ARTrepreneurship: Shifting to a Business Mindset in a Creative World
Introduction
The model of a successful artist has changed. The genius forming masterpieces in solitude soon to be serendipitously discovered is not a sustainable or an easily replicable framework to begin a successful creative enterprise. However, many artists still hold onto this model as the only possible career path. Therefore, it is imperative that educators interested in supporting the entrepreneurial dreams of artists de-mystify the passion centered trajectory, stress that commodifying their craft is not creative blasphemy, explain that the art world is not grounded in meritocracy, and demonstrate how collaboration is the key to success. Educators should combine the theoretical in-class instruction with a practicum to help shape what the authors refer to as ARTrepreneurship. An ARTrepreneur is a resourceful person who merges their artistic skills and business expertise to establish a sustainable career. The artist should understand their value—how to emotionally and/or functionally offer value to their customers and associate a monetary value to their creative endeavor manifesting into a lucrative career. Under the leadership of Dr Sonia Manjon, The Barnett Center for Integrated Arts and Enterprise at The Ohio State University (OSU) in Columbus, Ohio, sought to determine how to teach business skills to art students and local artists.
Columbus, Ohio is ranked the 6th most creative city in the United States (Wallace 2016). However, the research grounding this ranking does not reflect local artistic entrepreneurs’ level of success or the business support available to make a creative enterprise profitable. “Artists are self-employed at much higher rates than others in the workforce. About 34 percent of artists in the United States are self-employed, 3.5 times the national workforce average” (Clifford 2013). Columbus has several professional development programs to support this growing population: Business of Art workshops by Wild Goose Creative, Artist Production Development Workshops by The Lincoln Theater, Educators’ Summer Studio by Columbus College of Art and Design (CCAD), Columbus Writers’ Workshop by Columbus Creative Cooperative, as well as programs facilitated by Ohio Design Craftsmen, McConnell Arts Center, ROY G BIV Gallery, Ohio Alliance for Arts Education and VSA Ohio led workshops. However, none are long-term comprehensive programs for art-centered businesses and students who are aspiring arts entrepreneurs. Other arts-based co-working facilities such as Columbus Idea Foundry, Ethical Art Collective, and Glass Axis provide space for artists to hone their craft, but an opportunity for these artists to learn how to use their arts for sustainable careers is missing.
Historically, business incubators focused heavily on early-stage technology companies. Conversely, according to the National Business Incubation Association, the U.S. houses roughly 1,500 incubators for start-ups, and an increasing number of them focus on niches that were previously overlooked (Goodman 2015) including the art and design industries. Ann Markusen, director of the University of Minnesota Humphrey School of Public Affairs and author of the Kauffman report, argues that arts-based entrepreneurs have unique challenges, thus often times fall through the cracks in traditional workforce and small business development programs (Clifford 2013). The ARTrepreneur Workshop Series (AWS) prevents artists from falling through the cracks. AWS is an incubator that offers two unique components to address the needs of OSU entrepreneurial students and Columbus artists: (1) intensive series on finance, marketing, and law; and (2) continued professional development through quarterly arts-centered business programs sponsored by The Barnett Center and Creative Control Festival (CCF). These components satiate the need for business-oriented skill building, time to focus on their businesses, and support community building and collaborations. The goal of The Barnett Center and partners is to facilitate an ongoing study of success of arts-based entrepreneurs using our collaborative ARTrepreneur curriculum.
In early 2015, The Barnett Center and Mosaic Education Network, targeted OSU students and aspiring and early career arts-based business owners to participate in a two-part two hour interactive dialogue, ARTrepreneur Roundtable, to discover the needs of arts-based entrepreneurs. Participants identified three necessities for entrepreneurial success: building effective networks, acquiring business skills, and identifying time and space to work. Based on these needs, the ARTrepreneur Workshop Series was developed as an intensive series for students as well as new and aspiring arts-based business owners. The inaugural year was an 8-week intensive funded through a grant from Greater Columbus Arts Council (GCAC), a city-funded agency, with the goal of supporting 15 ARTrepreneurs. The center more than quadrupled its goal with an initial enrollment of 75 artists. Together with Mosaic Education Network, Creative Control Fest (CCF), Wild Goose Creative, CCAD, The Small Business Development Center, accountants, and tax professionals, the center offered a comprehensive curriculum for artists to become arts-centered business owners. In 2017, the funding was a combination of university resources with city funds. Based on feedback from former participants, the center changed the time from morning to evening, changed the program from a 3-day week/eight week series to a 5-day week/4-week series, and offered college credit for students. In 2017, 114 artists registered combining OSU students and alumni with Columbus artists. It is through this program that artists are encouraged to work, live, and play in a city dedicated to helping the creative class.
