Activity 2

„Organization of 'Media Art Library' for the exchange and transfer of innovative Norwegian practices and presentation of craft arts, lifestyle and folklore of the Norwegian Vikings and ethnic groups from the High Western Rhodopes, the Thracian-Rhodope Collar area, the Rose Valley area and the Southern Black Sea coast“

REASONS FOR THE NEED TO CREATE DIGITAL TOOLS TO ATTRACT NEW AUDIENCES AND OFFER PRODUCTS AND SERVICES PRESENTING LOCAL CULTURAL HERITAGE

The processes of changing the economy, culture and society are getting more and more importantin Europe. The innovative techniques for cultural entertainment, exposed in cultural consumption of the population of Bulgaria and the ancient Vikings are the focus of the current activity. These processes can be very successfully applied in the creative reproduction of the rich Bulgarian culture with deep historical roots. Currently, entrepreneurship in the field of culture continues to be underestimated as an equal and profitable business sector. As a rule, organizations and institutions supporting business and motivating and training young entrepreneurs consider this a gap in the market without sufficient market potential and opportunities for intensive development and progress. This attitude is a throwback that gained momentum in the preceding industrial age. All statistical sources show an unparalleled growth of the recreational industry and, in particular, entrepreneurship in the field of cultural heritage and cultural tourism. The representatives of the target groups, from the relatively less developed target areas, have to cope with the challenges of digitisationin the socialization processes of the cultural heritage and the changes in the habits, style and lifestyle of the modern users of the local cultural heritage in order to respond to the latest and most modern trends in the cultural and creative industries.

TARGETS SET:

Creating opportunities to attract new audiences and support local entrepreneurs, by implementing innovative practices for digitisation of local products and services in the field of culture
Expanding the scope of preservation, socialization and presentation of folk art, lifestyle and crafts of the local communities.
Developing a creative network transfer, adaptation and implementation of innovative Norwegian practices in the field of cultural entrepreneurship and consumption.
Expanding the channels for interregional, national and European cultural exchange, dialogue and debate.
Improving the conditions and encouraging the development of entrepreneurship in the field of folk art, lifestyle and crafts
Documenting and multimedia presentation of artifacts of Norwegian and Bulgarian folklore values, aiming to improve the accessibility and impact of cultural and historical values.

Thefollowing activities were implemented to fulfill the targetsset:

Research and identification of high-quality examples (artifacts) of cultural heritage folk art, museum exhibitionsand innovative cultural recreation techniques - representing cultural heritage in the four target areas of the project

The results of the conducted research laid the foundation for the implementation of the rest of the project activities - the creation of a strategy to attract new audiences and the necessary electronic tools for the digitisation of cultural products and services. Representatives of 'Fjellugla Kompetanse' - Norway also took part in the research.

Research and shooting scenes of local traditional crafts

Research and shooting scenesof local traditional cuisine

Research and shooting scenesof local traditional production of wines and other beverages

To conduct the research, an organizational plan of the trips and visits of the relevant value carrierswas developed - visualized on an information layer of Google map. The four target areas were visited. In the course of the study, a summary of the specific features was created, and a description of the identified value carriers and the corresponding values was also made. The necessary textual, graphic, photographic and video materials were collected - reflecting the activities characterizing the value carrier and the corresponding artifacts of cultural heritage. During the research, a discussion forum was also held on the significance of the preserved cultural traditions, the possibilities of their upgrading with innovative technologies and their inclusion in the everyday, modern processes of cultural consumption. Per Halvorsen and EspenVelin-Larsen actively participated in the forum. The participation of the Norwegian experts created an atmosphere for exchanging experiences and discussing Norwegian good practices related to the presentation of craft skills. The research was carried out to serve as a basis for developing a strategy to attract new audiences, in accordance with the modern lifestyle of today's consumers.

The research activities used video recording from the created trailer (short videopresentation in four parts) showing the crafts, lifestyle and folklore in the four target areas - High Western Rhodopes; Rose Valley; The Thracian-Rhodope Collar area and the Southern Black Sea coast.

The following areas were visited, whilevalue carriers presented the local cultural and historical monuments:

HIGH WESTERN RHODOPES - MAIN FINDINGS

The region of the Western Rhodopes is characterized by its multi-ethnic character of the populaion.

Cultural monuments can be observed there, witnessing to the existence of civilizations of the most ancient times - Thracian artifacts, objects and ornaments from the time of Orpheus and the development of Orphism in these lands; lifestyle and folklore of the local Bulgarian population; of Rhodope people of Turkish origin, and also of the Bulgarian Muslims. The unique productions of local artisans are also interesting.

