INDEX ABOUT FACTORÍA CULTURAL 3
1 OBJECT AND FUNCTION OF FACTORIA CULTURAL 4 2 WHO WE ARE 5
3 WHERE WE ARE 5 4 WHO ARE WE ADDRESSING? 5 5 RESOURCES 6 5.1 Scholarship Programs 6 5.2 Innovation Plan 7 5.3 Market Launch Program 11 5.4 Technological Resources 12
6 TRAINING AND COMPLEMENTARY PROGRAMS 13 6.1 Factoría Escuela 13 6.2 Factoría Campus 20 6.3 Foro de Expertos 21 6.4 Advice/ Counselling 24
7 SECTORAL PROGRAMS 25 7.1 EmprendeLibro 26 7.2 EmprendeMúsica 27 7.3 EmprendeDiseño 28 7.4 EmprendeModa 29 7.5 EmprendeEscena 29 7.6 EmprendeEduca 31 7.7 PlayStation PS Games Camp 31
8 NEW VENUES 32
9 EVENTS AND ACTIVITIES 34 9.1 Professional Events 34 9.2 Public Events 35
HOSTED ENTREPRENEURS 37 FACTORÍA CULTURAL IN NUMBERS 46 1 INCUBATION PROGRAM NUMBERS 47 2 VISITORS 50
COMMUNICATION AND GRAPHIC 51 1 GRAPHIC 52 2 NEWSLETTER 53 3 PRESS 53 4 WEB AND SOCIAL MEDIA 54
ALLIANCES AND COLABORATIONS 55 1 EUROPEAN CREATIVE HUBS NETWORK 56 2 COLLABORATORS 57
TEAM AND CONTACT 58
ABOUT FACTORÍA
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ABOUT FACTORIA CULTURAL 1 OBJECT AND FUNCTION OF FACTORIA CULTURAL Factoría Cultural / Vivero de Industrias Creativas is an initiative to support emerging and innovative creative industry through incubation programs for entrepreneurial projects, non-regulated training, counseling and professional mentoring. Factoría Cultural works at the intersection between Arts, Communication and Technology, welcoming entrepreneurial projects within all creative industries. Factoría Cultural aims to create a network that facilitates our entrepreneur residents access to the resources, services and training required to develop their idea or project into ideal conditions.
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2 WHO WE ARE • Performing Arts: Actors, Theater, Dance, Circus, Puppet shows, Theatrical Production and Festivals. • Visual Arts: Painting, Sculpture, Photography, Multimedia, Film Industry, Production, Postproduction and Radio. • Communication: Scientific dissemination, Web and Social Media, New Media, Cross Media, Media Hunting, Audience Analytics and Collaborative Communication. • Technological Development and Implementation: Digital Design. Videogames. 2D / 3D. • Design: Illustration, Graphic Design and Industrial Design. • Publishing Industry: Writers, Editors, Translators, Journalists, Archives and Libraries. Illustration and binding. • Education: Design, Development and evaluation of professional competences and learning outcomes, Learning impact due to environment and educational spaces design, Education as the basis to learn social values, New technologies applied to education and Development of reading skills. • Cultural heritage: Gastronomy, Handicrafts and Toys. • Music: Musicians, Performers, Musical management, Promoters, Producers, Musical Postproduction and Music Festivals. • Fashion: Retail industry. • Cultural Management: Cultural managers, Curators, Museums, Art and Heritage Centers, Property conservation, Marketing and PR companies, Consultancy and Events organizations, Events and exhibition assembly. • Transmedia • Videogames: Development, Arts, etc. • All the sectors that support the different fields of production in CCIs.
Factoría Cultural / Vivero de Industrias Creativas is an initiative of Factoría Cultural Association to support the Creative Entrepreneurship, which channels CSR actions and the commercial society of Factoría Cultural, by offering technical and administrative support.
3 WHERE WE ARE Factoría Cultural is located in Matadero Madrid, center of contemporary arts which depends on the public company Madrid Destino. The hub is a space of 500 m2 designed by the architect Ángel Borrego as part of the “Office for Strategic Spaces” project. The space was open on April 1st, 2014. Since then, it has received a nomination for the European Architecture Prize Mies Van der Rohe 2014. Besides, it won the COAM 2015 Award and it was exhibited in the XIII Spanish Biennial of Architecture and Urbanism in Venice. In addition, the project has had exposure in several collective and international exhibitions and it has been reviewed in several publications such as the magazine “Interior Design” and the French magazine “AMC Le Moniteur”.
4 WHO ARE WE ADDRESSING? Any entrepreneur over the age of 18, from any nationality who wishes to develop his/her innovative project within the creative industries. These can be summarized as the following:
Factoría is also directed to associations and non-profit entities that develop their activity in these sectors.
• Architecture and Design: Architects, Industrial design, Fashion and Jewelry, Interior Design and Exhibitions, Graphic Design, Advertising.
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5 RESOURCES 5.1 Scholarship Programs Thanks to the collaboration of multiple public and private institutions, Factoría Cultural offers entrepreneurs an incubation program, which includes the following services, completely free of charge: • Workspace, 12 hours a day, 5 days a week. • Access to innovation plans for entrepreneurial projects. • Personalized project mentoring • Professional counselling in all the areas involving entrepreneurial project management: Business innovation, Technology, Finance, Marketing & PR, Legal advice, Web and Mobile Apps Development, Cultural Management, Festivals and Events Production, Audience analysis, Storytelling & Pitching, Branding, Video games, and Administration. • Non-regulated training workshops. • Access to financial aids, dissemination and marketing support programs. • Participation in professional conferences according to specific sectors. • 50% discount in courses at Factoría Escuela • Access to all the sessions of Foro de Expertos with prestigious professionals, successful entrepreneurs and representatives from all sectors in the creative and cultural fields.
During 2016, Factoria has given the following scholarships to different entrepreneurs: • 7 EmprendeDiseño scholarships granted with the support of Wacom and Dimad to projects involving Graphic Design, Illustration and Industrial Design. • 7 EmprendeModa scholarships with the support of Asociación Creadores de Moda de España (ACME) and Dirección General de Promoción Cultural de la Comunidad de Madrid, for projects within the fashion and retail industry. • 5 EmprendeEscena scholarships aimed to projects involving Performing Arts projects. With the support of the Ministry of Education and Culture and in collaboration with Teatro Real, Teatros del Canal, Frinje Madrid (Festival of Performing Arts) and Teatro Español. • 6 EmprendeLibro scholarships for publishing projects in collaboration with Fundación Germán Sánchez Ruipérez. • 2 scholarships for entrepreneurship projects in Architecture with the support of Fundación Arquia. • 2 scholarships for projects related to Visual Arts with the support of Fundación Juan Entrecanales de Azcárate. • 3 scholarships for projects related to gastronomy and cultural heritage. • 6 scholarships within the Launch Market Program.
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5.2 Innovation Plan The Innovation Plan started on January 2016 as a pilot project, designed according to a model, which adapts to the needs of each entrepreneur and it is based on the culture of achieving objectives. Over a period of three months and more than 30 hours, the entrepreneur acquires the necessary knowledge to prepare his project before it gets launched to the market. The second edition began on October 17th, 2016 and it was enhanced with new branding, storytelling & pitching workshops. The program is structured in the following areas:
PHASE 1
PHASE 2
PHASE 3
PHASE 4
PHASE 5
Who am I?
How do I tell it?
How do I sell it?
Getting ready for the market
Project presentation
Introduction
Digital strategy sessions
Finance
Pitching Workshop
Document review
Innovation sessions
Supply and demand
Creativity sessions
Communication and digital marketing sessions
Branding sessions
Treasury strategy
Treasury Analysis
Canvas workshop
Marketing and PR strategy
Business Plan
Tutorials: DAFO and Canvas
Market studies
During the next 3 months, there are personalized follow-up sessions.
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Project presentation
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Secot, Business Mentoring A non-profit association composed of professionals with extensive experience. SECOT members are mentors of each project. They guide the entrepreneurs during their first steps and develop with them the Business Plan.
PKF Attest, Accounting Advice Independent signature of professional services and exclusive PKF Attest correspondent, an international network of legally independent firms. In Factoría, they help entrepreneurs to use their economic information in a constructive way. It designs, together with each project, a basic structure that reports clear information and generates added value.
Cedro, Publishing industry: copyright A non-profit association that represents and defends the legitimate interests of authors, book publishers and publications. In Factoría, they guide publishing projects in obtaining licenses for protected works. Also, they inform about the limits, rights and duties of authors and publishers in an editing contract.
CMS- Albiñana & Suárez de Lezo, Legal Advising It is one of the law firms with more history and prestige within the Spanish market. They collaborate with Factoría by guiding entrepreneurs in the understanding of legal aspects in order to start up their projects: constitution of the company, search of investors and collaborators, protection of ideas…
The following are the advisors attached to the Innovation Plan, as well as their areas of expertise:
Cultproject, Online and offline communication Counselling/Advice Elvira Giménez and Ángela de la Torre began their career as a team at Festival de Otoño, Madrid en Danza and Teatralia. Together, they develop national and international communication strategies, consulting, press campaigns and artistic advice. In 2012, CULTPROJECT obtains the Antena de Oro Award for their “leadership in cultural communication and their international vocation”. Elvira Giménez has a degree in Journalism from the Complutense University and a Master in Business Innovation from the University of Deusto. She has directed the magazine Guía del Ocio in Madrid. After her work at Euronews TV, she has specialized in the management of international press campaigns and in the implementation of new cultural projects. Ángela de la Torre studied Spanish Philology at the Universidad Complutense de Madrid and at the Radboud Universiteit in Netherlands. She graduated from MBI University of Deusto in 2016. Also, she has specialized in online communication and writing, coordination, design and editing for the cultural industry
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Benow Partners, Entrepreneurship Legal Advice International law firm specializing in legal advice to companies and business projects. It advises projects in the following areas: shareholders agreements, corporate structures, patent box, entrepreneurship law… Rosina Gómez-Baeza and Lucía Ybarra, Counseling in cultural management Managing partners and co-founders of YGBART, cultural advisory and management company. President and Vice President of Factoria Cultural. They advise the nurserymen in the areas of cultural management. Javier Espadas, Technology Consulting Head of Technology (CTO) at the Thyssen-Bornemisza Museum and Technology Advisor in Factoria Cultural. He developes the technological possibilities of the projects. Segismundo Álvarez, Company incorporation Legal Advice Notary in Madrid since 1991.
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Raúl Ramos, Audience Studies Bachelor degree in law, MBA and a Master’s degree in cultural management. He has more than 10 years of experience in management for cultural organizations. With international experience in Performing Arts and Audiovisual Sectors, in 2010 he decided to join several professionals to launch ASIMÉTRICA, a consultant specialized in Cultural Management, Marketing and Audience development for cultural organizations. Since then, he has worked in connecting Arts with people through clients such as the Ministry of Culture and Education, Berklee College of Music, Museo Reina Sofía or Teatros del Canal. He also directs the Conference “Marketing of the Arts”, a meeting to foster the cultural marketing and audience development.
