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    The New Golden Age
    The New Golden Age
    The New Golden Age
    Ebook100 pages1 hour

    The New Golden Age

    By Christian Have

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    About this ebook

    “It is time to consider arts and culture as something that can enrich and optimize society, the public sector, the business world as well as the general welfare of citizens. That is, if we exploit its potential. This can happen if we create new forms of partnerships between arts and culture on one side and the business world and the public sector on the other.”
    This is an excerpt from Christian Have’s book, “The New Golden Age: Arts and Culture as a Growth Engine”.

    The book is a brand new and internationalized version of his original Danish book from 2015, which has generated nationwide debate about the concept of Corporate Cultural Responsibility – and ensured support for the concept of CCR from two different Ministers of Culture, Marianne Jelved and Bertel Haarder, as well as a wide array of prominent representatives from the business world and the field of arts and culture.

    “The New Golden Age” challenges the increasing tendency to only view the cultural world through the eyes of lawyers and economists. As such, it contains many potentially controversial statements:
    •Commercializing art can be a good thing
    •The artists of the future do not see a conflict between that which is commercial and that which is artistic – the most important aspect is to get their product out, and this means that we will see completely different kinds of artists than the ones we see today
    •Artists have to claim responsibility for establishing new partnerships and options for financing
    •“Art for art’s sake” no longer makes sense
    •Due to the digital development, culture consumers of the future will change their behavior completely, and this means that cultural operators are forced to focus on meeting the changed needs of their audiences – for instance through CCR partnerships
    •Corporations and organizations should exercise CCR without an obvious focus on return-of-investment

    The book takes the reader through numerous inspiring examples of existing partnerships between cultural operators and the business world.
    This includes the mobile service provider Call me, their campaign to promote a civil tone, and their partnership with the music group Lighthouse X; variety chain store Flying Tiger and their partnership with Yoko Ono; Sennheiser partnering up with David Bowie; and Heineken ensuring massive exposure of street artists.
    Furthermore, the book contains a specific partnership model with eight elements that present how the ideas behind CCR can be transformed into action – into well-functioning and enriching CCR partnerships.

    --
    Praise for the original book:

    ”It is a wonderful book, because it supports the claim that, in a new golden age, people and our society cannot be without neither the rationality of the business world nor the sensuous or aesthetic expression of the arts.”
    – Marianne Jelved, former Minister of Culture (2012-2015), current member of the Danish Parliament for the Social Liberal Party

    “Christian Have convincingly writes about why Denmark should focus more on the interaction between art, business and production in order to become one of the world’s most creative and innovative nations.”
    – Mogens Jensen, former Minister for Trade and Development Cooperation (2014-2015), current member of the Danish Parliament for the Social Democrats

    ”In the middle of (another) period of whining in the world of arts and culture, Christian Have provides an enormous injection of vitamins. We should not try to whine ourselves out of our problems – we should collaborate, he says. Identify new partnerships within the world of business that can enrich both parties. And he does not simply suggest it – in his great and easily read book, he provides an intelligent recipe on how to do so.”
    – Henrik Lyding, theater critic, Jyllands-Posten

    LanguageEnglish
    PublisherForlaget Underskoven
    Release dateJan 10, 2017
    ISBN9788793299597
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      Book preview

      The New Golden Age - Christian Have

      cover_121216.jpg

      The New Golden Age

      Arts and Culture as a Growth Engine

      By Christian Have

      Chapter 1: Introduction

      The cell service provider Call me is fighting to preserve a civil tone in society. The energy drink manufacturer Red Bull is educating and recording tomorrow’s stars of the music industry at the company’s own academy. The international chain of variety stores Flying Tiger publishes art books. The brewery Heineken facilitates mural painters and throws them secretive pop-up parties. And a rock band records a music video with Microsoft. These are but five out of, fortunately, many examples of what this book is about: That arts and culture can be commercialized, to a certain extent, without losing their value. That arts and culture can enter into creative partnerships with businesses - and vice versa. That we are in the middle of a big transformation of the way we perceive the potentials and roles of arts and culture in society. This book is about CCR - Corporate Cultural Responsibility.