These are crafts related primarily to the colourful lifestyle and folklore of the Rhodope population, and also to the processing of the natural and ecological bio-diverse riches of the Rhodope Mountains.

The main challenge to the development of cultural entrepreneurship and increasing access to culture in this area is the implementation and application of modern techniques to build on the unique local craft works with innovative technologies in line with the modern way and style of cultural consumption.

Overcoming the currently existing limitations in this aspect will increase the economic benefits for the local population and expand the audience of the unique riches of the Rhodope Mountains.

Local folk art is also in the process of searching for new formats for interaction with the national and European cultural audience.

Results of the research in this target area - carriers of cultural values and local cultural historical traditions and monuments:

Balinova House Historical Museum, town of Batak, - local lifestyle, crafts and customs
Ismena Hotel, Devin - Rhodope cuisine
„Bartina“ Non-profit Association, village of Barutin - crafts, folklore
„Rodopska Prosveta- 1923“ Community Center, town of Devin - lifestyle, crafts, folklore, customs
„Otets Paisiy“ Community Center, town of Velingrad - crafts, folklore, customs and festivals

THRACIAN-RHODOPE COLLAR AREA -- MAIN FINDINGS

The region of the Thracian-Rhodope collar area is famous for unique high-quality wines. In this relatively small territory, more than 20 wine cellars can be visited. They are a natural center of attraction for visitors and guests from all over the country and also from many foreign countries.

The combination of high-quality wine production with the local culinary art, the local lifestyle and folklore and the many real cultural and historical monuments can create an extremely high synergy for cultural consumption.

The synthesis between wine and cultural tourism is a well-established European practice and has great potential for improving access to high-quality examples of cultural heritage.

Results of the research in this target area - carriers of cultural values and local culturalhistorical traditions and monuments:

Historical Museum, town of Perushtitsa - customs, traditions and rumours.
„Saznanie /Consciousness/“ Community Center, village of Brestovitsa - wine production - traditional and main source of incomeand livelihood in the Thracian-Rhodope collar.
„Maltepe“ Information Center - village of Manole - crafts
„Villa Yustina“ cellar, village of Ustina - local cuisine, wine production and celebrations.
Ethnographic Museum, town of Asenovgrad - lifestyle, holidays and customs

ROSE VALLEY AREA - MAIN FINDINGS

The Rose Valley area also has plenty of historical artifacts from the time of the ancient Thracians. In this area, the emphasis is placed on its progressive role during the Renaissance - a period characterized by extremely intensive development of crafts and production.

In the architectural-historical reserve of the town of Karlovo, many crafts characteristic of the region are presented - braiding, homespun, tinkering, lace-making, coppersmithing, weaving, Karakachan(or Sarakatsan) crafts, etc. In many of the villages of the sub-Balkan area, a strong Roma presence is observed, with their characteristic crafts - tinkering, manufacture of mattresses and basket-making.

The Bulgarian Karakachans, practicing in the past a very characteristic occupation - high mountain sheep-breeding, are also distinguished by their original costumes, traditions and culinary skills.

The main problems and limitations for the effective socialization of the local movable cultural heritage and increase of its economic, cognitive and aesthetic benefits for the local population is the lack of communication channels - creating conditions for cultural consumption of the local colourful folklore.

Results of the research in this target area - carriers of cultural values and local cultural historical traditions and monuments:

Museum collection, village of Karavelovo - crafts
Karlovski Craftsmen's Guild, town of Karlovo - crafts
„Kopsa Chateau“, village of Moskovets -cuisine, wine production
„Damascena“ Ethnographic complex, village of Skobelevo - growing roses, extraction and processing of rose oil, holidays and culinary art
„Buhalov Han“ Ethnographic complex - Old Karlovo, town of Karlovo - lifestyle, crafts
„Sopot guild“, town of Sopot - crafts

SOUTHERN BLACK SEA COAST - KEY FINDINGS

The numerous artifacts in the area of the Black Sea coast south of Burgas witness to the presence of many ancient settlements - Thracian settlements, some of which were discovered during underwater research; Black Sea Byzantine colonies. This wealth of movable cultural heritage can be a very good environment for the demonstration and presentation of examples of local handicrafts, artifacts of local lifestyle and folk art /including fire-dancing/, the crafts of the Roma from Strandzha Mountains (basket making, tinkering, mattress making).

Exhibits from the number of museums and museum collections in this area can be filmed and turned into distinctive video clips, showing local crafts and folk art. Craft workshops can be recreated and demonstrated through them.