Creiser DS, Apps and Web development Company of Apps design and development for smartphones and customized webs. They help and advice Factoría projects with the goal of defining their technical needs, focusing on new apps and web technologies. Francisco González Bree, Innovation Advisor Professor in Innovation at Deusto Business School and academic director of the master’s degree in Business Innovation. He has more than 15 years of experience in multinational and technology companies, and 6 more years as a tutor helping dozens of companies with their business plans. José Antonio Cano, Innovation Advice Doctor in Telecommunications Engineer with extensive experience in innovation and entrepreneurship. He has more than 15 years of experience in multinational and technological companies, developing projects of organizational transformation, business plans and advice/counselling in all business areas. Antonio Bazán, Funding Consulting Financial Director in Factoria Cultural. He offers his knowledge to the entrepreneurs in the area of financing.
Nacho Parra, Digital Marketing and Strategy Bachelor of Advertising with a major in Marketing from Saint Louis University, he spent the first 10 years of his career as a creative executive in large advertising agencies where he won a lot of awards. In 2013, he founded the startup Blue Planet Productions, that transforms the most important moments of the human and earth history in interactive stories for mobile devices. He is also professor of Strategic Marketing in the MBA Executive GECEM and professor of Creative Thinking in the Master of Marketing and Commercial Management at UPV.
Pablo Laporte, Storytelling & Pitching Storytelling trainer and brand story creator for startups, SMEs and large companies. Pablo has created the story of more than fifty brands and has carried out training programs for institutions such as the IE (Instituto de Empresa) or Fundación Telefónica. In Factoría Cultura he advises the entrepreneurs on how to tell and explain their project.
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Natalia Guerrero, Branding Creative Strategy consultant for brand creation and development. Graduated in Advertising and Public Relations with training in Digital and Social Media Strategy and Creative Writing. She has worked as a creative copywriter in advertising agencies for clients such as La Caixa, Nivea or Fútbol Club Barcelona. In recent years she has specialized in the development and definition of strategies, environments and creative concepts for brands such as Aristocrazy, B the travel brand or Swatch. Sergio Lozano, Web Design and WordPress Passionate about digital creation, for more than ten years he has collaborated in the development of many web pages: Cadena Ser, El Corte Inglés and Nokia, among others. He has also worked as an Assistant to the European Parliament in Web Design and currently develops his teaching in his own School, La Web Escool, where he teaches WordPress, Web Design, SEO and Online Marketing. Raquel Muñoz y Ángel Ramajo, Coordination of the Greenpeace International Voluntary Laboratory Coordination of group dynamics in Factoria Cultural.
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5.3 Market Launch Program In October 2016, Factoría Cultural starts a program aimed at launching initiatives or projects with a defined business plan to the market and that are in the commercialization phase. As an access requirement, it is necessary that the participating projects have a product or service already prototyped or developed, or with a set launch date for their market. This program lasts three months and is structured around three blocks: Training, Communication and Financing. In addition, it offers participation in a crowdfunding campaign, 17 hours of face-to-face training and 3 hours of individualized tutoring, as well as communication support. These projects had the opportunity to participate themselves in an open public event where they kicked off their campaigns through Verkami. This event, which took place on November 30th in Factoría Cultural, was accompanied by a Twitter contest where attendees had the option to participate with the hashtag #AmaATuMecenas. Also, there was a room with laptops so the attendees could make contributions if they were interested in any of the projects.
The eleven projects were the following: • Cuentos de la avioneta: Collection of digital stories for electronic books with music incorporated. • Soundpainting: artistic project that combines music and Performing Arts. • El diminuto teatro sobre ruedas: old caravan converted into a traveling stage. • Royal Caballito: brand of clothing committed to local production and the use of environmentally friendly materials. • Savannah: first proposal of sustainable fitness fashion in Spain. • ÁRITY: line of fashion accessories made of silver and recycled material • Sounds4soul: first online platform for spiritual music, wellness and events. • Vumetro: collaborative network of musicians and music lovers. • 2030: multidisciplinary festival of Music, Poetry and Video art. • I Light It: brand of lamps composed of detachable parts that can take different forms. • ART PROXIM Lab: innovative proposal from the Plastic and Graphic Arts and joining other disciplines such as theater and dance
CROWDFUNDING
PARTY 2016 #AMAATU M E CE N A S
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5.4 Technological Resources Factoría offers, to all resident projects, the following technological resources: • Internet Access -- Service of 100 symmetrical Megas for uploading-downloading -- Private and public Wifi connections. -- Possibility to have a private IP address (in case the project requires confidentiality) -- Server Rack. • 3 SONY TV´s • Wacom Space The Wacom space is composed by four graphic tablets available to resident incubators, especially those dedicated to design and illustration. The models given are the following: -- Cintiq 27QHD -- Cintiq 13HD -- Intuos Pro -- Intuos Art • 3D Printing Laboratory In 2015 we reached an agreement with the company Telecor with the objective of having a free 3D printing laboratory for the resident projects and with services subsidized for the general public. This laboratory was inaugurated at the beginning of 2016 and had the following resources: // CubeXDuo: It prints in two colors and two materials. // Project 1500: Designed to print high-resolution prototypes in acrylic resin. Print parts up to 6 different colors. Also, it’s 5 times faster than other printers in its class. // Drying tank and furnace // 3D sense: Handheld 3D scanner.
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6 TRAINING AND COMPLEMENTARY PROGRAMS
Below is a list of the courses taught throughout 2016:
Factoría Cultural offers a series of online and face-to-face services and programs, in parallel to the incubation of creative projects, with the aim of complementing the stay of entrepreneurs with training in management tools, facilitating networking and knowledge of experiences and professional fields within the creative industries.
GOOGLE FOR WORK Date: January 15th. Description: Course focused on the most important collaboration features of the Google for Work (Google Apps) suite. Duration: 4 hours. Price: 60 €. Teaching Entity: Uniendo Nudos Nº of students: 4.
6.1 Factoría Escuela
INITIATION TO ROBOTICS WITH BEEBOTS Date: January 16th and 23rd. Description: Workshop of initiation to robotics for children between 5 and 7 years old. In this workshop the small inventors start in a playful way in robotics projects. Duration: 4 hours. Price: 60 €. Teaching Entity: Jóvenes Inventores. Nº of students: 14. DESIGN THINKING Date: January 20th. Description: Workshop to learn the creative methodologies of Design Thinking in the current context of startups and continuous change. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 10.
Factoría Escuela offers a training itinerary that covers all the subjects that an entrepreneur needs to carry out his project: business plan, online marketing, web design, innovation and creativity, storytelling, etc. These are paid courses and open to the public. However, resident incubators have a 50% discount on the total cost. In 2016 there was an agreement with Fundación Germán Sánchez Ruipérez, so some of courses have been taught at Casa del Lector.
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WORDPRESS Date: From the 25th to the 27th of January. Description: Web page Installation, design and content management using Wordpress as a tool. Duration: 12 hours. Price: 150 €. Teaching Entity: La Web Escool. Nº of students: 8. EDUTAINMENT Date: From the 1st to the 5th of February. Description: Course aimed at all people interested in Education by means of spreading knowledge through fun and communication. Duration: 16 hours. Price: 180 €. Teaching Entity: Eduxarxa. Number of students: 4. BUSINESS IDEA WITH LEGO® SERIOUS PLAY® Date: February 4th. Description: Workshop on the operation of Lego® Serious Play® through the implementation of the methodology. Duration: 5 hours. Price: 40 €. Teaching Entity: Agent Cooper. Nº of students: 9.
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RESPONSIVE WEB DESIGN Date: From the 8th to the 23rd of February. Description: Design of a web page adaptable to all types of devices. Duration: 24 hours. Price: € 290. Teaching Entity: La Web Escool. Nº of students: 3. INSTAGRAM STORYTELLING Date: February 11th to 12th. Description: Course designed to optimize social profiles in Instagram for marketing strategies and personal branding. Duration: 6 hours. Price: € 80. Teaching Entity: Economía Creativa Consultancy. Nº of students: 12. CAMPAIGN CREATION AND MANAGEMENT WITH GOOGLE ADWORDS Date: February 19th. Description: Course to learn how to manage advertising campaigns using the Google Adwords tool in an optimal and profitable way. Duration: 5 hours. Price: 60 €. Teaching Entity: e-strategia. Nº of students: 9.
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PROGRAMMING OF VIDEO GAMES AND ELECTRONICS WITH SCRATCH AND MAKEY-MAKEY Date: February 20th and 27th. Description: Initiation workshop for children between 7 and 12 years in projects of video games programming by using Scratch and Makey Makey. Duration: 4 hours. Price: 60 €. Teaching Entity: Jóvenes Inventores. Number of students: 21.
SEARCH ENGINE OPTIMIZATION Date: March 11th. Description: Course to learn all the techniques and tools used for SEO optimization to any web page. Duration: 5 hours. Price: 60 €. Teaching Entity: e-strategia. Nº of students: 7.
3D MODELING AND INCREASED REALITY Date: From February 29th to March 9th. Description: Course to learn how to model all types of objects and characters in 3D with free Blender software. Duration: 18 hours. Price: 160 €. Teaching Entity: Virtua Nostrum. Nº of students: 10.
LEGO ROBOTICS AND SCRATCH PROGRAMMING FOR CHILDREN Date: March 12th and 19th. Description: Initiation workshop for children between 7 and 10 years in robotics and programming of projects starting with Lego WeDo and Scratch. Duration: 4 hours. Price: 60 €. Teaching Entity: Jóvenes inventores. Nº of students: 13.
DESIGN THINKING Date: March 4th. Description: Workshop to learn the creative methodologies of Design Thinking in the current context of startups. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 12.
WORDPRESS Date: From the 14th to the 17th of March. Description: Web page Installation, design and content management using Wordpress as a tool. Duration: 12 hours. Price: 150 €. Teaching Entity: La Web Escool. Nº of students: 7.
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INDESIGN: PRACTICAL COURSE FOR PROFESSIONAL MAKING Date: March 14th to 22nd. Description: Practical course to design advertising pieces with Adobe InDesign (dossiers, brochures, posters, etc.). Duration: 21 hours. Price: € 210. Teaching Entity: DosSinTres. Nº of students: 7. INTEGRATED DIGITAL MARKETING CAMPAIGN Date: From the 28th to the 30th of March. Description: Learning about the latest trends and tools that are being used in the digital marketing world in order to help create, execute and measure their impact on dissemination, distribution and sales strategies. Duration: 12 hours. Price: 150 €. Teaching Entity: e-strategia. Nº of students: 12. MARKETING FOR EMERGING ARTISTS Date: April 14 and 15. Description: A course aimed at artists who, through a marketing approach, learn to promote themselves, self-manage their careers and create a “brand image” in the market. Duration: 8 hours. Price: 120 €. Teaching entity: camara oscura galería de arte. Nº of students: 7.
