2015 ANNUAL REPORT
INDEX ABOUT FACTORÍA CULTURAL
INTERNAL PROJECTS
1 PURPOSE AND FUNCTION OF FACTORÍA CULTURAL 2 WHO WE ARE 3 WHERE WE ARE 4 WHO WE ARE HERE FOR 5 RESOURCES 5.1 Grants Program 5.2 Crowdfunding Program 5.3 Technological means
6 TRAINING AND SERVICES 6.1 Factoría Escuela 6.2 Workshops 6.3 Campus Factoría 6.4 Programa Experto 6.5 Advice
7 SECTORAL PROGRAMS 7.1 EmprendeLibro 7.2 EmprendeMúsica 7.3 EmprendeEscena 7.4 PS Games PlayStation Camp
8 EVENTS AND ACTIVITIES 8.1 Professional events 8.2 Public events
FACTORÍA CULTURAL IN NUMBERS 1 NUMBERS OF THE INCUBATION PROGRAM 2 VISITOR NUMBERS PER ACTIVITY AND EVENT TYPE
COMMUNICATION AND CHARTS 1 CHART 2 NEWSLETTER 3 PRESS 4 INTERNET AND NETWORKS
PARTNERSHIPS AND COLLABORATIONS 1 EUROPEAN CREATIVE HUBS NETWORK 2 PARTNERS
TEAM AND CONTACT
ABOUT FACTORÍA CULTURAL
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ABOUT FACTORÍA CULTURAL 1 PURPOSE AND FUNCTION OF FACTORÍA CULTURAL Factoría Cultural / Vivero de Industrias Creativas (Breeding Ground for Creative Industries) is a supporting initiative for the emerging and innovative creative industry through incubation programs, informal training, advice and professional mentoring for pioneering projects. Factoría Cultural operates at the crossroads of arts, communication and technology, fostering entrepreneurial projects within all the creative industries. Factoría Cultural aspires to create an ecosystem that facilitates the access the entrepreneur has to resources, services and the required training for developing their idea or project under appropriate circumstances. In this sense, it wants to become a reference point, on both a national and an international level, in the world of breeding grounds and accelerators that are specialized in the cultural and creative industries.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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2 WHO WE ARE Factoría Cultural / Vivero de Industrias Creativas is an initiative of the Factoría Cultural Asociación de Apoyo al Emprendimiento Creativo (Factoría Cultural Association of Support for Creative Entrepreneurship), which channels the actions of RSC and of the company that is Factoría Cultural, offering technological and executive support.
3 WHERE WE ARE Factoría Cultural is located in Nave 1 of Matadero Madrid, a center for contemporary cultural establishments, under the authority of the state enterprise Madrid Destino. The creative hub is a space of 500 m2 designed by architect Ángel Borrego as part of the design project Office for Strategic Spaces. The space was inaugurated on April 1st 2014. Since then, it received a nomination for the European Union Prize for Contemporary Architecture Mies van der Rohe in 2014 and came out as the winner of the COAM 2015 prize, organized by the Official School of Architects in Madrid.
4 WHO WE ARE HERE FOR Factoría Cultural aims at entrepreneurs of any nationality that are over 18 years of age who want to carry out innovative projects within the creative industries, that can be classified within the following categories: • Architecture and design: architects, industrial design, fashion and jewelry, interior design and expositions, graphic design, and publicity. • Performing arts: actors, theatre, dance, circus, marionettes, theatrical production and festivals. • Visual Arts: painting, sculptures, photography, audiovisual and multimedia, cinema, production, postproduction and radio. • Technological development and deployment: Digital design. Video games. 2D/3D. • Publishing: writers, editors, editors in chief, translators, journalists, archives and libraries. Illustration and bookbinding. • Cultural heritage: gastronomy, crafts and toys.
• Music: musicians, performers, music management, developers, producers, post production of music and organization of festivals. • Cultural management services: cultural managers, curators, museum management, art and heritage centers, safeguarding of cultural property, marketing and communication companies, consultancy and event planning, installation of events and expositions. • All of these supporting industries for the distinctive fields of the production of the CCIs. Factoría also aims at non profit associations and institutions that develop their activities within this field.
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5 RESOURCES 5.1 Grants Program Thanks to the collaboration with a multitude of public and private institutions, Factoría Cultural can offer its entrepreneurs a placement that includes the following services completely free of cost: • Work space, 12 hours a day, 5 days a week. • Access to an innovation plan for entrepreneurial projects. • Personalized mentoring for the project. • Professional advice in all manageable areas of an entrepreneurial project. • Informal workshops and training. • Access to financial networks. • Access to the courses Factoría Cultural provides with a discount of 50%.
© Daniela Martagón
© Clara Cebrián
In 2015 Factoría Cultural has awarded the following grants: • 6 grants awarded by the Fundación Mahou-San Miguel to boost talent in design and communication. • 1 Factoría Cultural Grant destined for all creative industries. • 1 Juan Ignacio Entrecanales Grant destined for all creative industries. • Mariano Yera Grant destined for all creative industries. • 6 grants for projects concerning technological innovation. • 2 DKV Seguros grants for projects dealing with the crossroads between art and health. • 2 Factoría Cultural grants for supporting the arts. • 2 grants of the Fundación Arquia for entrepreneurial projects in architecture. • 1 Grant of Entrepreneurship and Video Games of the Trainings Program, for the realization of a Masters Degree in Programming of Video games, awarded by the Fundación Carolina. • 3 grants awarded by the Fundación Carolina in collaboration with the Master in Cultural Historical Heritage Management, the Master in Hotel Management, and the Master in Culinary Arts and Kitchen Management. These grants have been organized within the Programa Paradores.
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The thirteen participating projects have been selected through a sollicitation process that was completed on the 28th of September and have been clustered in one of Verkami’s own channels: http://factoriaculturalmadrid.es/ proyectos-crowdfunding-2015/ Finally, on Wednesday 25th of November the campaigns received the green light throughout a presentation event in the space where their representatives were given the opportunity to explain their ideas and financial needs to potential financiers. Furthermore, the soiree was enhanced by an acoustic concert from composer Virginia Maestro, as by a Twitter contest where the attendees had the option to participate with the hashtag #AmaATuMecenas. On a similar note, it was decided to include a room with computers where the guests could make financial contributions in case they had taken an interest in any of the projects. Results of the Campaign The action resulted successfully in funding five of the presented projects:
5.2 Crowdfunding Program The second edition of the support program for the crowdfunding of Factoría Cultural was launched in 2015. For the second consecutive year an agreement has been reached with Verkami, the biggest crowdfunding platform in Spain, with the goal to encourage crowdfunding campaigns for local and external projects through an incubation program that has included personalized counselling and digital and traditional communication workshops to all projects led by Valbhy Design and Cultproject.
Required €
Acquired €
Textures
2.000
2.380
Casiopea
1.000
2.004
Walk & Hórreo
8.000
8.717
Revista La Mecha
3.750
3.981
Mamananádada
3.000
3.510
Cristina Arroyo Villoria coordinated this crowdfunding program in 2015.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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5.3 Technological means Factoría offers the following technological resources to all resident projects: • Internet Access -- Speed of 100 MB to upload and download contents. -- Public and private WIFI connection. -- The option to work with private IP addresses for projects where confidentiality is desirable. -- Rack-mounted server.
• 3D Printing Lab In 2015 we reached an agreement with the company Telecor with the goal to establish a laboratory for 3D printing with free access for resident projects and with subsidized access for the general public. This lab will be inaugurated in the first trimester of 2016 and comes with the following resources: // CubeXDuo: Plastic printing with the choice from two colors and two materials. // Project 1500: Designed to print high resolution prototypes on acrylic resin. Printing of components in up to six different colors, five times faster than the other printers in its class. // Tank and drying oven // 3D sense: 3D hand scanner, easy to use.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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6 TRAINING AND SERVICES
Hereafter find a report of the given courses over the course of 2015:
Factoría Cultural offers a number of services and programs that take place either onsite or online. These services are offered simultaneously with the incubation of the creative projects, with the purpose of accomplishing the stay of the entrepreneurs through training in management instruments, thereby facilitating networking and the understanding of involvement of professional fields within the creative industries
EXPERT IN THE CREATION OF DIGITAL CONTENT Dates: From February 16th to March 27th Description: Program that covers the required topics to define the business idea and its launch: from the origination and the choice of the most suitable legal structure and the definition of the business plan with Lean StartUp, to the communication through, and the positioning of social media, also covering the design of a web page with Wordpress and the monitoring of web results with Google Analytics. Duration: 36 hours. Price: 450€. Nº of students: 18. Teacher: Sergio Lozano (La Web Escool).
