.studio Pre-Register Domain - .studio Domain Information

.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.

1. Goals of the TLD

The .studio domain aspires to be the domain of choice for creative industries and creative types interested in expressing their creative endeavors. With the advent of the creative economy in the new millennium, a central goal of the Registry is to promulgate and nurture innovation. The .studio domain plays an important role in this concept by providing users a domain that they can clearly identify as their own.

With the full support of ARI as the registry back-end services provider, the TLD aims to operate at world class service levels delivering registry services to its registrars, registrants as well as general internet users a high capacity and high availability platform.

The Registry, through the support from its Registry Front-End Services Provider, Namesphere, which is a spin-off of the DotAsia Organisation, sets a noble goal in building itself as a reputable initiative that is economically viable and one which participates in the global community as a responsible netizen, upholding a high level of integrity and respecting the rights of others.

2. Differentiation and Innovation

The .studio registry believes that a name makes a difference. A "studio" in literal terms is the very environment where the spark of creative energy is born, where ideas are conceived. The .studio TLD opens up options for creative industries, businesses and artisans in the various arts fields and individual creators differentiated from the existing gTLDs that maybe too commercial, too broad or too narrowly defined, and do not fundamentally express the creative nature of their work and enterprise.

The Registry believes in operating a secure and stable platform from which innovations could take root and prosper. As a TLD registry, the Registry will focus its efforts on innovations that improve the security, stability and user experience of Internet users by providing high availability and seamless advancement of technologies. The Registry considers itself successful if users are oblivious of its operations.

3. Improving User Experience

With the .studio TLD being targeted towards the creative sector, we believe that the general artistic quality of the websites, content and services provided under .studio domain names could provide enhanced user experience. While the Registry itself of course would not be able to dictate the materials produced under .studio domain names, the TLD aspires to develop a niche as a canvas for artists of different creative media and industries.

Furthermore, besides the security, stability and anti-abuse measures in place, the Registry will advocate the use of the TLD to the creative sector, whom, as primary users (registrants) of the domain will have an improved user experience by having the option of creating their own .studio domain name, which better expresses the environment that they are in (than other existing TLDs).

4. Registration Policies Supporting the Goals to Drive User Benefits

Upon Go Live of the registry, the TLD will be an open registry accepting registrations from individuals and businesses around the world. To uphold its reputation as a socially responsible TLD, beyond the basic ICANN requirements, the Registry is committed to put in place a comprehensive Sunrise and Startup process (Q29) as well as effective Abuse Prevention (Q28) and Rights Protection Mechanisms (Q29) to strengthen the orderly and stable introduction of the TLD.

Furthermore, the Registry is committed to developing supportive policies to promote the goals stipulated, including policies to strengthen the rights of registrants while balancing other interests to avoid abuse.

5. Privacy and Confidentiality Protection

Privacy and confidentiality is critical to a domain namespace targeted to consumers. As a socially responsible operator, the Registry is dedicated to ensuring that the privacy users and confidentiality of information is protected. The Registry, leveraging the infrastructure supported by its Registry Back-End Services provider, ARI, maintains a highly secure environment physically and technically to ensure that confidential information are not leaked.

The Registry is also committed to developing and implementing policies that complies with privacy laws in the locality it operates out of and can be compatible with privacy laws of registrars and registrants of the registry. The Registry understands that there is no guarantee of compatibility of such laws especially given the global nature of the DNS and of the Internet at large, and is committed to dedicate itself, especially through its partner DotAsia (through Namesphere, as the Registry Front-End Services Provider for the Registry), to participate in the global Internet Governance discourse on the subject.

The Registry is committed to introducing the .studio TLD in an orderly manner to minimize the social costs and maximize the social value of the TLD. Following the successful launch of the .ASIA TLD, and leveraging the experience and knowledge from the DotAsia (through Namesphere), the Registry is committed to developing and implementing a comprehensive startup process that would include, besides Sunrise and Landrush processes, a Multi-Category Pioneer Domains Program.

The Pioneer Domains Program will be designed to curb abusive registrations, whereby reducing social costs, as well as to promote the adoption of the TLD, to maximize the social value of the TLD. An important goal of the program is to allow for the introduction of showcase domains under the TLD in a well structured manner, while ensuring that the protection of the rights of others is maintained. The implementation of showcase domains support the development of positive foundation of usage of the TLD. More detailed explanation of the overall startup process is included in #29.