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EFFICIENT REPUTATION MANAGEMENT IN SOCIAL NETWORKS Date: April 15th. Description: Course to learn how to efficiently manage the online reputation of a company, brand or campaign. Duration: 5 hours. Price: 60 €. Teaching Entity: e-strategia. Number of students: 4. PROGRAMMING OF VIDEO GAMES AND ELECTRONICS WITH SCRATCH AND MAKEY-MAKEY Date: April 14th and 23rd. Description: Initiation workshop for children between 7 and 12 years in projects of programming of video games by using Scratch and Makey Makey. Duration: 4 hours. Price: 60 €. Teaching Entity: Jóvenes Inventores. Nº of students: 14. BUSINESS IDEA WITH LEGO® SERIOUS PLAY® Date: May 6th. Description: Workshop of Lego® Serious Play® operation through the implementation of the methodology techniques. Duration: 5 hours. Price: 40 €. Teaching Entity: Agent Cooper. Nº of students: 10.
3D DESIGN WITH TINKERCAD Date: June 7th. Description: Course to begin the modeling in three dimensions through the Tinkercad free application. Duration: 4 hours. Price: 60 €. Teaching Entity: Jóvenes Inventores. Nº of students: 3.
RESPONSIVE WEB DESIGN Date: From May 9th to 24th. Description: Web page design, adaptable to all types of devices. Duration: 24 hours. Price: € 290. Teaching Entity: La Web Escool. Nº of students: 9.
DESIGN THINKING Date: May 20th. Description: Workshop to learn the creative methodologies of Design Thinking in the current context of startups and continuous change in the social and business sector. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 13
PHOTOART: THE NEW PHOTOGRAPHY Date: From May 12th to 30th. Description: Course focused on analyzing the current panorama of artistic photography from a critical and historical perspective, as well as tracking the different contemporary tendencies. Duration: 10 hours. Price: 150 €. Teaching Entity: camara oscura galería de arte Nº of students: 7.
CREATIVITY TECHNIQUES Date: June 3rd. Description: Workshop dedicated to creative confidence and reinforcement in order to face the challenges of a company, career or just the business world that surrounds us. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 5. 15
VIRAL MARKETING Date: From June 13th to 15th. Description: Course to start in viral marketing as an alternative of economic promotion and long reach through internet. Duration: 12 hours. Price: 150 €. Teaching Entity: La Web Escool. Nº of students: 7. WRITING ADVERTISING - COURSE GIVEN TO WORKERS IN THE GLOBAL COMMUNICATION AREA Date: June 14th and 23rd. Description: Course to know the best forms of communication in advertising, going through claims and tweets. Duration: 8 hours. Price: €. Teacher: Asunción Gálvez. Nº of students: 19.
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DESIGN THINKING - COURSE GIVEN TO DELOITTE WORKERS Date: June 16th. Description: Workshop to learn the creative methodologies of Design Thinking in the current context of start-ups and continuous change in the social and business area. Duration: 7.5 hours. Price: €. Teaching Entity: Valbhy Design. Nº of students: 35.
DESIGN THINKING SUMMER CAMP Date: From July 4th to the 7th. Description: Workshop focused on group experiment by making use of Design Thinking tools in order to obtain a clear and well defined notion of all phases. Duration: 16 hours. Price: 240 €. Teaching Entity: Valbhy Design. Nº of students: 15.
BUILD YOUR ROBOT WITH ARDUINO AND 3D PRINTING Date: July 18th and 19th. Description: Course to make a small robot designed in 3D and programmed with Arduino, an open source hardware. Duration: 8 hours. Price: 180 €. Teaching Entity: Jóvenes Inventores. Nº of students: 3.
DIGITAL PHOTOGRAMMETRY Date: From June 20th to the 29th. Description: Course to learn the technique of photogrammetry that allows to create a composition in 3D from a 2D image. Duration: 18 hours. Price: 180 €. Teaching Entity: Virtua Nostrum. Number of students: 4.
WORDPRESS COURSE Date: From the 11th to 13th of July. Description: Web page installation, design and content management using Wordpress as a tool. Duration: 12 hours. Price: 150 €. Teaching Entity: La Web Escool. Nº of students: 10.
WORDPRESS Date: From September 12th to 14th. Description: Web page Installation, design and content management using Wordpress as a tool. Duration: 12 hours. Price: 150 €. Teaching Entity: La Web Escool. Nº of students: 12.
CREATE YOUR OWN GRAPHIC ADVENTURE Date: From July 11th to 14th. Description: Creation course in the classic graphic adventure of poin’n’click, from the concept of the idea and script to the drawing and programming of the first scenes. Duration: 16 hours. Price: 190 €. Teaching Entity: Gammera Nest. Nº of students: 8.
ORGANIZATION OF EXHIBITIONS FOCUSED ON EMERGING ARTISTS Date: From September 19th to the 21st. Description: Course to learn how to organize and assemble a professional artistic show. Duration: 7.5 hours. Price: 100€. Teacher: Ana Da Cuhna. Nº of students: 10.
RESPONSIVE WEB DESIGN Date: From July 4th to 8th. Description: Web page design, adaptable to all types of devices. Duration: 20 hours. Price: 250 €. Teaching Entity: La Web Escool. Nº of students: 3.
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DESIGN THINKING Date: September 23rd. Description: Workshop to learn the creative methodologies of Design Thinking in the current context of start-ups and continuous change in the social and business sector. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 12. INTEGRATED DIGITAL MARKETING CAMPAIGN Date: From September 26th to 28th. Description: Learning about the latest trends and tools that are being used in the digital marketing world in order to create, execute and measure their impact on dissemination, distribution and sales strategies. Duration: 12 hours. Price: 150 €. Teaching Entity: e-strategia. Nº of students: 9. MARKETING FOR EMERGING ARTISTS Date: September 27 and 28. Description: This course is aimed at artists who, through a marketing approach, learn to promote themselves, self-manage their career and create a “brand image” in the market. Duration: 8 hours. Price: 120 €. Teaching Entity: camara oscura galería de arte Nº of students: 5.
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INDESIGN: PRACTICAL COURSE FOR PROFESSIONAL MAKING Date: From the 3rd to the 7th of October. Description: Practical course to design advertising pieces with Adobe InDesign (dossiers, brochures, posters, etc.). Duration: 17,5 hours. Price: € 210. Teaching Entity: DosSinTres. Nº of students: 7. DESIGN THINKING LAB Date: From October 6th to 27th. Description: Workshop focused on group experiment by making use of Design Thinking tools in order to obtain a clear and a well defined notion of all phases. Duration: 10 hours. Price: 150 €. Teaching Entity: Valbhy Design. Nº of students: 13. CREATION AND MANAGEMENT OF ART GALLERIES Date: October 10th and 11th. Description: This course focuses on professionals from galleries, artists, or cultural managers who want to create an art gallery, as well as position themselves in the market, survive in times of crisis and be competitive. Duration: 8 hours. Price: 120 €. Teaching Entity: camara oscura galería de arte Nº of students: 3.
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3D MODELING Date: From October 17th to 26th. Description: Course to learn how to modelate all types of objects and characters in 3D through Blender. Duration: 18 hours. Price: 180 €. Teaching Entity: Virtua Nostrum. Nº of students: 6.
STORYTELLING & PITCHING Date: From October 28th to November 18th. Description: Course to learn how to use the resources of a story to build an integral and infallible pitch, both in English and Spanish. Duration: 8 hours. Price: 120 €. Teaching Entity: Big Bang Story Club. Nº of students: 5.
LEARN TO DESIGN YOUR PORTFOLIO Date: October 21st. Description: A practical course aimed at plastic artists who need to start from scratch with their portfolio or wish to improve it, so that they can defend their work effectively in the context of the art market. Duration: 4 hours. Price: 60 €. Teaching Entity: camara oscura galería de arte Number of students: 4.
INTRODUCTION TO VISUAL COMPOSITION Date: October 31st and November 2nd. Description: A practical course to learn how to use visual language with the aim of communicating in the most optimal way possible. Duration: 8 hours. Price: € 100. Teaching Entity: loThings. Nº of students: 3.
WORDPRESS Date: From the 24th to the 26th of October. Description: Web page installation, design and content management using Wordpress as a tool. Duration: 12 hours. Price: 150 €. Teaching Entity: La Web Escool. Nº of students: 8.
DESIGN THINKING Date: November 4th. Description: Workshop to learn the creative methodologies of Design Thinking in the current context of start-ups and continuous change in the social and business sector. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 12.
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OPTIMIZATION OF PROFILES IN SOCIAL NETWORKS Date: November 7th and 8th. Description: Course to learn how to manage the online reputation of a company, brand or a campaign in an efficient way. Duration: 6 hours. Price: € 80. Teaching Entity: e-strategia. Nº of students: 11. A VIDEO GAME FOR THE GENDER MUSEUM Date: From November 8th to December 1st Description: A workshop in which the Gender Museum of Ukraine, located in the city of Járko, takes the Ukrainian woman history as a reference to represent the objects in the collection. The goal of the video game is to make the institution an accessible space to the international public. Duration: 24 hours. Price: 60 €. The proceeds were donated to the museum. Teaching Entity: Gammera Nest and Gender Museum of Ukraine. Nº of students: 3.
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CAMPAIGN CREATION AND MANAGEMENT WITH GOOGLE ADWORDS (ADVANCED) Date: November 11th. Description: Course to learn how to manage advertising campaigns using the Google Adwords tool in an optimal and profitable way. Duration: 4 hours. Price: 60 €. Teaching Entity: e-strategia. Nº of students: 6.
POWER YOUR CREATIVITY Date: November 18th. Description: Workshop dedicated to the creative confidence and reinforcement in order to face the challenges of a company, a career or just the business world that surrounds us. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 12.
CREATE YOUR OWN GRAPHIC ADVENTURE Date: From November 14th to 23rd. Description: Creation course in the classic graphic adventure of poin’n’click, from the concept of the idea and script, to the drawing and programming of the first scenes. Duration: 18 hours. Price: 220 €. Teaching Entity: Gammera Nest. Nº of students: 9.
WEB DESIGN RESPONSIVE Date: From November 21st to 25th. Description: Web page design adaptable to all types of devices. Duration: 20 hours. Price: 250 €. Teaching Entity: La Web Escool. Nº of students: 8.
STOPMOTION Date: November 14th to 18th. Description: Course to learn how to animate ideas or feelings in the art of animation with plasticine. Duration: 15 hours. Price: 200 €. Teaching Entity: Ikaroa. Nº of students: 5.
E-MAIL MARKETING Date: November 25th. Description: Practical course about the use of e-mail marketing techniques in a strategy. Duration: 4 hours. Price: 60 €. Teaching Entity: e-strategia. Nº of students: 9. WORDPRESS Date: From November 28th to 30th. Description: Web page installation, design and content management using Wordpress as a tool. Duration: 12 hours. Price: 150 €. Teaching Entity: La Web Escool. Nº of students: 8. SERVICE DESIGN WITH LEGO® SERIOUS PLAY® Date: November 28th and 29th. Description: Workshop of service design experimentation using the Lego® Serious Play® methodology. Duration: 8 hours. Price: € 100. Teaching Entity: Agent Cooper. Nº of students: 7.
