Z Elements: Artistic experiences and exchanges to attract a younger audience through Transmedia co-creations

Z Elements: Artistic experiences and exchanges to attract a younger audience through Transmedia co-creations


Project Leader: Fundacion municipal de cultura de Avilés, Spain
Artesis Plantijn hogeschool Antwerpen, Belgium
Association Kulturanova, Republic of Serbia
Ecole superieure Europeenne d’art de Bretagne, France
Fondazione Accademia di Belle Arti di Verona, Italy

Maximum Grant Awarded: 200.000,00 €

Generation Z is formed by young people that grew up during the last years of the economic crisis, mostly born between mid-90’s and 2010. They represent 25% of the world population and have a strong influential capacity that make them a decisive target, particularly for Cultural and Creative Industries (CCIs) and institutions. It is considered as the first generation to be digital natives, having grown up permanently connected in a multi-screen environment, and being familiar with anything related to Internet or digital multitasking. Due to their digital profile, many traditional cultural institutions and artists are facing difficulties in attracting and engaging them.
The objective of the project is to develop artistic experiences and exchanges to explore how traditional and analogue artistic expressions can involve and attract a younger audience from Generation Z, and how young people can contribute to the development of such subsectors through co-creative processes towards the development of Digital Transmedia Storytelling products.

In that framework, Z Elements will implement a series of activities in order to pursue the following objectives:

• Audience development

Through the involvement of some 75 young volunteers in co-creation and co-curation of works, their participation in workshops with artists and conversion into e-reporters.
The project will also develop some research to identify and map Good Practices and trends towards the e-distribution of cultural goods that better reach young people.

• Mobilities

Through the participation 20 artists from different fields to 4 artistic residences for the production of works inspired by the classical elements (Water, Fire, Earth and Aether), and the posterior distribution of the work through Social Networks and platforms.

• Capacity Building–New digital skills

Training of participants on Digital Transmedia Storytelling through ad hoc workshops and “Learning by doing” tutored transformation processes.