On April 28, 2025, the conference “Formation of Russian and Moscow Cultural Identity” was held in Moscow with the support of. The event was dedicated to issues of cultural identity in a multipolar world (the project is being implemented with the support of Grants from the Mayor of Moscow for socially oriented NGOs of the Committee for Public Relations and Youth Policy of the City of Moscow).
Nadezhda Petrovna Lebedeva, an artist, cultural critic, and curator of international projects, took part in the Conference as an expert speaker. Nadezhda Petrovna opened the topic: “Creative industries and volunteerism as part of the self-determination of Muscovites and Russians in general.”
Introduction
Modern society is increasingly turning to the creative industries and volunteerism as tools for personal and social development. These areas not only create new economic opportunities, but also become an important part of citizens’ self-determination, allowing them to unleash their creative potential, strengthen their cultural identity, and implement socially significant initiatives. Moscow, as one of the world’s leading megacities, demonstrates successful practices in this area that can serve as a reference point for other regions of Russia.
Creative industries: drivers of creative self-determination
In 2020, the Moscow Government created the Agency for Creative Industries (AKI) — a structure designed to support creative business in such areas as:
art and design,
architecture,
cinema and music,
publishing,
advertising, etc.
Key functions of AKI:
Consultations and training — assistance in business registration, intellectual property protection, and investment search.
Creative Business Services Center — operates on the principle of “one window”, bringing together entrepreneurs, experts and investors.
Grants and competitions — financial support for startups (for example, the Cultural Initiative program).
An example of success:
In three years of work, AKI has helped launch more than 500 projects, including art residencies, digital platforms for artists, and interactive exhibitions. Such initiatives not only generate income, but also create an environment where every Muscovite can find himself, from a novice designer to an experienced architect.
Potential for the regions:
Moscow’s experience has shown that creative industries are capable of:
Create new jobs,
Preserve cultural heritage through modern formats,
To involve young people in creative activities.
Volunteering: a social lift and a path to self-realization
Mosvolonter is the largest volunteerism resource center in Russia, bringing together 250,000 active citizens. Its key areas are:
Social — assistance to the elderly and orphaned children.
Ecological — clean-up days, eco-actions.
Cultural — preservation of heritage, organization of events.
Cultural volunteering is one of the most sought—after areas. The volunteers:
They conduct guided tours in museums and parks,
Architectural monuments are being restored,
They participate in festivals (for example, “Circle of Light”, “Golden Mask”).
The Moscow Longevity project is a vivid example of how volunteering helps unlock the potential of the “silver age”. Participants:
They learn new professions (photographers, fashion designers, actors),
They create fashion theaters and art studios,
They participate in city events.
Synergy of creativity and volunteerism: the path to a harmonious society
Creative industries and volunteerism complement each other:
Cultural projects (festivals, exhibitions) are often implemented by volunteers.
Volunteers become ambassadors of creative initiatives, promoting them in social networks and the media.
The government and business receive socially responsible partners who are ready to solve current problems.
Examples of synergy in Moscow:
Volunteers help to organize a Fashion Week where young designers present collections.
Moscow Longevity participants create hand-made products for creative industry fairs.
Recommendations for scaling up the experience
The creation of regional AKI is an adaptation of the Moscow model of support for creative entrepreneurs.
The development of “silver” volunteerism is the opening of centers modeled after the “Moscow Longevity” in each region.
Educational programs — courses on the basics of entrepreneurship and digital skills for volunteers.
Grant support is the financing of interregional projects at the intersection of creativity and volunteerism.
Personal history:
The author of the report, having retired, organized 55+ Model Theater as part of the Moscow Longevity. Project participants:
They sew costumes, put on musicals,
Participate in designer shows,
They visit museums and master classes.
“Grandmothers disappeared, and ladies appeared,” the curators of the project note.
Social impact:
For volunteers: An opportunity to realize your dreams, improve your health, and find like-minded people.
For the society: Preservation of traditions, transfer of youth experience, strengthening intergenerational ties.
Since childhood, I dreamed of being a film director. It turned out differently in my working life. And so, in retirement, as part of my Longevity, I discovered this facet of mine. After studying at the Model School (And now 55+ models are in great demand among designers and fashion designers, because life expectancy is growing, and women of any age want to be beautiful), I organized my own School at the Moscow Longevity, and now the Model Theater. You can’t imagine how enthusiastically the women are engaged with me (the men are still looking closely).
We put on performances, screenings, like musicals. (That’s when I turned around in full force as a director.) The participants do everything themselves – choose roles, create outfits, beat them themselves, etc. Their eyes are burning, fantasies are overflowing. Longevity workers say that grandmothers have disappeared, and ladies have appeared.The ladies are engaged in modeling, photo posing, gymnastics, dancing, acting and, which is not found anywhere else, designing their costumes for shows. Doctors, cosmetologists, dancers come to us with master classes. For willing participants, there is an opportunity to participate in large commercial screenings.
We go to museums and concerts together. We also participate in the shows of professional designers. Volunteers from other fields join us. The theater also had its own prop and costume section.
We have already been invited to perform in other Centers, or at the vernissages of artists.
Conclusion
Creative industries and volunteerism are not just trends, but important elements of a modern person’s self—determination. They allow:
Realize creative ambitions,
Strengthen social ties,
To contribute to the development of society.
Moscow demonstrates that a combination of government support, business initiatives, and citizen activism can change lives for the better. Spreading this experience across the country will open up new opportunities for millions of Russians, helping everyone find their place in a rapidly changing world.
The symbol of the volunteer, the open palm— perfectly reflects the essence of these areas: kindness, openness and willingness to share the most valuable things — your time, talent and ideas.
Full recording of the conference: “Formation of Russian and Moscow cultural identity” .
Follow the link for more photos. Mandatory conditions:
When using photos, YOU MUST specify the photographer’s details and the event.
https://anisimovp.ru/disk/28-04-iszh-konferentsiya-fotootchet-bk8vp7
 
