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Point of View


POINT OF VIEW


Frankfurt’s offshoot seeks to disrupt content creation, production and distribution


WORDS Holger Volland


or curate unique content, a valuable commodit that we can use even more effectively today thanks to new technologies and media. We want to break the boundaries of “traditional” ways of producing, distributing and consuming content, as well as point the way to new possibilities for their delivery, and thus pave the way for a commercial use.


OR THE SECOND time, business festival The Arts+ will take place alongside the Frankfurter Buchmesse (11th–15th October 2017), in Hall 4.1. The festival will focus on the business of creative content and the digitisation of culture and societ. Museum publishers, design publishing houses, tech- nology companies, digital thought-leaders and other creative minds will come together over five days, and on two stages, to analyse current trends and to discuss the future of the cultural and creative sectors. In addition, visitors can experiment with innova- tions, experiencing them first-hand in the exhibition area. This year, admission to The Arts+ programme is included in the Frankfurter Buchmesse ticket. That means that interested publishing professionals are welcome to join the festival’s events. And anyone with a full diary during the day can stop by The Arts+ Hub during Happy Hour, which begins daily at 5:15 p.m., to enjoy the relaxed atmosphere and network with partners, speakers and exhibitors.


F


Happy to be content Nowadays, book readers, visitors to museums or music listeners are increasingly becoming users of content. The analog experience of the art has been changed and enriched by the digital, multimedia experience and sometimes is not necessarily even dependent on time and location. This increases iden- tification with the content producer as a brand and can also be transferred to other branches of cultural and creative industries. Publishing houses, for example, are also increasingly becoming brands with their own resonance, captivating their customers by analog and digital means, and becoming a part of their daily lives. Publishers are becoming content curators. The publication products are becom- ing multimedia carriers of atitudes and opinions, utopian places without space or time. Many topics that seem futuristic today, and are barely noticed, will become the industrial standards of tomorrow. With the e-book, the digitisation of publishing is just at its beginning. The multimedia revaluation and exploitation of content in the form of licensed transactions can become even more refined for the publishing market—as well as for the other cultural and creative industries—in line with the evolution of the entire creative landscape. With The Arts+, we want to promote the smart, sustainable use of creative content. We want to bring people together, those whose innovative spirit and expertise can lead to new economically viable and fiting business models for the cultural and creative sector. We are confident that The Arts+ as a creative hub will continue to establish itself as an important innovation and discussion platform. ×


Holger Volland addresses attendees at The Arts+ stream of the Frankfurt Buchmesse in 2016, its inaugural programme


The Arts+ follows an interdisciplinary approach. The segments of the creative business sector all differ greatly, but also have one thing in common. They are all about creative sources which become intellec- tual propert. Whether architect, fashion designer, head of a collection or even publisher, they all create


Holger Volland is the founder of The Arts+. He also currently serves as vice-president of Frankfurter Buchmesse, and as member of the organisation’s executive board


32


12th October 2017


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