6.1 Factoría Escuela
LEGO ROBOTICS AND SCRATCH PROGRAMMING FOR CHILDREN Dates: February 28th, March 7th and 14th Description: Introductory workshop for children in the age group between 7 and 10 years old in robotic and programming projects, starting with Lego WeDo and SCRATCH. Duration: 4,5 hours. Price: 60€. Nº of students: 21. Teacher: Jóvenes Inventores. BQ ROBOTICS AND ARDUINO PROGRAMMING FOR CHILDREN Dates: February 28th, March 7th and 14th. Description: Workshop in robotics, programming and creativity for children in the age group between 11 and 14 years old that will enable them to develop advanced projects in robotics and programming, starting with Arduino and BQ Printbots. Duration: 4,5 hours. Price: 60€. Nº of students: 15. Teacher: Jóvenes Inventores. Factoría Escuela offers a training route that covers all the topics that an entrepreneur needs to know about in order to carry out his or her project: business plan, digital communication and online marketing, technology and web design, innovation and creativity, finance, law and internationalization. These courses are paid and open for everybody. However, the residing entrepreneurs get a discount of 50% off the total cost.
WORDPRESS Dates: From April 6th to April 9th. Description: Construction, design, and content management of a web page using Wordpress as a tool. Duration: 12 hours. Price: 120€. Nº of students: 14. Teacher: Sergio Lozano (La Web Escool).
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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VIRAL MARKETING Dates: From April 6th to April 10th. Description: Intensive course where students learn how to carry out a content strategy and are initiated into the keys of SEO (Search Engine Optimization), social media and digital marketing in general. Duration: 12 hours. Price: 150€. Nº of students: 5. Teacher: Sergio Lozano (La Web Escool). LEGO ROBOTICS AND SCRATCH PROGRAMMING FOR CHILDREN Dates: April 11th, 18th and 25th. Description: Workshop in robotics, programming and creativity for children in the age group between 11 and 14 years old that will enable them to develop advanced projects in robotics and programming, starting with Arduino and BQ Printbots. Duration: 4,5 hours. Price: 60€. Nº of students: 21. Teacher: Jóvenes Inventores. WEB DESIGN Dates: From April 13th to May 6th. Description: Web page design adaptable to all types of devices. Duration: 18 hours. Price: 250€. Nº of students: 8. Teacher: Sergio Lozano (La Web Escool). ADVERTISING: FROM SLOGAN TO TWEET Dates: From May 11th to May 13th. Description: Workshop for creative copywriting for conventional or online media. Duration: 15 hours. Price: 200€. Nº of students: 3. Teachers: Javier del Tío and Asunción Gálvez. WORDPRESS Dates: From May 11th to May 13th. Description: Construction, design, and content management of a web page using Wordpress as a tool. Duration: 12 hours. Price: 120€. Nº of students: 9. Teacher: Sergio Lozano (La Web Escool).
EXPERT IN THE CREATION OF DIGITAL CONTENT (SECOND EDITION) Dates: From May 18th to June 12th. Description: Program that covers the required topics to define the business idea and its launch: from the origination of the most suitable legal structure and the definition of the business plan with Lean StartUp to the communication through and the positioning of social media, covering the design of a web page with Wordpress and the monitoring of web results with Google Analytics. Duration: 36 hours. Price: 450€. Nº of students: 11. Teacher: Sergio Lozano (La Web Escool). WEB DESIGN Dates: From July 6th to July 16th. Description: Web page design adaptable to all types of devices. Duration: 18 hours. Price: 250€. Nº of students: 10. Teacher: Sergio Lozano (La Web Escool).
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WORDPRESS Dates: From July 6th to July 9th. Description: Construction, design, and content management of a web page using Wordpress as a tool. Duration: 12 hours. Price: 120€. Nº of students: 11. Teacher: Sergio Lozano (La Web Escool).
WORDPRESS Dates: From September 14th to September 16th. Description: Construction, design, and content management of a web page using Wordpress as a tool. Duration: 12 hours. Price: 120€. Nº of students: 11. Teacher: Sergio Lozano (La Web Escool).
VIRAL MARKETING Dates: From July 20th to July 22th. Description: Intensive course where students learn how to carry out a content strategy and are initiated into the keys of SEO (Search Engine Optimization), social media and digital marketing in general. Duration: 12 hours. Price: 150€. Nº of students: 8. Teacher: Sergio Lozano (La Web Escool).
ADVANCED COURSE IN LEGO ROBOTICS AND SCRATCH PROGRAMMING FOR CHILDREN Dates: September 19th and 26th. Description: Workshop for children in the age group between 7 and 12 years old, where the natural desire to create is supported and boosted, where they launch and learn by themselves, strengthening their self esteem and personal abilities, working in a team. Duration: 4 hours. Price: 60€. Nº of students: 13. Teacher: Jóvenes Inventores.
WEB DESIGN Dates: From September 7th to September 11th. Description: Web page design adaptable to all types of devices. Duration: 18 hours. Price: 250€. Nº of students: 8. Teacher: Sergio Lozano (La Web Escool).
INTRODUCTION TO 3D MODELING Dates: From September 22th to September 23th. Description: Course to learn to model all kinds of objects and figures in 3D with the free software Blender, a very powerful package that includes various graphic engines, a software to create video games, 3D animation, and photo and video editing. Duration: 12 hours. Price: 120€. Nº of students: 2. Teacher: Miguel Fernández (Virtua Nostrum). DIGITAL INTEGRATED MARKETING CAMPAIGN Dates: From September 22th to September 23th. Description: Learning about the latest trends and tools that are being used in the digital marketing world with the goal to help create, execute and measure their impact on dissemination, distribution and sales strategies. Duration: 10 hours. Price: 2000€. Nº of students: 6. Teacher: e-strategia.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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LEGO ROBOTICS AND SCRATCH PROGRAMMING FOR LITTLE INVENTORS Dates: October 17th and 24th. Description: Workshop for children in the age group between 7 and 12 years old, where the natural desire to create is supported and boosted, where they launch and learn by themselves, strengthening their self esteem and personal abilities, working in a team. Duration: 4 hours. Price: 60€. Nº of students: 21. Teacher: Jóvenes Inventores. VIRAL MARKETING Dates: From October 23th to November 6th. Description: Intensive course where students learn how to carry out a content strategy and are initiated into the keys of SEO (Search Engine Optimization), social media and digital marketing in general. Duration: 12 hours. Price: 150€. Nº of students: 7. Teacher: Sergio Lozano (La Web Escool). WORDPRESS Dates: From October 26th to October 28th. Description: Construction, design, and content management of a web page using Wordpress as a tool. Duration: 12 hours. Price: 120€. Nº of students: 8. Teacher: Sergio Lozano (La Web Escool). APPLIED VIDEOMARKETING Dates: From October 27th to October 29th. Description: Course to create and optimize the audiovisual content in the digital environment. Duration: 12 hours. Price: 150€. Nº of students: 3. Teacher: LowMedia.
INDESIGN. PRACTICAL COURSE FOR PROFESSIONAL WEB LAYOUT Dates: From November 2nd to November 13th. Description: Practical course to create the layout for advertisements with Adobe InDesign (dossiers, catalogues, flyers, posters, etc.) Duration: 15 hours. Price: 250€. Nº of students: 5. Teacher: Ángel Merlo (Dossintres). WORDPRESS Dates: From November 3rd to November 6th. Description: Construction, design, and content management of a web page using Wordpress as a tool. Duration: 12 hours. Price: 120€. Nº of students: 6. Teacher: Sergio Lozano (La Web Escool). INTRODUCTION TO GRAPHIC DESIGN Dates: From November 10th to November 13th. Description: Intensive workshop to residentize the creative philosophy and vocabulary, reviewing your foundations and analyzing pictures and significant projects for design. Duration: 12 hours. Price: 150€. Nº of students: 3. Teacher: Germán Gullón and Clara López (Valbhy Design).
