Primary

Contemporary Visual Artsweareprimary.org

Company typePrivate
Founded2010
HeadquartersNottingham, United Kingdom
Headcount101–250
GTM typeB2C
OfferingServices

Primary firmographics

Firmographics

Name: Primary
Legal name: Nottingham Studios
Website: https://weareprimary.org
Company type: Private
Founded year: 2010
Operating status: Operating
Headcount range: 101–250 employees
Ownership category
akta.pro rank

Primary industry classification

Industry

Product category: Contemporary Visual Arts
NAICS: Museums, Historical Sites, and Similar Institutions (712), Independent Artists, Writers, and Performers (711510)
SIC: Miscellaneous Publishing (2741)
akta.pro primary industry: Public Art, Arts Councils & Grantmaking Programs (BPAGAHAH)
akta.pro secondary industries: Media Arts & Film/Photography Nonprofits (BPAGAHAJ), Private Foundations (BPAGAKAA)

Keywords

Contemporary visual arts
Artist studio space
Artist development programs
Public art exhibitions
Creative residencies

Where Primary is headquartered

Location

Headquarters

HQ city: Nottingham
HQ country: United Kingdom
HQ region: Europe

Offices1 record

Markets served

Primary business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Others

Revenue model

Core Public Funding: Primary receives core funding from Arts Council England and Paul Hamlyn Foundation as primary institutional supporters.
Philanthropic Grants: Funding from charitable foundations including Art Fund, Bagri Foundation, Henry Moore Foundation, National Lottery Community Fund, Paul Mellon Centre, and Esmée Fairbairn for specific programmes and capital projects.
Individual Giving (Friend of Primary): Individual donors can become Friends of Primary or make one-off donations to support the organisation's work.
Studio Rentals: Subsidised studios provided to approximately 50 creatives; revenue from studio provision supports artist development while maintaining affordable rates.
Third-Party Tenant Rentals: Independent galleries, workshops and small businesses (Small Food Bakery, Beam, TG, Clay Studio, Forth, Plant Dye Studio) operate from Primary's building, generating rental income.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Primary product offering

Product offering

Core offering

Primary is an artist-led contemporary visual arts organization based in Nottingham, UK, operating as a registered charity (Nottingham Studios). It provides subsidized studios for artists, runs an artist development programme, and delivers a free public programme of contemporary art exhibitions and events.

Product overview

Primary is an artist-led contemporary visual arts organisation operating a multi-faceted offering: it provides subsidised studios for approximately 50 creatives, runs an Artist Development Programme offering career support and professional development, and delivers a free Public Programme of commissions, exhibitions, and events. The core products and services include: Studios (core working spaces for artists), the Artist Development Programme (strategic development support), and the Public Programme (exhibitions and events). Supporting programmes include: Nourishment: A Cyclical Programme (food justice initiative), Making Place (community/public space work), Landedness (Black urban gardening programme), Kaleidoscope Network (regional artist network), Work in Common (residencies), and The Exchange (UK-wide artist connections). The organisation also hosts independent galleries, workshops, and small businesses including Forth, Beam Editions, TG, Clay Studio, Weave Studio, Plant Dye Studio, and Small Food Bakery.

Differentiator

Problem solved

Functional benefit

Products and services

Subsidized Studios Affordable studio spaces provided to artists as part of Primary's core charitable mission, supporting creative practice in Nottingham.
Artist Development Programme Structured programme supporting artists' professional growth, including mentoring, networking, and career development opportunities.
Public Programme Free exhibitions and events showcasing contemporary visual art, open to the general public as part of the organization's charitable remit.
Kaleidoscope Network Network initiative supporting diverse artists and creative practitioners within the Primary community.
Nourishment A programme strand focused on supporting artists' wellbeing, sustainability, and creative sustenance.
Landedness Programme exploring themes of place, belonging, and connection to land within contemporary artistic practice.
Making Place A programme dedicated to place-based creative practice and community-engaged art-making in Nottingham.
Work in Common Collaborative programme exploring collective practice, shared resources, and common good within artistic work.
The Exchange A platform for knowledge exchange, critical dialogue, and shared learning among artists and audiences.
New Midland Group A regional collaborative focused on contemporary visual arts development across the Midlands area of the UK.

