Vienna has long been a pioneer in acknowledging the transformative power of the creative industries. The Vienna Business Agency plays a central role in fostering this vibrant sector, supporting emerging talents, and creating vital networks that drive both economic and cultural innovation.

 

Initiatives like the competition “Content Vienna” and “Spotlight Your Idea”, a partnership with Forward Festivals, highlight the Vienna Business Agency’s commitment to blending creativity with digital transformation. These programs provide young creatives a platform to showcase innovative ideas, spark groundbreaking projects, and strengthen Vienna’s status as a global hub for innovation and collaboration.

Exploring Creativity at the Intersection of Technology, Creativity & Culture

In 2024, the Content Vienna and Spotlight Your Idea competitions have showcased groundbreaking projects that blend human creativity and technological innovation. Four creators shared their unique approaches, challenges, and philosophies, offering insights into how technology shapes their work.

Yorgos Tsampounaris: Preserving Nature Through Digital Footprints

“I follow the ethic ‘Take only memories, leave nothing but (digital) footprints,’ and I preserve the tranquility and anonymity of those places when I publish visual content.”

Yorgos Tsampounaris, or “Tsabou,” is a developer, visual artist, and founder of 70% Water, an eco-digital initiative dedicated to preserving natural and cultural heritage through immersive visuals. Tsampounaris explores remote landscapes and ancient ruins, creating 3D captures that blend technology with the ethos of “taking only memories, leaving digital footprints.”

His entry into the Spotlight Your Idea competition was driven by his curiosity to connect with an audience, share his passion for eco-digital art, and gain insights from a creative network. For Tsampounaris, nature and the desire for less screen time inspired his work, allowing him to create art that also fosters exploration and enjoyment of life.

The greatest challenge he faces is balancing human imagination with the overwhelming array of technological tools. His advice? Start by clarifying what you want to achieve and use trial and error, tutorials and collaboration to find solutions. He views technology as both a tool and, at times, a collaborator, noting that advancements like AI can foster a sense of shared creation.

Serum: Exploring AI’s Role in Fashion and Design

Serum is a project by Flora Miranda that merges digital art, fashion, and performance into an immersive exploration of generative design and sustainability. The creator entered the competition to align with Content Vienna’s celebration of digital culture and to position fashion within the “now,” leveraging the possibilities of AI-generated content.

“I want to give warmth to computer-generated content. To celebrate the connection between different media, from digital surface and interaction to material texture and human touch.”

The project addresses the ambivalence of automation in creative fields, balancing beauty, sustainability and generative processes. By connecting digital surfaces with material textures, Serum celebrates human touch alongside computer-generated design.

Flora advises other artists to integrate technology with purpose – ensuring it aligns with their goals rather than following trends blindly. Technology, they believe, is not merely a tool but a continuation of the human story, enabling artists to build on what others have created.

Lucy Dreams: SonicWaveArtPop Meets AI

David Reiterer, known as “Zero,” represents Lucy Dreams, a trio that blends music with technology, creating immersive “SonicWaveArtPop.” Central to their identity is Lucy, an AI band member who collaborates on composition and storytelling.

“Lucy Dreams isn’t just a band; it’s an exploration of what happens when human creativity and machine intelligence merge.”

Reiterer joined the Content Vienna competition to share their vision of merging music and AI in innovative ways. He sees technology as a collaborator, enriching the narrative and emotional depth of their music. A pivotal moment for the band came when Lucy moved beyond production to actively shape their sci-fi-inspired storytelling.

For creatives integrating technology, Reiterer stresses starting with a strong narrative and using technology to amplify that story. His work demonstrates how technology can enhance connection with audiences, transforming music into a multi-dimensional experience.

AI-Generated Films: Speculative Narratives and Collaboration

S()fia Braga, A transmedia artist who specializes in AI-generated films, the creator behind Third Impact explores speculative narratives about human and machine collaboration. The film, inspired by the Novacene theory and works like Neon Genesis Evangelion, delves into a quantum computer’s existential crisis in a dystopian future.

“I view technology as a collaborator, and my latest AI-generated films serve as a meta-narrative exploring the relationship between the artist and the machine.”

Sofia views technology as a collaborator, creating workflows with open-source AI tools to balance machine freedom with artistic control. A pivotal moment came when technical limitations inspired a unique style, proving that constraints can drive creativity.

Her advice for integrating technology? Embrace errors as opportunities for discovery, collaborate with technical experts and stay authentic to your artistic vision.

Across all these projects, one common theme emerges: technology is not just a tool but a collaborator, shaping the creative process and broadening the scope of what’s possible. Whether preserving natural heritage, designing generative fashion, blending AI and music, or crafting speculative films, these creators highlight the transformative power of technology when guided by human ingenuity.

Their experiences underscore the importance of purpose, experimentation and collaboration in integrating technology effectively, offering inspiration for artists navigating the evolving landscape of creativity.

The Vienna Business Agency embraces creativity, innovation, and entrepreneurship in Vienna through programs and competitions like Content Vienna and Spotlight Your Idea. Content Vienna is an annual competition that supports media and creative professionals in the development of their digital projects, while Spotlight Your Idea enables innovative creatives from Vienna to present their ideas at the Forward Festival and allows them to get feedback from an international audience. Visit their website to explore opportunities and get involved.


Credits:
70% Water:
© Yorgos Tsampounaris

Serum:
© Flora Miranda, Serum

Lucy Dreams:
© Simon Kuro
© Karma + Pitch

Third Impact:
© S()fia Braga