In parallel, products of local culinary art and local productions of food and drinkwill be demonstrated. The possibility of offering fish cuisine in the Black Sea coast region,along with the possibilities of combining culinary, wine and cultural tourism, is of great interest.

The culinary art of the descendants of the ancient Vikings has an extremely innovative and modern entrepreneurial practice, offering a synthesis of the local cultural monuments and attracting connoisseurs of the lifestyle characteristic of the local population.

Results of the research in this target area - carriers of cultural values and local cultural historical traditions and monuments:

Tsarevo Museum, town of Tsarevo - 'Development of Fire-dancing'customs
„Sozopol“ Foundation, town of Sozopol - lifestyle, folklore, crafts
„St. AnastasiaIsland“, town of Burgas - traditional everyday life and family celebrations - church weddings and baptisms
„St. Nikola“ Church, town of Chernomorets - church holidays and customs
Burgas Municipality, town of Burgas - wine festival

RESEARCH OF NORWEGIAN PRACTICES FOR MULTIMEDIA PRESENTATION OF CULTURAL AND HISTORICAL HERITAGE - MAIN FINDINGS

City of Bergen - Bryggenin Bergen
Sognefjord area - Urnes Stave Church
West Norwegian fjords - Geiranger and Nerey
Circumference area - R∅ros Mining Town and the Circumference
Finnmark region - the Rock art of Alta
Telemark region - Rjukan-Notodden Industrial Heritage Site
Setesdal valley area - traditional music and dance in Setesdal

Developing and uploading (hosting) a specialized platform for ethno-cultural debate - „Media Art Library“ to the Internet

The 'Media Art Library' is a kind of resource base, structured in presentation profiles of folk art and their modern interpretations. It has a database, presenting cultural monuments, which are part of the movable and digital cultural heritage. Unique archaeological and ethnographic libraries have been created,allowing for the inclusion of photographs, audio stories and videofilms in cultural events, performances and shows - dedicated to the presentation of cultural and historical riches in the target areas. Innovative formats are presented and modern attractions are identified, showing the modern lifestyleof artistic crafts and culinary arts.

The main conclusions of the research carried out together with the Norwegian partners are uploaded on the home pages of the „Media Art Library“. They are made as „Strategy for attracting new audiences in accordance with the modern lifestyles of today's consumers“.

The strategy is a product of the first part of Activity 3. Its development was organized together with „Fjellugla Kompetanse“ - Norway.

The „Media Art Library“ platform is implemented through web and mobile applications. To his end, a suitable domain and hosting space were purchased - https://heritagelibrary.bgfolklive.eu/.

The platform is aimed at expanding the scope of preservation, socialization and presentation of folk art, lifestyle and crafts of local communities. It represents a resource base that will be upgraded with the subsequent electronic tools created within the project - „Digital Impresario“ and the multimedia digital presentations of the four target areas.

It describes excellent examples of folklore cultural heritage, artifacts, museum exhibitionsand other innovative techniques for cultural entertainment of Bulgarian folk art. The four target areas are presented.

Each of the four areas contains a list and articles with profiles of the characteristic cultural values and their carriers:

Western Rhodopes: A cultural and historical heritage destination

Thracian-Rhodope collar: A cultural and historical heritage destination

Through the mobile app, the Media Art Gallery's digital content is optimized and viewable on users' phones.

The geolocation of all cultural sites are marked on the information layer of Google Maps.

Using their phones, users can get information about their location; to choose the most direct route, and also there is a 'guide' at their disposal to reach the location of the chosen cultural monument.

The 'Media Art Library' platform also includes 7 articles presenting sites of cultural and historical monuments in Norway of worldwide interest.

They are presented with a text description, photos, a video clip, Internet addresses with digital content and designation of the relevant geolocation (location).

Developing and uploading of digital profiles of cultural and historical values and their carriers.

Cultural heritage profiles have been developed in the four areas. Profiles are organized in the following structure:

Cultural and historical heritage destination (designation of the relevant area)
Location of cultural and historical heritage - relevant site
Video clip (link to the video presentation of the relevant cultural monument)
Value carrier profile - description
Profile of the relevant value - description
Photo gallery
Evaluation of existing information on the Internet
Links to other digital publications
Contact information

All profiles are combined in one file: PROFILES OF CULTURAL VALUES IN THE FOUR TARGET AREAS AND THEIR CARRIERS.

A PDF-file of the profiles is attached in a Technical Report.

Profiles are grouped according to their location in the target areas and are uploaded into the web platform and mobile application.

Three videos presenting quality examples of immovable, movable and digital heritage and digital cultural values - an expressive description of cultural heritage in the target areas:

4.1 Examples of local craft industry in the target areas