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

1. CIIC DIGITAL MARKETPLACE
CULTURE, TECHNOLOGY,
ENTREPRENEURSHIP
Peter.Tullin@CultureLabel.com
@petertullin @culturelabel
facebook.com/culturelabel

2. CULTURAL ENTREPRENEURSHIP
CULTURE AND COMMERCE
BETTER TOGETHER
CULTURE MEETS CONSUMERS
ART WITHOUT WALLS
INNOVATIVE BUSINESS MODELS
GET ON WITH DOING IT

3. 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

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

6. 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

7. 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

8. THE GAP

9. CULTURAL ENTREPRENEURSHIP
INTELLIGENT NAIVETY
CONSUMER 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

10. 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

11. DIGITAL LANDSCAPE
UK

12. OVERVIEW
UK 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%)

13. CREATIVE INDUSTRIES
IN A DIGITAL WORLD

14. CONTENT
ON 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

15. 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

16. DIGITAL TO PHYSICAL
TECH 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

17. 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)

18. MADE FOR CHINA
JUST BEING YOURSELF IS NOT ENOUGH
• 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.

19. LITERATURE
THE 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

20. AUGMENTED REALITY
DIGITAL 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

21. 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

22. 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 the
QUALITY, 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

23. B2B Considerations
EDINBURGH 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

24. STORIFICATION
THE 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

25. 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

26. MOBILECULTURE2
JULY 17th 2012, UNIVERSITY OF THE ARTS,
LONDON
WWW.CULTURELABEL.COM/MOBILECULTURE
AN EVENT BY SPONSORS VENUE PARTNER MEDIA PARTNER

27. THE CULTURE, BUSINESS
& TECHNOLOGY SUMMIT
SEPTEMBER 27th 2012, BLOOMBERG, LONDON
WWW.CULTURELABEL.COM/REMIX
AN EVENT BY SPONSORS ONLINE SPONSOR MEDIA PARTNER

28. 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