diff --git a/examples/demo/app/go.mod b/examples/demo/app/go.mod
index 9d9ae201e89..a457cdab6e9 100644
--- a/examples/demo/app/go.mod
+++ b/examples/demo/app/go.mod
@@ -6,11 +6,11 @@ require (
 	github.com/davecgh/go-spew v1.1.1 // indirect
 	github.com/golang/protobuf v1.4.3 // indirect
 	github.com/kr/pretty v0.1.0 // indirect
-	go.opentelemetry.io/otel v0.17.0
-	go.opentelemetry.io/otel/exporters/otlp v0.17.0
-	go.opentelemetry.io/otel/metric v0.17.0
-	go.opentelemetry.io/otel/sdk v0.17.0
-	go.opentelemetry.io/otel/sdk/metric v0.17.0
+	go.opentelemetry.io/otel v0.18.0
+	go.opentelemetry.io/otel/exporters/otlp v0.18.0
+	go.opentelemetry.io/otel/metric v0.18.0
+	go.opentelemetry.io/otel/sdk v0.18.0
+	go.opentelemetry.io/otel/sdk/metric v0.18.0
 	golang.org/x/sys v0.0.0-20201015000850-e3ed0017c211 // indirect
 	google.golang.org/genproto v0.0.0-20200527145253-8367513e4ece // indirect
 	google.golang.org/grpc v1.36.0
diff --git a/examples/demo/app/go.sum b/examples/demo/app/go.sum
index 63f7915a8d5..7b5e425791a 100644
--- a/examples/demo/app/go.sum
+++ b/examples/demo/app/go.sum
@@ -51,22 +51,22 @@ github.com/stretchr/testify v1.7.0 h1:nwc3DEeHmmLAfoZucVR881uASk0Mfjw8xYJ99tb5Cc
 github.com/stretchr/testify v1.7.0/go.mod h1:6Fq8oRcR53rry900zMqJjRRixrwX3KX962/h/Wwjteg=
 github.com/yuin/goldmark v1.1.27/go.mod h1:3hX8gzYuyVAZsxl0MRgGTJEmQBFcNTphYh9decYSb74=
 github.com/yuin/goldmark v1.2.1/go.mod h1:3hX8gzYuyVAZsxl0MRgGTJEmQBFcNTphYh9decYSb74=
-go.opentelemetry.io/otel v0.17.0 h1:6MKOu8WY4hmfpQ4oQn34u6rYhnf2sWf1LXYO/UFm71U=
-go.opentelemetry.io/otel v0.17.0/go.mod h1:Oqtdxmf7UtEvL037ohlgnaYa1h7GtMh0NcSd9eqkC9s=
-go.opentelemetry.io/otel/exporters/otlp v0.17.0 h1:XLRaBlDNyLY+QlE4CDIJG+p90grYxNznbufFGphqJtE=
-go.opentelemetry.io/otel/exporters/otlp v0.17.0/go.mod h1:yf9oXQ8NaX2VgZmRvJjdYG+M4nVRdCBwxTeLGACg0c8=
-go.opentelemetry.io/otel/metric v0.17.0 h1:t+5EioN8YFXQ2EH+1j6FHCKMUj+57zIDSnSGr/mWuug=
-go.opentelemetry.io/otel/metric v0.17.0/go.mod h1:hUz9lH1rNXyEwWAhIWCMFWKhYtpASgSnObJFnU26dJ0=
-go.opentelemetry.io/otel/oteltest v0.17.0 h1:TyAihUowTDLqb4+m5ePAsR71xPJaTBJl4KDArIdi9k4=
-go.opentelemetry.io/otel/oteltest v0.17.0/go.mod h1:JT/LGFxPwpN+nlsTiinSYjdIx3hZIGqHCpChcIZmdoE=
-go.opentelemetry.io/otel/sdk v0.17.0 h1:eHXQwanmbtSHM/GcJYbJ8FyyH/sT9a0e+1Z9ZWkF7Ug=
-go.opentelemetry.io/otel/sdk v0.17.0/go.mod h1:INs1PePjjF2hf842AXsxGTe5lH023QfLTZRFPiV/RUk=
-go.opentelemetry.io/otel/sdk/export/metric v0.17.0 h1:RKOa26LDq4JBRwUnWwY64ccc27v1rA20z0q71aq4WFs=
-go.opentelemetry.io/otel/sdk/export/metric v0.17.0/go.mod h1:G9SxRFvGmGpdmJ8TEXnTEnnRuR5p3cg/tRvWkA/XHvo=
-go.opentelemetry.io/otel/sdk/metric v0.17.0 h1:l9W/OcHwyq3ZPqk4V6OS5ED50z9A6yI8N9gWeKS7zAY=
-go.opentelemetry.io/otel/sdk/metric v0.17.0/go.mod h1:zAX55SrmDMpZwfQrz1PKIPbCP5beU+JPQTfNko01deo=
-go.opentelemetry.io/otel/trace v0.17.0 h1:SBOj64/GAOyWzs5F680yW1ITIfJkm6cJWL2YAvuL9xY=
-go.opentelemetry.io/otel/trace v0.17.0/go.mod h1:bIujpqg6ZL6xUTubIUgziI1jSaUPthmabA/ygf/6Cfg=
+go.opentelemetry.io/otel v0.18.0 h1:d5Of7+Zw4ANFOJB+TIn2K3QWsgS2Ht7OU9DqZHI6qu8=
+go.opentelemetry.io/otel v0.18.0/go.mod h1:PT5zQj4lTsR1YeARt8YNKcFb88/c2IKoSABK9mX0r78=
+go.opentelemetry.io/otel/exporters/otlp v0.18.0 h1:mRsntnUe1FjGSkLXDYRufa5F0ofs4idyZDrrc4TIkfI=