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
WEB DESIGN Dates: From November 10th to November 25th. Description: Web page design adaptable to all types of devices. Duration: 24 hours. Price: 290€. Nº of students: 8. Teacher: Sergio Lozano (La Web Escool). VIDEO GAME PROGRAMMING WITH SCRATCH Dates: November 14th and 21th. Description: Course meant for children in the age group between 7 and 12 years old in which they learn to create a Smart Object in a team, adopting a proactive approach with the goal to develop the STEM competences (Science, Technology, Engineering and Mathematics). Duration: 4 hours. Price: 60€. Nº of students: 11. Teacher: Jóvenes Inventores. GAMIFICATION: THE GAME AS AN EFFECTIVE INSTRUMENT FOR COMMUNICATION AND MARKETING Dates: From November 16th to November 19th. Description: Course meant for entrepreneurs in which they learn to improve their communication towards potential clients, using the video games in their most classical ways as well as using new technologies. Duration: 12 hours. Price: 150€. Nº of students: 7. Teacher: Agustín Fonseca (Imaginarte Juegos).
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WORDPRESS Dates: From November 30th to December 3rd. Description: Construction, design, and content management of a web page using Wordpress as a tool. Duration: 12 hours. Price: 120€. Nº of students: 9. Teacher: Sergio Lozano (La Web Escool). CONCEPT ART FOR VIDEO GAME CHARACTERS Dates: From November 30th to December 2nd. Description: Methodology and working tools used by professionals in the industry of creating characters. Duration: 12 hours. Price: 150€. Nº of students: 4. Teacher: Monsters Pit. DESIGN THINKING Dates: December 11th. Description: Creative inspiration workshop for designers, specialists in User Experience (UX), and strategy managers, following a methodology called Learn by doing. Duration: 4 hours. Price: 60€. Nº of students: 11. Teacher: Germán Gullón and Clara López (Valbhy Design). LEGO ROBOTICS AND SCRATCH PROGRAMMING FOR LITTLE INVENTORS Dates: December 12th and 19th. Description: Workshop for children in the age group between 7 and 12 years old, where the natural desire to create is supported and boosted, where they launch and learn by themselves, strengthening their self esteem and personal abilities, working in a team. Duration: 4 hours. Price: 60€. Nº of students: 11. Teacher: Jóvenes Inventores.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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6.2 Workshops Factoría opts for personalized training, caring for the necessities of all projects at any particular moment in its development stage. With this goal, it offers the opportunity to access the different training workshops to all projects completely free of cost. Over the course of 2015 the resident projects have had access to the following workshops: INDUSTRIAL DESIGN WITH THE MARISCAL STUDIO Dates: 22/05/2015 - 19/06/2015. Description: Development of the creative, entrepreneurial, and innovative capacities of the students enrolled in the Creative Economics Master of the Rey Juan Carlos University and the application to (and also the start up of) their own projects in the cultural sector. Teachers: Federico Alfonso, assistant architect to Javier Mariscal. Attendees: 20.
MARKETING AND ONLINE COMMUNICATION Dates: 28/04/2015 and 29/04/2015. Description: Workshop dealing with content strategies for social media, SEO (Search Engine Optimization) positioning and web analytics. Teachers: Alejandro López Riobóo (Winter Ad), Pilar Millán (PRISA) and Paula Ortiz (IAB Spain). Attendees: 17.
EDITORIAL FOR COMMUNICATION Date: 23/11/2015. Description: Writing workshop to get familiarized with the basic aspects that have to be considered when drafting a press release, a post, a news story, etc. Teachers: Ángela de la Torre and Elvira Giménez (Cultproject). Attendees: 10.
MANUFACTURE YOUR BUSINESS IDEA WITH LEGO® SERIOUS PLAY® Date: 09/12/2015 Description: Workshop in which teamwork skills are developed and participants learn to construct business ideas through the methodology design thinking. Teacher: Fausto Camacho (Agent Cooper). Attendees: 5.
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Currently, Campus Factoría counts more than 800 users and offers more than 90 training sessions with the following characteristics:
About Campus Factoría
Take your time to learn with our videos
We help you to become a professional in the cultural industries
Create your own learning pathway or follow our suggestions
6.3 Campus Factoría Factoría Cultural, in its endeavor to support the entrepreneurial initiatives in the ICC sector, concentrating more inside, rather than outside of Spain, strives with this virtual learning environment, to apply their training services to the necessities and state of affairs of its users, without neither geographical borders nor time limits, and with free access. Campus Factoría is an online platform with the dissemination of training contents developed by Factoría Cultural. In 2015 Factoría succeeded in an important endeavor, thanks to the support in capital investments to increase the legal supply of digital cultural contents on the Internet and to promote the modernization and innovation of the corresponding cultural industries in 2014. This subsidisation, granted by the Ministry of Education, Culture and Sports, permits to develop an online headquarters where the same services and resources are offered, that entrepreneurs were already delighting in at the physical headquarters in Matadero Madrid. This project aims to achieve an important goal: to be a prominent reference point as an e-Learning training platform for the Cultural and Creative Industries, facilitating at the same time the universalization of our mission as a breeding ground for creative industries.
• Informative training sessions at an average duration of 5 minutes. • Eminently practical coaching. • Training plans in diverse areas of creative entrepreneurial project management. • Developed contents by professionals of the creative industries. • The areas in which we operate are the following: business plan, legal questions, financiers, training in communication and digital marketing, internationalization, and technological resources and skills.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
6.4 Programa Experto Programa Experto is a permanent series of conferences that operates as an instructive supplement during the stay of the projects in Factoría. Since 2014, more than 50 conferences have taken place that were supported by the participation of numerous prestigious professionals, operating within the distinctive fields of the industry and cultural management. Programa Experto sessions are free and open to the public and take place every Thursday at 7:30pm. Furthermore, they are available to stream and are archived in the Campus Factoría platform, which has generated a considerable amount of virtual resources that are of great interest to professionals and creative entrepreneurs. Programa Experto relies on the sponsorship of the Fundación Mahou-San Miguel and in November it also involved the sponsorship of the Fundación Banco Sabadell.
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2015 ANNUAL R EPO RT FACTORÍA CULTURAL
32 sessions have taken place in 2015 and have attracted approximately 2400 participants.
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LEARN TO LEARN. HOW TO TRANSFORM NOVELTY INTO VALUE Date: 12/02/15. Attendees: 110. Speaker: Francisco González Bree, Innovation professor at Deusto Business School.
ÁBBATTE. A CULTURAL TEXTILE PROJECT IN THE SANTA MARÍA DE LA SIERRA MONASTERY Date: 09/04/15. Attendees: 89. Speaker: Elena Goded, creator of Ábbatte.
MUSEOGRAPHY IN SPAIN: ESSAYS AND EXPERIENCES Date: 15/01/15. Attendees: 75. Speaker: Juan Pablo Rodríguez Frade, Arquitecto and Director Gerente of FRADE Arquitectos.
READING THE FUTURE WITH KINDLE. CHANGING THE WAY OF READING, WRITING AND PUBLISHING Date: 19/02/15. Attendees: 56. Speaker: Koro Castellano, CEO of Kindle in España.
INVESTMENT READINESS: VIABLE PROJECTS AND INVESTIBLE PROJECTS Date: 16/04/15. Attendees: 57. Speaker: Pedro Trucharte, Manager at BAN Madri+d.
NEW INTERACTIVE TECHNOLOGIES APPLIED TO THE WORLD OF CULTURE AND EDUTAINMENT Date: 22/01/15. Attendees: 82. Speaker: Alejandro Sacristán, expansion director at Vector 001.
GRAPHIC DESIGN FOR ENTREPRENEURS: VERSATILITY, INVESTIGATION, AND SIMPLIFICATION Date: 26/02/15. Attendees: 108. Speaker: Damián Primo de Rivera, Founder of Brand2.
X-RAY OF A BRAND: BASIC PRINCIPLES OF MODERN BRANDING Date: 29/01/15. Attendees: 110. Speaker: Juan Pablo Ramírez, branding consultor.
CULTURE / FREE SOFTWARE / R&D Date: 05/03/15. Attendees: 20. Speaker: José María Lancho, President of Hispalinux.
What follows is an account of all organized sessions in the year 2015:
HOW TO GET EL GANSO FROM 0 TO 100 STORES Date: 05/02/15. Attendees: 69. Speaker: Clemente Cebrián, co-founder of El Ganso.
DEMOLAB: PROTOTYPING THE DIGITAL CHANGE IN EDUCATION Date: 26/03/15. Attendees: 70. Speaker: Joaquín Rodríguez from Teamlabs.
