The last case study was about an artist couple who create huge environmental installations. The brilliance of this case is still just opening for me. Christo and Jean-Claude create fabulous installations and as a side project the get some income from the preparatory works and documentation of installations.
This showed that art that breaks barriers may be also good business. The only way to make a living from art is not to paint paintings and sell them. Another thing that this has creative is the activity of the Bank Leu. They get an image boost, additional value to customers and publicity from the relatively unrisky line of credit they give to Christo and Jean-Claude.
This shows clearly that the traditional businesses have a lot to learn and gain from creative industries and creative content business.