For several years, there has been a sharp increase in our interest in cultural and creative expression. To a great extent, this is thanks to digitalisation. In general, we also have more time and more money to consume and experience culture in many forms.
New types of products and services with cultural and creative content, where the development is propelled by innovators, have strengthened Swedish exports and the development of Swedish regions. These companies are often small with few employees; however, they are strong survivors in a tough competition for what we spend our money on. Cultural and creative expression has become an increasingly important part of people’s daily lives and in Swedish industry.
"However, it is challenging to run your own creative business and at the same time manage the business administration and marketing. Many of these entrepreneurs don’t see themselves first and foremost as business owners. Their motivation lies in the creativity and many of them lack both knowledge and commitment to business development models."
These points are made by Katja Lindqvist, researcher at the Department of Service Management and Service Studies at Campus Helsingborg, who has researched the conditions for running cultural and creative organisations for over 20 years. In the spring of 2022, she is appointed by the government as an expert in the investigation of a national CCI strategy.
However, it is challenging to run your own creative business and at the same time manage the business administration and marketing.
The concept of cultural and creative industries (CCIs) took hold in Sweden and in many other countries around the year 2000 when politicians realised that cultural and creative industries have a higher growth rate than many industries traditionally considered as important to the Swedish economy. These small businesses have an ever-increasing presence and are leading the way to more and more innovations and work opportunities. In 2021, one in ten Swedish companies were micro companies in cultural and creative industries and comprised 3–5 per cent of the Swedish GNP.
Skåne stands out
Skåne, in the southern part of Sweden, has established itself as a centre of gaming, with an industry of digital media services that has become a significant feature of the cultural practices of children and young adults. With its roots in sub-cultures, the gaming industry is now a strong market in which local actors and creatives collaborate.
Film production has also put Skåne on the map, both nationally and internationally, providing work for directors, scriptwriters, actors, scenographers, photographers and musicians.
Cultural and creative industries have also drawn closer to the tourism industry, creating experiences for what is known as cultural tourism.
For example, several municipalities around Söderåsen have come together to offer different activities in which local artists and tourism companies involved with nature experiences work side by side.
"What we are seeing in many municipalities are strategies based on location as well as the creators who live and work there, and together developing cultural and creative experiences for both residents and visitors. With this approach, the area develops both economically and socially while offering local experiences for those who live there as well as for tourists", says Katja Lindqvist.
However, it is hard to say if the development in the CCI area is the result of the regional policy support or if it is due to inherent market development. It is important to remember that the market is the strongest driving force for these industries, even if public sector support can assist the companies in finding new markets and developing their operations, says Katja Lindqvist.
Tailored support is best
The fact that Skåne is a leading region when it comes to support for the development of CCIs is, to a great extent, thanks to the efforts of the region. Since as early as 2013, strategy and action plans for CCIs are being produced.
"But there are limits to how much the public sector should support industries given that they shouldn’t influence competitive opportunities. Therefore, the support is often general in nature", Katja Lindqvist explains.
However, this general support is not always suitable in the CCI sector. By understanding the complex interaction between processes and actors at many different levels in society, the public sector funding could be more targeted and have a greater impact. Specific solutions are required for specific industries.
"In my research, I have observed that the best support is local targeted measures based on the needs of individual business owners. An author does not have the same needs as a filmmaker. However, targeted support is more expensive than more general support and can therefore be harder to justify politically", says Katja Lindqvist.
A clearer line
Katja Lindqvist notes that a lot of previous Swedish support for the development of CCIs was temporary.
"In the democratic system there is a regular turnover of politicians, and new politicians may have different priorities. This means it can be hard to carry out long-term support initiatives. If civil servants were able to work with longer mandates, it would be possible to work on more long-term support. I think it would have more positive results."
For CCIs to continue to be an engine for growth in Sweden, Katja Lindqvist believes that the support for microbusinesses and self-employed needs to be easy to understand and easy to apply for. It is also important to distribute the support and to pave the way for broader collaborations between CCIs and other industries. However, the most important thing is a national strategy.
"The government needs to take a strategicdecision for Sweden to invest in this. What is being said in the government is important for our regions, local politicians are watching those above them. The risk of short-term initiatives that are not extended is that the broad expertise and specialised knowledge of civil servants are lost. We reinvent the wheel over and over again."