In response to the question specifically:

1. Mechanisms for Resolving Multiple Applications to a Domain

A comprehensive Sunrise and Landrush program will be put in place at the launch of the TLD. As an important stakeholder of the Registry, DotAsia (through Namesphere) will be lending its experience and knowledge in the development of an appropriate Sunrise and Landrush program that includes mechanisms for resolving multiple applications to a domain when the TLD is first launched. More detailed explanation of the approach is included in #29. In short, during the Sunrise and Landrush processes, a first come first served model will not be used as previous launches has demonstrated that such mechanism creates undue tension, chaos and frustration in the process. Applications for domains will be received within a designated time period and all applications received within such period will be considered to be received at the same time. All applicants will be verified first for their eligibility against the Sunrise and Landrush policies respectively. If there is only one successfully verified application for a particular domain, then it will be allocated directly. If there is more than one successfully verified application an auction will be held to resolve the contention.

During regular operations of the registry (upon GoLive and after Sunrise and Landrush), domain registrations will be accepted on a first-come-first-served basis. In cases of contention, the Registry will not prohibit the use of secondary market mechanisms for interested registrants to resolve the contention. Registrant transfers will be administered by accredited registrars without intervention by the Registry. In the cases of contention against abusive registrations, the Registry will adhere to the UDRP and URS procedures.

When a domain name registration is deleted and after completing the lifecycle according to ICANN requirements, the domain name will be re-released to the available pool and registrations will be accepted on a first-come-first-served basis. If activities to snatch names from this "dropzone" becomes contentious, the Registry is prepared to work closely with the community to provide better mechanisms to resolve contentions where appropriate.

2. Cost Benefits for Registrants

The registry intends to implement periodic cost reduction programs to encourage the adoption of the TLD by registrants. Such cost reduction programs can also be targeted towards key segments of the market in relation to the mission and vision of the Registry explained above. Based on the experience of DotAsia (through Namesphere), rebate programs that essentially lower the costs for registrants are one of the most effective ways to drive the adoption of a new TLD. Cost reduction oriented programs are included in the financial projections provided for #45-50.

Introductory programs will be important to drive awareness and interest in the TLD as well. These should include not only broad price discounts but also targeted programs. Based on DotAsia's past experience, targeted programs, such as Home Market Growth programs are effective in raising the awareness for targeted segments. Such programs can also come in the form of special price reduction promos or rebate type programs.

Besides price reduction programs, other cost benefits can also be introduced to registrants. For example, DotAsia also pioneered the offering of free gift redemption programs to spark interest from registrants as well as to drive the cost benefits for adoption of the TLD. For example, it may be possible for the .studio registry to offer free devices, e.g. tablets, that is integrated with the .studio domain name registered by a user.

3. Contractual Commitments to Registrants

The Registry will abide by the ICANN Registry Agreement requirements as well as ICANN Consensus Policies, including to offer domain registrations for periods of one to ten years at the discretion of the registrar upon GoLive (when normal first-come-first-served registrations begin). During Sunrise and Landrush the Registry will request multi-year initial registrations. The Registry does not plan to implement contractual commitments to registrars regarding the magnitude of price escalation unless such contractual elements have reached community consensus, but is committed to providing a stable environment for registrations, including a stable pricing for registrars.


Besides policies and rules implemented, the Registry believes that prudent operations as an economically viable and socially responsible TLD operator in itself is an important mitigation of increased social costs as a new gTLD is being introduced. The Registry will leverage the knowledge and expertise from its technology provider and DotAsia to ensure that a substantial portion of the costs for operating the registry is managed in variable costs leveraging the economies of scale from already established operations and focus on delivering value to registrants and consumers with the introduction of the .studio TLD and its mission and features.

Measures to curb abusive registrations will also be put in place to avoid costs from the community caused by such activities. Further details are included in the response to #28. Furthermore, security measures explained in #30 and #31 help reinforce a robust registry system to guard against DDOS and other malicious attacks which have implications to social costs. As explained, above and beyond the compliance with the Trademark Clearing House (TMCH) requirements, startup policies will be put in place to address issues around reserved names (#22) as well as trademark, copyright and intellectual property concerns (#29).

The Registry is committed to following the GAC advice and Specification 5 of the New gTLD Agreement in the protection of geographic names for registrations under the TLD.

