Creative Informatics: Data Driven Innovation for the Creative Industries

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Creative Informatics is an R&D partnership which will grow Edinburgh's creative industries cluster, by helping it to tap the huge potential of using data to shape, develop and deliver new products and services for public and business customers. Over the past ten years, new data-driven products and services have transformed the way people engage with cultural experiences, conduct transactions, and relate to each other. Our ambition is to enable the sector to succeed in an increasingly competitive market, by addressing key innovation challenges and by developing the R&D capacity and data literacy of companies to ensure they can capitalise on new technology to develop new products and services.The R&D Partnership is hosted by the University of Edinburgh, with Edinburgh Napier University and has two key delivery partners: Creative Edinburgh, a well-connected network of over 3800 members, and CodeBase, the largest technology incubator in the UK and one of the fastest growing in Europe. Creative Informatics will benefit from outstanding infrastructure to support delivery including that provided by the Edinburgh and South East Scotland City Region Deal which will focus on Data Driven Innovation.We will bring together cultural partners, creative businesses and entrepreneurs with academic expertise in the fields of design, informatics, business, law and cultural heritage, to address four Innovation Challenges:1. Developing access to and engagement with new audiences and markets2. Developing new modalities of experience3. Unlocking value in archives and data sets4. Revealing new business models for the creative industries These challenges could see Edinburgh's Festivals extending the festival experiences offered both in Edinburgh and overseas. Outputs from projects could lead to new commercial products for home entertainment, new apps, games, new ways to buy products and services by experiencing them first, new ways for advertising agencies to develop campaigns and experiences for clients, and online experiences for remote participation. Museums and Galleries will be able to mine text and images in their archives to create opportunities for new product lines for SMEs and the tools developed along the way can also be licensed and sold. Partnerships across our cluster will include creative teams who understand new transaction technologies (crowd-financing, micro-payments, cryptocurrencies). This will ensure creative entrepreneurs can develop radical new products and services, whilst understanding the opportunities and threats and ensuring that social interests are safeguarded. The development of data-driven solutions for adapting and distributing content will open up new international market opportunities for a range of creative industries sub-sectors including design, advertising, gaming, publishing, film and TV production companies, music/record companies, and fashion.We will support growth of the cluster through six R&D initiatives which have been co-designed with partners to meet their needs. Challenge Projects, Horizon Projects and Creative Informatics Labs (CI Labs) will respond directly to the four innovation challenges. Creative Bridge, a dedicated data-driven business innovation programme; Resident Entrepreneurs; and Connected Innovators will respond to the challenge of developing and retaining talent, entrepreneurs and leaders to fuel the growth of the creative industries cluster in Edinburgh. Edinburgh's creative industries cluster has a vibrant creative and technology culture in a city internationally renowned for both culture and entrepreneurship. Creative Informatics provides the missing 'cog' to allow creative entrepreneurs to connect with world-leading expertise in data science and Edinburgh's tech and start-up culture and fulfil its potential to make the UK an international centre for creative data-driven innovation.