Euronews has launched its fourth vertical, Euronews Culture, a new online platform dedicated to creativity in action and the visionary, boundary-pushing artists transforming the continent’s cultural landscape.
Music, filmmaking, architecture, painting, photography, sculpture, literature, gastronomy and fashion all come together on Euronews Culture to create an inclusive and immersive place where audiences can delve into the arts and discover the latest trends. Euronews Culture skews the traditional narrow definition of the art world and instead embraces an all-encompassing outlook of all art forms, including conceptual, installation, video, street, interactive, sound and digital.
Through its philosophy, “creativity in action”, Euronews Culture breaks down the dynamics that shape the creative process, speaking directly with creators to understand the motifs, goals and influences that inspire their work. On top of that, the vertical examines the business side of cultural industries and shows how creators find their own ways to become entrepreneurs and harness the economic potential of their oeuvres. The platform also analyses the transformation that is taking place across all creative sectors as a result of digitalisation and the coronavirus pandemic.
Above all, Euronews Culture is a multisensory experience structured around five main themes – see, touch, hear, taste and smell – together with regular news, a catalogue of series and an opinion section. Under the motto “Spark your senses, wake your wonder”, the platform invites readers to stimulate all of their senses and leap into the latest and most provocative elements of Europe’s cultural output.
The vertical builds upon Euronews’ already-strong cultural coverage and creates a distinct, specialised place that incorporates some of the company’s existing series, including Cinema, Melting Pot Culture, Scenes and Meet the Locals, as well as the award-winning podcast Cry Like A Boy and the Rolex-sponsored series Musica.
Marking the occasion, Euronews Culture is premiering a brand new title: Creators. In this video series, the Culture team meets Europe’s top designers, artisans, performers and producers, and offers viewers a detailed and intimate portrayal of their craftsmanship.
The vertical also introduces a new European cookbook. The Kitchen is an ever-growing series of recipes from professional European chefs who explain the history, tradition, ingredients and techniques behind their signature dishes. With a story behind every plate, The Kitchen unlocks Europe’s millennia-old recipe book and engages with the face of food across multiple regions, each with their own unique personality.
In order to engage more actively with culturally-curious audiences, the launch of the vertical is accompanied by its own social media accounts on Facebook, Twitter, YouTube and Instagram. Moreover, the team offers a weekly newsletter compiling the best and most original stories, together with a roundup of the major cultural events taking place across Europe. The newsletter is sent every Friday, end of afternoon. Readers are invited to subscribe.
Jez Fielder, Managing Editor of Euronews Culture, said: ”Culture has always been part of the Euronews DNA. Our continent’s richness and plurality of cultures has, for centuries, led to the emergence of art forms as ways to express the human condition. Today, in our deeply interconnected, cross-border world, it becomes even more essential to highlight and honour this infinite artistic variety, which continues to thrive and evolve with stunning ingenuity. It is thanks to the arts that we are able to understand the complexity of human nature: creators are uniquely positioned to showcase or indeed lament our contradictions, our joy and sorrow, our peace and distress. With its inclusive and stimulating philosophy, Euronews Culture is a place for introspection and self-discovery but also for liberation and escapism. Our vertical will inspire readers to go beyond conventions and embrace creativity in action. All kinds of art forms, all kinds of artists and all kinds of trends are welcome in our vertical. The artistic process is fluid and multisensory – and so is Euronews Culture.”
The launch of Euronews Culture is part of Euronews’ strategy to develop further its digital offer and to engage directly with its communities, giving them a space to interact and share their viewpoints. With almost 21M followers/subscribers on social media platforms and an average of 23M+ unique monthly visitors on its website and app, Euronews already has a strong digital audience, reaching more than 150 million monthly users across connected devices.
Euronews will continue to develop digital formats, both to meet the needs of its existing audiences for more specialized and in-depth content and to attract new audiences, building on the success of Euronews Green, Euronews Travel, Euronews Next, and now Euronews Culture.