INNOVATION AND USER RESEARCH WITH LEGO® SERIOUS PLAY® Date: November 25th. Description: User research session of shaping ideas and solutions through LEGO® pieces. Duration: 4 hours. Price: 60 €. Teaching Entity: Agent Cooper. Nº of students: 5.
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DESIGN THINKING Date: December 2nd Description: Workshop to learn the creative methodologies of Design Thinking in the current context of star-ups and continuous change in the social and business sector. Duration: 4 hours. Price: 60 €. Teaching Entity: Valbhy Design. Nº of students: 13. LEAN BRANDING: BUILD YOUR BRAND IMAGE Date: December 12th to 14th. Description: Course focused on creating, updating and consolidating a brand image in order to connect with the public. Duration: 12 hours. Price: 150 €. Teaching Entity: loThings. Nº of students: 3. PHOTOART: THE NEW PHOTOGRAPHY Date: From the 19th to the 22nd of December. Description: Course focused on analyzing the current frame of artistic photography from a critical and historical perspective while tracking the different contemporary tendencies. Duration: 10 hours. Price: 150 €. Teaching Entity: camara oscura galeria de arte Nº of students: 5.
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Young Entrepreneurs With the support of Agencia para el Empleo, we have received a grant to launch the Young Entrepreneurs program, a training course aimed at young people under the age of 30, unemployed and with a project or a business idea. The objective of this itinerary was to train 40 young people to acquire the necessary skills and abilities in order to build a self -employment business project, going through all the phases of creation with a focus on the digital environment. The total duration of the itinerary was 96 hours distributed in the following modules: 1. Design Thinking: generating ideas and innovation in business models 2. Digital strategic plan 3. Storytelling & Pitching 4. WordPress and Web Design 5. Integrated digital marketing campaign 6. Corporate identity 7. Legal aspects in the constitution and protection of the company 8. Economic feasibility plan
Reorient 45+ ICT Training In the spring of 2016, we began a dialogue with the Employment Agency with the aim of offering a free and practical training course for unemployed people. As a result of these talks, the program Reorienta 45+ ICT Training was created and took place from October 13th to November 22nd.
The methodology of the program was project-based learning, since young people worked in groups on their business plan during the course. In addition, after the training there was a period opened to receive proposals from all the students who, individually, had a technology-based project. Finally, a selection of 10 candidates was made and, for another 3 months, they could reside in FactorĂa with personalized counseling services
Through a selection carried out by Agencia para el Empleo (Agency of Employment), ten people over 45 years old acquired digital competences and skills focused on reintegration into the labor market. This training was distributed in 9 modules and had face-to-face classes with a duration of 74 hours: 1. Defining a digital strategy 2. Google Apps 3. WordPress and Web Design 4. Business dossier layout with InDesign 5. Designing a logo with Illustrator 6. Opening and optimization of social profiles 7. Digital marketing campaign 8. Google Analytics 9. Plugins for e-commerce systems.
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6.2 Factoría Campus Factoría Cultural fosters entrepreneurship initiatives in the ICCs sector, both inside and outside Spain. Therefore, Factoría seeks to adapt their training services to the needs and realities of users, with no geographical barriers, time limitless and free access. Thanks to a grant awarded by the Ministerio de Educación y Cultura, Campus Factoría is an online platform that promotes training content which includes series of services and resources that entrepreneurs enjoy at the headquarters in Matadero Madrid. This project aims to achieve an important objective: to be the e-Learning training platform of reference in the Cultural and Creative Industries, while promoting Factoría’s mission: to be the main incubator within the creative industries.
Currently, Campus Factoría has con more than 2,100 users and offers 176 video tutorials with the following characteristics: • A 5 minutes average of duration. • Practical orientation. • Formative itineraries in creative management for entrepreneurship projects and their areas. • Creative industries content developed by professionals. • Some of the areas are: Business plan, Legal issues, Financial, Training in Communication and Digital Marketing, Internationalization, and Technology.
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6.3 Foro de Expertos Foro de Expertos is a series of workshops, talks and case studies with recognized professionals from various areas of knowledge and creativity. The format is a conference about 40 minutes, followed by a Q&A with the attending audience. The sessions are free and open to the public and take place every Thursday at 7:30PM. In addition, they are live-streamed and uploaded to Campus Factoría platform, which has a considerable amount of interesting virtual resources aimed to professionals and creative entrepreneurs. It also had the support Fundación Banco Sabadell during the months of April, May and June.
In 2016 there have been 34 sessions and more than 2,500 people attended. 21
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The following is a list of all the sessions held in 2016: GRAPHIC AND CULTURAL ACTIVISM Date 1/14/16 Speakers: Sonia García and Gabriel Martínez, members of the collective Un Mundo Feliz. Assistants: 74. WHAT AM I DOING HERE? Date 1/19/16. Speaker: Ángel Borrego, architect. Assistants: 61. HOW TO HAVE SUCCESS WHILE FAILING Date 01/21/16. Speaker: Arturo Monedero, Creative Director at Delirium Studios. Assistants: 100. DO IT YOURSELF. INSTRUCTIONS TO BUILD UP A PHOTOGRAPHIC PROJECT Date 01/28/16. Speaker: José María Díaz Marot, photographer, teacher, independent curator and art promoter. Assistants: 120. HOW DO WE MAKE PHOTOESPAÑA Date 02/04/16. Speaker: María García Yelo, Director of PhotoEspaña. Assistants: 98.
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THE TRANSMEDIA CHALLENGE Date 11/02/16. Speaker: Carolina Fernández Castrillo, professor at the Distance University of Madrid (UDIMA) and in the International Master in Digital and Visual Media program at Instituto Empresa. Assistants: 108. THE EVOLUTION OF INTELLECTUAL RIGHTS IN THE DIGITAL ENVIRONMENT OF THE CULTURAL INDUSTRY Date 2/18/16. Speaker: José Manuel Gómez Bravo, general director of intellectual property of Grupo Prisa. Assistants: 43.
WHY DO WE MAKE VIDEO GAMES? AN APPROACH APPLIED TO MUSEUMS Date 03/17/16. Speaker: Daniel Sánchez, Founder of Gammera Nest. Assistants: 52.
TECHNOLOGY, CULTURE AND TOURISM: THE POWER OF TRANSFORMATION Date 04/28/16. Speaker: Antonio López de Ávila, President of SEGITTUR Assistants: 58.
MUSIC AND DIGITAL MARKETING IN THE AGE OF FRAGMENTATION Date 04/07/16. Speaker: Rafa Urrutia, Digital Marketing Manager at Universal Music Group. Assistants: 105.
COMMUNICATION 2.0 AT NON-PROFITS: EMERGENCY MANAGEMENT Date 05/05/16. Speaker: Miguel Ángel Rodríguez, Head of External Communication of the Department of Communication and Image of Cruz Roja Española and the Unit of Emergency Communications (UCE) at Cruz Roja. Assistants: 62.
SINGULAR SPACE: AN INTRODUCTION TO THE BRUT ART ENVIRONMENTS IN SPAIN Date 04/14/16. Speaker: Jo Farb Hernández, professor in the Department of Art and History of Art at California State University, director of SPACES, curator and writer. Assistants: 120.
IT WAS NEVER ABOUT JUST MAKING GLASSES Date 2/25/16. Speakers: Samuel Soria and Alfonso de Luján, founders of Parafina Co. Assistants: 48. ABOUT THE SALES AT MUSEO DEL PRADO Date 03/03/16. Speaker: Cristina Alovisetti, Managing Director at Museo del Prado Difusión. Assistants: 89.
THE ORCHESTRA WOMAN: HOW TO BE FREELANCE IN FASHION AND DO NOT DIE IN THE ATTEMPT Date 04/21/16. Speaker: Leyre Valiente, Fashion designer, writer at cosmopolitantv. es, and lecturer at IED Madrid, INNADI, and MSKM. Assistants: 114.
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INTELLECTUAL PROPERTY FOUNDATIONS Date: 05/12/2016. Speakers: Blanca Cortés, Expert Lawyer in Intellectual Property. Assistants: 85. A VERY RELEVANT TALK: FROM RETRO TO PLAYSTATION Date 05/19/16. Speakers: Jon Cortázar, CEO and Founder of Relevo Videogames. Assistants: 33.
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TEATRO REAL AS A MODEL OF CULTURAL MANAGEMENT IN THE XXI CENTURY Date 02/06/16. Speaker: Ignacio García-Belenguer Laita, General Director at Teatro Real. Assistants: 96. HOW TO GO FROM “YOU’RE CRAZY!” TO “YOU’RE DOING AMAZING!” Date: 06/09/2016. Speakers: Ellen, Daniela and Raquel, Founders of Wonder Ponder. Assistants: 46. THE MUSEUM AND THE NETWORKS Date 06/16/16. Speaker: Guillermo Solana, Artistic Director at Museo ThyssenBornemisza Assistants: 96. INELCOM COLLECTION: ART AND TECHNOLOGY Date: 06/23/16. Speaker: Javier Quilis, CEO of Inelcom. Assistants: 41. DEVOTA & LOMBA: 30 YEARS IS NOTHING Date 06/30/16. Speaker: Modesto Lomba, Founder and Creative Director of Devota & Lomba. Assistants: 127.
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SOUNDPAINTING: A LANGUAGE FOR MULTIDISCIPLINARY CREATION AT THE VANGUARD OF ART AND EDUCATION Date 08/07/16. Speakers: Walter Thompson, Ricardo Gassent, Angelique Cormier, Etienne Rollin and Jostein Stalheim, Soundpainters. Assistants: 58. HOW TO TELL ABOUT PERFORMING ARTS MANAGEMENT TO THE PRESS Date 09/22/16. Speaker: Daniel Galindo, Director at La Sala (RNE) Assistants: 87 YOU FORGOT TO TELL A HISTORY, IDIOT Date 09/29/16. Speaker: Pablo Laporte, Director of Big Bang Story Club. Assistants: 100. HOW DID I GET HERE?!? Date 05/10/16 Speaker: Ángel Borrego Cubero, Architect. Assistants: 100 CLUB DE MALASMADRES. THE SUCCESS OF CONNECTING WITH A SOCIAL NEED Date 10/20/16. Speaker: Laura Baena, Founder at Club de Malasmadres. Assistants: 62.
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MUSICAL IMPRO AS A VITAL CONCEPT Date 10/27/16. Speaker: Andreas Prittwitz, Musician. Assistants: 44.
BETWEEN SCIENCE AND ART. MANAGEMENT AND CREATION Date 10/17/16. Speaker: Isabel Fuentes, Director at Caixaforum. Assistants: 80.
A PUBLISHER DOES EVERYTHING BUT TO READ Date 03/11/16. Speaker: Alberto Sáez, Co-founder of Libros del KO. Assistants: 48.
HOW TO BE DIFFERENT IN THE WORLD OF DESIGN? Date 11/24/16. Speaker: Paloma Cañizares, Founder of PCM design. Assistants: 43.
