projects

 

room/ equipment requirements

  • 1 Creative Project Canvas or Business Model Canvas x group
  • Computer
  • Video-projector
  • Paper, pens and post-its

Outline of activities

Theme 1 - Cultural Work and Intellectual Property | 1,5 hours

aim

Improve students knowledge about the digital revolution economic and cultural impacts (namely, in terms of cultural work dynamics and precarity).
Provide basic knowledge about intellectual property rights (in particular, copyright).
Introduce the Creative Commons licenses.

description

In the first part of the session, we will cover the main characteristics of cultural markets’ structures and dynamics. We will give special attention to cultural work and the impacts of digital revolution in its dynamics, in order to understand the centrality of copyright in the creative industries. We will then do a brief introduction to intellectual property, with particular focus on copyright, its origins and developments and its most important aspects. We finally introduce alternative licensing possibilities, such as Creative Commons, explaining the pros and cons of their use.

Theme 2 - Sustainability Strategies for cultural projects | 1,5 hours

aim

Provide basic knowledge about important differentiation factors (beyond intellectual property).

Present examples of innovative tools, strategies and business models to inspire their practice.

Encourage participants to use IP and other differentiation factors as a strategic tools for the development of their creative projects and work models.

Use the Creative Project Canvas or other tools to help students chose
and develop the strategies they wish to apply to their projects..

description

In this part of the session, we present differentiation factors (other than intellectual property) and present examples of different business models and strategies in the creative and cultural industries (from traditional to innovative),
explaining the effects and opportunities brought by digital transformation. We finally help students develop and apply their own strategies to their projects, with the help of instruments such as the Business Model Canvas or the Creative Model Canvas.

All the modules

For a 5 day duration programme, with a group of 25 students, the recommended outline has been defined as follows.

Module 1

Initiation & Ideation

Ice-breaking session where students introduce themselves
and discuss their goals and expectations about the programme through a series of interactive exercises. This is followed by team-building exercises to define the working groups. At the end of the session, challenges are presented and, through design thinking strategies, teams should be able to decide and briefly present the dea they will be developing throughout the rest of the days.

Go to the module 1

Module 2

Creative Project Planning

During this day, the groups learn how to use project planning basic concepts and tools, namely the Creative Project Canvas, in order to develop their project structure/ business model (depending on the challenge they chose). The Creative Project Canvas is the tool suggested for the groups to during the entire training week, to plan and reflect on theproject/solution/prototype to be delivered at the end of the pilot.

Go to the module 2

Module 3

Intellectual Property and Strategy for CulturalProfessionals

Students will learn the basics of intellectual property (with special focus on copyright) and how such regulations can affect their work (projects, business or career wise).
In the second part of the session, through a series of examples of AH projects (businesses and non-profit), they will be introduced to other differentiation factors and how they can strategically use them in their projects in order to reach their own goals more effectively.

Go to the module 3

Module 4

Pitch and Communication

The Pitch and Communication session starts with some pitch warm-up exercises, so the teams can test a first approach to present their projects to each other.
They learn how to structure and deliver a good 5 minutes pitch and also about essential communication rules and techniques that will help them define the communication strategy for their projects.
As the day ends, a series of drama exercises allow students to learn and test their most natural and important communication tool: their own bodies.

Go to the module 4

Module 5

Final Pitch Day

In the final day, the teams will present their 5 minutes pitch to a panel of 5 juries, who will give feedback on the project and the presentation performance and decide which team is the winner.

Go to the module 5

Complementary Module

Body as Communication Device

In this session, participants are introduced to ideas and exercises that explore presence in relation to the body as a communicative devise and they are invited to partake in a number of exercises.

Go to the complementary module