The creative industries are not just thriving — they’re shaping how we live, think, and build the future. At the European Culture & Creative Dialogues hosted by EIT Culture & Creativity and New Renaissance Ventures, in collaboration with the Belvedere Museum, the spotlight was on something often overlooked: investing in creativity as a serious business.
This isn’t about treating culture like a side note or a passion project. It’s about recognizing it as one of the fastest-growing sectors in Europe — and globally — that blends visionary thinking with scalable, smart business models.
Culture That Bridges Past, Present, and Future
“A relevant museum needs to blend past, present, and future — we are doing this with technological tools.”
The Belvedere Museum exemplifies this. From its innovative NFT project reimagining The Kiss in 10,000 digital tiles (one of the most successful museum-led NFT projects to date) to the launch of Belvedere Games like Art Leap, they’re showing how cultural institutions can lead with innovation.
Technology isn’t just an add-on — it’s integral to how we preserve heritage and create new forms of engagement. AI-driven audio guides now offer multilingual, customizable experiences, adapting in real time to users’ questions and preferences.
The Myth of the “Niche” Creative Economy
During the discussion, Christina, Severin, and Samanta challenged the idea that culture is a niche. As Samanta put it:
“It’s considered niche — but what’s niche about it? Everything we do is surrounded by culture.”
The real issue? Branding. Cultural tech companies often don’t label themselves in ways that investors can recognize. That’s why building a shared language matters. Labels aren’t just semantics — they open doors to funding and partnerships.
“Don’t fall in love with your tech. Fall in love with your mission.”
How Investors Think About Culture
According to Severin, once investors go deep into a creative sector, they realize how big the opportunity really is. Familiarity breeds confidence — which is why specializing in a “niche” can actually yield a stronger portfolio.
Christina adds: it’s not just about numbers. Investors are increasingly asking: Who is the entrepreneur? Who is creating cultural and social impact? Cultural relevance is becoming a key performance indicator — not just a side benefit.
And yes, AI is everywhere — but it’s not the focus. As Christina says:
“We look more into the mission and social impact. The AI is already there.”
Solo Founders, New Tools, and the Power of Community
Solo entrepreneurs are rising in the creative economy, empowered by AI tools that help them scale faster and smarter. But success also comes from knowing when to pause. As Samanta reminded the audience:
“Taking care of yourself is necessary, not a luxury.”
What matters most is building a team and ecosystem that supports you — because no one scales alone.
A New Era of Democratized Creativity
AI is also tearing down traditional barriers to creativity. Filmmakers now shoot cinematic content on smartphones. Architects and game designers can generate 3D environments without advanced technical skills. AI is becoming a creative copilot, giving time, access, and tools back to the creator.
But with limitless creation comes the need for strong curation. As Severin said:
“We’re in a content overload. You need criteria — it’s in you to decide what to elevate.”
The Takeaway
Investing in the creative economy is no longer a visionary idea — it’s a strategic one. Culture is tech. Culture is business. And above all, culture is a powerful force for impact and change.
Let’s stop treating it like a side project — and start building the future around it.
