64 Million Artists

What 64 Million Artists does

64 Million Artists is a UK-based creative engagement organisation founded in 2014, headquartered in London, with a core team of 1-10 employees. Its mission is to unlock everyday creativity across the UK population through accessible creative prompts, tools and programmes. The organisation operates a web-based digital platform distributing free resources, including a Creative Prompt Bank of 500+ prompts, a Resource Library of activity packs and facilitation guides, research reports, and a podcast distributed via Spotify and YouTube. Its flagship product for 12 years was The January Challenge, a 31-day daily creative prompt programme that engaged over 1 million cumulative participants and 360,000 participants in its final 2026 edition before being discontinued as part of the wind-down of the Public Programme.

The business combines a freemium public model with a paid programmes portfolio. Free distribution is anchored on the website and multi-channel social media (Instagram, TikTok, YouTube, Facebook, Spotify, email newsletter), with community-led GTM and partnerships across charities, libraries, care homes, schools, and universities. Commercial revenue is generated through three paid programmes: Creative Cultures (workplace culture), Creative Courage (individual development) and Leading Researchers (academic leadership). Institutional funding from Arts Council England, Paul Hamlyn Foundation, Esmée Fairbairn Foundation and the UK Government underpins operations, with academic research partnerships with King's College London and UCL supporting the evidence base for everyday creativity.

In 2026, the organisation executed a significant strategic pivot: founder Jo Hunter stepped down as CEO after 12 years, Rathi Kumar was appointed Executive Director, and the Public Programme and January Challenge were concluded. The organisation is now repositioning around its paid programmes, new experimental formats such as Gather Round (2025), and an expanding library of paid and free toolkits targeting workplaces, social care, charities, and academic leadership segments.

Name

64 Million Artists

Legal name

64 Million Artists

Website

https://64millionartists.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

64 Million Artists is a UK creative engagement organisation, founded in 2014, that distributes free creative prompts, resource libraries and podcasts to the general public while selling paid workplace and leadership programmes (Creative Cultures, Creative Courage, Leading Researchers) to organisations.

Ownership category

akta.pro rank

Product category

Creative Engagement Services

NAICS

Other Performing Arts Companies (711190)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

Visual Arts (Drawing, Painting, Illustration) (EDAAAGAA)

akta.pro secondary industries

Crafts & Maker Arts (Ceramics, Textiles, Jewelry, Mixed Media) (EDAMAAAD), Creative & Brand Campaign Development (BPAFAAAB)

Keywords

• Creative engagement programmes
• Workplace creativity training
• Creative prompt library
• Cultural participation services
• Arts and creativity initiatives

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Foundation and Government Funding: Primary revenue from major funders including Paul Hamlyn Foundation, Arts Council England, UK Government, and Esmée Fairbairn Foundation who fund the public programme and operations.
2. Paid Programmes for Workplaces and Leaders: Paid programmes including Creative Cultures (workplace culture), Creative Courage (individual development), and Leading Researchers (academic leadership) that complement free public resources.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

64 Million Artists is a UK creative engagement organization that delivers free public creative resources (a Creative Prompt Bank of 500+ prompts, a Resource Library, research reports, and a podcast) alongside paid programmes for workplaces and academic leaders. Its flagship offering, The January Challenge, ran annually for 31 days of daily creative prompts from 2014 to 2026, engaging over 1 million participants. Paid programmes include Creative Cultures (workplace culture), Creative Courage (individual development), and Leading Researchers (academic leadership).

Product overview

64 Million Artists operates as a creative engagement organization offering both free resources and paid programmes. Their core flagship product is The January Challenge, a 31-day daily creative prompt program that ran annually from 2014-2026. Beyond this, they provide a comprehensive Resource Library with over 500 creative prompts, facilitation guides, and research reports available at no cost. Their paid offerings include Creative Cultures (workplace culture programme), Creative Courage (personal development), and a Leadership programme for academics. The organization positions creativity as a tool for positive social change, supporting individuals, workplaces, and communities to use creativity for connection and making change.

