CIIC DIGITAL MARKETPLACECULTURE, TECHNOLOGY,ENTREPRENEURSHIP  Peter.Tullin@CultureLabel.com  @petertullin @culturelabel  f...
CULTURAL ENTREPRENEURSHIP  CULTURE AND COMMERCE  BETTER TOGETHER  CULTURE MEETS CONSUMERS  ART WITHOUT WALLS  INNOVATIVE B...
ABOUT CULTURELABELCULTURAL ENTREPRENEURSHIP•   CultureLabel.com is a curated online    marketplace for cultural and design...
INTRODUCING CULTURELABEL.COM•   Encompassing museums, galleries, theatres, festivals, visual artists,    photographers, de...
ECOMMERCETHE ONLINE ART REVOLUTION•   Own Art lets UK Taxpayers borrow from £100 to    £2,000 spread over 10 months, inter...
CULTURELABEL.COMAUSTRALIA•   Following a successful tour of Australia in partnership with    organisations such as ABAF, C...
THE GAP
CULTURAL ENTREPRENEURSHIPINTELLIGENT NAIVETYCONSUMER INSIGHT              +    CULTURAL ASSETS   =    OPPORTUNITIES       ...
TREND SCOUTINGCULTURAL ENTREPRENURSHIP•   A simple idea but difficult to execute•   10,000 hours rule. Our insight•   Grow...
DIGITAL LANDSCAPE        UK
OVERVIEWUK DIGITAL LANDSCAPE•   Investment in Super Fast Broadband in urban    areas. EU objective that 50 per cent of the...
CREATIVE INDUSTRIESIN A DIGITAL WORLD
CONTENTON DEMAND CULTURE•   Consumers have not yet bought the 3D    hype but Smart TV penetration is growing    rapidly as...
ONLINE ART REVOLUTIONDISTRIBUTION, SEARCH & DISCOVERY•   Algorithm - includes Art.sy are seeking to    the Pandora or Last...
DIGITAL TO PHYSICALTECH ENTREPRENEURS BLUR THE BOUNDARIES•   Integration of online and offline retail technology    such a...
CREATIONDIGITAL CULTURE•   Sedition.com is the first online platform    allowing you to buy and sell digital art from    a...
MADE FOR CHINAJUST BEING YOURSELF IS NOT ENOUGH•   Its where the money is. Western brands are    still favoured over local...
LITERATURETHE APP BOOK•   Waste Land has been hugely commercially    success making a return on the investment    only 6 w...
AUGMENTED REALITYDIGITAL TO PHYSICAL•   Holition uses Augmented Reality to    demonstrate how accessories will appear    o...
THE CROWDFUNDRAISING•   Generation ‘G’ is an online-fuelled culture of    individuals who share, give, engage, create    a...
DIGITAL TICKETING                                       Somerset House / Courtauld                                        ...
B2B ConsiderationsEDINBURGH SHOWCASE 2011•   Delegate login and services but also    designed to engage consumers. New    ...
STORIFICATIONTHE RISE OF PURPOSE DRIVEN BUSINESSES•   Curated - sites such as CultureLabel offer a    handpicked curatoria...
MOBILE CULTURECONTENT•   Mobile First design is a must now. 51% of    smartphone users more likely to purchase from a    m...
MOBILECULTURE2                         JULY 17th 2012, UNIVERSITY OF THE ARTS,                         LONDON             ...
THE CULTURE, BUSINESS                         & TECHNOLOGY SUMMIT                         SEPTEMBER 27th 2012, BLOOMBERG, ...
INTELLIGENT NAIVETY FREE EBOOK AT   CULTURELABEL.COM/AGENCY            PETER TULLIN PETER.TULLIN@CULTURELABEL.COM         ...
