Umeå is one of the few European places to be ranked top for creative industries, without being the capital. An important role is played by eXpression, Umeå's incubator for the cultural, artistic and creative industries.

An EU study shows that capital cities score highest for the 'Creative Economy' in 19 out of 24 countries. The only exceptions are Austria, Germany, Italy, the Netherlands and Sweden. Umeå scores the maximum (100) for the annual number of jobs created in the creative industries, and the study cites the city's very rapid growth in recent decades.

International interest

The eXpression incubator was launched in 2014, and by 2018, 55 new companies had been created in the industries. Among them are the winners of the Young Entrepreneur of the Year award at the Umea Gala in the last two years.

- We have started from how creative industries build their businesses and have built our business development around those factors. International incubators and other creative industries environments want to know how we work," says Marlene Johansson, CEO of eXpression.

Digitally at the forefront

A characteristic of these companies is that they do not primarily grow by hiring, but by building partnerships with other independent companies. One example is Sister in Law, one of Sweden's largest wedding blogs, which works with around 60 creators and other people through a network.

- Another characteristic is that companies are at the forefront of digital developments, making them global from day one.

Learning for other industries

More and more entrepreneurs are making the same journey. Entrepreneurs who start and base themselves digitally, via the web or social media, and gradually include a physical presence with a store concept, a pop-up shop or a showroom.

- Other industries can learn from these companies and become more nimble," says Marlene Johansson.

Here are two of the companies in the creative industries:

Random Bastards

The collective has Storspoven AB at its core (today an alumni company of eXpression). A large number of cultural companies in Umeå have started in cooperation with their company and can today live on their cultural creation. The collective's main activities are music, film, music venues, clubs and clothing/experiences. It is a model for others how to build collaboration from day 1 through networking. It also goes against the traditional industrial logic with basically economic theories based on patents/protection of their business, competition and positioning of the individual company (limited company).

Sisters in Law

Another example of how creative industries build their businesses through ecosystems and co-creation with others is the young company Sisters in Law. They run their business in constant interaction between the digital - with a successful wedding blog, digital magazine and online shop - and the physical, with a studio and shop. Sisters in Law is also an example of a company that started in the digital realm and then branched out into the physical.