DIGITAL PUBLICITY: NEW OPPORTUNITIES FOR ENTREPRENEURS Date: 23/04/15. Attendees: 82. Speakers: Marta Reol (CEO Founder of JOMA2 Marketing), Paloma Ocaña (Head Hunter) and Fabricio Mancebo (Partner and Creative Director at BFP branding + innovación). DISCOVERY PROJECT: NEW WAYS TO SHARE AUDIOVISUAL CONTENTS Date: 07/05/15. Attendees: 54. Speaker: Juan Antonio Orgaz, Legal Officer for Discovery Communications in Spain and Portugal. FERIA DEL LIBRO (BOOK FAIR) MADRID: BACKGROUND, PRESENT, AND FUTURE Date: 21/05/15. Attendees: 19. Speaker: Teodoro Sacristán, Director of Feria del Libro de Madrid.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
THE JOBS OF THE FUTURE. OPPORTUNITIES OF THE PRESENT Date:: 28/05/2015. Attendees: 98. Speaker: Javier Sirvent, Expert in Technology. ART AND LAW Date: 11/06/15. Attendees: 70. Speakers: Eugenio Ampudia (artist), Pedro Maisterra (gallery owner), Miguel Ángel Gómez (lawyer at Pedro Alemán) and Antonio Muñoz Vico (lawyer at Garrigues). FUNCTIONING OF A LEAN STARTUP Date: 18/06/15. Attendees: 100. Speaker: Néstor Guerra, CEO and co-founder at IEC. SOUNDPAINTING. THE ART OF COMPOSITION IN REAL TIME Date: 25/06/15. Attendees: 118. Speaker: Ricardo Gassent, Composer and founder of Soundpainting Madrid. EMERGING PRACTICES FOR THINKING ABOUT THE FUTURE Date:: 03/09/2015. Attendees: 118. Speaker: Juan Herreros, Architect. CHALLENGES AND SETBACKS AT THE CULTURAL CHANNEL Date: 10/09/15. Attendees: 53. Speaker: Blanca Berasategui, Director of El Cultural.
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INTERIOR DESIGN OF THE 21ST CENTURY THROUGH CASA DECOR Date: 24/09/15. Attendees: 119. Speaker: Covadonga Pendones, Communications Manager at Casa Decor.
CULTURAL LAW: A NECESSITY IN THE CREATIVE AND CULTURAL SECTOR Date: 15/10/15. Attendees: 66. Speaker: Patricia Gabeiras, Managing partner at Gabeiras & Asociados.
SUSTAINABLE INNOVATION Date: 08/10/15. Attendees: 62. Speaker: Eduardo Puig de la Bellacasa, Director Stakeholder Engagement at Telefónica.
COOPERATIVISM: SOCIAL ENTREPRENEURSHIP IN THE CREATIVE INDUSTRIES Date: 22/10/15. Attendees: 130. Speakers: Ángela García Lladó and Estela González, founding partners at Eduxarxa.
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THIS TIME, THE TRASH IS GOOD NEWS Date: 19/11/15. Attendees: 49. Speaker: Javier Goyeneche, President and Director at ECOALF. HERITAGE, ART HISTORY, AND PUBLIC SERVICE Date: 26/11/15. Attendees: 103. Speaker: Manuel Borja-Villel, Director at Museo Reina-Sofía. DRONES APPLIED TO CULTURAL PROJECTS Date: 03/12/15. Attendees: 106. Speaker: Miguel Fernández Díaz, Founder of Virtua Nostrum. THE SOS 4.8 FESTIVAL: PUBLIC-PRIVATE COLLABORATION MODEL Date: 10/12/15. Attendees: 26. Speaker: Pepo Márquez, Digital Communication and Marketing Manager at Legal Music.
CROWDFUNDING: OR I HOW I LEARNED TO STOP WORRYING AND LOVE THE SPONSORS Date: 29/10/15. Attendees: 91. Speakers: Núria Ribas (editor and founder of “La línea amarilla”), Anna Kemp (director of the project “Un teatro entre todos”) and Javier Muñoz (Creator of the fashion and leather accessories house Muñoz & Krämer). With the long distance involvement of David Ilundain (Director of “B” (The film about the Bárcenas papers).
DIGITAL ECONOMY: THE FUTURE AND THE PRESENT Date: 05/11/15. Attendees: 48. Speaker: Carlos Barrabés, President of the Barrabés Group. DISRUPTIVE INNOVATION: IF YOU CAN DREAM ABOUT IT, YOU CAN CREATE IT Date: 12/11/15. Attendees: 89. Speaker: Xavier Verdaguer, Founder of Imagine Creativity Center.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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6.5 Advice
Factoría Cultural offers a series of transversal consultancies on all manageable areas of a business project to all its resident projects with the goal to assist in all stages of development and to attend the specific needs of any of the projects. For this purpose, Factoría counts on a collaboration with numerous professionals and experts in diverse fields:
INNOVATION
Field coordinated by Francisco Bree and José Antonio Cano (Master in Innovation of the Deusto Business School).).
ENTREPRENEURIAL MENTORING
Field coordinated by SECOT / Voluntariado Senior de Asesoramiento Empresaria (Senior Volunteerism in Entrepreneurial Consultancy).
FINANCIAL
Field coordinated by Antonio Bazán, technical manager of Factoría Cultural.
TECHNOLOGICAL
Field coordinated by Javier Espadas, IT-manager at Museo Thyssen-Bornemisza.
COMMUNICATION
Field coordinated by Elvira Giménez and Ángela de la Torre from the Cultproject agency.
LEGAL
Field coordinated by Abraham Nájera from CMS Albiñana & Suárez de Lezo.
APP AND SOFTWARE DEVELOPMENT
Field coordinated by Samuel López from CREISER DS.
CULTURAL MANAGEMENT
Field coordinated by Rosina Gómez Baeza and Lucía Ybarra, President and Vice-president of Factoría Cultural.
ONLINE COMMUNICATION
Field coordinated by Factoría Cultural.
ADMINISTRATIVE MANAGEMENT Field coordinated by Factoría Cultural.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
7 SECTORAL PROGRAMS
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7.1 EmprendeLibro
The sectoral programs of Factoría Cultural are incubation programs and supportive resources directed at the specific fields of the creative industries. The main goal of these programs is to discover and meet the specific needs that the creative entrepreneurial projects encounter in all the fields of the creative industries. In general, the goals of these sectoral projects could be defined as follows: • Analyze and discover the particularities of every single one of the specific fields. • Offer tools and resources that enable the entrepreneur to develop and strengthen their project in the sector in which it belongs. • Encourage networking between projects within the same sector and transversality between entrepreneurial projects from different sectors. For this purpose, Factoría develops and coordinates every single one of these sectoral projects in close collaboration with prestigious institutions within the corresponding fields.
Joint project with the Fundación Germán Sánchez Ruipérez, subsidised by the Ministry of Education, Culture and Sports, to support editorial entrepreneurship focussing on emerging initiatives in the digital field and in Spanish. EmprendeLibro project operates along three main lines: • Technological innovation as the impetus of the digital editorial sector in relation to both the distribution and the commercialization, dealing with issues such as the establishment, reading formats and communication. • Commitment to the Internationalization of the initiatives based on a global market of Spanish,with more than 470 million speakers in the whole world. • Be a binding project between the Latin American, Spanish, and European digital editorial innovation.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
For this purpose, EmprendeLibro works on the following initiatives: // Incubation: Program that has the goal to identify innovative editorial initiatives and strengthen these projects through personalized advice, resources and internationalization support. To achieve this, it depends on a fellowship program in which 10 projects were selected during the last edition. These projects appeared in a section called “Internal Projects” in the current recollection document. In December 2015 the second fellowship program was launched in which an innovative module, coordinated by the team running the Master of Innovation at the Deusto Business School, was included for the first time. Furthermore, this fellowship offers workshops and personalized mentoring sessions, applied to projects that are in their experimental and expeditional stage, in addition to all the services and usual resources that Factoría Cultural already offers. // Campus EmprendeLibro: Training platform that harbors 112 videos with instructive content about technology, editing, illustration, etc., in addition to being a virtual community in Spanish that already counts 450 users. This platform has been the target of various communication campaigns with the following objectives:
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// #4RTSE: Event for digital editorial innovation, organized with the goal to make this emerging sector more visible by means of presenting the subsidized entrepreneurial projects, to discuss and work on the upcoming challenges that the sector will have to face, and to generate a professional skills base related to the digital future. The activity took place on June 12th at the auditorium in Casa del Lector and was composed of round table discussions, presentations of the sponsored projects, work dynamics with professional groups, and speed dating sessions with students, entrepreneurs, institutions and senior editors. The partners of the program in 2015 were: Rosina Gómez- Baeza and Lucia Ybarra (cultural management), Benow Partners (legal field), Antonio Bazán (financial advice), Segismundo Álvarez Royo-Villanova (company incorporation consultancy), Attest Professional Services (accountancy advice), CMS Albiñana & Suárez de Lezo (legal advice), Javier Espadas (Technology Manager of Museo Thyssen-Bornemisza), Mariana Suijkverbuijk and Blanca Navarro (communication consultancy), Antonio Martín of Cálamo & Cran (redaction and translation), CEDRO (copyright), Editorial Bolchiro (editorial technology consultancy) and José Manuel Anta of FANDE (distribution and commercialization).
