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CultureInvest Congress

Welcoming addresses for the CultureInvest! Congress, Europe's leading culture congress


Greeting of Mariya Gabriel, EU Commissioner for Innovation, Research, Culture, Education and Youth


"United in Diversity" - the motto of the European Union is straightforward in reminding us how crucial cultural diversity is for the European project.  Our continent is a mosaic of diversity shaped by centuries of dialogue and exchanges between different nations, languages and cultures and in this diversity it thrived and developed its unique cultural richness.

It is through culture that we interpret the world. The more diverse it is, the greater the depth of our understanding of what surrounds us – of what it means to be human.

So it is only natural that, as a Union, we strive to broaden the limits of our culture. We want to preserve – indeed often even to restore, what was left by our ancestors. Their inheritance, our cultural heritage, is precious and inspiring. On the other hand, we are not passive recipients of this heritage. We make it our own, through innovative approaches and critical thinking. We build upon it to make it a dynamic, living library of human expression – not just with new art, but with new art forms, new practices, new vocabularies, so that we can all live united in diversity.

To foster this living library, we need to foster those that write it. Music, literature, the performing arts, architecture, fashion – cultural and creative sectors interact and constantly evolve. Their interaction creates powerful ecosystems where artists can inspire each other, think different, innovate and create together.

The 12th CultureInvest! Congress does precisely this. It fosters cultural transfers between some of the most creative people we have, helping them innovate. Events like this truly help us develop an ecosystem supporting artists, cultural and creative professionals, and enriching our library of European content.

I trust that, during this difficult time, as the cultural and creative sectors start to recover from the COVID-19 crisis, your passion and work will highlight solutions and bring a new impetus to our cultural milieu. Millions of Europeans around our continent will be inspired by your ideas and innovative initiatives.

It is because of the work of our cultural and creative sectors that we have, time and time again, faced challenges with creativity and confidence. Let us reassess entrenched patterns and build on the potential of culture – for a new start into a sustainable future!


Mariya Gabriel

EU Commissioner for Innovation, Research, Culture, Education and Youth

Greeting of Dr. Manja Schüle, Minister of Science, Research and Culture of the State of Brandenburg and Patron of the 12th CultureInvest! Congress


Dear Sir or Madam,

It won’t stay the way it is. In a time of multiple crises, this is a comforting thought. Change is part of life. That is something we are particularly familiar with in the east of our republic. East Germany has always been a laboratory of change. This is where the future questions of our society are decided. This is why the capital of Brandenburg is an ideally chosen congress venue as a forum for future issues.

I was pleased to take on the patronage of the 12th CultureInvest! Congress in Potsdam, because for the future we need knowledge about new approaches. In its program, the congress courageously discusses the challenges facing society. This is also illustrated by its motto this year: "The innovative cultural industry. Climate Neutral. Democratic. Participatory". Topics such as the structural change in Lusatia and its economic and cultural upheavals, as well as the challenges of climate change, which cultural businesses must also face, will be discussed and placed in an international context. Socially relevant questions about cultural homeland in the digital upheaval and the innovation potential that the creative industry holds, especially in rural areas, will be brought to life.

Brandenburg already offers a creative environment to the cultural actors of the state. It is always important to me to enable all Brandenburgers to participate in cultural education processes. After all, change is not a VIP event for the healthy and strong. With our support of memorial sites, municipal and independent theatres, orchestras, museums, socio-cultural institutions or music and art schools, we make a sustainable contribution to this. It is important to me not only to regard art and culture as a decorative accessory of our community, but also to convey that they are a social, creative and economic driving force for all areas of our lives.

I look forward to seeing how this congress will contribute to the worldwide discussion process and what milestones it can set for the European discourse. One thing is clear: this can only be a process that is sustainable, participatory and democratic if it really wants to be successful.

With this in mind, I would like to welcome you warmly to the capital of the cultural state of Brandenburg and look forward to many stimulating encounters and discussions.


Dr. Manja Schüle
Minister for Science, Research and Culture of the State of Brandenburg

Greeting of Noosha Aubel, Councillor for Education, Culture, Youth and Sports of the state capital Potsdam


This year, from 25 to 27 November, the state capital Potsdam will host the 12th CultureInvest! Congress with the presentation of the 15th European Cultural Brand Award.

Of course, we have considered whether the event can be realized in the planned form, regarding the current pandemic. Whether the implementation is appropriate, target-oriented, profitable, and ultimately, justifiable. The result is quite clearly yes.

When, if not in these challenging times, must we give culture a face, a voice, and a strong lobby. Today, even more than ever, it is a matter of securing and sustaining cultural diversity regionally, nationally and internationally.