The purpose of this chapter is to offer insight to faculty establishing arts entrepreneur programs and working with art students to prepare them to lead sustainable and profitable careers after graduation. Through collaborative efforts with arts organizations and artists, The Barnett Center was able to co-create a cohort-based learning model based on the premise that creative skill and passion is not enough to be a successful ARTrepreneur. The focus of the ARTrepreneur Workshop Series is to show how partnerships between the academy and the community effectively shape curriculum by hiring workshop facilitators that have professional experience in both creative and business centered industries. The goal is to ensure students and arts-based business owners have the knowledge and practical skills to have sustainable careers in our changing economic times.
The Importance of Teaching Through Community/University Partnerships
The Barnett Center for Integrated Arts and Enterprise seeks to actively engage and collaborate with artists, arts organizations, and art businesses to identify ways to effectively train students to work in the arts and to explore ways it can support the local arts communities. The mission is to educate and prepare students for successful careers in the arts and related entrepreneurial fields. The Barnett Center advances and increases students’ understanding of the business side of the arts and the worlds of arts management, policy, and culture by focusing on the entrepreneurial aspects of the arts. This cannot be achieved in a vacuum, so it was necessary to combine community partners in every aspect of programming, from the speaker series to training workshops and events.
The Barnett Center wanted to ensure that the programming offered to students and the community satisfied the needs of aspiring early career artists. Therefore, The Barnett Center partnered with Dr Melissa Crum of Mosaic Education Network to lead a series of roundtables to discuss the needs of art students and the creative community. Dr Crum, facilitated the ARTrepreneur Roundtables—a two-part two-hour dialogue using a World Cafe framework, to discover the needs of art students, Columbus artists, and arts-based businesses. World Cafe is a method that engages large groups of people in a series of small meaningful conversations. Trained in hosting solution-based collaborative conversations and qualitative research, Dr Crum guided participants of the ARTrepreneur Roundtables through a World Cafe interactive process to ensure diverse contribution across artistic fields, connect perspectives on how the Barnett Center can support the arts community, extract patterns in responses, and share discoveries.
The ARTrepreneur Roundtables began with a collective of students, artists, and arts business owners convened in a large group discussion. This process provided the most effective approach to support local artists and OSU students affiliated with programs such as The Barnett Center’s Future Arts Managers & Entrepreneurs (FAME) student organization, Fisher School of Business Entrepreneurship Association, and The Music, Media, and Enterprise Minor program located in the School of Music. Participants introduced themselves by answering the following question: “In one sentence, tell us what is your work in the world?” The introduction was meant to bring everyone’s voice to the table and to hear who was in the room. After the introduction, there were three rounds of small table conversations with no more than four to five participants each. The participants simultaneously converse at their table for 20 minutes with a volunteer table host recording key issues in which the table participants determine important points. The notes are left at the table with the volunteer host for the next group. For each round, participants move to a new table, the hosts at each table shares with their new group the main points from the previous group. Each new group will then choose a new host as they deliberate the new question.
The round table questions sought to unearth the needs, current obstacles to success, and how to provide solutions. Question one: “In regards to your work in the world, what do you wish you knew earlier that you know now?” The goal was for participants to think about potential training and education needed for early artists and students entering into art centered arenas. Question two: “How would you describe the current arts community in Columbus?” It was important that the participants described their ideas contextually and not simply create a list of adjectives. Follow up questions included: What’s the (creative) scene? Is it thriving? Are there industry or demographic silos? Is access to resources easy? Do people share information? What is your relationship to this art community? With the table host, each group determined two strengths in the Columbus arts community and two areas that needed support. Each group wrote the answers on Post-It notes and placed them on the wall to be categorized by Dr. Crum. The goal was to have participants consider the pros and cons of the Columbus arts community, where support is established, where it is needed, and possible areas The Barnett Center could support with added resources. Question 3: “What do you need in order to effectively execute your work in the world?” Participants were asked to state the information, resources, funding, human capital, and skills they believed are needed in order to be successful. With the table host, each group determined two to five needs associated with a business goal or project for themselves or their organization. Each group posted the answers on a separate wall and Dr. Crum categorized them. The objective was for participants to think about current and future projects, initiatives, goals as artists and arts-based organizations, and how collaborations might occur. The World Cafe interactive framework allowed The Barnett Center to create an opportunity for students and artists from various industries, artistic mediums, and demographics to interact with each other and focus on local challenges. Additionally, the framework ensured that next step solutions came directly from the participants. The process prioritized the voices of students and community artists in order to avoid an institutional top-down approach to serving the community.
