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ARTISTS CONTRIBUTE TO BUSINESS AND COMMUNITY DEVELOPMENT Examples from the Netherlands Joost Heinsius Kunstenaars&CO

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. Pearls for Swines: toys for pigs.

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ARTISTS CONTRIBUTE TO BUSINESS AND COMMUNITY DEVELOPMENT Examples from the Netherlands Joost Heinsius Kunstenaars&CO

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  1. ARTISTS CONTRIBUTE TO BUSINESS AND COMMUNITY DEVELOPMENTExamples from the NetherlandsJoost HeinsiusKunstenaars&CO (Artists, Culture & Entrepreneurship) Prague March 2009 Artist contribute to business and community development

  2. Toys for Pigs

  3. 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

  4. 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

  5. JalanJalan

  6. 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 March 2009 Artist contribute to business and community development

  7. 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… March 2009 Artist contribute to business and community development

  8. DSM

  9. 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 March 2009 Artist contribute to business and community development

  10. 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 ! March 2009 Artist contribute to business and community development

  11. 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!) March 2009 Artist contribute to business and community development

  12. 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 March 2009 Artist contribute to business and community development

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