Quantifiable outcome

Over 60 artists, makers, musicians, curators, and creatives supported through resident and member community
+3 more outcomes

Companies that use Primary

Customer profile

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Primary technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Primary partnerships and signals

Strategic signal

Partnerships

18 partnerships are on record, tiered major, core and minor.

Diasporas Now Partnership (V&A, South London Gallery, Spike Island)majorStrategic or Co-development Partner · 27 September 2025Diasporas Now, in partnership with V&A, South London Gallery, Spike Island and Primary, announces open call for Global Majority artists working in live art for a national tour of commissioned performances under the theme of Macrocosmic Futures.
Kaleidoscope NetworkcoreStrategic or Co-development PartnerCollaboration between Eastside Projects (Birmingham), Primary (Nottingham), Spike Island (Bristol), The NewBridge Project (Newcastle) and Bloc Projects (Sheffield). Formed for mutual support, resource sharing, and creating new connections between communities of artists. Offers professional development for associated partners.
New Midland GroupcoreStrategic or Co-development PartnerConsortium of three artist-led organisations in Nottingham: Backlit, One Thoresby Street, and Primary. Supports creative development of artists in the city and wider region.
MADEYOULOOKmajorStrategic or Co-development PartnerSouth African artist collaborative (Molemo Moiloa and Nare Mokgotho) based in Johannesburg. Multiple projects including Ejaradini garden installation and Landedness programme exploring Black urban gardening. Part of documenta fifteen lumbung network.
Black Swan SocietymajorStrategic or Co-development PartnerPartner in the Landedness programme, a creative exchange between South Africa and UK focused on exploring implications of Black urban gardening.
MADEYOULOOK (Landedness)majorStrategic or Co-development PartnerCollaborative programme in partnership with Black Swan Society and MADEYOULOOK exploring Black urban gardening through cultural exchange between South Africa and UK.
Off Centre Photography FestivalmajorStrategic or Co-development PartnerCollaborative partner in the Picturing Food Justice project, a ten-week participatory photography programme addressing food justice issues in Nottingham's NG7 postcode area.
HimmahmajorStrategic or Co-development PartnerGrassroots community organisation working with Primary on food justice initiatives. Himmah runs a long-term food bank and social eating project.
Here, There & Everywhere ConsortiummajorStrategic or Co-development PartnerCollaborative programme led by New Art Exchange with Delfina Foundation, Eastside Projects, QUAD/FORMAT, Primary, MAC and The Tetley, funded by Ambition for Excellence (Arts Council England).
Bethlem GalleryminorStrategic or Co-development PartnerLondon-based gallery partnered with Primary for the Artist Meets programme, pairing artists based on shared interests or approaches to art production.
Nottingham School of Art & Design (NTU)minorStrategic or Co-development PartnerPrimary offers mentoring to MFA Fine Art students as part of the Now / Black Fellows programme, providing exhibition opportunities and workspace access.
Small Food BakeryminorOthersIndependent sourdough bakery, kitchen, and grocery store based at Primary. Trading directly with farmers and selling to customers. During COVID-19, supported community through gift-it-forward loaves.
Beam (Bookshop)minorOthersIndependent bookshop operating from Primary's premises as part of the ecosystem of independent galleries, workshops, and small businesses hosted at the venue.
TG (Gallery)minorOthersIndependent gallery operating from Primary, hosting exhibitions including Brianna Perry's 'Confessional Poetry' opening in June 2026.
Clay StudiominorOthersPottery studio based at Primary, with resident artist Christine Stevens launching an online pottery shop.
Plant Dye StudiominorOthersArtist venture by resident Georgina Barney hosting workshops and talks on making plant dyes, inks, paints and pigments.
NeighbourFoodminorStrategic or Co-development PartnerCollection-only food market partnering with Primary and Soul Food Café for pay-it-forward fresh food scheme during COVID-19 pandemic.
Soul Food CaféminorStrategic or Co-development PartnerSocial eating project at All Souls Community Centre providing weekly food parcels and deliveries. Partnered with NeighbourFood and Primary for fresh produce pay-it-forward scheme.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Primary competitors and assessment