CultureLabel - Creative Industries in a Digital Marketplace
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CultureLabel - Creative Industries in a Digital Marketplace

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CultureLabel was invited to speak at a CIIC Conference in April 2012 in Tasmania, Australia. More information on some of the projects can be found at www.CultureLabel.com/agency. The presentation can be viewed here

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CultureLabel - Creative Industries in a Digital Marketplace

  1. 1. CIIC DIGITAL MARKETPLACECULTURE, TECHNOLOGY,ENTREPRENEURSHIP Peter.Tullin@CultureLabel.com @petertullin @culturelabel facebook.com/culturelabel
  2. 2. CULTURAL ENTREPRENEURSHIP CULTURE AND COMMERCE BETTER TOGETHER CULTURE MEETS CONSUMERS ART WITHOUT WALLS INNOVATIVE BUSINESS MODELS GET ON WITH DOING IT
  3. 3. ABOUT CULTURELABELCULTURAL ENTREPRENEURSHIP• CultureLabel.com is a curated online marketplace for cultural and design products and art. Launched in 2009 with 25 partners there are now over 650 organisations and 20,000 products onsite• Named one of the UK’s Top 50 web design influences by Design Week• Our ecommerce technology powers online retail for organisations including Saatchi Gallery and Whitechapel• CultureLabel is a for-profit, privately financed enterprise. Our investors require commercial and cultural dividends• CultureLabel Agency works with cultural sector and commercial clients from the Houses of Parliament to Google on income generation, technology, product development and marketing projects www.CultureLabel.com/agency
  4. 4. INTRODUCING CULTURELABEL.COM• Encompassing museums, galleries, theatres, festivals, visual artists, photographers, designers, music venues, orchestras craft makers and creative retailers and boutiques• Partners include Tate, V&A, Damien Hirst, Design Museum, Saatchi Gallery, Royal Academy, Whitechapel Gallery, Royal Collection, National Theatre, British Museum, Tracey Emin, Abbey Road Studios, Versailles, New Museum, NYC and the Royal Opera House
  5. 5. ECOMMERCETHE ONLINE ART REVOLUTION• Own Art lets UK Taxpayers borrow from £100 to £2,000 spread over 10 months, interest free to buy art (APR 0% Representative)• CultureLabel partnered with Arts Council England & Creative Scotland to take the scheme online to grow ecommerce sales• Pilot project includes several thousands works of affordable art and craft from 500+ artists across 70 commercial and not-for-profit galleries and studios. Many organisations had never previously sold online. Partners Include Whitechapel, BALTIC and RSA• Artists range from established names, including Tracey Emin, Sir Peter Blake & Damien Hirst to emerging talent at the Royal College of Art• Latest developments include In-gallery iPads to promote online stores, new co-funded and marketing initiatives that have made the site page one on Google for key search terms
  6. 6. CULTURELABEL.COMAUSTRALIA• Following a successful tour of Australia in partnership with organisations such as ABAF, City of Sydney, Queensland Government and the State Library of Victoria we are launching in time for Christmas 2012. The CultureLabel Australia website will launch with around 100 partners building on the nucleus of 30 Australian partners already signed to CultureLabel.com• We are creating a fully localised site built around the very best of Australian cultural products, design and limited edition art with specific Australian editorial and content• The founding partners we have identified will pay our lowest level of commission which is just 17.5% on the price of any product we sell for you and they will also not to be required to pay the monthly fee of $30 per month which will apply to partners that are invited to join post-launch• Partners sign-up at: www.CultureLabel.com/Sell• Coverage of the launch has already appeared in the Sydney Morning Herald and nationally on ABC
  7. 7. THE GAP
  8. 8. CULTURAL ENTREPRENEURSHIPINTELLIGENT NAIVETYCONSUMER INSIGHT + CULTURAL ASSETS = OPPORTUNITIES + RESOURCE ALLOCATION + STAFF CULTURE + MARKETING = AUDIENCE DEVELOPMENT = NEW COMMERCIAL INCOME Intelligent Naivety eBook available for free download at www.CultureLabel.com/agency
  9. 9. TREND SCOUTINGCULTURAL ENTREPRENURSHIP• A simple idea but difficult to execute• 10,000 hours rule. Our insight• Growth of cultural consumption• Multi-channel culture• Urbanomics• Spend on domestic furnishings market and art for the home• Not on the high street mentality• Disaggregation• A better user journey• Building a consumer brand for culture. Scale• Direct to market opportunities• Finding the cash. Building a team
