Visual artists are now on the bubble

By Lelde Smits. Published at May 16, 2016, in Question and Answer

Redbubble Limited (ASX:RBL) CEO Martin Hosking tells The Capital Network’s Lelde Smits how online marketplaces are helping artists connect with growing consumer demand for uniqueness.

Watch the video or read the transcription below...

Lelde Smits: Hello I’m Lelde Smits for The Capital Network and joining me here at Redbubble HQ (headquarters) in Melbourne is its CEO Martin Hosking. Martin welcome.

Martin Hosking: Thank you very much.

Lelde Smits: Martin you are the CEO of multimillion-dollar online art marketplace Redbubble. Could you explain to us where is demand coming from in this industry?

Martin Hosking: I think what we are seeing right now is the emergence of demand for unique individualised products. Historically an artist had to create and manufacture it for a single customer. What we are seeing now is with the print on demand technology artists can reach a global audience and by marrying it to that technology you are suddenly able to expand the nature of the offering.

So, consumers are wanting things that are individualised, which are personalised, which reflect their interests and concerns.

Lelde Smits: Like we’ve got around here, today, everywhere...

Martin Hosking: Exactly. And so suddenly technology is enabling that to occur. And, particularly that technology which I’m talking about is a print on demand technology. So a single product gets created for a consumer when they order it but it’s done in an incredible efficient way.

Lelde Smits: How many artists does Redbubble have on its platform and what kind of money are they making from being a part of Redbubble?

Martin Hosking: Right now we have just on 400,000 artists from all over the world on Redubble. Since we launched in 2006 artists have made over $44 million on the platform.

Just to give some context, the Australian Council for the Visual Arts will give out around about $20 million a year to the visual arts. So, artists right now are earning more right from the Redbubble platform then they are from government sources.

Lelde Smits: So Martin, what are the most popular products that are capturing the attention of users from the artists?

Martin Hosking: So what we’ve found over the years is that consumers want to have the art in their lives. So, that means they’re interested in t-shirts, they’re interested in iPhone cases, they’re interested in cushions and duvet covers. So, the things which you can decorate and make your life a little bit interesting because you’ve found something which resonates with you in the Redbubble marketplace.

It’s very hard, people ask me what are the most popular designs on Redbubble. The simple reality is that it’s incredible diverse. 65% of sales of all sales on Redbubble are from works that have been sold 50 times or less. So there is just a diversity of human interest, it’s not about a lot of people buying a single design, but a lot of designs for a lot of people.

Lelde Smits: Well that’s certainly means there is opportunity out there for everyone as well to get involved.

Martin Hosking: It is opportunity for consumers, right now Redbubble has about 10 million images on the site – so you will find something which interests you. From an artist’s point of view though – you will as an artist, provided you have something interesting to say, some interesting work – you will find a consumer who is interested in whatever it happens to be. Fighting pandas, Ninja unicorns, all of those things. You can create content and you will find the consumers which are interested in it.

Lelde Smits: Awesome, well I will be sure to check it out but thank you for speaking with us today.

Martin Hosking: Thank you very much.

View Our Investment Portfolios

S3 Consortium Pty Ltd (CAR No.433913) is a corporate authorised representative of LeMessurier Securities Pty Ltd (AFSL No. 296877). The information contained in this article is general information only. Any advice is general advice only. Neither your personal objectives, financial situation nor needs have been taken into consideration. Accordingly you should consider how appropriate the advice (if any) is to those objectives, financial situation and needs, before acting on the advice.

Conflict of Interest Notice

S3 Consortium Pty Ltd does and seeks to do business with companies featured in its articles. As a result, investors should be aware that the Firm may have a conflict of interest that could affect the objectivity of this article. Investors should consider this article as only a single factor in making any investment decision. The publishers of this article also wish to disclose that they may hold this stock in their portfolios and that any decision to purchase this stock should be done so after the purchaser has made their own inquires as to the validity of any information in this article.

Publishers Notice

The information contained in this article is current at the finalised date. The information contained in this article is based on sources reasonably considered to be reliable by S3 Consortium Pty Ltd, and available in the public domain. No “insider information” is ever sourced, disclosed or used by S3 Consortium.

Australian ASX Small Cap stocks | Why is Australia’s leading small cap publication

Founded seven years ago, is Australia’s leading and longest standing website for investor and finance news, education and expert opinion.

Published by StocksDigital, Finfeed was created to report daily on the comings and goings of ASX listed stocks in the small cap market.

As the first digital publication dedicated specifically to this space, Finfeed soon became the most trusted publication in the market, quickly garnering over two million page views – a number that continues to rise. provides its readers with informative articles that tackle the latest in market moving #ASX small cap news, plus exclusive content you won’t find anywhere else. It is aimed at those with an interest in investing, market education, company performance, start-ups and much more. is the only media organisation operating under the strength of a Financial Services License and is backed by leading journalists and analysts all with brands of their own.

The website aims to inform, educate and entertain with content that drills down into the heart of financial matters.

Finfeed is a leading source of investor and market information, with everything investors need to know about how to invest written in a way that anyone can understand. 

Over the years, the website has expanded beyond exclusively reporting on small caps, to profile Australia’s leading ASX listed small, mid and large caps as well as some of the country’s most successful CEOs and business leaders to find out what makes them tick.

Every day you will find fresh content covering:

Fast Facts

Over 4,000 articles published

Over 2.3 Million Page Views and counting

Over 10,000 followers on social media

Subscriber list growing by 2% monthly

Thanks for subscribing!