SARA NAVARRO GROUP: FROM CRAFTS TO TECHNOLOGY Date 10/11/16. Speaker: Sara Navarro, Fashion Designer. Assistants: 51.
THE MAGIC OF BRANDS Date 01/12/16. Speakers: Eva Rubira and Pilar Fernández, Founders of El Ocho. Assistants: 66.
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6.4 Advice/ Counselling
Factoría Cultural offers to all resident projects a series of transversal counselling in all the management areas of a business project, with the objective of assisting in all of the phases and specific needs. Therefore, Factoría has a collaboration with several professionals and experts in different areas:
INNOVATION
LEGAL
Coordinated by Abraham Nájera (Albiñana & Suárez de Lezo).
Coordinated by Francisco González Bree, Deusto Business School.
BUSINESS COUNCELING
APPS DEVELOPMENT
Coordinated by SECOT / Voluntariado Senior de Asesoramiento Empresarial.
Coordinated by Samuel López (Creiser DS).
CULTURAL MANAGEMENT
FINANCING
Coordinated by Rosina Gómez-Baeza and Lucía Ybarra (Factoría Cultural).
Coordinated by Antonio Bazán (Factoría Cultural).
TECHNOLOGY
ONLINE COMMUNICATION AND MARKETING
Coordinated by Javier Espadas, Head of Technology at Museo Thyssen-Bornemisza.
Coordinated by Factoría Cultural.
COMMUNICATION
ADMINISTRATIVE MANAGEMENT Coordinated by Factoría Cultural.
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7 SECTORAL PROGRAMS Factoría Cultural offer incubation programs and support resources which focus on specific sectors in the creative industries. The main objective of these programs is to know and work on the specific needs faced by entrepreneurship projects within sector of the creative industries. In general, the goals of these sectoral programs can be defined as the following: • Analyze and know the characteristics of each sector • Provide training tools and resources to entrepreneurs in order to develop and consolidate a project in the specific sector • Encourage networking between projects in the same sector and transversality between entrepreneurial projects in different sectors. To this end, Factoría develops and coordinates each of these sectoral programs in close collaboration with prestigious entities within the related sectors.
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7.1 EmprendeLibro Project in collaboration with Fundación Germán Sánchez Ruipérez and funded by Ministerio de Educación y Cultura, that supports publishing enterprises with a focus on Spanish and digital emerging initiatives.
To this end, EmprendeLIBRO has the following initiatives: // Incubation: Program aimed at identifying innovative publishing projects and help them consolidate through personalized advice, resources and support to internationalization. To achieve this there is an open call. During the 2016 edition, six projects were chosen and they are listed in the section “Entrepreneurs” of the present report. In December 2016, the third call was launched, with workshops and personalized mentoring sessions adapted to projects under experimentation or acceleration. // Digital Innovation Editorial Award: In the last edition of EmprendeLibro, the Editorial Innovation Prize was awarded, along with the Federación de Asociaciones Nacionales de Distribuidores de Ediciones (FANDE), Ministerio de Educación y Cultura and the Frankfurt Book Fair. The award consisted of a contribution of € 3,000, a campaign in Google Adwords valued at € 9,000 and a Business Club Pass to the International Frankfurt Book Fair 2016. To this call, constituted companies in the national territory and with innovative digital catalog could participate. The winning project of this prize was the Catalan studio Cubus Games, dedicated to apps development inspired by the concept of “Choose your own adventure”. Also, they offer the user interactive experiences related to literature. // EmprendeLIBRO Professional Event: Meeting-point event where entrepreneurs willing to join the digital book sector get in touch with innovative projects and have “networking” among professionals with complementary needs and objectives. This is the perfect scenario for contacts among professionals and companies, and also for people with new ideas and projects with an added value.
EmprendeLibro has the following cores: • Technological innovation as a driving factor to the digital publishing sector in according to distribution, marketing, creation, reading formats and communication. • Internationalization commitment of enterprises based on the global Spanish market, with more than 470 million speakers worldwide. • To be a linking project between Latin American, Spanish and European digital innovation in the publishing industry.
In 2016, we obtained help from the Program for the Internationalization of Spanish Culture (PICE), awarded by Acción Cultural, which made possible to cover the costs of lodging and transporting experts from Latin America. The
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7.2 EmprendeMúsica
activity took place on June 8th and 10th at Casa del Lector and it consisted of the following: June 8: Round table “A new book market in Spanish”. Discussion about the opportunities, reality and complainings of the digital marke. Meeting where Marianne Ponsford (Director of Center for Editorial Promotion in Latin America and the Caribbean, CERLALC), Andrés Barrios (Director of Nubleer Media), Jaime Iván Hurtado (Founder of Hypertext) and Martín Gómez (Spanish Delegate at Instituto Caro y Cuervo) talked with the audience and reflected about the changing and prevailing discourse in Latin America while identifying business opportunities and marketing channels for publishing initiatives. June 10: Campus EmprendeLibro • Round table “Video games and publishing: a creative and interdisciplinary relationship” with Antonio Bazán (Factoría Cultural), Nacho Parra (Blue Planet Tales) and Henar León (Wildbit Studios) • Round table “Collaborative edition: writers, authors and users”, with Luis González (Germán Sánchez Ruipérez Foundation), Idoia Soto (EntreEscritores) and Daniel Lombraña (Scifabric) • Presentation of projects selected by EmprendeLibro incubation program • Announcement of the winner of the Digital Editorial Innovation Award • Presentation of the technology transfer project Will2 • Speed networking session
Sectoral program designed and coordinated with Unión Fonográfica Independiente (UFI), Cultura Inquieta, vNoise and Sociedad de Artistas, Intérpretes o Ejecutantes (AIE).
The collaborating entities of this program have been Federación de Asociaciones Nacionales de Distribuidores de Ediciones (FANDE), Instituto Caro y Cuervo and Frankfurt Book Fair.
June 10th · Casa del Lector Auditorium Round tables
DIGITAL INNOVATION AWARD
Presentation of granted projects
Innovation Videogames Collaborative edition
Creativity Technology
EmprendeMusica is a support program for innovative and emerging business models in the music industry, addressed to projects that provide solutions in the following areas: • Creation of added value and brand development of seals, artists and bands • Models of brand creation, production and professionalization of emerging artists • Audience management models specialized in international environment • Branding and sponsorship models • Distribution and Rights • Models and projects that seek the integration and visibility of women in the music industry • Gamification models for festivals
Speed dating networking session
International Experts
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To this end, EmprendeMÚSICA works in two lines of action:
7.3 EmprendeDiseño
// A project incubation program with a duration of 6 months. During the call -launched in December- six projects were selected. This program consists of the following:
EmprendeDISEÑO is a program that supports entrepreneurship in different areas regarding Digital illustration, Graphic Design and Industrial Design. The initiative is supported by Central de Diseño / Dimad and Wacom España, who provide free graphic tablets (Cintiq 27HD, Cintiq 13HD, Intuos Pro and Intuos Art.
• Specialized consultancy in the music industry: Production of Festivals and Events (Nacho Marín de VNoise), Legal Advice (Patricia Gabeiras and Tamara Criado from Gabeiras & Asociados), Digital Marketing (Rafa Urrutia from Universal), Rights Management (IEA), Communication and Festivals (Cultura Inquieta), and Record Production and Distribution (UFI). • Work space • Consulting in Business Management, Accounting, Technology, Legal Aspects, Marketing and Communication, etc. • Support in the financial research, dissemination and commercialization of the project. The call ended on January 23rd (2017) and the projects incubation began in February of the same year. On the other hand, on June 25th, together with Legal Music and within the framework of Madrid Music City Festival, a professional workshop was organized. It consisted on the following: • Round table “Perverted models for musical festivals (how do they affect artists and audiences)”, with Alejandro Tena (Legal Music), Christophe Cassan (Festival Cruïlla) and Pepo Márquez (Legal Music). • Round table “Musical content or music for content?”, with Rafa Urrutia (Universal Music Group), Luis Mendo (AIE), Carla Varona (No Anesthesia / Brand Ambassador of Youtube) and Patricia Gabeiras (Legal Music). • Pitching of EmprendeMúsica projects • Speed networking sessions with professionals and experts in all areas of industry. Led by Ángel Ramajo (Greenpeace).
The selected entrepreneurs are part of a business innovation plan and receive the specific advice of Mola Studio and Dsignio. In addition, their stay in Factoría concludes with their participation in a professional workshop along with renowed agents in Design. In June a call was launched, and more than 70 proposals were submitted. Seven of them were selected which are detailed in the section “Entrepreneurs”.
In addition to the speakers, Maria Ibañez (UFI Música), Carles Martínez (Music Industry), Jaime Nieto (Latin Roll), Adriana Pedret (Music Show), Bruno Muñoz (Lovemonk Records), Guillermo Maestro Music), Arturo Olea and Yago Santos (Music Library) attended the event. The whole event was recorded and broadcasted through live streaming thanks to the collaboration of LowMedia, a project developed in Factoría Cultural. 28
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7.4 EmprendeModa
7.5 EmprendeEscena
A pilot project to support entrepreneurs and focused on emerging initiatives within Fashion and Retail. With the support of Asociación de Creadores de Moda de España (ACME) and Comunidad de Madrid, a total of seven scholarships have been given for an incubation period of six months. In this first edition, ACME supported the promotion of the awarded projects.
EmprendeESCENA is an initiative promoted by Factoría Cultural in collaboration with the Spanish Academy of Performing Arts, Centro Dramático Nacional (CDN), Compañía Nacional de Danza (CND), Abbey Theater, Teatros del Canal, Teatro Circo Price, Teatro Español, Teatro Real and Yllana. With the participation of Centro Párraga. The objective of this program is to support innovation and entrepreneurship in the Performing Arts industry. With the collaboration of these entities, Factoría looks for innovation in the following areas: • Innovative projects and new exhibition models, innovative festivals, theaters and any innovation that allows to give greater sustainability to any field in the Performing Arts. • Innovative projects in the field of Technology applied to Performing Arts, with special focus on digitization, community management, marketing, process management, ticketing, etc. • New models of companies and support to emerging companies. • Innovation in communication and new audiences. • Innovative projects in the accessibility for people with sensory, motor or intellectual disabilities. • Projects that foster the value of the Performing Arts. 29
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Also, EmprendeEscena is based on the following strategic principles:
Also, EmprendeEscena works in the following lines:
• To become a collaborative program that aims to be a meeting point for public and private institutions that support the Performing Arts. • To transfer direct added value to the emerging industry and projects incubated, through direct contact with professionals in this sector and institutions of reference. • Support the industry networking. • To be a pioneering program in support to the performing arts innovation, by positioning all the participating agents (public and private entities and incubated projects) as references of innovation. • To be a multiplier of public resources, by making tools available to the Performing Arts and the projects developed with public investment by Factoría Cultural, in this and other similar programs.