The participants identified three necessities for entrepreneurial success: (1) build networks with other creatives (artists, designers, writers, and performers), (2) acquire business skills, and (3) have time and working space to focus on creative projects. These outcomes were the basis for designing the ARTrepreneur Workshop Series. The authors invited local artists and OSU students to participate in an annual summer cohort with arts-based business owners to focus on business needs to support career and economic success. AWS supports talented students and community artists to gain practical business skills and increase self-confidence to strengthen their economic, social, and artistic vitality in a specific neighborhood on the brink of revitalization. The program was piloted in the Franklinton district due to existing relationships with organizations located there. Franklinton had a reputation as a poor crime-stricken area known as “the Bottoms.” But as artists entered the area they began to redirect the city’s revitalization efforts targeting Columbus’ progressive and diverse creatives. Former mayor of Columbus, Michael B. Coleman stated, “I want [Franklinton] to be a place where the young, creative class of people live and develop ideas of the future in an electric and energetic environment.”
AWS supported artists across the city who needed time, community, and business acumen to achieve success and sustainability. The authors’ unique approach to teaching arts-based business development had three goals: (1) to deepen student engagement with art-based professionals for career success, (2) create opportunities for experienced and aspiring artists, arts-based business owners, and students by building an intellectual community with the Barnett Center and other partners, and (3) integrate local arts-based business owners that have the practical business skills and creative experiences to facilitate workshops. It was discovered that it’s ineffective to have studio art professors teach ARTrepreneurs, it is equally ineffective to have traditional business professionals teach ARTrepreneurs. Instead, a hybrid of professionals entrenched in the creative industry was needed along with expertise in the business side of their artistry.
ARTrepreneur Workshop Series
AWS brings together a variety of partners committed to creating solutions for arts-based entrepreneurs using a collaborative ARTrepreneur curricular approach. The first cohort started summer 2016 as an initiative for students and creative entrepreneurs to support the development of their creative careers. This pilot program was supported by an $18,000 grant from the Greater Columbus Arts Council (GCAC) to test the authors’ theory of providing a practicum by which both students and Columbus artists could co-create solutions for arts-based entrepreneurs using a collaborative ARTrepreneur curricular approach. The 8-week pilot met 3 days per week from May 3 to June 23, 2016 at the STEAM Factory in The Franklinton. Founded in December 2012 by a collection of young and energetic Ohio State faculty, postdocs and staff, the STEAM Factory is a diverse and inclusive grass-roots network in the Ohio State community that facilitates creative and interdisciplinary collaboration, innovation, and dissemination. As a pilot, academic credit was not given, there was no fee to participate, and participants could drop in on sessions that interest them. The second year was augmented with a $10,000 budget from The Barnett Center, a $5000 grant from GCAC, and the creation of a special topics course. Participation was mandatory, 3 credit units were given to both undergraduate and graduate students who enrolled; Columbus artists had to register in advance but were not charged a fee to participate. The class was changed to a 4-week intensive and met Monday through Friday evenings May 10 to June 5, 2017. Dr Crum was the lead facilitator for both cohorts and imbedded into the curriculum sessions on mission statements, vision statements, and unique value propositions. Participants were able to articulate how the mission, vision, and the value offered to their customers laid the foundation for how to progress forward in business. Participants learn through hands-on activities and ongoing feedback from peers and professionals. What follows are the creative professionals the authors worked with to co-facilitate workshops in building skills in specific areas.
Branding and Marketing: Marshall Shorts is a graphic designer who helps artists learn that they are their brand. He is the founder of ARTfluential branding agency and co-founder of Creative Control Fest (CCF). ARTfluential helps business owners with small to mid-sized budgets spread their message to targeted audiences. CCF is an annual grassroots conference and festival with the goal to help grow an ethnically and culturally diverse landscape while providing exposure, resources, and opportunities in the design and creative fields. Shorts helped participants determine their audience, construct their message, and offer free and low-cost strategies to market their message to potential customers in order to increase profit.
