“Content producers have never before had access to distribution channels that can reach global audiences so quickly, or had the potential to understand their consumer base so thoroughly.”

Digital paradigms for Generations X and Y were web access, content delivery and information consumption. Our project targets stakeholders of the Generation C, focused on Creation, Curation, Connection and Community. 90% of Generation C are Content Creators.

Following data showing that “the recording industry is making more money from fan-made mashups, lip-syncs and tributes on YouTube than from official music videos”, some of the Creative Industries who had previously been reluctant to accept new ways of participation and co-creation of content, welcomed content creators as legitimate alternative routes to monetization in content co-creation: “It’s a massive growth area. We’re very excited about the creativity of consumers using our repertoire and creating their own versions of our videos.”

39% of Generation C are aged 35 years or above, thus dispelling the myth that Generation C are strictly young digital natives. Amongst those are professionals who are regular content creators, and 60-70% regularly curate online content. Generation C paradigms are therefore different from those of Generations X and Y: their priorities are web uploads, content creation and information curation.

In this new Generation C-dominated market, Creative SMEs are becoming leading cultural producers. Generation C content creators are active contributors to culture and major cultural influencers, who build followers and a critical mass, which in turn creates opportunities for monetization. Creating culture is therefore important for business. Every content creator who is able to earn from their content is a micro-company, and therefore monetization of creative content is contributing to the rise of the numbers of Creative SMEs.

A framework like the iTunes App Store has generated over €11bn for creative developers since its launch in 2008 (adjusted from the Apple report from January 4, 2014). An equivalent, but open, agile and fast technology framework for content creators allowing a combination of virtual and tangible applications can contribute to a considerable profit for EU Creative SMEs, spearheading innovation in manufacturing, interaction and communication, and driving new markets and business models.

Our project aims to provide Creative SME Content Creators with tools based on open platforms which they can reuse, recycle and upcycle, suitable for agile development environments which allow ad-hoc creation and connectivity through mesh networks, and fast uploads into the cloud. The aim is to create a rich ecosystem which impacts on culture, society, employment, and economic profit.