• Increase the amount of users of the platform. • Invigorate the activity of the community that already uses this platform. Among the initiatives, the EmprendeLibro competition stands out. This game, designed by Agustín Fonseca (ImaginArte Juegos) presents 8 challenges to the users of the platform, of which the answers can be found in the content of the Campus. The first user to solve all enigmas correctly won a yearlong subscription to the online reading platform 24 Symbols. Finally, collaboration agreements were reached with prestigious institutions on the other side of the Atlantic, including Acción Cultural, Universidad Nacional Autónoma de México (UNAM), Instituto Caro y Cuervo, Cámara Venezolana del Libro and Fundalectura (Colombia).
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
7.2 EmprendeMúsica
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For these purposes, EmprendeMúsica works within two lines of action: INCUBATION PROGRAM for projects with a duration of 6 months in which up to 6 projects participated in 2015 (they are featured in the resident projects and enterprises section) and consist of the following elements: • Personalized orientation on the project’s development by professionals of Legal Music. • Work space. • Consultancy in the fields of business, accounting, technology, law, marketing, communication, etc. • Financial support, dissemination and commercialization of the project..
Sectoral program designed and coordinated in collaboration with Legal Music, an organization responsible for organizing successful music festivals such as SOS 4.8 and Mad Music City.
The project intends to support innovative and emerging business models in the Spanish music industry, especially within the following areas: a. Creating additional value and develop logos for labels, artists, and bands. b. Development and professionalization of emerging artists. c. Audience management models specialized in an international environment. d. Sponsorship models. e. Distribution models and judicial management..
The application process was completed on the 21st of September and the incubation of the projects started on October 1st 2015. PROFESSIONAL SEMINARS The program contemplates the organization of professional seminars to encourage innovation within the music industry. In 2015 Factoría launched this operation by organizing a conference called “Emerging models in the music industry”. The following projects participated: • Pol Hortal from Cooncert. • Jaime Castañosa from Fan On Fire. • Ramón Puchades from Talents United. • Daniel Levi from Stampery. The conference took place at the 20th of June in Factoría Cultural in Matadero Madrid, within the framework of the Mat Mad Festival, organized by the collaborating organization in this sectoral program.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
7.3 EmprendeEscena
EmprendeEscena is an initiative launched by Factoría Cultural with the help from the Ministry of Culture (Directorate General of the Creative Industries and Patronage), Teatro Real, Teatros del Canal, and Teatro Español (through the Frinje Festival), that aims to support innovation and entrepreneurship in the field of the performing arts industry. EmprendeEscena is the first sectoral program of Factoría Cultural that works with local, regional, and national organizations at the same time, having achieved the participation of the City Council of Madrid through Teatro Español; the participation of the Comunidad de Madrid through Teatros del Canal; and the General State Administration’s participation to which the Teatro Real is linked. With the collaboration of these organizations, the program is supporting innovation in the following fields: a. Innovation in technology and digital processes. b. New distribution and commercialization models. c. New business models. d. Innovation in public relations management.
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This support is grounded in the following principal strategies: • To be a collaborative program that intends to be a meeting point for public and private institutions that are supporting the Performing Arts. As reflected above, the participation of organizations on all three executive levels is an illustration of this willingness to cooperate. • To transfer added value directly to the emerging industry and to the projects incubated in the program, through the launch of specific resources and initiatives. To give an example: In the visibility programs, speed dating sessions are organized to promote the direct connection between the emerging initiatives and the established players of the industry. • To support the creation of industrial networks with the goal to face the challenge of the digitalization of the market. • To be a pioneering program in supporting innovation in the Performing Arts, positioning all the participating operators (public and private organizations, and incubated projects) as innovative focal points in this sector. • Organize the program to be a multiplier of public resources, to make all the tools and the projects that were developed with public investment by Factoría Cultural available to the Performing Arts sector, for this and other similar programs. The program, that is currently still in the process of developing its first edition, works along the following lines: A) INCUBATION OF INNOVATIVE PROJECTS in the performing arts, fostering their sustainability and viability. This incubation program opened the application process for projects in December 2015 and 5 innovative projects within the performing arts. PROFESSIONAL SEMINARS The program contemplates the organization of professional seminars on innovation in the performing arts industry within the framework of the Frinje Festival, that is organized at Matadero Madrid from July 1st until July 17th 2016.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
7.4 PS Games PlayStation Camp
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In this program, Factoría Cultural is responsible for the incubation of 4 residential projects in Lanzadera Playstation, as well as a fifth project, the winner of the annual PlayStation Talents prize. In addition to workspace for twelve months and all the services that come with the incubation program, the adopted studios can also count on development kits for PS4, legal and technological consultancy, and a communication and marketing campaign. Following this model, the goal of Sony Computer Entertainment Spain is to release four Spanish video games every year. In 2015 we welcomed Animatoon, to the team, the winning studio in the past edition of the PlayStation Prize® in ‘Best Game of 2015’ for Dogchild.
Factoría Cultural has launched the creation of the first video game hub in Europe in collaboration with Sony Computer Entertainment España (SCE España)
PS Games PlayStation Camp has the goal to advance the Spanish entrepreneurship in the field of video games, fostering independent creation and collaboration among emerging fields of studies. Moreover, it is part of a broader support program, PlayStation Talents, that has the goal to support the building process and the breeding of upcoming national talent for the Spanish video game industry.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
8 EVENTS AND ACTIVITIES Over the course of 2015, Factoría Cultural has hosted and participated in numerous events with a professional character of national or international scope.
8.1 Professional events // European Creative Hubs Forum Lisbon 2015: Our president Rosina Gómez-Baeza held a keynote speech about the role of the creative and cultural industries.
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// Recreation Forum June 2015: On June 11th Rosina Gómez-Baeza and Lucía Ybarra, our president and vice-president, participated in a round table discussion about the origin, the diversity, and the meaning of the concept of creative and cultural industries. The event was organized by the Chair of Recreation and Knowledge from the Deusto University in Bilbao. // Forum VII for Cultural Industries: Rosina Gómez-Baeza took action on the 5th of November in a lecture organized by the Fundación Santillana and the Fundación Alternativas in the Museo Nacional Centro de Arte Reina Sofía. The presentation addressed state influence and government policy regarding the cultural industries. // STARTS program in Brussels: Presentations on the 1st and 2nd of December, supervised by Rosina Gómez-Baez, about the importance of the crossroads between the arts, the sciences, and technology.
// Zinc Shower 2015: Rosina Gómez-Baeza held an inspirational speech on May 8th about the character of an entrepreneur. // First encounter for leaders of Spanish creative spaces for entrepreneurship. Seminar that took place on June 2nd of 2015 in the center of the Foundation for Investigation of Law and Enterprise (FIDE) and was organized by Factoría Cultural with the help of the Ministry of Culture. The goal of this meeting was to promote the associative process and to create closer ties between the dominant cultural and creative hubs in Spain. From the conclusions that emerged during the meeting, the need to generate a connection between these creative spaces on both a national and an international level, as well as creating a collaborative network with the community, the government, and the private sector stood out. The centers that participated were: Betahaus (Barcelona), Bilbao Cowork (Bilbao), Citilab (Barcelona), Coespai (Gerona), Espacio Creativo Independiente Modo (Córdoba), Espacio Ucrania (Madrid), Fundación Palo Alto (Barcelona), Hangar (Barcelona), Impact Hub Barcelona (Barcelona), Impact Hub Madrid (Madrid), KBI Digital (Bilbao), La Terminal (Zaragoza), Las Naves (Valencia), Les Golfes de Coespai (Gerona), Mediaestruch (Barcelona), MOB (Barcelona), Nau Ivanow (Barcelona), Promálaga (Málaga), Proyecto Lunar (Sevilla), Utopic_us (Madrid) and Vivero Gaiás, Ciudad de la Cultura (Santiago de Compostela).
// LIBER: Technological director of Factoría Cultural, Antonio Bazán, was invited by the Spanish Federation of Booksellers Guilds (FGEE) to present our EmprendeLibro project on Friday, October 9th, within the framework of this professional fair. // Book Fair Fráncfort 2015: The deputy coordinator of Factoría Cultural, Santiago Mazarrasa, was presenting EmprendeLibro, the incubation program for digital editorial initiatives in Spanish, alongside its related online trainings platform.
