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Artist Contribution Joost H270309
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Artist Contribution Joost H270309

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presentation at EU conference on Creative Economy march 2009 at Prague. only slides, not the movies

presentation at EU conference on Creative Economy march 2009 at Prague. only slides, not the movies

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  • Let us start with a special example. You will now watch an item of the national tv news 2 years ago: how new EC-regulations lead to product innovation for pigs
  • This strange project is a unique cooperation between a university, farmers union, an organisation for animal welfare and artists. There are new rules for material to stimulate playing behaviour in pig styes. Artists visit the pigs and recieve workshop on pig behaviour, hey develop ideas which are presented to scientists and farmers. Those ideas lead to 5 prototypes wich lead to 2 new products. Why artists? They look at questions from a different angle, they are not mass producers, they are used to come up with a different idea every time. So involving them in a complicated question can result in products nobody in the agricultural industry would ever think of.

Artist Contribution Joost H270309 Artist Contribution Joost H270309 Presentation Transcript

  • ARTISTS CONTRIBUTE TO BUSINESS AND COMMUNITY DEVELOPMENT Examples from the Netherlands Joost Heinsius Kunstenaars&CO (Artists, Culture & Entrepreneurship) Prague March 2009 Artist contribute to business and community development
  • Toys for Pigs
    • Movie Paarlen voor de Zwijnen
  • Pearls for Swines: toys for pigs
    • Cooperation between:
    • Agricultural University
    • Farmers Union
    • Organisation for Animal Welfare
    • Artists
    • Result:
    • 5 prototypes, 2 new products on the market
    • Co-creation leads to product innovation
    March 2009 Artist contribute to business and community development
  • Artists for Community Development: JalanJalan neigborhood project
    • Amsterdam neighborhood with over 100 nationalities
    • High unemployment, high percentage of social housing, high percentage of criminal behaviour
    • One-year community art project: artists of the neighborhood involve school children and parents in art workshops and three street festivals
    • Research by national research organisation shows that children like their neigborhood better and that inhabitants connected with people from different cultural backgrounds
  • JalanJalan
    • Movie 2 Community art project
  • Artists contribute in communities
    • Artists focus on possibilities, on talent of individuals, not on problems of groups
    • Artists involve different senses: image, sound, movement, they reach different levels instead of only the ratio
    • Working with art is having fun together, connecting people in a positive manner
    • The process of working with art empowers children and adults: they discover new talents and strengths nobody had seen before. Parents become proud of their children, their community
    • Showing their self made art in public lifts the neighbourhood spirit: there is more than you see at first glance
    Artist contribute to business and community development March 2009
  • Artists contribute in business
    • DSM: a Dutch based global company which produces innovative products in life sciences and materials. Turnover: 9.3 billion, 23.000 employees.
    • Business case: goal is growth in turnover of 1 billion € through innovation.
    • They need better cooperation between different departments to speed up product launches
    • Manager Product Launch involved 4 artists in inventing the first product launch room in Delft, where people meet to prepare product launches.
    • The room is great succes, fully booked. They just finished the second product launch space…
    Artist contribute to business and community development March 2009
  • DSM
    • Movie 3
  • Product Launch Room DSM
    • Group of 4 artists: visual artist, writer, new media and dance: combination produces new results, they formed their own company, part time besides their own work
    • Dancer is expert on placing energy in space
    • Co-creation: intensive process of high involvement of both business manager and artists: constantly questioning each other to produce the best result
    Artist contribute to business and community development March 2009
  • Business questions – Artist methods
    • Looking for new visions - reframing reality: photography & poetry (images)
    • Product/process innovation – capability of starting from a different angle, all over again
    • Dealing with a complex & unpredictable context – improvisation (music & dance)
    • Better cooperation between workers – bringing people together through using different senses, different energies
    • Organisational diagnosis - art metaphores (Shakespeare play, directing an orchestra, etc.), artist-in-residence
    • ! The process is as important as the product !
    Artist contribute to business and community development March 2009
  • Artist as teacher? Consultant? Cocreator? Maybe, but always an artist
    • Do not turn artists into what they are not: social workers, consultants, etc.
    • Artist do not provide all the solutions
    • Artists need to learn new skills for this work:
    • Reframing their own skills (f.e. dancer), learning about organisational issues, learning to manage the process of involvement (this is not taught in art schools!)
    Artist contribute to business and community development March 2009
  • Kunstenaars&CO – Artists, Culture & Entrepeneurship
    • Over 50 projects each year, involving more than 450 artists of all disciplines
    • Developing new markets for artists in health sector, public sector, community art and business
    • Training over 1200 artists each year in entrepeneurial skills
    • There are no limits to the possibilities, please DO try this at home 
    • Contact: jheinsius@kunstenaarsenco.nl
    • www.kunstenaarsenco.nl/english
    Artist contribute to business and community development March 2009