Mr. Rühl, what is the Hamburg Kreativ Gesellschaft, which you founded, and what does it do?

Hamburg Kreativ Gesellschaft is a municipal economic development agency whose task is to promote the eleven submarkets of the creative industries - architecture, advertising, press, broadcasting, design, music, literature, visual arts, performing arts, software/games and film. It was founded in 2010 as a wholly owned subsidiary of the Free and Hanseatic City of Hamburg. As an economic development agency with a focus on all creative submarkets, we work very operationally with a precisely tailored and differentiated range of services and address all professional levels within the industry - from students, founders and entrepreneurs, start-ups and larger companies and their employees. Among other things, we create spaces for creative people in many places in the city. From small studios to large department stores or the development of entire neighbourhoods - we are experts in translating the specific spatial requirements of our target group into concrete space offers - and, at the same time, providing answers to important social issues such as inner city decline, revitalization of urban production or creative neighbourhood and urban development.

In addition, we offer a comprehensive range of services from start-up consulting to start-up incubators. In many networking events, we also bring together the players on the industry's key trend topics, such as digital transformation, recruiting skilled workers or the opportunities and challenges of artificial intelligence. Innovations with and in the creative industries are another focus of our activities.

 

What is the aim of the German Creative Economy Summit, which you launched?

With the German Creative Economy Summit, we are bringing together decision-makers from all eleven submarkets in Germany. Although there are already many specialist events, a platform that makes the entire creative economy visible and promotes cross-industry exchange has been lacking until now.

The creative industries are a key driver of innovation and economic growth. It creates new business models, technologies and ways of working that have an impact far beyond its own submarkets. Our aim is to strengthen this awareness not only within the industry, but also in politics, business and society. At the same time, we address topics that affect all submarkets equally - including artificial intelligence, copyright, skills shortages, social security, sustainability and political framework conditions.

Why is the cultural and creative sector in Germany, and Hamburg in particular, so close to your heart?

I have worked in the cultural and creative industries my entire professional life. For me, this sector is at the heart of a dynamic and future-oriented society - and that is exactly what has driven me for decades. As a city with great creative diversity, innovative minds and a strong network, Hamburg offers ideal conditions for promoting and developing this industry. Since 2010, my team and I have been working to support creatives in Hamburg. This involves not only economic support, but also spaces for ideas, networks and platforms such as the German Creative Economy Summit. Hamburg has the potential to play a leading role in the creative economy - and I am delighted to contribute to this with my work.

 

Why do you think the economic power of the creative industries in Germany is still underestimated, as the figures speak for themselves?

The term creative industries was only introduced in Germany at the end of the 1990s. With Richard Florida's book “The Rise of the Creative Class” (2002), the concept became even more important. Nevertheless, the economic power of this sector is often underestimated, as the submarkets are very heterogeneous - they range from the fine arts to the commercially oriented advertising industry, from music to games.

Many players focus primarily on sharpening their own profile and fail to recognize the potential of a common agenda. We are continuously working on overcoming this silo mentality and establishing a uniform economic, social and political perception of the creative industries. There are also recognizable movements in the industry that could lead to an umbrella organization. And this is what is needed so that in Germany the economy does not continue to be synonymous with the automotive industry.

 

What role does creativity play in a successful German economy?

An important role. Creativity is not a “nice-to-have”, but a decisive economic factor. The creative industries are a real driver of innovation. The ability of creative professionals to create new things every day - they develop new ideas, try things out, think outside the box and often take paths that are later adopted by other industries. It has always been a pioneer when it comes to New Work in particular: flexible working, agile teams and interdisciplinary collaboration have long been standard here.

The digital economy would also be inconceivable without the creative industry - after all, it provides the content that can be found every day on platforms such as YouTube, Instagram and streaming services. But its role goes far beyond entertainment: creative solutions drive transformation in the economy and society. Whether it's sustainable design, new forms of storytelling or innovative technologies - without creativity, there would be no real development. In short: creativity is necessary to make Germany economically successful and fit for the future.

What do companies need to work creatively and remain creative?

What we have learned in recent years: Creatives are experts at constantly creating something new. They have developed ways of working and methods that are predestined for innovation processes. With the Cross Innovation Hub, which we launched in 2016 with EU funding, we bring creative professionals together with companies from other sectors to work on solutions in the early phases of innovation processes.

This approach is becoming increasingly important because it offers a complementary alternative to traditional R&D processes. But creatives can not only help companies: Their skills are also in demand in social transformation processes - for example in the question of how we revitalize our inner cities.

What do you personally do to invite creativity into your everyday and professional life? 

If the question means what creative content inspires me, then the answer is: anything that is as far from the mainstream as possible plus Netflix. If the question means when I have good ideas, then the answer is that fortunately that doesn't depend on external factors.