18(a) Describe the mission/purpose of your proposed gTLD
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.studio is about expressing the power of ideas, creativity and innovation.
A masterpiece hanging in the Louvre, a symphony performed by a world-class orchestra, a piece of haute couture on the Paris catwalks, a poignant documentary film, and an post modern structure of gleaming steel in the center of an international metropolis all have the power to invoke human emotion and spark imagination.
With the passing of the guard from traditional industrial economy to the creative economy at the turn of the millennium, ideas have emerged as the de facto commodity crucial to commercial, industrial and cultural success. Richard Florida, in The Rise of the Creative Class. And How Itʹs Transforming Work, Leisure and Everyday Life (2000), claims that ʺhuman creativity is the ultimate economic resourceʺ. According to the World Intellectual Property Organization (WIPO), international patent filings under the WIPO-administered Patent Cooperation Treaty (PCT) set a new record in 2011 with 181,900 applications – a growth of 10.7% on 2010 and the fastest growth since 2005.
The .studio TLD aspires to be a namespace encouraging original ingenuity within the art, music, film, fashion, architectural and other creative industries, brands and individuals.
The vision of the .studio Registry is to promote a virtual creative outlet and meaningful discourse for creative industries, brands and individuals to showcase ideas, innovations and creative work.
The mission and purposes of the Registry are:
1. To develop a namespace that is meaningful to the creative industries that is globally recognized as a prime hub for creative innovation;
2. To foster an online space for the dissemination of creative energy and works from the full spectrum of creative industries, brands and individuals;
3. To be a socially responsible TLD registry with a high level of integrity in the protection of rights of others, privacy and consumer confidence in the development of the .studio TLD; and
4. To operate an economically viable TLD registry in a secure and stable infrastructure with high performance, high scalability and high availability.
The .studio Registry believes that the name “studio” being the very space in which original ideas take form is versatile and can be used by the entire spectrum of creative industries, brands, and individual creators in the diverse fields of arts, music, film, tv, fashion, photography, and architecture.
In addition to its mission and vision, as a new gTLD, the Registry believes in its responsibility as a responsible industry participant to advance competition, enhance consumer trust and promote consumer choice with the development of the TLD:
A. Advance Constructive Competition
As a keyword, generic gTLD, .studio aspires to be the domain of choice for the creative industries, brands and individuals.
While it is anticipated that a number of proposed new TLDs will enhance competition by targeting existing domain registrations and penetrating into the existing marketplace with aims to switch away from or add to their existing domains. The Registry will position itself not only as an alternative to existing TLDs such as “.com”, “.asia” or “.us”, but as a premier domain exploring new adoption, promoting innovation and usage of domain names in the creative marketplace.
B. Enhance Consumer Trust
Based on expert studies, Internet users have more trust for domain names that exactly match what they are looking for. Fashion ateliers can utilize a .studio domain to showcase their latest collection to buyers; and independent recording artists can share music tracks with .studio to an online audience instead of using existing TLDs that is not imbued with the creative spirit. The word “studio” literally means the space for which artists create and showcase their work. The use of the .studio TLD by such artists therefore improves the relevance of services and content produced over other generic TLDs. The value of the TLD name in itself is therefore a core part of the value and of building consumer trust.
Furthermore, appropriate Abuse Prevention & Mitigation (APM) as well as Rights Protection Mechanisms (RPM) are also important to ensuring a trusted domain space. Further details of APM and RPM above and beyond the basic ICANN requirements is discussed in response to Q28 & 29
C. Promote Consumer Choice
The .studio TLD creates a choice for creative artists and organizations to use the namespace to establish their online presence. While the focus of the .studio TLD is to support artisans, the Registry believes that it is a lifestyle domain for creative minds as well and the TLD will be operated as an open generic namespace. The Registry intends to offer the TLD in an open global platform for entities and individuals interested in creative innovation. At the same time, this is balanced with a strong set of abuse prevention and rights protection mechanisms to ensure that the promotion of consumer choice does not compromise the security and stability of the Internet.
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