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.
'Z Elements' is a strongly interdisciplinary project that will transform analogue artistic expressions into Digital Transmedia Storytelling products. 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:
This project is funded by the the Creative Europe Programme. There are 5 European partners colaborating: Fundación Municipal de Cultura de Aviles (ES; leading partner), Royal Academy of fine Arts Antwerp (part of AP University of Applied Sciences and Arts) (BE), Fondazione Accademia di Belle Arti di Verona (IT), École Européenne Supérieure d'Art de Bretagne (FR) and Association Kulturanova Udruzenje (RS).