Leading creative specialists from VK, Forbes, Wink, Sberbank and other large-scale business projects came to the festival-forum “Russian Creative Week – Ural” in Chelyabinsk. Over the course of two days, they will share their experiences and discuss strategies for the creative development of regions. What will this give to our city and how such events help create a positive outlook for the Southern Urals as a whole, participants of the “Expert Club of the Chelyabinsk Region” discussed. Details are in the material “Evenings”.
An event of this scale will take place in the Urals for the first time. Entrepreneurs from creative businesses will gather here to share their experiences and advise on how best to implement project ideas and bring them to the national and global level. Among them will be specialists from Soyuzmultfilm, the Higher School of Economics, the Union of Designers of Russia and other experts.
— This is an important event for the Chelyabinsk region. We have more than 9 thousand companies that work in the field of creative industries, many successful brands. It is an honor that for the first time the forum will be held here. We support this business, create creative spaces, and introduce tax preferences,” said Governor Alexey Teksler.
The head of the region also added that this year it is planned to create a creative cluster. The region systematically approaches the topic of such industries – both to business and education, and to creativity. Therefore, we have something to show and tell at this forum.
As Sergei Novikov, head of the Russian Presidential Administration for Public Projects, noted, the contribution to the country’s economy will amount to 4.87% of GDP. And the Russian government has set a goal to increase this figure to 6% by 2030.
— In the Chelyabinsk region, 67 billion rubles are the revenue of creative industry organizations. Noticeable numbers mean you need to invest in it. A creative product generates added value without being tied to resources, currency, or sanctions. This is pure human intelligence,” he emphasized.
The main goal of the festival-forum is to create an original signature for each representative and company. At the same time, it is necessary to determine what kind of Southern Urals it is. In addition, as part of the festival, a visiting meeting of the State Commission on Economics and Finance will be held. It will be headed by Governor Alexey Teksler. All this will be broadcast on one of the social networks of the forum community.
What associations does the Southern Urals evoke and how to create a brand for the region, said Ekaterina Chashchina, development director of the Russian photo bank PressFoto.
— First of all, many people associate the Southern Urals with labor and nature. But at the same time, as a representative of a company that creates a creative product and works with the authors of photo and video content, I can say that our region is rich in talent, creative ideas and its own original view of creativity,” emphasized Ekaterina Chashchina.
She also noted that to create a positive brand for the region, it is enough to support what is already working. That is, helping startups develop, creating platforms where creative businesses can interact. At the same time, the expert added that this does not necessarily require money – it is more important to simply talk about new ideas, startups and team achievements.
And the rector of Chelyabinsk State University Sergei Taskaev gave an example of successful interaction with one of the NGOs – the Chelyabinsk ANO for the development of cinema and creative industries.
— In our Kostanay branch in Kazakhstan, we held the first international immersive forum “Eurasian Gates”, dedicated to cross-border cooperation between Russia and Kazakhstan. “Both I and our many participants from both countries quickly realized that it was the creative component that turned out to be system-forming for this event, because it managed to combine the cultural potentials and traditions of the two neighboring states,” says Sergei Taskaev.
He clarified that within the framework of this forum it was possible not only to discuss current issues of social and economic development, our integration processes, but also to touch upon deep social and mental aspects. And this is a big plus of such an event. Therefore, we plan to repeat it this year.
Director of the MOST Foundation Evgeny Timofeev noted that the branding of the Southern Urals in recent years has transformed from harsh to hospitable and positive.
— The Southern Urals have successfully dealt with the labels of environmental problems and were able to emphasize the natural wealth of the region. Thanks to the kind and caring residents, the Chelyabinsk region takes pride of place in the ranking of receiving presidential grants; unique projects aimed at developing civil society and helping people are born here,” said Evgeny Timofeev. – Therefore, we do not need rebranding, we need further development and improvement of the service to the highest standard.
The expert believes that the Ural identity has historically developed as a mining civilization. The Ural character has been formed over centuries, so there is no need to change it now. It is more important to focus on natural resources, especially since people are now interested in traveling and exploring history. Therefore, it is necessary to develop the sphere of creative tourism in the Urals and hold even more cultural events.
Vice-Rector for Research and Innovation of the Chelyabinsk State Institute of Culture Elena Selutina noted the obvious need to talk about human capital in the context of the development of creative industries.
— It’s gratifying that Chelyabinsk will become a point of attraction for specialists in this field; the program is impressive: strategic sessions will be held by representatives of the film industry, new media, gastronomy, and so on. At the Russian Creative Week, specialists will have the opportunity to obtain up-to-date data on new trends in this sector of the economy, and experts will collect unique material about local Ural phenomena related to the reformatting of the brand of our region under the influence of “geniuses of the place,” noted Elena Selutina.
In her opinion, such events help to probe the cultural space of the region, conduct an audit of potential opportunities and determine strategies for investing in culture in the near future.
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