Peter.Tullin@CultureLabel.com

@petertullin @culturelabel

facebook.com/culturelabel

CIIC DIGITAL MARKETPLACE

CULTURE, TECHNOLOGY,

ENTREPRENEURSHIP

CULTURAL ENTREPRENEURSHIP

CULTURE AND COMMERCE

BETTER TOGETHER

CULTURE MEETS CONSUMERS

ART WITHOUT WALLS

INNOVATIVE BUSINESS MODELS

GET ON WITH DOING IT

CULTURELABEL.COM/AGENCY

ABOUT CULTURELABEL CULTURAL 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

• 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

INTRODUCING CULTURELABEL.COM

ECOMMERCE THE 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

CULTURELABEL.COM/AGENCY

CULTURELABEL.COM AUSTRALIA

• 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

THE GAP

CULTURAL ENTREPRENEURSHIP

CONSUMER INSIGHT

CULTURAL ASSETS

OPPORTUNITIES

RESOURCE ALLOCATION

STAFF CULTURE

MARKETING

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AUDIENCE DEVELOPMENT =

NEW COMMERCIAL INCOME =

INTELLIGENT NAIVETY

Intelligent Naivety eBook available for free

download at www.CultureLabel.com/agency

CULTURELABEL.COM/AGENCY

TREND SCOUTING CULTURAL 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

DIGITAL LANDSCAPE

UK

OVERVIEW

• 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%)

UK DIGITAL LANDSCAPE

CREATIVE INDUSTRIES

IN A DIGITAL WORLD

• 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

CONTENT ON DEMAND CULTURE

ONLINE ART REVOLUTION DISTRIBUTION, 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

DIGITAL TO PHYSICAL

• 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

TECH ENTREPRENEURS BLUR THE BOUNDARIES

CREATION DIGITAL 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)

MADE FOR CHINA

• It's 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.

JUST BEING YOURSELF IS NOT ENOUGH

LITERATURE

• 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

THE APP BOOK

AUGMENTED REALITY

• 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

DIGITAL TO PHYSICAL

THE CROWD FUNDRAISING

• 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

…and IT’S STILL ABOUT QUALITY, INTEGRITY and

context…

• 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

Technologies, the ticket or your virtual credit

card can be used to pay for things inside the

venue. Eventbrite.com is one of the fastest

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

DIGITAL TICKETING COURTAULD GALLERY

Somerset House / Courtauld

Gallery, London

B2B Considerations

• 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

EDINBURGH SHOWCASE 2011

STORIFICATION

• 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

THE RISE OF PURPOSE DRIVEN BUSINESSES

New Museum, New York

MOBILE CULTURE CONTENT

• 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 - that's 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

JULY 17th 2012, UNIVERSITY OF THE ARTS,

LONDON

WWW.CULTURELABEL.COM/MOBILECULTURE

MOBILECULTURE2

SPONSORS AN EVENT BY VENUE PARTNER MEDIA PARTNER

SEPTEMBER 27th 2012, BLOOMBERG, LONDON

WWW.CULTURELABEL.COM/REMIX

THE CULTURE, BUSINESS & TECHNOLOGY SUMMIT

SPONSORS AN EVENT BY ONLINE SPONSOR MEDIA PARTNER

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