How can we better bridge the worlds of business and creativity?
That was the question addressed during a recent event held by EIT Culture & Creativity’s North-West Regional Hub, based in Amsterdam. “Investing in Europe’s Creative Future” brought over 100 innovators together for a day of discussions, exploring how impact investment can support creative entrepreneurship and drive economic growth. The event was held at Parkhuis de Zwijger, where our office is also located.
At EIT Culture & Creativity, we work to strengthen the cultural and creative sectors and industries (CCSI) as a vital force for transformation — building a powerful ecosystem that transcends silos, sectors and localization. To that end, each of our Regional Hubs hosts Open Days: local day-long events, showcasing the ways EU-funded projects impact local communities and to gather feedback from participants on the challenges they face.
This event also marked the announcement of a new partnership between EIT Culture & Creativity and Impact Europe, the network of impact funding providers.
Pictured: Zineb Seghrouchni (DAR Cultural Agency) and Lisanne Louise Bedaux (Netherlands Commission for UNESCO).
Moderated by Jennifer Muntslag, the day featured a diverse lineup of speakers from across Europe’s creative and academic landscapes. Contributors included Egon Van Wees (City of Amsterdam), Mirjam Niessen (DOEN Participaties B.V.), Zineb Seghrouchni (DAR Cultural Agency), Florian Schneider (University of Galway), Lisanne Louise Bedaux (Netherlands Commission for UNESCO), and more. In-between panels, participants heard multiple start-up founders who shared their projects, passion and foresight. Among those was Make Waves, a Do-It-Yourself music distribution platform and successful participant in our 2024 accelerator programme.
Impact funds advisor Martjin Blom and researcher Arthur Steiner also presented a study they conducted on impact investing in the cultural sector. Their findings highlight a significant shift within the CCSI: impact investors are showing growing interest in cultural projects that harness imagination as a force for societal change. Meanwhile, cultural entrepreneurs are increasingly seeking alternative funding models beyond traditional subsidies and philanthropic support. The full report is available here.
Key Highlights & Memorable Quotes
Several insights stood out across the panels:
- “Innovation happens in unexpected places,” said researcher Florian Schneider, emphasizing the creative potential found in rural and remote areas, not just major cities.
- “It’s not a fiscal world anymore, we live in a digital world now,” said entrepreneur Peter van Sabben, pointing to how digital connectivity is reshaping investment opportunities across borders.
- “There’s massive interest among mainstream funders in being more radical,” said Joost Vervoort, professor at Utrecht University and game developer. “But will they do it?” The question drew a wave of applause, reflecting the urgency and ambition shared by many in the room.
Speakers’ overarching conclusion was one of hope and ambition. Lisanne Bedaux, senior advisor for culture and heritage for UNESCO, summarised it well: “If we can connect the right people quickly, in the next few years, we have a booming and blooming future ahead of us.”
If you’d like to host a creative expedition in our North-West region, reach out to us here!
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