  10. 10. DIGITAL LANDSCAPE UK
  11. 11. OVERVIEWUK DIGITAL LANDSCAPE• Investment in Super Fast Broadband in urban areas. EU objective that 50 per cent of the European households will use broadband connections of 100Mb or more in 2020• Rural broadband still a problem with 1/3 of the population ‘commercially unattractive and lagging behind’• 91% mobile ownership, 38% smartphone, 4G still a year away• The internet contributes more to our GDP than to that of any other G20 county and is predicted to grow 11 per cent a year to reach £221 billion by 2016• Incredibly good tax incentives for UK start-ups through the SEIS scheme• Tech City ‘cluster’ approach - accelerators, capital, digital entrepreneurs. 700 creative and tech companies such as Google, MoshiMonsters and Last.fm• UK consumers spend 25% of their disposable income online, highest in EU (2% more than US) – WorldPay, 2012. Clothes (36%), food (33%) and money spent with department stores (33%)
  12. 12. CREATIVE INDUSTRIESIN A DIGITAL WORLD
  13. 13. CONTENTON DEMAND CULTURE• Consumers have not yet bought the 3D hype but Smart TV penetration is growing rapidly as are the use of associated streaming devices such as PS3 or Xbox 360• Already people pitching business ideas such as the ‘foreign language version of Netflix’ as content specialists are created. What will rise for arts programming? For example, there is already DigitalTheatre.com although it is not available as a subscription through your TV yet. CurzonOnDemand.com is already offering a streaming service for arthouse lovers including films on show in its cinemas• It’s already big. 100 million people watched the Royal Wedding online• Integration of social, commerce and demise of linear programming are all happening as we speak
  14. 14. ONLINE ART REVOLUTIONDISTRIBUTION, SEARCH & DISCOVERY• Algorithm - includes Art.sy are seeking to the Pandora or Last.fm of art• Curated - sites such as CultureLabel or VIP Art Fair offer a handpicked curatorial service to consumers. Google Art Project is curated by the galleries and also makes connections between works across different institutions• Community - Saatchi Online or Red Bubble grows its audience by allowing any artist to create a profile and upload and list work. These use filters like ‘best selling’ for example to surface the more popular works. There is often still a layer of hand curation such as in the Threadless.com model for T-shirts
  15. 15. DIGITAL TO PHYSICALTECH ENTREPRENEURS BLUR THE BOUNDARIES• Integration of online and offline retail technology such as eBay’s Xcommerce platform• CultureLabel has introduced touchscreen devices into venues such as the Saatchi Gallery and Barbican to enable Own Art purchases in- gallery allowing self-service and eliminating the need for paper-based applications. Interactive devices are now in multiple formats• Barcode scanning Apps by Amazon allows consumers to price check and order through their mobile• Google Goggles also leverages the collection as a potential trigger for purchase. Getty Museum partnership allows uses camera phone to identify art works• QR Codes are another way of getting additional content from physical or digital prompts such as from Google Books allowing new navigation or direct purchase such as Tesco Home Plus in Korea
  16. 16. CREATIONDIGITAL CULTURE• Sedition.com is the first online platform allowing you to buy and sell digital art from artists including Damien Hirst and Tracey Emin• David Hockney’s used the iPad to create works for his current blockbuster exhibition at the Royal Academy• Becks Green Box Project is an AR art tour• BMW Tate Performance Room• The Space (BBC, Arts Council England)
  17. 17. MADE FOR CHINAJUST BEING YOURSELF IS NOT ENOUGH• Its where the money is. Western brands are still favoured over local ones in areas such as luxury goods but…• The combination of perceived quality with a bit of local tailoring, love or exclusivity can provide cut through• V&A has undertaken a marketing drive in Asia with dedicated websites• Chinese residents made 30 million+ overseas trips in the first half of 2011 alone, up 20% since 2010. In comparison, US citizens made only 37 million outbound air travel trips during the whole of 2010.• It just the beginning: The World Tourism Organisation has estimated that the total number of out- bound tourists from China will reach 100 million by 2020.