+go.opentelemetry.io/otel/exporters/otlp v0.18.0/go.mod h1:MXL3kW65kZDllGxuuaKZyWYuk2jmf1/E4CtXb6iyVyI=
+go.opentelemetry.io/otel/metric v0.18.0 h1:yuZCmY9e1ZTaMlZXLrrbAPmYW6tW1A5ozOZeOYGaTaY=
+go.opentelemetry.io/otel/metric v0.18.0/go.mod h1:kEH2QtzAyBy3xDVQfGZKIcok4ZZFvd5xyKPfPcuK6pE=
+go.opentelemetry.io/otel/oteltest v0.18.0 h1:FbKDFm/LnQDOHuGjED+fy3s5YMVg0z019GJ9Er66hYo=
+go.opentelemetry.io/otel/oteltest v0.18.0/go.mod h1:NyierCU3/G8DLTva7KRzGii2fdxdR89zXKH1bNWY7Bo=
+go.opentelemetry.io/otel/sdk v0.18.0 h1:/UiFHiJxJyEoUN2tQ6l+5f0/P01V0G9YuHeVarktRDw=
+go.opentelemetry.io/otel/sdk v0.18.0/go.mod h1:nT+UdAeGQWSeTnz9vY8BBq7SEGpmWAetyo/xHUcQvxo=
+go.opentelemetry.io/otel/sdk/export/metric v0.18.0 h1:0CP4KxCGeaVO2l69NNzRCULaaGiW6UGPDSF/b6gRqDs=
+go.opentelemetry.io/otel/sdk/export/metric v0.18.0/go.mod h1:CFUAd+HdaQT3efTnVFYaXXp56b6bFUqkck4iRB9wu0g=
+go.opentelemetry.io/otel/sdk/metric v0.18.0 h1:16ryqzWeYMl6uzwz7or3IQlCDf366Ppfm50215Mte5I=
+go.opentelemetry.io/otel/sdk/metric v0.18.0/go.mod h1:NY9c56grMpjqdaYvOFon8nnsgMPBaXpde5SO1ulDyCo=
+go.opentelemetry.io/otel/trace v0.18.0 h1:ilCfc/fptVKaDMK1vWk0elxpolurJbEgey9J6g6s+wk=
+go.opentelemetry.io/otel/trace v0.18.0/go.mod h1:FzdUu3BPwZSZebfQ1vl5/tAa8LyMLXSJN57AXIt/iDk=
 golang.org/x/crypto v0.0.0-20190308221718-c2843e01d9a2/go.mod h1:djNgcEr1/C05ACkg1iLfiJU5Ep61QUkGW8qpdssI0+w=
 golang.org/x/crypto v0.0.0-20191011191535-87dc89f01550/go.mod h1:yigFU9vqHzYiE8UmvKecakEJjdnWj3jj499lnFckfCI=
 golang.org/x/crypto v0.0.0-20200622213623-75b288015ac9/go.mod h1:LzIPMQfyMNhhGPhUkYOs5KpL4U8rLKemX1yGLhDgUto=
@@ -124,7 +124,6 @@ google.golang.org/grpc v1.19.0/go.mod h1:mqu4LbDTu4XGKhr4mRzUsmM4RtVoemTSY81AxZi
 google.golang.org/grpc v1.23.0/go.mod h1:Y5yQAOtifL1yxbo5wqy6BxZv8vAUGQwXBOALyacEbxg=
 google.golang.org/grpc v1.25.1/go.mod h1:c3i+UQWmh7LiEpx4sFZnkU36qjEYZ0imhYfXVyQciAY=
 google.golang.org/grpc v1.27.0/go.mod h1:qbnxyOmOxrQa7FizSgH+ReBfzJrCY1pSN7KXBS8abTk=
-google.golang.org/grpc v1.35.0/go.mod h1:qjiiYl8FncCW8feJPdyg3v6XW24KsRHe+dy9BAGRRjU=
 google.golang.org/grpc v1.36.0 h1:o1bcQ6imQMIOpdrO3SWf2z5RV72WbDwdXuK0MDlc8As=
 google.golang.org/grpc v1.36.0/go.mod h1:qjiiYl8FncCW8feJPdyg3v6XW24KsRHe+dy9BAGRRjU=
 google.golang.org/protobuf v0.0.0-20200109180630-ec00e32a8dfd/go.mod h1:DFci5gLYBciE7Vtevhsrf46CRTquxDuWsQurQQe4oz8=
diff --git a/examples/demo/app/main.go b/examples/demo/app/main.go
index a078b7dcf79..4764a05905d 100644
--- a/examples/demo/app/main.go
+++ b/examples/demo/app/main.go
@@ -24,10 +24,10 @@ import (
 	"time"
 
 	"go.opentelemetry.io/otel"
+	"go.opentelemetry.io/otel/attribute"
 	"go.opentelemetry.io/otel/baggage"
 	"go.opentelemetry.io/otel/exporters/otlp"
 	"go.opentelemetry.io/otel/exporters/otlp/otlpgrpc"
-	"go.opentelemetry.io/otel/label"
 	"go.opentelemetry.io/otel/metric"
 	"go.opentelemetry.io/otel/metric/global"
 	"go.opentelemetry.io/otel/propagation"
@@ -110,9 +110,9 @@ func main() {
 	// labels represent additional key-value descriptors that can be bound to a
 	// metric observer or recorder.
 	// TODO: Use baggage when supported to extact labels from baggage.
-	commonLabels := []label.KeyValue{
-		label.String("method", "repl"),
-		label.String("client", "cli"),
+	commonLabels := []attribute.KeyValue{
+		attribute.String("method", "repl"),
+		attribute.String("client", "cli"),
 	}
 
 	// Recorder metric example