More specifically, the Registry commits to:

a) Adopt, before the new gTLD is introduced, appropriate procedures for blocking, at no cost and upon demand of governments, public authorities or IGOs, names with national or geographic significance at the second level of the TLD.

b) Ensure procedures to allow governments, public authorities or IGOs to challenge abuses of names with national or geographic significance at the second level of the TLD

Building on the experience from .INFO and .ASIA in their handling of country and government related names, the Registry will develop and establish policies for:

1) obtaining and maintaining a list of names with national or geographic significance to be reserved (at no cost to governments) upon the demand of governments, public authorities or IGOs;

2) the process for registrants to apply for and for the Registry to obtain consent from the respective government, public authorities or IGOs in the releasing of such reserved geographic names; and

The procedures may be similar to the management of governmental reserved names for .ASIA (Section 3.4 of http://dot.asia/policies/DotAsia-Reserved-Names--COMPLETE-2007-08-10.pdf -- also attached for reference). In summary:

I) The Registry will adhere to the New gTLD Registry Agreement Specification 5 requirements regarding 2. Two-Character Labels as well as 5. Country and Territory Names;

II) Before the launch of the TLD, the Registry will also proactively reach out to governments around the world, especially through GAC members (and ccTLD managers where appropriate), to solicit from them their demand for reserving any names with national or geographic significance at the second level of the TLD;

III) The Registry will develop mechanisms and maintain a list of governmental reference contacts, especially through correspondence with GAC members and ccTLD managers where appropriate. The corresponding reference contact(s) will be contacted in case a registration request is received for a governmental reserved name. If the consent from the governmental contact is received, the registration request will be approved. The domain will nevertheless remain in the reserved names list so that in case the registration lapses, the domain will not be released into the available pool, but will require the same approval process to be registered.

IV) The Registry will maintain an ongoing process for adding and updating governmental reserved names as they are demanded by governments, public authorities or IGOs.

In accordance with Specification 5 of the New gTLD Registry Agreement, the registry operator must initially reserve all geographic names at the second level, and at all other levels within the TLD at which the registry operator provides for registrations.
ARI supports this requirement by using the following internationally recognised lists to develop a comprehensive master list of all geographic names that are initially reserved:

- The 2-letter alpha-2 code of all country and territory names contained on the ISO 3166-1 list, including all reserved and unassigned codes [http://www.iso.org/iso/support/country_codes/iso_3166_code_lists/iso-3166-1_decoding_table.htm].

- The short form (in English) of all country and territory names contained on the ISO 3166-1 list, including the European Union, which is exceptionally reserved on the ISO 3166-1 List, and its scope extended in August 1999 to any application needing to represent the name European Union [http://www.iso.org/iso/support/country_codes/iso_3166_code_lists/iso-3166-1_decoding_table.htm#EU].

- The United Nations Group of Experts on Geographical Names, Technical Reference Manual for the Standardisation of Geographical Names, Part III Names of Countries of the World. This lists the names of 193 independent States generally recognised by the international community in the language or languages used in an official capacity within each country and is current as of August 2006 [http://unstats.un.org/unsd/geoinfo/ungegn%20tech%20ref%20manual_M87_combined.pdf].

- The list of UN member states in six official UN languages prepared by the Working Group on Country Names of the United Nations Conference on the standardisation of Geographical Names [http://unstats.un.org/unsd/geoinfo/UNGEGN/docs/9th-uncsgn-docs/econf/9th_UNCSGN_e-conf-98-89-add1.pdf].

Names on this reserved list in ARI's registry system are prevented from registration.

The following applies to all Domain Names contained within the registry's reserved list:
- Attempts to register listed Domain Names will be rejected.
- WhoIs queries for listed Domain Names will receive responses indicating their reserved status.
- Reserved geographic names will not appear in the TLD zone file.
- DNS queries for reserved domain names will result in an NXDOMAIN response.

Furthermore, the Registry will actively participate in the development of appropriate process and policies for governments, public authorities or IGOs to challenge abuses of names with national or geographic significance. As an important stakeholder in the Registry, DotAsia Organisation (through Namesphere) will be supporting the efforts as well. DotAsia has been a pioneer of protective measures for new gTLDs, especially in its handling of governmental reserved names and its engagement with different stakeholders to develop rapid suspension policies, which provided part of the genesis of what is now standardized for new gTLDs as the URS (Uniform Rapid Suspension) process. Similar administrative processes may be explored and developed for supporting challenge processes for abuses of names with national or geographic significance.