Culture Hustle

Culture Hustle is a British art materials company and creative project founded by artist Stuart Semple. Operating from Bournemouth, the enterprise is renowned for developing and selling unique pigments, paints, and art supplies, often with a provocative or participatory ethos. Its activities frequently engage with themes of open access, consumer activism, and challenging corporate control in the art world, generating significant discussion within contemporary art and maker communities.

History and origins

The venture emerged in 2014 from the artistic practice of Stuart Semple, who had gained attention for projects like the HappyCloud aerosol, which released scented soap bubbles into gallery spaces. The impetus for Culture Hustle's founding is often linked to a public feud with Anish Kapoor after the latter secured exclusive rights to use Vantablack, then the world's blackest pigment, for artistic purposes. In response, Semple began developing and openly selling his own ultra-black paint, Black 2.0, framing it as an act of protest against monopolies in art materials. This established a core narrative for the company, positioning it against entities like Swarovski and BMW, which were involved with Vantablack licensing, and aligning it with broader open-source hardware and DIY culture movements.

Products and materials

The company's product line is characterized by vibrant, often extreme materials with playful marketing. Its most famous offerings include the Black 3.0 pigment, marketed as an even blacker, matte acrylic, and Pinkest Pink, a vivid powder pigment whose terms of sale famously prohibited purchase by Anish Kapoor. Other notable products include White 2.0, a highly reflective white; Shift, a photochromic pigment that changes color in sunlight; and Diamond Dust, a glitter made from ground glass. The company also produces kits like the World's Most Expensive Glitter, made with recycled materials from the 2012 Summer Olympics stadium, and LIT, a glow-in-the-dark pigment that charges under LED light. These items are frequently launched via campaigns on Kickstarter and sold directly through its e-commerce platform.

Artistic philosophy and influence

Culture Hustle operates under a stated philosophy of democratizing art materials and fostering creative participation. This is exemplified by projects like the Free The Rainbow campaign, which encouraged the public to create art using its pigments in response to corporate color trademark disputes, such as those involving Cadbury and Pantone. The company's approach draws from social practice, Tactical media, and Culture jamming, using commerce as a medium for commentary. It influences discussions on intellectual property in the arts, echoing debates sparked by earlier works like Marcel Duchamp's Fountain and more recent open-source movement initiatives. Its model challenges traditional suppliers like Winsor & Newton and Golden Artist Colors by blending product development with performative activism.

Notable projects and collaborations

Beyond standalone products, Culture Hustle has engaged in several high-profile collaborative and participatory projects. A significant endeavor was creating The Blackest Black Project, which invited artists worldwide to use its black paints, resulting in exhibitions and online showcases. Semple collaborated with the YouTube channel Cory Doctorow's platform to discuss technology and art. The company also partnered with institutions like the Victoria and Albert Museum for public workshops. Another project involved developing a pigment from dust collected at Stonehenge, tying materiality to British cultural heritage. These collaborations often blur the lines between product launch, art performance, and community engagement, extending its reach beyond traditional art supply markets.

Reception and cultural impact

Culture Hustle has received widespread media coverage from outlets like The Guardian, BBC News, and Wired, often focusing on its rivalry with Anish Kapoor and its populist stance. Within the art community, reception is mixed; some praise its disruptive approach and quality products, while critics view its campaigns as publicity stunts. Its impact is evident in how it has popularized conversations about material access, inspiring other makers and small brands to adopt similar transparent or activist-oriented models. The company's activities have been analyzed in contexts ranging from contemporary art market critiques to discussions on digital age consumerism, cementing its status as a culturally significant entity at the intersection of art, commerce, and internet culture. Category:Art materials manufacturers Category:Companies based in Bournemouth Category:British artist collectives Category:Artistic techniques