Creative Media Production

The creative industry is currently benefiting from a worldwide boom, especially in the Middle East. Numerous co-operations between these countries and the Austrian creative industry have turned out quite successful.

Creativity is versatile

The sectors in this industry include the movies and music industry, movie production, recording studios, music publishing houses, books and media trade, creative furniture industry, sound and acoustic designers, pyro-technicians, interior design sector, creative editors, creative heads of the advertising industry, web designers, multimedia, fashion design, architecture, product design, editorial design, furniture-, jewelry-, fashion-, interior-, and industrial design, contemporary architecture, communications and interior architecture, creative crafts, radio and TV, software and games, video, and many more.

Austria scores

The economic significance and development of the creative industries were the main topics of the 4th creative industries report which was published in December 2010. The report makes clear that the creative industry has advanced to one of the growth drivers in the Austrian economy. The share of newly established companies in this sector has increased by 10 percent over the past five years (SME research Austria). With a whopping EUR 18.5 billion the sales showed a rise of 25 percent. One company out of ten belongs to this sector. In 2010 the number of creative enterprises in Austria amounted to 36,100 with 127,000 employees (cf. www.creativwirtschaft.at).

Creative industry on the fast track

Thanks to the sector´s high economic viability of +5.3 percent the „creatives“ can look to a bright future. Hardly any other sector achieves a similar positive rating with respect to the order situation and sales trends as is the case with the creative industry. The direct and indirect value creation in this sector amounts to EUR +11 billion. Two thirds of the sector are dominated by one-man-businesses with 2.5 employees on average (cf. www.creativwirtschaft.at).

Support programs causing a new boom 

The creative industry is currently benefiting from a worldwide boom, especially in the Middle East. Numerous co-operations between these countries and the Austrian creative industry have turned out quite successful. Above all, the domestic efforts in the form of support programs like “Evolve” – an innovation support program (Austrian Wirtschaftsservice und arge creativwirtschaft) make a considerable contribution to the upward trend in this sector (BMWFJ). By means of specific programmes, the “iP ImpulsProgramm creativwirtschaft” (Austria wirtschaftsservice) aims to enhance the position of SMEs in the creative industry. The export figures show great potential for the interior design industry. Especially countries like Iran offer interesting opportunities for Austrian companies. Further upward trends are observed in the digitalization of broadcasting stations, radio stations, as well as in the fields of social media and e-books. A noticeable trend arises through co-operations which are aimed to achieve a collective goal, Gertraud Leimüller, chairwoman of the creative austria wirtschaft points out. Leimüller stresses the fact, that the full potential of this sector is far from being exploited.

Reputation abroad 

The creative industry of Austria enjoys a remarkably good reputation, especially when it comes to the creation of innovative production and service concepts. Therefore it doesn´t come as a surprise, that Austria has been awarded with the title of Turkey´s first partner country at the international trade show 2011 in Izmir, which is nearby the Turkey Aegean coast (cf. www.creativwirtschaft.at).

The Design Week 2011 in Istanbul hosted more than 100 Austrian designers and companies with an affinity for design, such as Artweger, Lobmeyr, Schiebel, Wolfort, and many more. At the design fair in Zurich, the positive image of Austria received an additional boost by aspiring labels like Ina Kent, Nussbag, Art Point, Blumberg, and many more. Austria´s contemporary architecture sector is currently represented in São Paulo. Created by the architects heri&salli (Vienna), the five storey, walk-in project „Flederhaus – come in and hang out“, can be discovered until the 4th of December 2011 (cf. www.creativwirtschaft.at).

Additional sources: www.bmwfj.gv.at, www.ifgh.ac.at
Editorial department: Mag. Markus Pellischek-Wilsdorf