Differentiator

Problem solved

Functional benefit

Products and services

• The January Challenge
• Creative Cultures
• Creative Courage
• Leading Researchers
• Resource Library
• Creative Prompt Bank
• Podcast
• Research and Reports
• Courageous Change Guidebook
• A Toolkit for Gathering
• Inclusive Facilitation Practice Toolkit

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• Shakespeare Birthplace TrustminorStrategic or Co-development PartnerPartner in creative prompt development, setting challenges inspired by Shakespeare and the Threads of the Unsaid installation with artist Thor McIntyre.
• HIVEMIND - A Social Care Creative CollaborativeminorStrategic or Co-development PartnerSocial care creative collaborative informing the Creativity Champions Pack for Creative Ageing, designing prompts for care settings and older people.
• Charities Learning ConsortiumminorStrategic or Co-development PartnerPartnership to create the Creativity Champions Pack for Charities, designed for charity settings to spark creativity and connection among staff, volunteers, and communities.
• tialtminorStrategic or Co-development PartnerResearch associate partnership exploring the definition of creativity and its impact, with co-director Douglas Lonie and research associates working on ongoing research.
• Kings College LondonminorStrategic or Co-development PartnerAcademic research partner conducting independent research on creativity and its impact in partnership with 64 Million Artists.
• University College LondonminorStrategic or Co-development PartnerAcademic research partner conducting independent research to help make the case for everyday creativity.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Others

• Nesta: UK innovation foundation that funds and researches creative and social impact initiatives, including arts and creativity. Comparable as a UK institutional player interested in everyday creativity, evidence, and social outcomes — a potential partner or funder rather than direct competitor.

Broad incumbents

• Headspace: Global consumer wellness and meditation app widely adopted by UK employers as a workplace wellbeing benefit. Comparable as a competitor for workplace wellbeing / engagement budget, with much greater scale and a freemium-to-paid model.
• Arts Council England (NPOs portfolio): The principal UK public body for arts funding and a direct funder of 64 Million Artists. Relevant context for understanding the grant-funded UK creative sector in which 64 Million Artists operates.
• Open College of the Arts: UK-validated distance-learning arts college offering creative courses and qualifications to adult learners. Comparable as an arts-focused adult learning provider, though it focuses on accredited courses rather than free prompt-based engagement.
• LinkedIn Learning: Large-scale professional development and creative skills platform from LinkedIn. Comparable in selling workplace learning programmes for professional development and team engagement — direct competitor for enterprise L&D budget.

Direct peers

• Creative Mornings: Global monthly breakfast lecture series for the creative community, with chapters in many cities. Comparable as a community-driven creative engagement model that combines free public events with content distribution — though its format is talk-based rather than prompt-based.
• The Big Draw: UK-based charity promoting drawing as a universal language and running an annual Big Draw Festival. Comparable as a UK creative engagement charity targeting general public participation rather than professional artists, with similar funder and educational institution relationships.
• Create (London): UK charity using the creative arts to help disadvantaged people. Comparable mission-wise in using creativity for social outcomes; differs in focusing on disadvantaged/disengaged groups rather than the general public.
• Get Creative (BBC / What We See): BBC-led initiative to get more people doing creative things across the UK. Directly comparable to 64 Million Artists' mission of unlocking everyday creativity for the general public, with shared emphasis on accessibility and participation.

Emerging players

• Soundfly: Online music education platform offering cohort-based creative courses. Comparable in providing structured creative learning experiences to adult learners and hobbyists, though focused specifically on music rather than multi-disciplinary creativity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCTXGtn57Nzq8x5kD8ipY0Yw
• Facebookfacebook.com/groups/1199043716842584
• Instagraminstagram.com/64millionartists
• TikToktiktok.com/@64millonartists

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 64 Million Artists