The EIT call on Culture & Creativity will be a call for KIC proposals. They are ambitious large scale public-private partnerships, that will be funded for a long period of time (of up to 15 years), that implement a portfolio of activities linked to the integration of the three sides of the knowledge triangle, with education and training activities, innovation-led research activities and entrepreneurship or business support activities. The scope and size of the consortia of Creative Innovation Labs are different. Creative Inno Labs focuses exclusively on innovation on content creation, access, distribution, new business models and audience engagement through collaborative work across different creative sectors, using the full potential of new digital technologies and data. In 2021, actions should focus on three distinctive activities: rights management and data collection, greening and innovative educational tools addressing disinformation.