  18. 18. LITERATURETHE APP BOOK• Waste Land has been hugely commercially success making a return on the investment only 6 weeks after release• The partner is critical. It was produced by Touchpress, the team behind Wonders of the Universe, Elements and Biophilia• Audio innovation is also occurring with Apps like Papa Sangre
  19. 19. AUGMENTED REALITYDIGITAL TO PHYSICAL• Holition uses Augmented Reality to demonstrate how accessories will appear on you• Working with designer-makers such as Hannah Martin• With on-demand production technologies this means you can produce a single proto- type for digital scanning so stock production risks are minimal• Allows the customer to shop from home rather than requiring the physical experience• 3D Printing allows for the production of products at home or a run of one on- demand production
  20. 20. THE CROWDFUNDRAISING• Generation ‘G’ is an online-fuelled culture of individuals who share, give, engage, create and collaborate in large numbers• Kickstarter.com appears to be able to help people raise big sums as well as small ones. In February 2012 the platform broke the $1 million barrier for two projects. It has the potential to overtake the NEA as the key arts funder with over 10% of films at SXSW and Sundance funded this way• Sites such as Freelancer.com and TheLoop.com.au are allowing people to use the crowd to slash the cost of certain tasks and find work• CultureLabel even crowd-sourced new products for Tate. The Public Catalogue Foundation and BBC tagged thousands of art works in the Your Painting’s initiative
  21. 21. DIGITAL TICKETING Somerset House / Courtauld Gallery, London COURTAULD GALLERY • Introduced use of ‘airline style’ 2D barcode tickets for the blockbuster Michelangelo exhibition • Allows for sale of add-on merchandise such as catalogues • Particularly effective with targeted discounting tactics such as 10% off exhibition merchandise alongside a ticket purchase. This this has driven up the average basket order considerably • This area will continue to grow and grow as consumers seek convenience. With Near Field …and IT’S STILL ABOUT Technologies, the ticket or your virtual credit card can be used to pay for things inside theQUALITY, INTEGRITY and venue. Eventbrite.com is one of the fastest context… growing dot com businesses in the world and is expected to file for an IPO this year • Google Wallet and Near Field allows us to take this into the venue - Nokia / Museum of London
  22. 22. B2B ConsiderationsEDINBURGH SHOWCASE 2011• Delegate login and services but also designed to engage consumers. New design and brand• Development of supplementary App to assist them with show selection / schedules, local information, GPS, supplementary professional information• Success of the pilot led to a further commissioned to develop the online provision for Dance and Drama for the British Council
  23. 23. STORIFICATIONTHE RISE OF PURPOSE DRIVEN BUSINESSES• Curated - sites such as CultureLabel offer a handpicked curatorial service to consumers• We are selling ‘products with soul’ and we need to tell their story in a compelling way• Consumers are seeking a deeper engagement, and want brands to have a story they can relate to and this coincides with the rise of purpose driven businesses• Use of video, audio, design, animation, compelling copy and editorial, social integration i.e. Art Store New Museum, New York
  24. 24. MOBILE CULTURECONTENT• Mobile First design is a must now. 51% of smartphone users more likely to purchase from a mobile-specific website, yet only 4.8% of retailers have a mobile site• In the UK, nearly the same number of searches for ‘art’ per month on mobile as desktop• There are 5.9 billion mobile subscribers - thats 87 percent of the world population. 1.2 billion of those subscribers browsing the web through their devices - 8.49% percent of global website hits• In 2012 more Android smartphones will be shipped than PCs and in 2013 Apple will reach the same milestone. “Tablets such as the iPad will outsell desktop and laptop PCs within a few years.” Tim Cook, CEO, Apple• 2009 sales were $1.2 billion. In 2015 predicted to be $119 billion. Online sales predicted to go from $210 billion to $1.4 trillion in the same period. 50% of Groupon’s business is expected to be from mobile in the next 2-years
  25. 25. MOBILECULTURE2 JULY 17th 2012, UNIVERSITY OF THE ARTS, LONDON WWW.CULTURELABEL.COM/MOBILECULTUREAN EVENT BY SPONSORS VENUE PARTNER MEDIA PARTNER
  26. 26. THE CULTURE, BUSINESS & TECHNOLOGY SUMMIT SEPTEMBER 27th 2012, BLOOMBERG, LONDON WWW.CULTURELABEL.COM/REMIXAN EVENT BY SPONSORS ONLINE SPONSOR MEDIA PARTNER
  27. 27. INTELLIGENT NAIVETY FREE EBOOK AT CULTURELABEL.COM/AGENCY PETER TULLIN PETER.TULLIN@CULTURELABEL.COM CO-FOUNDER TEL +44 (0) 207 749 6857 @CULTURELABEL @PETERTULLIN FACEBOOK.COM/CULTURELABEL
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