ATYPICAL FORMS OF WORK AND BUSINESS IN THE CREATIVE INDUSTRY OF THE EUROPEAN UNION

Starting from the insight into atypical forms of work as well as new / alternative business models specific to the creative industry (CI) sectors of the European Union, the paper researches self-employment in the creative industry and volunteering as a prerequisite for self-employment. The creative industry is considered as industry of economically developed countries as well as the prototype industry, whose “recipes” are multiplied in underdeveloped countries and thus materialized for mass distribution. The methodology of the work applied three different groups of methods adapted to hypotheses. The first hypothesis states that EU research indicates business constraints / characteristics in the creative industry. In order to test this hypothesis by meta-analysis of the collected sources, key business constraints in the creative industry were separated, and then atypical forms of work emerged from them. The second hypothesis was tested by descriptive and bivariate statistical analysis of secondary data. It is about analyzing secondary data in a newly formed file constructed for the purposes of this research. The file combines secondary sources of data on cultural statistics (European Union) and GII - Global Innovation Indices (WIPO), which were used to test the hypothesis that self-employment as an atypical form of work in culture is related to the level of the Global Innovation Index (GII).