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1. Researching the Client
Sunderland Culture is a company that organises and hosts events such as art exhibitions and theatre performances,
their goal is to promote local talent in the Sunderland area. They promote their exhibitions by hiring popular and
local talent as well as providing creative media courses such as music and physical performance. Sunderland
Culture is involved in events such as the Sunderland Creative Forum which promoted local artists and displayed
their artwork, another event that they hosted is Hopes and Fears which is an art project which paints a mural in
order to highlight struggles of Asian people in the local area. Sunderland Culture’s main demographic is young and
upcoming talent as their events help to promote them.
Sources: Sunderland Culture website

2. Who are they?
Sunderland Culture is a charity organisation
that organises events and exhibitions in order
to promote local talent in the Sunderland area
such as dance, art and media. They are in
association with Sunderland University and
host venues near the campus, these events are
hosted to encourage and promote upcoming
and recently graduate talent from the local area
or the university which could lead to further
opportunities for said talent.

3. How do they operate?
Sunderland Culture is funded by three main funders who
pay for the company to continue creating events, the
funders include Sunderland University, Sunderland City
Council and Arts and Culture Trust. Sunderland Culture
operates in the art and performance building apart of
Sunderland University. Sunderland Culture hosts events
which helps young and upcoming talent promote
themselves and create projects.

4. What is the purpose, ethos and business model?
The purpose of Sunderland culture is to promote
young and upcoming talent in the Sunderland area,
they do this by hosting events and exhibitions that
showcases the talents work. They are also trying to
build the creative media industry in Sunderland and
intern bringing more people to the city. Their ethos is
to bring together elements of creative media and
highlight the creative media industry in Sunderland.

5. Previous Campaign
Sunderland Cultures previous campaigns include Their
yearly showcase of glass and ceramic art pieces created
by graduated Sunderland University students at the
Glass Centre, this helps the artists build skills and
experience as well as promoting them towards the
public. Another event held by Sunderland Culture is the
Bright Lights: Youth Arts Exhibition which showcases
artwork from students between the ages of 11 to 19 from
the Sunderland area, the exhibition is also curated by
students in the same age range, this event helps build
experience and skills for students.

6. What is their target audience?
The typical audience of Sunderland Culture is between the
ages of 16-25, this is because the 16-25 age demographic
is who the Sunderland Culture program is trying to
support, promote and encourage to create more creative
media projects and build the creative media industry in the
Sunderland area. All of the Sunderland Culture events are
created to help younger artists and creative media
enthusiasts express and promote themselves.

7. I have learned about the goals and ethos of Sunderland
as well as their projects such as art exhibitions and
showcases of young talent, this will help me further
understand the type of content they want and the
messages they want to communicate to their audience,
which is to encourage young artists and creators to
promote themselves to possible employers.