• INCUBATION OF PERFORMING ARTS innovative projects, seeking their sustainability and viability. • PROFESSIONAL EVENT: The program organizes professional conferences about the innovation within the Performing Arts industry in the Festival Frinje framework. The first one took place on July 15th at Cineteca in Matadero Madrid. It consisted of: - Round table “New audiences: against the syndrome of the empty theater”, with Ángel Murcia (Centro Dramático Nacional), Álvaro Vicente (Godot Magazine), Esther Viñuela (Compañía Nacional de Danza), Karina Garantiva (Primas de Riesgo), Juan Ramos (Yllana) and Raúl Ramos (Asimétrica). - Presentation of the five scholarship projects of EmprendeESCENA in the first edition. - Speed networking sessions with Performing Arts professionals, directed by Raquel Muñoz (Greenpeace International Volunteer Laboratory).
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7.6 EmprendeEduca
In addition to the workspace for ten months, they are offered various development kits for PS4, technical and legal advice, as well as a marketing and communication campaign. Following this model, the objective of SIE Spain is to publish annually at least five Spanish titles. The five projects selected to be part of the PS Games Camp, and began their journey on February 1st, are the following: • Drawfighters by WildbitStudios • M. The city at the center of the World by Gammera Nest (second part of Nubla, together with the Thyssen Museum) • Motor Strike: Immortal Legends by FiveXGames (PlayStation Prize finalists, Universidad Politécnica de Madrid) • Rollin’ B.O.B. de Moon Factory (PlayStation Prize finalists, U-tad) • Moerakis by Animatoon Studio (creators of Dogchild, winner studio of PS 2014 Awards)
Project that supports entrepreneurship in the field of education, with a focus on innovative projects for developing and sustainable businesses. In December, a call for seven scholarships was launched with the collaboration of the Universidad Autónoma de Madrid and the support of the National Center for Innovation and Educational Research (CNIIE).
7.7 PlayStation PS Games Camp Together with Sony Interactive Entertainment Spain (SIE Spain), the first PlayStation® video game incubator -called PS Games Camp- was launched in Europe. The initiative is part of the PlayStationTalents program, with the objective of supporting national talent through the training of professionals, the promotion of entrepreneurship in the video game sector and the encouragement of collaboration between national studies. This initiative allows independent studies to boost their projects and adapt them to PS4.
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8 NEW VENUES Factoría Cultural Región of Murcia: Factoría Cultural reached an agreement with the Region of Murcia and Fundación Caja Mediterráneo to set up an office in Murcia city, located at Centro Párraga. This area is a research and development center for the Performing Arts, and depends on Ministerio de Cultura y Portavocía Región de Murcia.
Once all this has been established, the opening of the new venue happened on May 2nd, welcoming a total of 23 projects.
The entity has given more than 300 m2 for the start-up installation in the city. Furthermore, the Government of Murcia, through Instituto de las Artes y las Industrias Culturales, has provided sufficient resources for the project implementation. Furthermore, Fundación Caja Mediterráneo has joined the agreement by providing technical equipment, staff and financial resources.
Among the services offered at the new headquarters, there is an innovation program with business related workshops, marketing, strategic communication and offers personal tuition.
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PlayStation Games Camp of Sevilla: As part of Factoria expanding plans, an agreement was signed with Andalucía Emprende to launch a PlayStation® Games Camp at El Cubo Space in Sevilla. This way, the video game studios willing to join this space, were able to present their projects in an open call valid until December 31st. In addition to the workspace, the selected ones have access to personalized counseling sessions in topics of business, marketing, communication and product, as well as specific tutorials for each study.
The objective of this initiative is to support local talent committed to generate an added value to the industrial network and to facilitate the employability of young and highly qualified professionals.
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9 EVENTS AND ACTIVITIES
projects participated, such as Eva Lapuente of Alltheater (project awarded by EmprendeEscena), Maxwell Wright (Berklee College of Music), Ximo Rojo (Russafa Escènica) and Roberto Gómez (Conexiones Improbables).
Throughout 2016, Factoría Cultural has hosted and participated in numerous events with professional, national and international, scope.
// ArtLab16 - Territori, Cultura e Innovazione: International meeting focused on innovation of cultural practices and policies with meetings, seminars, workshops and training workshops. Lucía Ybarra attended these workshops that took place in Milan on May 19th and 20th.
9.1 Professional Events // European Creative Hubs Network Launch: ECHN program launch event, attended by Rosina Gómez-Baeza and Lucía Ybarra (President and Director of External Relations of Factoría Cultural, respectively). It took place in Brussels, Belgium on April 5th.
// How Work Works: As part of the European Creative Hubs Network program, Factoría’s staff attended this event that brought together about one hundred cultural incubators from all over Europe, Serbia and the Balkan region. On September 23rd and 24th, key ideas and real cases were exhibited at the Yugoslav Film Archives in Belgrade. There were also round tables and events where professional contacts could be established. The three main sessions were devoted to the themes of “Space”, “Community” and “Business models” of creative incubators.
During the activity Factoría talked about the panorama of creative hubs in Europe and their impact on the economic activity in our continent. The other partners part of this network are Bios (Greece), Addict (Portugal), Betahaus (Germany), Kulturni Kod (Serbia), Creative Edinburgh (UK) and European Business Network (Belgium).
// Day of Digital Narratives in the Cultural Area: Lucia Ybarra, Vice-President and Director of Institutional relations, attended a discussion panel on October 28th with Juan Gasca (Thinkers Co) and Arantxa Alviz (Zinc Shower), where they discussed about cultural communication.
// Conversations EMPRENDE Y ACTÚA: On April 11th, Factoría was invited to the “Emprende y Actúa” gathering. where the team talked about innovation, creativity and transformation in the Performing Arts sector due to EmprendeEscena. The intervention was carried out by Coordinator Sandra Stuyck and the activity was framed in the celebrations of the Teatro Olympia Centenary in Valencia, where representatives in Performing Arts innovative 34
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// Frankfurt Book Fair 2016: The Adjunct Coordinator of Factoría Cultural, Henar León, presented EmprendeLIBRO at this fair in late October.
>> FESTeen 2016 Factoría Cultural collaborated with Matadero Madrid in the FESTeen 2016 organization, the Teen Culture Festival 4th edition in Madrid on October 1st and 2nd. These activities were organized by some of our resident entrepreneurs (AM Music School, Gammera Nest and Studios belonging to PlayStation Games. The activities were the following:
// Presentation of EmprendeEscena: Sandra Stuyck Coordinator of Factoría, presented the 2nd call for EmprendeEscena at an event open to the public at Teatro Circo Price on November 2nd. // Second Collaborative Conference for Creative Spaces Managers: European Networks presentation by Lucía Ybarra and Rosina Gómez-Baeza on November 16th Ministerio de Educación y Cultura. Creative industries managers from all over Spain, attended to this meeting.
Live Looping Workshop with AM Music School (October 1st): Description: Students learned the basics of live looping, as well as the basics of beatbox and body percussion. Teaching Entity: AM Music Shool Assistants: 4
9.2 Public Events
Workshop “Create your own graphic adventure” (October 1st): Description: A practical course to create a video game with pictures made by students during the FESTeen, in the classic 90´s style like Grim Fandango and Monkey Island. Teaching Entity: Gammera Nest Assistants: 7
With the objective of becoming an epicenter of innovation and creative entrepreneurship, Factoría Cultural offers physical space to private entities, educational institutions and non-profit associations to host other types of initiatives that need Factoría’s infrastructure in order to celebrate any activity or program.
TESTeen with PlayStation Talents (October 1st): Description: activity in which several teenagers tested the first development of the PlayStation Games Camp video games. In addition, these were tested exclusively with PlayStation virtual reality glasses. Participating studios: FiveXGames, Animatoon, Moon Factory, Wildbit and Gammera Nest. Assistants: 32
Among them, we highlight the following: >> 3D printing laboratory Open Day On May 27th, there was an event open to the public where the printers and the 3D scanner were presented by Telecor to Factoría Cultural. The activity consisted of two talks about modeling and 3D printing, taught by Henar León (Wildbit Studios) and Alfonso Cabrera (Telecor), respectively. In addition, there was a a raffle on Twitter where anyone who uploaded a photo with the hashtag # Factoría3D, was sent a file of his/her scanned bust. A free print of the figure was drawn among all participants. On the other hand, those participants who presented their portfolio, had the opportunity to participate in a raffle with free access to printers during summer.
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>> TESTeen at La Navideña with PlayStation Talents On the occasion of La Navideña International Culture Fair, promoted by Matadero Madrid, on December 17th and 18th, youngsters over 12 years old had the possibility to exclusively test the video games created by some of the resident studies before they went on sale. In total, 24 people participated and the games that intervened were the following:
Following there’s a list of activities in which Factoria Cultural’ venue was used: PRESENTATION OF ALLTHEATER, PLATAFORMA DE TEATRO A LA CARTA Date: 14/07/2016 Assistants: 120 Description: Meeting point where the platform was presented to professionals in the Performing Arts industry. Among the attendees were Julián Fuentes (director and playwright), Luis Rabanaque (actor and screenwriter) and Santi Senso (actor and playwright), Teatro del Temple, Che and Moche, Remiendo Teatro and Arán Dramática. Besides, a play was performed by Jameson and Yllana. Invitation entry
• “Rolling BOB”, (Moon Factory) • “Moerakis” (Animatoon Studio) • “Motor Strike: Inmortal Legends” (FiveXGames)
PLAYSTATION GAMES CAMP PRESENTATION Date: March 30th and 31st Assistants: specialized video-game press. Description:The two winning studios of the PlayStation Awards in Spain and Portugal and the five studios selected to work within the PS Games Camp program, presented the progress of their projects to the video game developer Shahid.
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HOSTED ENTREPR
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H O STE D E NTRE P RE NE U RS
HOSTED ENTREPRENEURS
AGENT COOPER FAUSTO CAMACHO
In 2016, Factoría Cultural has hosted 55 projects related to various disciplines such as Publishing, Performing arts, Visual arts, Journalism, Design and Crafts, among others.
Beca a la innovación tecnológica. Agent Cooper es una consultora estratégica que elabora talleres para que empresas, agencias y consultoras de servicio y diseño de negocio puedan sumar a sus proyectos la metodología de Lego® Serious Play® en las fases de investigación y prototipado de productos y servicios. www.facebook.com/agentcooperconsultancy
The following is a complete resident projects list.