That is why I am pleased that we can set a supra-regional example of the importance of culture for our society by focusing on it. I combine this with the hope of making the systemic relevance of art and culture clear to all actors outside the cultural sector. It is important to ensure that culture does not degenerate into a mere "nice to have" in the upcoming, economically strained times.

I am therefore delighted to welcome creative artists and culture lovers from all segments to our international art and culture quarter Schiffbauergasse in November.

And not only in this quarter of Potsdam, art and culture play a formative role; Sanssouci Palace and Park, the Barberini Museum, the Nikolaisaal, or the Hans Otto Theater, as well as many other cultural providers make up the city's lively cultural scene. Also, the creative industries are at home in Potsdam, and are considered an important component of the cultural and economic development of the state capital. Important movies such as "Metropolis" by Fritz Lang or Quentin Tarantino's "Inglourious Basterds" were created in the Babelsberg dream factory - to name just two of them.

A cooperative cultural policy, participatory processes, and the promotion of cultural tourism, the creative industries, digital transformation and also the support of cultural education and contemporary cultural management are firmly anchored in the cultural strategy of the state capital Potsdam. We would like to share these experiences with you in lively debates and workshops - under this year's guiding principle of the cultural congress "For a climate-friendly culture and a culture-friendly climate”. We will also point out future perspectives for a "Green Culture" and develop concrete recommendations for action.

This year, the state capital Potsdam is sponsoring the organization of the CultureInvest! Congress, also in order to effectively support the joint development of solutions for a sustainable cultural landscape in the region, in the state, and in Europe at the end of this difficult year. Be a part of it and get involved! I look forward to welcoming you to the state capital Potsdam and to many interesting encounters!


Noosha Aubel
Councillor for Education, Culture, Youth and Sports of the state capital Potsdam

Welcoming Addres of the Producer, Hans-Conrad Walter


Since 2009, the CultureInvest! Congress has successfully brought together prominent figures from culture, business, media and politics from all over Europe and has generated international resonance in the European cultural market with the presentation of the European Cultural Brand Awards, the most advanced cultural prize in Europe. The CultureInvest! Congress presents artistic excellence projects, discusses innovative, particularly sustainable European topics of cultural management, marketing and investment and creates important impulses in Europe through the internationally renowned two-day interchange of culture, business, media and public authorities.  European decision-makers meet for two days every year; they take advantage of a constantly growing network; they exchange their views and develop visions for the European cultural market.

Thanks to the invitation and sponsorship of the city of Potsdam and the state of Brandenburg, we are able to stage the two-day 2020 CultureInvest! Congress this year at the acclaimed international art and culture quarter "Schiffbauergasse" under the motto "For a Culture-friendly Climate and a Climate-friendly Culture". The “meteorology city” of Potsdam, with its popular international art and culture quarter Schiffbauergasse serving as the congress campus, the Nikolaisaal as the venue for the presentation of the European Cultural Brand Awards and the Barberini Museum for the opening party are the ideal cooperation partners for Europe's flagship cultural congress.

Under the heading "The Innovative Cultural Industry. Climate Neutral. Democratic. Participatory.", 100 cultural experts and 650 conference participants will develop visions for a sustainable cultural market that actively offers opportunities for involvement and promotes processes of democratisation both in cultural institutions and in society. This includes future-oriented issues such as green cultural management, green marketing, climate-neutral cultural property, democratisation in the cultural sector, sustainable cultural promotion and digitisation as a driving force for participation. After we hopefully have overcome the societal crisis, the CultureInvest! Congress, together with the international cultural experts and participants, will also identify solutions to get the cultural market fully back on track.

For the first time we offer you a vibrant grand main forum in the Hans Otto Theater; we invite you to 15 concurrent specialist forums and three ‘hands-on’ workshops in six further locations in Schiffbauergasse. You can expect an attractive supporting programme with a great opening party on 25 November in the Barberini Museum as well as the presentation of the 15th European Cultural Brand Awards at the "Night of Cultural Brands" on 26 November in the Nikolaisaal Potsdam. Furthermore, we have set ourselves the goal of bringing local, regional and international cultural managers into dialogue with one another and to promote with creative ideas the further development of Schiffbauergasse as an international cultural hot spot and also to advance structural change in the Region of Lusatia.

During 25-27 November 2020, the colourful art and culture site "Schiffbauergasse" will become the largest think tank of the European cultural market and the ‘Meteorology City’ of Potsdam will be the driving force behind a transformation to a green culture in a ‘Europe of Regions’. Be part of this unique transfer of knowledge  and come to the ‘Meteorology City’ of Potsdam! Already now I would like to thank my great team, all the speakers, partners, service providers, but especially the city of Potsdam and the state of Brandenburg for their generous support!


Hans-Conrad Walter
Managing Partner Causales - Gesellschaft für Kulturmarketing und Kultursponsoring mbH

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