18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameDetail
.artTop Level Design, LLCView

i.) What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
It is our expectation that .art will be primarily used by art professionals and enthusiasts. Given the wide range of what can be classified as art and who can be considered an artist, we do not intend to limit the gTLD to a specific community within the international art scene. We believe that “art” is an internationally understood word and concept, and that the average Internet user will understand that the content of a .art domain will be geared towards the expression and pursuit of artistic endeavors.

We hope to create an esteemed reputation throughout the various parts of the art world by garnering the support of prominent international art organizations, art schools, artists, galleries, auction houses, and other cultural institutions involved in the production, dissemination, or appreciation of art. This will be done both before and after our launch and as an aspect of a comprehensive marketing strategy. By securing endorsements from these organizations and individuals, and by getting them to create an online presence in the .art TLD, we hope to solidify a positive and recognizable reputation as the best TLD option for those involved in art. However, we firmly believe that while these endorsements may help our marketing efforts, what ultimately matters most is the reputation created throughout the entire art industry, and not with specific well-known members. Thus, we will focus on creating a safe and secure space that is targeted at all relevant users and not some sections thereof; we believe that pursuing this bottom-up model is not only in the best interest of the productive development of the .art TLD, but that it further underscores the importance of the bottom-up, multi-stakeholder model of Internet governance.

ii.) What do you anticipate your proposed gTLD will add to the current space, in terms of areas of competition, differentiation, or innovation?

Implementing .art into the root zone is not only necessary due to the scarcity of desirable domains in the Internet’s most prominent TLDs, but further necessitated by the size and diversity of artists internationally. Art does not fit well under any of the current gTLDs: for example, art is not necessarily a “commercial,” “organized,” “informational,” or “business” endeavour. Further, given that art and artists can transcend national boundaries, it also does not fit well into the purview of ccTLDs. The .art TLD will provide a competitive alternative for those with the primary interest of making or appreciating art; these companies and individuals will no longer have to choose a domain due to necessity and constraint but will have the chance to create a meaningful association between their domain name and its art-related content. We believe that creating a .art TLD will facilitate more dialogue and educational opportunities than any other current TLD.

This does not mean we expect that all of the art-centric sites will want to move to a .art extension. Many artists and individuals may think that their commercial art business is better served by .com, or that their non-profit art program is at home in .org. Consequently, by adding a .art to the root zone, ICANN will be improving existing TLDs by allowing them to become more focused on their intended significance, while simultaneously providing a differentiated and specific extension for those who identify first with art. This will certainly facilitate more TLD competition, and allow the current offerings to become significantly more differentiated than they currently are.

iii.) What goals does your proposed gTLD have in terms of user experience?
Top Level Design, LLC believes the .art extension, though broadly defined by the wide spectrum of what constitutes art, is largely self-explanatory and its content is readily apparent to both potential registrants and end-consumers. We hope that the Internet experience of both types of users will therefore be enhanced and simplified by the implementation of .art into the root zone. Registrants will have the opportunity to clearly, and we hope proudly, identify themselves as an artist or art enthusiast. Internet users browsing and using sites with a .art extension will be confident that the website they are navigating will be related to art. We hope that this interaction between content providers and content consumers will allow the Internet’s artistic userbase to work in greater concert and to strengthen their connections globally.

We will create a safe and secure TLD, and believe that this is the most important way to ensure that our users have positive experiences when using .art.

iv.) Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

Given that we recognize the expansiveness and diversity of what constitutes art, we intend to offer .art domains through ICANN-accredited registrars, using an open registration policy that requires no verification of any artistic certification, training, or other quantifiable measure of merit. Through targeted marketing efforts and niche pricing levels, we expect to see that a large majority of the domains registered will be by those with plans to develop sites related to art. In this way, we are insuring the .art TLD will be open to all forms of art, as well as individuals and companies that identify through art, while still maintaining a strongly delineated space.

We will fully implement the requirements made by the ICANN Board with regards to the Trademark Clearinghouse, URS, Trademark PDDRP, RRDRP, and UDRP. We believe the these measures have been suitably developed to prevent defensive registrations, bad faith registrations, and other malicious registrations.

v.) Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

As per the current requirements in Section 4 of the Registry Agreement, we will implement all necessary thick WHOIS services. We recognize how imperative it is for each registry and ICANN-accredited registrar to be in full compliance with ICANN’s current WHOIS standards, and we plan to update our policy in accordance with any future measures taken by the ICANN Board in regard to the continuous work by the GNSO’s WHOIS Task Force and other recommendations from the SOs. We have no plans to implement any privacy or confidential measures other than fully implementing any and all such measures as required by ICANN.

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