Pier Luigi Sacco is Professor of Cultural Economy and Head of International Relations at the IULM University of Milan. His research shows similarities between the historical development of ‘culture’ and the rapid development of the Internet. Culture 1.0 was born with the Florentine Renaissance and the emergence of ‘patrons’. Based on paternalism and favouritism, this model held sway for centuries in Europe. Then with the industrial revolution, society gradually shifted towards Culture 2.0, with significant social and technological developments. Today, Culture 3.0 and its new open community platforms offer a whole new approach to culture, blurring the boundaries between consumer and producer. However, if we are to enter fully into the era of Culture 3.0, we first have to reach a turning-point in current copyright law, a key element of the capitalist economy. Arts and heritage projects are currently experimenting with the concept of a more flexible copyright that allows the user to reuse content as long as he/she modifies at least one part of it. As an example, Sacco presented a project to promote Tuscany where anyone and everyone can post photos or other documents on a platform. These documents are then modified and used to develop ads that convey a new image, less stereotyped, of the region.