// Book Fair Guadalajara (México) 2015: On the 29th of November the deputy coordinator of Factoría Cultural, Santiago Mazarrasa, was invited by the National Autonomous University of Mexico (UNAM) for a lecture dedicated to the editorial models of the future.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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8.2 Public events Following our goal to become the epicenter of innovation and creative entrepreneurship, Factoría Cultural offers her space to private institutions, educational organizations and non-profit associations, accommodating other types of initiatives that need our infrastructure specifically for an activity or a particular program. Out of all of these, we want to highlight the following: > FESTeen 2015
in addition to the teachers of Young Inventors- the organizing party responsible for our technological workshops for children in Factoría Escuela. The following activities were organized: INSTAREPORTERS WORKSHOP Description: Activity in which the participants made a graphic story of the 2015 edition of the FESTeen Festival, using their mobile phones and an Instagram account created specifically for this activity. Teachers: Eduxarxa and Where is Shakespeare? Attendees: 20 APP INVENTOR FOR A DAY Description: Activity in which the participants learn the basics of app design, using AppInventor 2, and realize their first prototype for Android. Teachers: Jóvenes Inventores Attendees: 14 On the 3rd and 4th of October Factoría Cultural collaborated with Matadero Madrid to organize activities for the FESTeen 2015 celebration, the third edition of this Teenage Culture Festival in Madrid. These activities were organized by several of our resident entrepreneurs (Estela González from Eduxarxa, and Juan Miguel Lorite from ‘Where is Shakespeare?’),
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
> Technologies Seminar for Heritage Management Organized in collaboration with the Master in Cultural and Historical Heritage Management of the Universidad Complutense of Madrid, this seminar featured the following sessions: • “Heritage monitoring project (MHS), from the Fundación Santa María La Real”. • “New technologies for the management of the Alhambra”. • “Museum guide project”. • “Cities and intelligent destinations”. On the other hand, and always within the framework of the collaboration with this Master, we have received three entrepreneurial projects, incubated by La Cultora (International Festival for the Atlantic Arts, Arbeite, and “Usera, to the cultures!”). The goal of this initiative has been to help students convert their academic training into viable activities, adapted to real market conditions.
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What follows is an activity report of all the projects that Factoría Cultural has lent its space to: LIVE BROADCAST OF THE PROGRAM: “THE CRITICAL EYE”, FROM RNE (SPAIN’S NATIONAL RADIO) ABOUT THE FRINJE FESTIVAL 2015 Date: 13/07/2015 - 17/07/2015. Closed to the public PATTERNS & MOBILES WORKSHOP Date: 17/07/2015 - 19/07/2015. Attendees: 8 Teacher: Amina Agueznay TIGERCREATE WORKSHOP CREATE (ILUSTRATOUR) Date: 20/07/2015 - 23/07/2015. Attendees: 6 Teachers: Jenan Ayleen Issa and Djamel Shali ILUSTRATOUR NETWORK Date: 25/07/2015 and 26/07/2015. Attendees: 181 DOGCHILD FOR PLAYSTATION PRESENTATION Date: 04/12/2015. Attendees: Around 50 specialized press journalists
INTERNAL PROJECTS
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
I NTE RNA L P RO J E C TS
INTERNAL PROJECTS
In 2015, Factoría Cultural has welcomed 51 projects related to a wide range of disciplines such as publishing, performing arts, visual arts, journalism, design and crafts, among others. Out of all of these, 42 of them have received grants from collaborating organizations. Below is a complete outline of these projects.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
AGENT COOPER FAUSTO CAMACHO
Grant for technological innovation. Agent Cooper is a strategic consultancy that develops workshops in which companies, agencies, and service and business layout consultants can add the Lego® Serious Play® methodology to the stages of their projects in which they are investigating and designing prototypes for their products and services. www.facebook.com/agentcooperconsultancy
ALUVIÓN EDITORIAL MANUEL GUEDÁN
EmprendeLibro Grant. Publishing house that was created with the intention to permit university professors and research fellows to publish their work online, without paying for this service, therefore creating a more efficient circulation of academic articles and generate a measurable social impact. www.editorialaluvion.com
AM MUSIC SCHOOL ANTONIO GONZÁLEZ
EmprendeMúsica Grant. Music School where disciplines such as musical interpretation and musical theory are imparted through master classes and courses, as well as being associated with producing electronic music. www.ammusicschool.com
ANIMATOON STUDIOS DARIO ÁVALOS
PlayStation Award 2014. Independent Video game Studio responsible for Dogchild. www.animatoon.es
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ARBEITE PATRICIA DEL RUSTE
Project incubated by La Cultora, platform of the Master for Historical and Cultural Heritage Management of the Universidad Complutense Madrid. Project that consists of creating trainings services in organizations with art collections to boost the comprehension and enjoyment of the collection, emphasizing the beneficial influence that this art collection can have on the employees, and therefore on the organization itself. Web under construction
AREXLA PABLO ABAD AND LUIS GOMIS
Grant for technological innovation. Immersive augmented reality company that aims to generate experiences that have never been seen before, in which the real and virtual merge and co-exist in the same space. The user will be able to live through this created experience firsthand. www.arexla.com
ARCHITECTURE BY MEDICAL PRESCRIPTION LAURA CAMBRA
Grant DKV Art and Health. Sustainable development project focussing on the human dimension. The project contributes to the wellbeing of people through concepts such as environmental psychology and neuroarchitecture, with the end goal to improve the hospital experience of patients. www.arqppmed.wordpress.com
BIBLIOTECA DEL SENTIR RUYMÁN ANTONIO LÓPEZ
Project dedicated to the organization of constructive and interactive activities with reading, training, and recreation. www.bibliotecadelsentir.wix.com/nuestroespacio
BIRRA A GO GO MINA V. ALBERT
Project funded by the Fundación Mahou-San Miguel. App dedicated to craft beers. Web en construcción.
BLUE PLANET TALES NACHO PARRA
EmprendeLibro Grant. First platform for interactive children’s stories based on history and real life, supervised by professors and children’s speech therapists. They include interactive activities and gamification that strengthen all that is seen and read in order to contribute to the learning process. www.blueplanettales.com
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
BUNKERMUSIK ANTONIO LO RISO
EmprendeMúsica Grant. New musical portal that permits downloading and is easy to use, legal, and inexpensive. Quality music for all types of audiovisual projects. www.bunkermusik.com
CARDBOARD INMA LEÓN
Project funded by the Fundación Mahou-San Miguel. Company for personalized event spaces by means of furniture made of ecological carton. www.cardboard.es
CASIOPEA LETICIA LASCHUETZA AND SILVIA GALÁN
Grant for technological innovation. Design jewelry label that claims to draw a parallel between astronomy and architecture, designing pieces with a distinct geometrical and minimalist character. www.facebook.com/Casiopea3d
CIBERIA PROJECT LAURA SÁNCHEZ
EmprendeLibro Grant. Ciberia Project investigates the artistic and textual possibilities in and through digital media. It is an important reference point for digital themes. The approach emerges with the idea to offer services and attract editorial models that operate through a space that brings all types of digital creators together. www.ciberiaproject.com
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CLODART JAVIER MERINO
Service platform meant for contemporary artists that facilitates all tasks concerning management, certification and distribution of their work. In this way, the artist enriches his or her work, and at the same time publishes their own certified portfolio. Web under construction.
CULTPROJECT ÁNGELA DE LA TORRE AND ELVIRA GIMÉNEZ
Online and offline communication agency. Also, it offers consultancy services, management, and event planning, both on a national and an international level. www.cultproject.com
ECOCOON AMALIA CAMPOS
Project funded by the Fundación Mahou-San Miguel. Design studio, working with reusable packaging, brand differentiator, transportable, and protects the interior, in addition to putting in additional value. Web under construction.
