COVID-19 as an Accelerator of Innovation, Management, Marketing and Communication in the Creative and Cultural Industry

This essay intends to put forward some preliminary thoughts for academic research built on empirical data. The key question guiding this research is: How will COVID-19 drive innovation in the creative industry’s business model, and its marketing and communication strategies? Today, because of the crisis caused by the Coronavirus disease (COVID-19), humanity is being “forced” to make significant behavioural changes. In the creative and media industry, COVID-19 is already acting as an accelerator of innovation in several domains, from production to delivery and monetization. And the creative and media industry has no choice but to face the reality of COVID-19’s innovation accelerator effect on online and offline platforms. Technology must be seen as a complement to the business objectives of the creative and cultural activities, products and experiences. Also, analogue media and other creative and cultural products are not doomed; they have to be repositioned. It implies the adoption of technology and understanding that the basis of innovation lies in the way (i) a company organizes itself, (ii) its products are monetized and (iii) are delivered and promoted