Launch of play.brussels, much more than an audiovisual cluster

3 May 2022. Following the Belgian state visit to Greece, hub.brussels announces the official launch of play.brussels. This is the successor of screen.brussels. The renewed cluster project will support as many Brussels companies as possible in the cross-media sector.

Since 2013, hub.brussels has been advising and promoting audiovisual companies from the Brussels-Capital Region. This was done within the framework of screen.brussels. Objective of the initiative? To support and guide entrepreneurs, including individual tailor-made advice. For example, on legal, financial and business issues. The offer also includes training courses and workshops, networking events and guidance in prospecting new customers and partners. Both in Belgium and abroad, at numerous trade fairs and events.

But with the blurring of the boundaries between media and the artistic sector – and rapid technological progress – the ‘Screen’ label was too limited to correctly describe all the activities and creative impulses of Brussels companies.

“Nowadays in Brussels, we come across a new generation of passionate entrepreneur-creatives. They want to build bridges between different disciplines and skills, to break out of the boxes of classic productions. We want to support their efforts with play.brussels, which acts as a meeting place and springboard for talent,” explains Aurore Boraczek, coordinator of play.brussels.

From screen.brussels to play.brussels

“In recent years, we have seen many new formats, skills and talents emerging in Brussels, as elsewhere. And we want to be able to support them 100%, just like we do with the audiovisual sector“, says Isabelle Grippa, CEO of hub.brussels. 

Hence the launch of play.brussels, the latest in a series of six clusters. The brand new play.brussels is built on the existing network of its predecessor screen.brussels. It comprises more than 160 companies, 20 partners and 10 experts. The successor will broaden its target group, and will also focus on the promising and fast-growing sector of video clips, podcasts, video games, etc. The new cluster aims to establish and strengthen ties with a broad spectrum of entrepreneurs and partners – from music production to performing arts.

Supporting Brussels economic activity

As with the other clusters of hub.brussels, play.brussels aims to support the economic activity of companies. First, it wants to be accessible to everyone. Second, to support their transition to sustainable business. And finally, to strengthen the international appeal of the Brussels-Capital Region in this sector.

“The challenge for play.brussels is great, given our clear commitment to provide intensive support to the cultural and creative sector in Brussels”, says Isabelle Grippa. “We consider this sector as an indispensable economic and social catalyst in Brussels (read more about the economic weight of the sector in Brussels). The launch of play.brussels is a very nice first step in the right direction”. 

“The creation of the play.brussels cluster and the extension of the support to all audiovisual sectors is part of the new strategy to support cultural and creative industries that we are implementing in the Brussels-Capital Region, adds Barbara Trachte, State Secretary for Economic Transition. “The CCI sector is one of the priority sectors of the Shifting Economy in the sense that it contributes to the influence and attractiveness of the Region and highlights the creativity of our Brussels entrepreneurs.“