ALUVIÓN EDITORIAL MANUEL GUEDÁN
Beca EmprendeLibro. Editorial que nace con la intención de permitir a docentes universitarios y a investigadores publicar digitalmente sus obras sin pagar por ello, con una difusión más eficiente del texto académico y generando un impacto social medible. www.editorialaluvion.com
AM MUSIC SCHOOL ANTONIO GONZÁLEZ
Foto: Primero Izquierda
Beca EmprendeMúsica. Escuela de Música donde se imparten disciplinas tales como interpretación y teoría musical a través de clases maestras y cursos, así como las propias relacionadas con la producción de música electrónica. http://ammusicschool.com/
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24 TEETH MARGUI MORA
Design products brand that reinvents the everyday so that the daily routine continues to entertain us. Objects produced in Europe and sold worldwide. 24Dientes products seek to start the biggest smile, the one that shows twenty-four teeth. https://www.24dientes.com/
2030 VÍCTOR G CARREÑO
Program Launch to the market. Multidisciplinary Art project in collaboration with the magazine La Grieta, which sets out questions about how life will be in the year 2030. https://sites.google.com/site/ colectivoquintaplanta/hoy-es-2030
H O STE D E NTRE P RE NE U RS
ALLTHEATRE EVA LAPUENTE
EmprendeESCENA Grant. Streaming service of Performing Arts. A specialized searching and dissemination platform for the contemporary theater that positions itself like one of the first European theater catalogs by ordering online 360º recordings. http://alltheater.es/
AMABEL GARCIA AMABEL GARCÍA
EmprendeMODA Grant. Design firm that proposes a strategy of customization of designs conceived in a multidisciplinary way under four big blocks: Architecture, Fashion, Manufacturing Engineering and Parametric Design. http://amabelgarcia.com/
AMALGAMA GONZALO DE BENITO, MARÍA GARCÍA, CLARA LUCÍA DE LA TORRE, NATALIA PORRES
Company of creation and management of cultural initiatives with innovation and technology as tools. https://www.facebook.com/ amalgamacultura7/
ANIMATOON DARÍO ÁVALOS
PlayStation Talents Games Camp. PlayStation Award 2014. Independent video game studio responsible of Dogchild game. Web under construction
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ASIMÉTRICA RAÚL RAMOS, SOL RODRÍGUEZ, CLARA GUTIÉRREZ
Multidisciplinary team of consultants, from cultural management and marketing to new media and finance. http://asimetrica.org/
ÁRITY BEATRIZ RUBIO
Market Launch Program. Company specialized in creating fashion accessories made of silver and recycled materials. All the complements can be easily dismantled to obtain 100% composite pieces from a single material, which facilitates their recycling. http://www.arity.es/store/c1/Productos_ presentados.html
ART PROXIM LAB JUANJO CERVETTO
Market Launch Program. Project to develop cultural proposals that allow to connect the citizens with the values of their community. https://www.facebook.com/artproxim
BEVERO BEATRIZ VECINO
EmprendeDiseño Grant. Project dedicated to create different illustrations based on the Spanish culture with the aim of adapting them to different products. http://masbevero.blogspot.com.es/
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BIG BANG STORY CLUB PABLO LAPORTE
Consultant for storytelling and brand reporting for start-ups, SMEs and large companies. They also advise entrepreneurs on how to tell and not explain their projects. Between November 8th and December 3rd, as a collaboration between Factoria Cultural and Pablo, he gave the autobiographical storytelling workshop “Everything is Opera” at Teatro Real. The recording of the last session was used in the promotion of the “Billy Budd” opera. https://www.bigbangstoryclub.com/
CARTELL ME PAULA JIMENÉZ
EmprendeDiseño grant. Graphic design project that pretends to be a learning plan, during the development process it multiplies its capacities. Based on the promotion of collaborations among young talent, experiencing different work dynamics and bringing to light faces that have not been in the labour force. Web under construction
CLAUDIA CASTILLO CLAUDIA CASTILLO
Fundación Carolina Grant. Workshops on awareness and dissemination of Cultural Heritage, which will generate awareness and knowledge among children and teenagers about the importance of this as an identity element. Web under construction
H O STE D E NTRE P RE NE U RS
CONSORCIO DE GALERÍAS DE ARTE CONTEMPORÁNEO MARÍA SÁNCHEZ
Association of national galleries that currently includes members of twelve regions in Spain who share common interests and commitments. http://www.consorciodegalerias.com/
CUENTOS DE AVIONETA BEATRIZ RUBIO
Market Launch Program. Digital stories collection for electronic book with incorporated music. http://cuentosdelaavioneta.com/
DOSSINTRES ÁNGEL MERLO
Company that offers communication services applied to different areas, both offline and online: branding, editorial, packaging, merchandising, advertising and promotional marketing actions, SEO, SEM, SMO and Public Relations. Through Factoría Cultural, Ángel Merlo has joined the gift shop of Museo del Prado with a customized adhesive for MacBook Pro laptops that contains details of El Bosco’s “The Garden of Earthly Delights”. http://dossintres.com/
CULTPROJECT ELVIRA GIMÉNEZ Y ÁNGELA DE LA TORRE
Online and offline communication agency. It also offers consulting services, management and event organization, both nationally and internationally. Web under construction
DDDG SARA BELTRÁN
EmprendeDiseño Grant. Project that focuses on the synergy between local designers to produce the same object, reducing costs and pollution. https://www.domestika.org/es/la_lupa
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EDIFICIO URBANO ANA BELTRÁN
Arquia Grant. Project of rehabilitation in urban buildings of Ciutat Vella with the aim of creating an attractive and dynamic environment, seeking to activate the historic center of Valencia. https://issuu.com/correoviejo/docs/2015_ memoria_descriptiva_del_edific
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EKPHRASIS CLARA CARVAJAL
Artistic mediation project that confront the cosmic resources as series of supports such as language, rituals, cultural forms and utilitarian mythologies. Web under construction
ENTRE BASTIDORES SILVIA PEREIRA BAIDES
Market Launch program. Micro theater project which stage is an old rehabilitated caravan that will travel the Spanish territory. Web under construction
H O STE D E NTRE P RE NE U RS
ESPACIO LABRUC EVA CABALLERO
EmprendeEscena Grant. Space for creation, experimentation, research and Visual and Performing training, located at Malasaña district in Madrid and born with the intention of spreading contemporary thinking. http://espaciolabruc.com/
FIVEXGAMES JOSE LUIS ARCHE
PlayStation Talents Games Camp. Independent video game studio responsible for the title “Motor Strike: Immortal Legends”. http://fivexgames.com/
¡FRÉ! FONDO DE RECURSOS ESCÉNICOS ESTHER GARRIDO
EmprendeEscena Grant. Project that aims to put in the hands of companies with limited resources the wasted material by theaters and large performing companies in the city of Madrid. https://www.facebook.com/proyectofre/
ENTRE ESCRITORES IDOIA SOTO
EmprendeLibro Grant. Self-publishing platform that promotes and disseminates unpublished books to get readers and editors interested in publishing them. http://www.entreescritores.com/
GAMMERA NEST DANIEL SÁNCHEZ
PlayStation Talents Games Camp. Videogames studio specialized in dissemination. They are responsible of the game “Nubla” for Museo Thyssen-Bornemisza. They have also held workshops at Fundación Espacio Telefónica. http://gammeranest.com/
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GENIOS ANTONIO LORENTE
EmprendeDiseño Grant. Project that contains a selection of famous characters in the XX century who emphasized in the contemporary artistic scope and gave humanity their creative and unique works. This is an illustrated album that collects a total of 30 illustrations made with the Wacom Cintiq tablet. http://www.antoniolorente.com/
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GERARDO CORONA GERARDO CORONA
Fundación Carolina grant. Chef specializing in creative food, product development and culinary experiences of cultural value. https://www.linkedin.com/in/gcoronachef/
HACIENDA DE LOS POSIBLES NATASHA PRÉVOST
Project focused on the patrimony rehabilitation and environmental regeneration by associating traditional and modern techniques. http://haciendadelosposibles.org/inicio/
HÄLB STUDIO EVA MALDONADO Y AINOA CORTÉS
EmprendeModa Grant. Project focused on changing the concept of fashion, expand it and relate it to other artistic disciplines, making the fashion-art concept a reality. Eva and Ainhoa won the second prize at the Big Food 2016 fair, an event dedicated to food design and organized by Central de Diseño / Dimad in Matadero Madrid. http://www.halbstudio.com/
H O STE D E NTRE P RE NE U RS
JOYAS ÚNICAS GUSTAVO MARINARO
Company dedicated to the creation of high jewelry pieces made with stones and natural pearls. Through original designs, each jewel is made by hand, is unique and can be purchased at an affordable price. https://www.facebook.com/Marinaro-joyasunicas-419654551496910/
LOIK BACKPACKS ANDREA IBARRA
EmprendeModa Grant. Handmade Backpacks brand that continuously proposes collections through crafts and fabrics that are not usually unique to the product, but they have unique designs and limited collections. https://www.facebook.com/loikbackpacks/
I LIGHT IT EMANUELE TERRACINI
Market Launch Program. Project dedicated to the creation of decorative luminaires for domestic use. It fosters values such as high quality materials, easy assembly, creativity stimulation and high quality design. http://www.ilightit.com/index.php
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LOW MEDIA ALEJANDRO GONZÁLEZ, ANTONIO GARZÓN Y JUAN CARLOS MORENO
Young company dedicated to the development and implementation of new audiovisual production models that allow the audiovisual tools to be approached to all types of customers by offering quality services at a lower and competitive price. http://www.lowmedia.es/
EL MAGO DE LAS PALABRAS MARTA VILLEGAS
EmprendeLibro Grant. Project dedicated to the multilingual and interactive digital edition with the purpose of allowing children to learn about other spoken languages in the world and, through games, to open the chance to connect and create their own communication codes. Web under construction
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ME VUELVES LORCA ANNA KEMP
EmprendeEscena Grant. Performing Arts festival located in a rehabilitated amphitheater in Laroles, a granadina population in the mountain range of Alpujarra. The event takes place every summer and employs the local workforce with the aim of attracting tourism in a sustainable way, while attendees enjoy the magic of theater. http://www.mevuelveslorca.com/
H O STE D E NTRE P RE NE U RS
MONSTERS PIT ADOLFO NAVARRO, IGOR HERAS Y DANIEL JIMÉNEZ
EmprendeDiseño Grant. Art ‘concept’ study for video games and board games. http://www.monsterspit.com/
MOON FACTORY STUDIOS PABLO ZAPATERO
PlayStation Talents Games Camp. Study responsible for the video game “Rollin ‘B.O.B. And the Evil Factory”, which earned the Most Innovative Game Award in the second edition of the PlayStation Awards (where they were also finalists in three other categories including Best Game). http://moonfactorystudios.com/
NACIÓN LITERARIA PEDRO PÉREZ
EmprendeLibro Grant. Platform that represents a meeting point between the various agents that integrate the literary cultural sector and where writers, publishers, libraries, libraries, foundations, museums, institutions, professional associations and readers can interact and generate synergies that give value to people and entities. Web under construction
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NATALIA GUERRERO NATALIA GUERRERO
Strategy consultant of brand creation and development. They specialize in the development and definition of strategies, environments and creative concepts. https://www.linkedin.com/in/ nataliaguerreroromero
NOLAN ARQUITECTOS ANDRÉS SUÁREZ, LAIN FERNÁNDEZ Y NACHO BALBONA