      I introduced the term some years ago, but back then, there was not enough empirical evidence to support my claim that this would truly be a turning point for our way of understanding arts and culture. I could not describe and analyze the processes sufficiently, because they barely existed then. But a lot can happen in a couple of years, and it is obvious that we are now at the turning point, and that it will have a significant effect on cultural, financial, and developmental aspects of society.

      Businesses, the public sector and artists have started entering into new partnerships. We are not talking about companies supporting artists simply to brand themselves, or that businesses are only engaging in the cultural sphere in order to strengthen their bottom line. Rather, we are talking about how all the parties have figured out a way to work together in constellations that work for and enrich all of them at once. We are talking about the public sector, businesses and artists taking on a bigger responsibility than they are used to. This is not an added challenge. It is a way to create increased growth and value - also on the bottom line, in terms of employee satisfaction, production innovation, and a whole lot more. With this book, I set out to prove how CCR will indeed benefit everyone around the table, measured through different parameters, all of which I will list.

      My definition of CCR reads as follows:

      Corporate Cultural Responsibility is the active co-responsibility of a business (or an organization or a foundation) for the development, rebuilding, activation, operation or adaptation of the cultural identification factors of a society such as language, music, the arts, literature, and faith - from the spoken word to the newest hybrids of art and media.

      Based on the development in recent years, I will try to pinpoint the effects that CCR will have for arts and culture, businesses, and society at large. I will try to show how we can make the best use of this chance to generate growth. From a business standpoint, an artistic one, as well as a societal one. What is required to practice CCR? Who does it benefit? What will happen if we do not have a strategic approach? What are the challenges? And what is actually new about CCR, compared to what we have previously seen?

      I will use real-life examples to clarify and help conceptualize the theory and philosophy behind this new tendency. The intention with this book is to sow the seeds of what can become a targeted, strategic approach for CCR, and I hope will serve as inspiration among businesses, politicians and artists in the years to come.

      There is great potential in CCR for the world of arts and culture. And it is not a utopia. It is a vision that people are already busy implementing.

      CCR can lead to a new golden age. Not just for the world of arts and culture, but for society, and at its core.

      CCR is not just about taking responsibility. It is about taking a chance on what could lead to a paradigm shift.

      Chapter 2: Culture is (also) business

      What is arts and culture?

      Before I start talking about how arts and culture and the business world can mutually benefit from each other, I would like to state what I mean by arts & culture, and why it is not simply important, but a requirement for our society to function properly.

      Arts and culture are all the things that tie us together as human beings. Everything from language, history, freedom of speech, sports and our form of government to literature, music, performing arts, visual arts, and architecture - and everything in between. During a 2015 meeting on CCR organized by the Danish Ministry of Culture and Center for Culture and Experience Economy, the director of the Danish Royal Theatre, Morten Hesseldahl, has put it this way:

      Arts and culture do not give us solutions, but rather an increased understanding of the world. And the solutions of a new era require that we have an understanding of this new era. This is why the development of our society is wholly dependent on arts and culture.

      In other words, the value of arts and culture cannot be measured through money. The role of arts and culture is to give us an understanding of society, as well as our own role in it. The dominating return-on-investment mindset forces people to ask, how much does it cost, and how much am I getting back?. This line of questioning limits growth and creativity. The return we get as a society when we invest in arts and culture should be measured in our societal tolerance, generosity, flexibility, morality, and cohesion.

      In what seems like a paradox, prosperity and increased standards of living have led to a culture loss in the Western world. Arts and culture have been marginalized and turned into something that is nice to have, while it is actually a need to have for the very foundation of our existence. This marginalization has happened for several reasons, but an essential factor has been the global state of shock after September 11th 2001. Western societies tightened

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