EDUXARXA ESTELA GONZÁLEZ
Collective specialized in creating content and educational experiences. It develops projects that deal with the scientific and cultural dissemination related to educational institutions, enterprises, publishing houses, and educational centers. www.eduxarxa.coop
EIR SOCIAL ROBOT JOAN SAPENA
DKV Art and Health Grant. Robot construction project that develops competences and ethical accomplishments in children with autism through the whole constructive process; from its computer science up to its creative techniques. www.facebook.com/Eir-socialrobot-1034595859925435
EL BAILE DE LA COSECHA MARINA CASADO
Event that intends to gather the best harvest off all artistic disciplines of 2015 (visual arts, theatre and performance, fashion, industrial design, narrative, etc.) www.facebook.com/bailedelacosecha
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GRAVY STREET JUAN JOSÉ JIMÉNEZ
Technological innovation Grant. Social advertising and gaming platform. Web under construction
HEARTCORE CREATIONS LIDIA JIMÉNEZ
Project funded by the Fundación Mahou-San Miguel. Design and communication studio with a comprehensive strategy of 360º. www.hccrea.es
INSPECTOR CÓMIC MARA GONZÁLEZ EL MAGO DE LAS PALABRAS MARTA VILLEGAS
EmprendeLibro Grant. Project that plans to publish a multilingual fairy tale, initially through a worldwide online platform open to participation, to which children and adults can send their own photos that were inspired by the narrative and that will become part of the fairy tale, in this way creating the story among each other. These pictures will be selected and taken care of by professional illustrators and designers. Web under construction
FAN ON FIRE JAIME CASTAÑOSA
EmprendeMúsica Grant. Online platform that offers its users a flat rate to enjoy live music. www.fanonfire.com
INTERNATIONAL FESTIVAL FOR ATLANTIC TRADITIONS FRANCISCO FERNÁNDEZ
Project incubated by La Cultora, platform of the Master for Historic and Cultural Heritage Management of the Universidad Complutense Madrid. Project focussed on design, programming and launching a Festival about cultural traditions of the so-called Atlantic Arc.This region, that is made out of the Western part of Europe, bordered by the Atlantic Ocean, shares cultural peculiarities and common bio-geographies. Web under construction
FRECUENCIA URBANA IVÁN LIONEL
Technological innovation Grant. Online magazine broadcasting independent music from Madrid. www.frecuenciaurbana.es
Bookstore and publishing platform that offers an innovative reader’s format. It involves a multidevice application that permits comic book fans to access new reading facilities and never seen before extra features. Inspector Comic also presents a distribution platform for Spanish authors and artists, as well as a users community that is eager to publish and share interests. www.inspectorcomic.es
INVASIÓN EDITORIAL TIRSO RUIZ
100% digital label specialized in publishing comic books, fantasy, and science fiction novels. Invasión Editorial works with upcoming authors that are starting to take their first steps in the industry, but have promising career perspectives. Furthermore, it will anticipate a free magazine as a means to advertize their writers. Web under construction
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
CONTEMPORARY ART INSTITUTE (IAC) ISABEL YAÑEZ
Independent association run by professionals that dedicates itself to contemporary art, that reaches beyond its particular sectoral interests, but wants to benefit the artistic community as a whole. The IAC develops initiatives with the goal to encourage ideas to improve and optimize our institutional network devoted to contemporary art, to ensure a progressive implementation of efficient practices and boost a new social perception of Spanish contemporary art. www.iac.org.es
JUNGLE INDIE ROCK MAR DE MIGUEL
International cultural platform that serves different professionals working in the music industry, accentuating music, artwork, and the video, all of these being fundamental parts of this industry. This is a complete project, nonprofit, to support musicians, illustrators, and video producers. www.jungleindierock.com
LA GRIETA MARTA SAN VICENTE
EmprendeLibro Grant. Digital publication, artistic and cultural platform that also operates as a debate center. www.lagrietaonline.com
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LALA CIFUENTES
Visual artist devoted to illustration and animation. Currently, she is developing a project that combines art with communication. Web under construction
LA MECHA CARLOS JIMÉNEZ, GONZALO RODRÍGUEZ AND MAITE MARTÍNEZ
MONSTERS PIT DANIEL JIMÉNEZ, ADOLFO NAVARRO AND IGOR HERAS
Organisation that provides graphic solutions and artistic management for projects involving video games, cinema, board games, or publicity. www.monsterspit.com
Pioneering magazine about politics, society, and culture. Printed, free, and aimed at an academic audience. www.lamecha.es
LEVOOK JON ANDRAKA
EmprendeLibro Grant. Levook was created with the goal to convert books into an electronic format for a varying reader profile and meeting the specific needs of each of the different readers. With this goal in mind it offers the reader the opportunity to reach informative insights on various levels. Web under construction
MAMANANÁDADA MARISOL LÓPEZ
Domestic space in the center of Madrid that makes it possible to create the necessary tribe that it takes to raise a child, using the Montessori method. www.mamananadada.com
MY STREET BOOK ESTHER RODRÍGUEZ AND CARLOS SÁNCHEZ
Fundación Arquia Grant. New technology app that transforms the way we roam around our cities through an interactive cultural experience, personalized and complete, connecting with the citizens within the urban environment that surrounds us. www.estsatonenparalelo.wordpress.com
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
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PATIALEGRE VALENTINA IBÁÑEZ
[S]TATEMENTS PEDRO PORTELLANO
RED BUHO DENISE FERRÉ
TEXTURES ANA ASÚA
SOUNDS4SOUL EMILIO JOSÉ GARCÍA
TUESCENA ARANCHA SESMERO
Project funded by the Fundación Mahou-San Miguel. Brand of illustrated home articles in limited editions for personal use. www.facebook.com/Patialegre
ONBACKSTAGE PEDRO BAUTISTA AND GERARDO ESPADAS
EmprendeMúsica Grant. First collaborative digital platform in which performers, the audience, and supporters meet each other to boost live performances. We facilitate self-management for all professionals in the performing arts. www.onbackstage.com
PALABRAS LUDO PAULA ELGART
Project funded by Planeta Junior through EmprendeLibro. App that encourages children to develop the habit of reading through play: the Ludos are amusing beings, that love to invent stories. They put their machine into operation and the stories begin to take form through an app that permits children to interact with poetry or the story in order to be able to create their own stories later. www.palabrasludo.wordpress.com
Technological Project that aims to scale down distance and locate networks of common interest, obtaining different actors that will make the RED BUHO a great network of Cultural, Artistic, and Educational Knowledge. www.redbuho.com
EmprendeMúsica Grant. Online platform with contents about spiritual music, wellness, and events. It aims to be a point of reference for people that like music, a healthy lifestyle, and events that enhance personal development. www.sounds4soul.com
SPAIN IS MUSIC PABLO CAMINO
EmprendeMúsica Grant. Wholesale travel agency devoted to protecting, developing, and organizing touristic services for their offers to public agencies, but with the special feature of developing traditional music as a tourism product. www.spainismusic.com
Mariano Yera Grant. Platform for production, sales, and curatorship of contemporary art, with an online and offline presence. Web under construction
Project with photographic prints, created as representations of nature. A piece of the earth’s surface converted into material to create objects inspired by the beauty of the distinct landscapes in the world. www.anaasua.com/textures
Grant to Technological Innovation The first intelligent search engine for the performing arts. www.tuescena.com
USERA ¡AL SON DE LAS CULTURAS! MÓNICA MEDIAVILLA
Project incubated by La Cultora, platform of the Master of Historical and Cultural Heritage Management of the Universidad Complutense Madrid. Series of cultural workshops that unfold on the streets, squares and in the parks of Usera, given by the neighbors themselves, who share their music, dances, gastronomy, fairy tales and legends, encouraging the meeting of different cultures that live in the neighborhood, as well as opening an intergenerational dialogue. Web under construction.
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WARM-IT MARJORIE NETANGE
Project funded by the Fundación Mahou-San Miguel. Project that promotes crowdfunding in the cultural sector and helps institutions branch out their financial sources thanks to the collection of individual donations. www.arteyempresa.com
WEDO3D SALVADOR GARCÍA
Project funded by the Fundación Arquia. Customized 3D printing service adapted to meet any particular requirements, putting all technologies and materials that are available on the market within reach. Through its online platform it becomes possible to print 3D objects in the easiest and cheapest way, and offers the widest variety of options and materials that are available. www.facebook.com/Wedo3D
WHERE IS SHAKESPEARE? JUAN MIGUEL LORITE
EmprendeLibro Grant. Publishing label that creates and develops content for the Internet through interactivity flows that are encouraged by overcoming challenges. www.whereisshakespeare.com
WINGS OVER THE WORLD MERCEDES RODRIGO
Grant for the Creative and Cultural Industries (ICCs). Production of documentary video micro components that, around the montage culture, transmit inspiring stories and merge design, culture, lifestyle, sports, and travel. www.wingsoverthe.world
FACTORÍA CULTURAL IN NUMBERS
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
F A C TO RÍ A C U L TU RA L I N NU M BE RS
FACTORÍA CULTURAL IN NUMBERS 1 NUMBERS OF THE INCUBATION PROGRAM
51
Internal projects
49
Awarded grants
350
Grant applications
Out of all resident projects that have passed through Factoría Cultural since it opened its doors in April 2014: 62,3% received a grant, 31,7% paid their monthly share for work space and services, and the remaining 6% arranged a barter transaction, in other words, working freely without paying any fees, and in exchange offering services in fields such as design, marketing, workshops, etc.
