Innovations in the creative and cultural industry market can cause a chain reaction in the economy of Bosnia and Herzegovina. It is possible to innovate through existing innovations, and given the circumstances on the market, due to the dynamics and transformative power of this industry, there are many opportunities. At the global level, according to UNCTAD data, the creative and cultural industry contributes significantly to the world economy. The culture sector accounts for 3.1 percent of global gross domestic product (GDP).
It is precisely this market in BiH that is diverse and rich, if we look at it from the perspective of the cultural heritage of BiH, the enthusiasm and creativity of BiH artists, the quality of exhibitions in galleries, performances in theaters, and/or if we also include the list of intangible UNESCO cultural heritage, or one of the largest of film brands of Sarajevo – Sarajevo Film Festival (SFF), which, after it was created after the war in 1995, with the idea of young enthusiasts, innovatively brought a new position and recognition on the world scene of film festivals.
With this commitment, the city of Sarajevo was declared the city of film in 2019 and a member of the UNESCO Global Network of Creative Cities. SFF, in addition to the film industry, and in the broadest sense of the creative industry, provides Sarajevo with an inflow of 51.6 million KM , and promotes a positive image of Bosnia and Herzegovina in the region and the world.
Start up as an expression of creativity
For two years, the start-up SO.. agency has nurtured and presented the SFF brand in the digital world. This agency operates primarily in the creative industry, under the slogan ” Where art meets purpose “.
If we look only at the etymological meaning of the English phrase, start up – from the beginning upwards, so the creators of the start up do not have many opportunities, from their current position they need to grow and develop as quickly as possible. What distinguishes a start-up from other companies is the speed of development. They are born out of nothing, and enormous growth is expected in a very short time.
Startups are innovative companies founded to develop a unique product or service, market it and make it irresistible and irreplaceable to customers. They are certainly accompanied by risk, like any small company in the making, and there is a special dimension of risk when that company is focused exclusively on the market of culture and art in Bosnia and Herzegovina. “Opting for the cultural and artistic sectors is a challenge in itself, primarily because it is an unprofitable sector. But we have proven that it is possible to be successful with a creative multidisciplinary and multisectoral approach. We have a wealth of different experiences and knowledge that we have focused on common growth,” Selma Obarčanin, co-founder of the SO.. agency, told FORBES BiH.
The special ones, just like Bosnia and Herzegovina, in the vortex of their diversity, survival after all adversity, want to offer something new and different. They were born, they say, from the need for better quality artistic and cultural content, which this agency will transfer to the digital world and create a new awareness and a new narrative about this industry in Bosnia and Herzegovina.
Using social networks and other digital channels that have become an integral part of our everyday life, they want to present ideas and values that stimulate thinking, and to create content that tells inspiring stories. They state that smart things come from youth and unconventional ideas.
An unusual combination, and the diversity that Bosnian society needs. A team of eight people, they are a combination of technical knowledge and creative talent, they come from different branches, they have combined experience in the private, non-governmental and international sectors. They have developed special models for the purpose of connecting different areas, which they say they are proud of and which have proven to be very effective in their work so far.
Quant marketing as a tool for the promotion of culture and art
In this developing company, they decided to focus on social networks through which they plan to more intensively promote culture and art in Bosnia and Herzegovina. For their business, they chose an innovative approach known as quantum marketing, which represents a paradigm shift in the digital industry. And experts say – the future of marketing.
“Quantum marketing allows us to analyze data in a way that traditional methods cannot, which results in more precise adjustment of marketing campaigns and a better understanding of our online environment, which makes everything around us”, says Obarčanin.
The world is changing at an unprecedented speed, to the extent that classic marketing theories, strategies and practices have increasing challenges in business every day. What makes them special is their commitment to the integration of business development, strategic communication and digital marketing. This combination not only shapes, but transforms the market.
Business without advertising
Although they have been operating on the market for two years, and thanks to the experience and acquaintances they have acquired in various fields, they had no need for additional promotion of the company on the BiH market.
They cooperate in business with the team of the Sarajevo Film Festival, Garden of Dreams, Fasada Festival, the regional festival of the Chamber Theater RUTA, and have also collaborated at the biggest musical events in Sarajevo, the performances of DJ Solomun and the Ukrainian duo ARTBAT in front of the Eternal Flame in Sarajevo, as well as numerous others. And they also work on educating the audience that visits festivals, with the aim of preserving the environment.
Through a series of Garden of Dreams events, we tried to raise eco-awareness through a campaign with beautiful birds that live in our immediate vicinity and to educate the public about the importance of protecting the environment, because during music events and a greater concentration of people, the number of discarded items on the streets automatically increases. . For the JTB group, we designed an eco-action to clean the Una river bed, motivated other employers to do the same and invited artists from the region to send their works, so that they could be exhibited in business units.Selma Obarčanin
Goal: To conquer the global market through local action
The team has deep roots in Sarajevo, but there are also “flying” members who are scattered from Amsterdam, Cologne to Dubai, which contributes to diversity and gives a global perspective, and this is exactly the essence of this company.
“We believe that real success comes from a combination of financial results and social action, in our case incorporating culture and art,” concludes Obarčanin.
The start-up business scene in Bosnia and Herzegovina is still developing. What distinguishes a start-up from other companies is the dynamics of development. We can safely say that they are challenging the market, offering something new and different. It is this creative surplus that has the potential to strengthen the creative and cultural industry of this country.
Source: forbes.n1info.ba