EmprendeDiseño Grant. Project focused on the possibilities of pre-fabrication and preproduction to offer an easy assembly catalog for its immediate use. From intimate projects such as cottages and guest rooms, to public items such as restaurants or urban cafes, cultural spaces, exhibition stands or even refugee camps. http://estudiolan.com/
PALOMITAS SURIA SCAPIN
EmprendeLibro Grant. Publisher that intends to use the virtual environment to help the commercial relationship between publishers in different countries by exchanging children literature between Brazil and the Spanish speaking countries. http://www.editorapipoca.com.br/
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PANNONICO MARINA ALONSO
EmprendeLibro grant. Ebooks digital catalog of independent publishers in Spain and Latin America. It also has a database of podcasts and cultural magazines, all in digital files. http://pannonico.com/
ROYAL CABALLITO DIANA SALDAÑA
EmprendeModa Grant and Market Launch Program. Textile brand with a deep interest in sustainability, and socially committed in terms of local production, labor conditions and the use of recycled materials. http://royalcaballito.com/
H O STE D E NTRE P RE NE U RS
SCIFABRIC DANIEL LOMBRAÑA AND CLARA SÁNCHEZ-PUGA
Spanish company dedicated to the technology development of data collection, analysis and enrichment, which has launched a line of work for citizen collaboration in the description and cataloging of cultural goods. It has been responsible of Micropasts and Libcrowds projects for the British Museum and British Library, respectively. https://scifabric.com/
SAVANNAH ANDREA LOFRANO
EmprendeModa Grant. Project that plans to become the first sustainable fitness fashion proposal in Spain. Fitness lovers will become promoters of environmental and social awareness through the freshness and elegance of environmentally responsible clothing. Web under construction
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SORIANO BLANCO JUAN SORIANO
EmprendeDiseño grant. Industrial design and creative consulting studio where new concepts and products are generated and designed. With a trend towards constant innovation, but maintaining a timeless language. Design of furniture, accessories, objects and spaces, from idea to production. They also develop market analysis, strategic design, 3D modeling, visualizations and communication. www.sorianoblanco.com/
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H O STE D E NTRE P RE NE U RS
VIRAL NOVELING NICOLAS RAMAJO, JOSE PABLO ROSALES AND MARCO SILVENTES
EmprendeLibro grant. Social platform project for the distribution of texts based on the model of instant messaging. Web under construction
VUMETRO GESSICA MOLINAS
Market launch program. Intelligent reservation center for recording studios, rehearsal room and sound technicians. http://vumetro.es/
SOUNDPAINTING MADRID RICARDO GASSENT
Fundación Entrecanales Grant. Creation and interpretation project based on the universal language of signs for the live multidisciplinary composition addressed to musicians, actors, dancers and visual artists. http://soundpaintingmadrid.com/
THE CAPSULE MARÍA CONCEPCIÓN GARCÍA
EmprendeModa grant. Fashion platform that welcome small collections based on classic designs, timeless and manufactured in innovative and sustainable fabrics. The project is based on a non-brand, where the important thing is to unite good design with competitive prices and a sustainable business model. Web under construction
THE FILM AGENCY SARAH CALDERÓN, CELIA FUMANAL, ESPINAR GABRIEL AND RAQUEL CABRERA
Marketing company dedicated to the film industry in order to serve producers, sales agents, distributors and exhibitors throughout the world. http://thefilmagency.eu/
VALBHY CLARA LÓPEZ AND GERMÁN GULLÓN
Strategic design studio aimed to define and reactivate the creative needs of their customers. Since 2015 they have developed learning experiences, workshops and other creative resources for the development of projects and services, through design thinking and collaborative creation. http://www.valbhy.com 45
WE-ME BLANCA GARCÍA
Arquia grant. Project dedicated to the creation of multidisciplinary equipment for the accomplishment of architecture competition. Web under construction
WILDBIT STUDIOS FERNANDO RADA
PlayStation Talents Games Camp. Video games studio specialized in gamification, transmedia, education and animation. They are responsible of “Drawfighters”, the first adventure for PS4 in which the gamers draw the wrestler himself. http://www.wildbitstudios.com/
FACTORÍA CULTURAL
A N NUAL R EPO R T 201 6 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 INCUBATION PROGRAM NUMBERS
Of all the resident projects that have been hosted in Factoria Cultural since its opening in April 2014: - 78% have been awarded with grants - 10% have paid their monthly fee for the space and the associated services - 12% maintain an exchange relationship with Factoría, which means that they enjoy all the Factoría perks in exchange of works related design, marketing, workshops, counseling, etc.
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The distribution by areas and type of services is the following:
AREAS TECHNOLOGY
ARTS
COMMUNICATION
PRODUCTION
CREATION
DISTRIBUTION
SERVICES
TRAINING
OTHER
29,00%
25,50%
20,00%
OTHER
25,50%
SERVICES
11,00% 27,50%
31,00%
14,50%
5,50%
1,50%
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EXHIBITION
9,00%
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F A C TO RÍ A C U L TU RA L I N NU M BE RS
SECTORS ARCHITECTURE
VISUAL ARTS
CINEMA
DESIGN
PUBLISHING
GASTRONOMY
CULTURAL MANAGEMENT
FASHION
MUSIC
HERITAGE
PERFORMING ARTS
VIDEO GAMES
5,50%
16,50% 9,00% 3,50%
3,50%
14,50% 14,50% 11,00% OTHERS
5,50% 49
3,50% 2,00% 2,00% 9,00%
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2 VISITORS
FORO DE EXPERTOS
FACTORÍA ESCUELA
people attended Foro de Expertos sessions.
students in 2016.
2.440
536
Throughout 2016, a total of
Factoría Cultural had a total of
EMPRENDELIBRO PROFESSIONAL EVENT
EMPRENDEMÚSICA PROFESSIONAL EVENT
EMPRENDEESCENA PROFESSIONAL EVENT
CROWDFUNDING PARTY 2016
assistants.
assistants.
assistants.
attendees were at this event.
65
161
THE NUMBER OF VISITORS THROUGHOUT 2016 TOTALS IS ABOUT
115
3.000 50
40
Factoría Cultural has received numerous of institutional visits and hosted several interested users.
COMMUNI CATION AND
A N NUAL R EPO R T 201 6 FACTORÍA CULTURAL
C ommunications and Graphic
COMMUNICATIONS AND GRAPHIC 1 GRAPHIC On the occasion of the 2nd anniversary of Factoría Cultural, the studio of concept art: Monsters Pit designed a special mascot that was incorporated into the corporative graphics throughout the month of April. It was a multi-use box, made of the same materials as the space (plastic and wood).
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C ommunications and Graphic
2 NEWSLETTER
3 PRESS
The monthly newsletter has achieved customer loyalty to
Factoría’s goals focus on becoming a creative hub of reference committed to the sustainability of creative and cultural industries.
more than
8.500
Factoría also focuses its communication on each of the hosted entrepreneurs, with the purpose of offering them greater visibility. Here are some of our media appearances during 2016:
Artesfera (RNE) EmprendeESCENA 20/07/16
subscribers
Forbes Emprende (Spain Media Radio) Especial de EmprendeESCENA 18/01/16
ASEF Culture360 Interview with Rosina Gómez-Baeza (President of Factoría Cultural) 25/07/16 Industria Musical Interview with Christophe Cassan on the occasion of EmprendeMÚSICA professional event 24/06/2017 53
La línea amarilla EmprendeESCENA 18/07/16
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C ommunications and Graphic
4 WEB AND SOCIAL MEDIA
Campus had more than
More than
visits.
registered users.
64.000 2.100
Throughout 2016, has increased significantly and progressively its presence on the Internet:
More than
113.900
66%
13%
of visits of visits come from are from Colombia, Spain. Mexico and Venezuela.
visits to the official website of Factoría throughout 2016.
4.900
It has surpassed the number of
followers in Twitter.
12.000 More than
followers are aware of the news through Factoría’s Facebook page while interacting with posts, which has made it possible to get to know the audience.
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ALLIANCES AND COLAB
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A L L I A NC E S A ND C O L L A BO RA TI O NS
ALLIANCES AND COLLABORATIONS 1 EUROPEAN CREATIVE HUBS NETWORK This European program aims to bring together, in a single network, all those European institutions working in the promotion of innovation and creative entrepreneurship. The project, led by the British Council, stands out as an exchange of knowledge and resources, with the ultimate goal of strengthening the creative economy in our continent. The other partners participating in this adventure are: Bios (Greece), Addict (Portugal), Betahaus (Germany), Kulturni Kod (Serbia), Creative Edinburgh (UK) and European Business Network (Belgium).
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A L L I A NC E S A ND C O L L A BO RA TI O NS
2 COLLABORATORS With the aim of becoming an innovation and creative entrepreneurship epicenter, Factoría fosters collaboration with public and private entities in many fields within the cultural and creative industries. The following is a list of institutions that Factoría Cultural has collaborated with throughout 2016: Public entities: Ministerio de Educación, Cultura y Deporte, Madrid Destino, Comunidad de Madrid, Matadero Madrid, Universidad Carlos III de Madrid, Universidad Complutense de Madrid, European Commission, European Creative Business Network and British Council Spain. Private entities: Asimétrica, Dossintres, Natalia Guerrero, Cultproject, e-strategia, Wacom, SONY PlayStation, PKFAttest, Valbhy, CMS Albiñana & Suarez de Lezo, Deusto Business School, IADE, IESE Business School, Verkami, SUR. School of Arts Professions, La Caixa, Benow Partners, Legal Music, Low Media, Creiser DS, E-Conomic.es, DKV Seguros, Martúe and U-TAD. Associations, foundations and confederations: Asociación Creadores de Moda de España (ACME), Asociación de Diseñadores de Madrid (Dimad), Federación de Asociaciones Nacionales de Distribuidores de Ediciones (FANDE), Federación de Gremios de Editores de España (FGEE), 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 Juan Entrecanales de Azcárate. Training and professional mentoring: Voluntariado Senior de Asesoramiento Empresarial (SECOT). Individuals: Alicia Koplowitz, Plácido Arango, Juan Ignacio Entrecanales and Mariano Yera.
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TEAM AND
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TEAM AND CONTACT
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Factoría Cultural team is formed by professionals in the creative and cultural sector. 1. ROSINA GÓMEZ-BAEZA (President)
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2. LUCÍA YBARRA (Vice President and Director of External Relations) 3. ANTONIO BAZÁN (Technical Director)
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4. SANDRA STUYCK (Coordinator) 5. HENAR LEÓN (Deputy General Coordinator) 6. CRISTINA ARROYO (Head of Factoría Escuela)
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7. PAULA DE AGUIRRE (Head of Digital Marketing and Communication) 8. LAURA MARTÍN (Head of Administration) 9. PALOMA ARAGÓN (Coordinator of PlayStation Talents Madrid)
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Factoría Cultural thanks the support offered by all the students who have contributed with their work: // Liliana Ramírez // Guillermo González Abad // Cristina Barroso // Nuria Martínez // Inge Gerrebrands // Daniel Truzman Collaborators: // CULTPROJECT (PR) // DosSinTres (Graphic Design) // Valbhy Design y Dossintres (Graphic Design) // LowMedia (Video) // Pablo Laporte (Storytelling) // Asimétrica (Audience’s Development) // Natalia Guerrero (Branding)
Contact: Nave 1, Matadero Madrid Paseo de la Chopera, 14 Madrid, 28045 +34 636 546 850 info@factoriaculturalmadrid.es
Design and layout: DOSSINTRES
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