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
F A C TO RÍ A C U L TU RA L I N NU M BE RS
The distribution in areas, types of services and fields is as follows:
AREAS OF RESIDENT PROJECTS TECHNOLOGY
ARTS
COMMUNICATION
PRODUCTION
LAYOUT
LAUNCH
EXHIBITION
SERVICES
EDUCATION
TRAINING
OTHER
43,90%
34,70%
16,30%
OTHER
5,10%
TYPES OF SERVICES
30,60% 40,80%
1,00% 6,20%
12,20% 1,00%
6,20% 2,00%
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
F A C TO RÍ A C U L TU RA L I N NU M BE RS
SECTORS ANIMATION
ARCHITECTURE
VISUAL ARTS
CINEMA
DESIGN
PUBLISHING
GASTRONOMY
CULTURAL MANAGEMENT
FASHION
MUSIC
HERITAGE
PERFORMING ARTS
VIDEO GAMES
TOURISM
OTHER
2,00% 3,00% 1,00%
15,30% 1,00%
4,10%
20,40% 3,00% 1,00% 1,00%
12,30% 16,30% 3,10% 5,10%
11,40%
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
F A C TO RÍ A C U L TU RA L I N NU M BE RS
2 VISITOR NUMBERS PER ACTIVITY AND EVENT TYPE
PROGRAMA EXPERTO
FACTORÍA ESCUELA
people have participated.
students last year.
2.642 Over the course of 2015 a total of
270 has counted a total of
CAMPUS EMPRENDELIBRO
ILUSTRATOUR NETWORK
CROWDFUNDING PARTY 2015
participants made out of entrepreneurs, representatives of public and private institutions, and national and international experts.
participants made out of editors and illustrators.
participants at the launch party of the Crowdfunding Campaign, coordinated by Factoría Cultural .
154
180
INTERESTED PUBLIC AND VISITORS
Over the course of 2015, Factoría Cultural received numerous institutional visits and hosted numerous entrepreneurs and interested visitors up to a total of
315 visitors.
140
THE VISITOR NUMBER OVER THE COURSE OF 2015 COUNTS UP TO A TOTAL OF
3.691
COMMUNICATION AND CHARTS
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
C O M M U NI C A TI O N A ND C H A RTS
COMMUNICATION AND CHARTS 1 CHART
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
2 NEWSLETTER The monthly newsletter has built up a loyal readership of
C O M M U NI C A TI O N A ND C H A RTS
• Coverage in La Vanguardia 15/10/15
more than
7.300 subscribers 3 PRESS The communication goals that Factoría Cultural has set revolve around projecting the image of a creative hub with innovative projects dedicated to the sustainability of the creative and cultural industries.
• Artesfera (radio) (RNE) program about the crowdfunding event, with the involvement of Antonio Bazán (Technical Manager of Factoría), Ignacio Gías (Walk & Hórreo) and Joan Sapena (Eir Social Robot) - 24/11/2015
Furthermore, Factoría, focuses its communication on every single one of the resident projects, with the goal to offer them greater visibility. These are some of our appearances in the media during 2015: • El ojo crítico (the critical eye) (RNE) - Special about el Frinje, a performing arts festival limits explorer - 17/07/15
• Article on NoviCap about financing in the creative sector - 17/12/2015
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
C O M M U NI C A TI O N A ND C H A RTS
4 INTERNET AND NETWORKS Over the course of 2015, Factoría Cultural has significantly and progressively expanded its Internet presence:
More than
89.000
visitors on the official web page of Factoría Cultural over the course of 2015
10%
of these visits originate from Latin-America,
whereas almost
3%
come from the United States
The main reason for this is most likely an interest in our grant program and online campus amongst the Hispanic community.
The number of followers on Twitter has exceeded
3.200
More than
5.800
followers are aware of our news through Facebook and interact with the posts, which has permitted us to better get to know our audience and to meet their demands.
PARTNERSHIPS AND COLLABORATIONS
2015 ANNUAL R EPO RT FACTORĂ?A CULTURAL
P A RTNE RSH I P S A ND C O L L A BO RA TI O NS
PARTNERSHIPS AND COLLABORATIONS 1 EUROPEAN CREATIVE HUBS NETWORK This European program has the goal to collect all those European institutions that strive towards the advancement of innovation and creative entrepreneurship within one sole network. The project, led by the British Council, positions itself as an exchange network for knowledge and resources, with the end goal to strengthen the creative economy on our continent. The other partners that share this adventure with us are: Bios (Greece), Addict (Portugal), Betahaus (Germany), Kulturni Kod (Serbia), Creative Edinburgh (United Kingdom) and European Business Network (Belgium).
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
2 PARTNERS To achieve its goal of becoming an epicenter of innovation and creative entrepreneurship, Factoría forms partnerships with public and private institutions from numerous fields with the shared goal of supporting innovation and sustainability in the cultural and creative industries. What follows is an account of the institutions with which Factoría Cultural has collaborated over the course of 2015: Public institutions: Ministry of Education, Culture and Sports, Madrid Destino, Matadero Madrid, Universidad Carlos III Madrid, Universidad Rey Juan Carlos Madrid, Universidad Complutense Madrid, and British Council Spain. Private Institutions: Cultproject, e-strategia, SONY PlayStation, PKFAttest, Valbhy Design, CMS Albiñana & Suárez de Lezo, Deusto Business School, IADE, IESE Business School, Verkami, SUR. Escuela de Profesiones Artísticas, La Caixa, Benow Partners, Legal Music, Low Media, Creiser DS, E-Conomic.es, DKV Seguros y U-TAD. Associations, foundations and confederations: Asociación Creadores de Moda de España (ACME), Confederación Española de Gremios y Asociaciones de Libreros (CEGAL), Denae, Diboos, Di-Mad, Federación de Asociaciones Nacionales de Distribuidores de Ediciones (FANDE), Federación de Gremios de Editores de España (FGEE), Librerías de España, Madrid Network Cluster, Sociedad de Artistas Intérpretes o Ejecutantes de España (AIE), Voluntariado Senior de Asesoramiento Empresarial (SECOT), Fundación ARQUIA, Fundación Banco Sabadell, Fundación Mahou-San Miguel, Fundación Carolina, Fundación Germán Sánchez Ruipérez, and Fundación para la Investigación del Derecho y la Empresa (FIDE). Training and professional mentoring: Voluntariado Senior de Asesoramiento Empresarial (SECOT). Private individuals: Alicia Koplowitz, Plácido Arango, Juan Ignacio Entrecanales and Mariano Yera.
P A RTNE RSH I P S A ND C O L L A BO RA TI O NS
TEAM AND CONTACT
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
TE A M A ND C O NTA C T
1
2 4
8
3
TEAM AND CONTACT Factoría Cultural’s team is composed of professionals in the cultural and creative industry, and additionally, counts on the support of more than 40 public and private institutions, linked to different sectors.
6
1. ROSINA GÓMEZ-BAEZA (President)
5
2. LUCÍA YBARRA (Vice-president and External Relations manager) 3. ANTONIO BAZÁN (Technical manager) 4. SANDRA STUYCK (Coordinator)
7
5. SANTIAGO MAZARRASA (General deputy coordinator) 6. CRISTINA ARROYO (Head of the academic area) 7. PAULA DE AGUIRRE (Head of marketing and digital communication) 8. LAURA MARTÍN (Head of management)
2015 ANNUAL R EPO RT FACTORÍA CULTURAL
TE A M A ND C O NTA C T
Factoría Cultural is very thankful for the help of all their student interns, who have contributed with their work to the development of the services that the creative hub provides: // Martim Dias // Julio García // Teresa Luque // Laura Pastor // Ramón Rodríguez // Johanne Solbakk // Daniel Truzman Collaborating parties: // LOW MEDIA (Producción audiovisual) // VALBHY DESIGN (Diseño gráfico y web) // CULTPROJECT (Comunicación) Design and layout: DOSSINTRES
Contact: Nave 1, Matadero Madrid Paseo de la Chopera, 14 Madrid, 28045 +34 636 546 850 info@factoriaculturalmadrid.es
THANKS!