Company assessment

Direct peers

South London Gallery: London-based contemporary visual arts gallery with free exhibitions, artist development, and education programmes. Co-producer with Primary on the Diasporas Now national tour and directly comparable in mission.
Backlit: Nottingham-based artist-led organisation and New Midland Group co-member alongside Primary and One Thoresby Street. Shares the same local ecosystem and artist-development focus.
Eastside Projects: Birmingham-based artist-led organisation and Kaleidoscope Network co-founding member, operating as a free public gallery with artist-in-residence programmes. Directly comparable in mission, scale, and operating model to Primary.
The Tetley: Leeds-based contemporary art gallery and Here, There & Everywhere Consortium partner. Operates a multi-use heritage building with studios, exhibitions, and learning programmes comparable to Primary's model.
Spike Island: Bristol-based artist-led contemporary visual arts organisation providing subsidised studios, exhibitions, and artist development. Kaleidoscope Network partner and Diasporas Now co-producer alongside Primary, sharing an almost identical operational model and target audience.
One Thoresby Street: Nottingham-based artist-run gallery and New Midland Group co-member. Closely comparable independent artist-led space operating in the same city as Primary.
Bloc Projects: Sheffield-based artist-led contemporary art organisation and Kaleidoscope Network member, providing studio space, exhibitions, and residencies. Closely comparable in scale, mission, and operational structure to Primary.
The NewBridge Project: Newcastle-based artist-led organisation and Kaleidoscope Network member, providing studios, exhibitions, and artist development. Operates an essentially identical model to Primary in a different UK region.

Broad incumbents

Camden Arts Centre: London-based contemporary arts centre offering free exhibitions, artist residencies, and learning programmes. Larger and more established institution operating a similar artist-development and free-public-programme model to Primary.

Regional players

New Art Exchange: Nottingham-based contemporary visual arts space focused on culturally diverse art, and lead partner of the Here, There & Everywhere Consortium with Primary. Larger and more established institution in the same city.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Primary compliance and trust

Trust signal

Compliance1 record

Primary financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Primary leadership team

Management profile

Number of profiles

Profiles1 record

Primary funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Primary M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Primary

What does Primary do?

Is Primary a public or private company?

Primary is a private company. It is classified as nonprofit foundation owned and is currently operating.

When was Primary founded?

Primary was founded in 2010. It employs 101 to 250 people.

Where is Primary based?

Primary is headquartered in Nottingham, United Kingdom, in the Europe region.

How does Primary make money?

Five revenue lines are on record. Core Public Funding is the primary driver. The others are philanthropic Grants, individual Giving (Friend of Primary), studio Rentals and third-Party Tenant Rentals.

Who are Primary's main competitors?

Direct peers on record are South London Gallery, Backlit, Eastside Projects, The Tetley, Spike Island, One Thoresby Street, Bloc Projects and The NewBridge Project. Camden Arts Centre is listed as a broad incumbent. New Art Exchange is listed as a regional player.

Does Primary have an API?

No public API is recorded for Primary.

What industry is Primary in?

Primary's product category is Contemporary Visual Arts. Its primary akta.pro industry code is BPAGAHAH, Public Art, Arts Councils & Grantmaking Programs, with a secondary code of BPAGAHAJ, Media Arts & Film/Photography Nonprofits. Its NAICS code is 712 and its SIC code is 2741.