The concept of ‘genre’ is an integral part of the everyday life of most scholars. It is present in reading, writing and conversation, or any other mode of communication and exchange. In the humanities, we study genre in different media and in a multitude of manners. Still, we experience few explorations of the ‘genre’ concept and its complexity between or beyond disciplinary divides or across media, including in the context of innovation. It is our conviction that multimedia and multimodal advances towards increased genre understanding – theoretical and practical, critical and constructive, and across disciplines – have significant unrealised potential. This is the focus of this special issue of the Journal of Media Innovations.