The Sunderland culture is a collaboration between the University of Sunderland, Sunderland City Council, and arts and culture organizations. It operates year-round programs and exhibitions to provide educational and career opportunities for students. Its purpose is to realize Sunderland's potential as a creative hub and help students develop skills to make positive impacts. It aims to provide transformative experiences through education, research, and creative practice. Its business model is to continue offering these programs and widening participation in research and industry collaborations to support students and graduate tomorrow's leaders. Past campaigns have included exhibitions of Leonardo da Vinci's works and the Arts Council Collection, giving students professional experience. Its typical audience is students aged 16-22 from the University of Sunderland and surrounding areas

1. Research into
client
B2: creative industry response
1

2. Who are
they?
2
Well the Sunderland culture is a collaboration of
sorts bringing many of Sunderland cultural assets
and activities with it.To realise the ambition of its
city brimming with overwhelming creative potential
The Sunderland culture is a main collaboration
between the university of Sunderland, Sunderland
city council, and music as well as arts and culture
trust to form a foundation for students and
graduates with opportunities in their benefit across
its entire range of activities and venues to name a
few ; the national glass centre, northern gallery for
contempered art, Sunderland museum, winter
gardens and arts centreWashington.

3. How do they
operate?
3
They operate yearly by giving year – round
programmes to anyone inclined or involved.
Offering exhibitions, events and
performances.They mainly operate as one
unit as well the Sunderland city council,
university of Sunderland and finally the
music, arts and culture into a single
independent and resilient delivery model in
2018 they became the arts council England
national portfolio organisation. By doing
this they are creating a beneficial unit
across each one giving students my age
opportunities to benefit and help the future
of said student.

4. What is their purpose,
ethos, business
model?
4
The Sunderland culture is a new organisation created to bring
together Sunderland's most important cultural assets and
activities and realise the ambitions of the city's potential
brimming with creative purpose.
They want to help upcoming student and all get into a creative
surface of themselves allowing students in all areas are
equipped with the knowledge, skills, confidence and
connections to make a better/positive difference in the wider
world. Sunderland cultures ethos/vision is to be bold and
inspirational in provide stable education, research and creative
practise which offers transformative experiences to fellow
students, staff and communities nearby as well as business
partners around the UK and across the world,
Sunderland culture business model is to continue to provide
education skills and creative practise for a long time as well as
widening there participation in world leading research, public
and private sector collaborations. As well as being on track for
providing sustainable and quality student experiences that will
result in graduates who become the tomorrow-makers of
societies and economies.

5. What types
of previous
campaigns
have they
been involved
in?
5
Well Sunderland culture for starters in 2018/19 students
from the faculty of arts and creative industry at the
university of Sunderland were involved in a number of
exceptional career enhancing opportunities/campaigns
through the Sunderland culture including:Art and
designs students were given the opportunity to present
their drawings from the Italian master Leonardo daVinci
as part of the national tour to mark the 500th anniversary
as his death. Sunderland was one of 12 UK venue chose
to host the campaign/exhibition ‘A life in drawing’As well
as in 2019/20 students and graduates were able to take
part in a range of exciting professional development
opportunities including:The acclaimedArts council
collection as well as the Sunderland museum and winter
garden were of three galleries nationwide to present and
host work from the arts council collection which was
exhibited by Francis bacon, Lucien Freud, Damien Hirst,
Grayson Perry and that’s just to name a few of the many
names that took part exhibiting work fronts in the this
campaign/exhibition.

6. What may
be their
typical
audience?
6
I would say Sunderland culture typical audience on my
research would be around 16 – 22 I say this because they
help and hand out invites and welcomes into their
campaigns/colleges and campuses offering wide range
support to students and young adults who will be
informed with research, skills and creative freedom. For
instance in 2020 – 2021 it was reported that in the
university of Sunderland had a whopping 24,000
students based all over in the north east cost as well as in
London and Hong Kong!Assisting young upcoming
adults with all the skills they need for the future.