Diverse Revenue Streams: Cynthia and Kevin Turner are a creative couple who shared how to create passive income. Dr Cynthia Turner is a CPA, author and professor of accounting and management information systems at OSU. Kevin Turner is an author and professional musician. Together they run a record label and have written and published books in their respective fields. They shared with participants how writing about their expertise in textbooks, blogs, and self-publishing can be a way to gain multiple streams of income for success.
Negotiation: Adam Brouillette is an artist, designer, and founder of Blockfort Studios. Brouillette discussed how a studio rental business can build a creative community and create sustainable income. He also shared best practices for artists to negotiate with clients, gallerists, and collectors in order to present their value to their market to receive the compensation they desire.
Copyrights and Contracts: Stefan “T.Wong” Thomas is a singer, songwriter, and co-founding attorney of Thomas Ingram Law Group. He shared how to evaluate contracts, the differences between copyrights and trademarks, and determine business’ tax designations. Thomas identified basic legal strategies and lexicon for participants to keep their businesses protected.
Budgeting: Elaine Grogan Luttrull is a CPA, assistant professor, and department head of the Business and Entrepreneurship of Columbus College of Art and Design and founder of Minerva Financial Arts. She led participants through an interactive budgeting exercise to help them learn the importance of money management.
Putting it into Practice: The authors invited five arts-based business owners from different industries to share their creative entrepreneurial journeys. Dwight Heckelman is the founder of Groove U—a post-secondary school offering two-year degrees in music industry professions. Celeste Malvar-Stewart is the founder of Malvar = Stewart—an ecoconscious fashion company that uses salvaged fine vintage fabrics and wool from local farmers for women’s clothes and accessories. Carnell Willoughby is the co-founder of Willowbeez Soulveg—a food business that seeks to change the local perception of health-conscious eating by providing a vegetarian spin on traditional African American and Caribbean dishes. Troy Stith is a 2016 AWS participant. Stith is a self-taught painter who shared his business plan and how AWS helped him gain additional skills in building his business. Louise Robinson, member of the Grammy Award-winning a cappella ensemble Sweet Honey in the Rock, shared how to remain relevant and profitable during a 40-year tenure in the music industry.
On the last day of the series, participants presented their business plan using the business model canvas—a visual outline of a business plan with nine critical components for leading a successful business: value proposition, customer segments, cost structure, revenue stream, customer relationships, distribution channels, key partners, key activities, and key resources. As the participants presented their business model canvas to the cohort and invited professionals, written feedback was given to each AWS presenter that focused specifically on their creative enterprise.
Conclusion
AWS supports emerging artists face their biggest challenge: Creating a business plan. Through community–university partnerships, the authors worked to support artists and creative students prepare to make their passion their profit. This type of partnership allows students to work with professional and emerging artists in their cohort, learn from active creative entrepreneurs, and create the potential for universities to reach alumni needing additional support to be successful after graduation. Maintaining diverse cohorts of community artists, students, and alumni is important for students to build networks and form collaborations while understanding the post academic reality of sustaining an arts career.
The uniqueness of this program is the community-university partnerships established between the local funding communities to meet the needs of Columbus based artists as well as OSU students and alumni. By combining resources from both the City of Columbus and OSU through The Barnett Center, an academic curriculum and practicum that met the needs of students, alumni, emerging, and professional artists was developed. Assessment of both cohorts is underway. In-depth interviews with 2016 cohort participants will be conducted to understand impact of the program one-year later. A survey of the 2017 cohort is being conducted to assess product design and implementation. Findings are expected to be released in Fall 2017.
A thank you note from one of the 2017 participants, a painter, and OSU alumnae, on her experience participating in the ARTrepreneur Workshop Series concisely states the objective for each participant,
I want to thank you for the amazing opportunity to attend the ARTrepreneur Workshop Series. It was beyond a game changer… it’s easy to justify it as a life changer. Because of this workshop I was able to refine my offerings, find my voice, understand my customers, overhaul my website, develop a marketing plan, re-price my work, develop new revenue streams, and create a three-year plan to become a full-time artist. Thank you and the Barnett Center for helping to make this OSU alumni dreams come true!
So many artists face challenges with starting a creative business. It is the duty of universities to ensure students are equipped with the knowledge to be successful. By collaborating with creative experts outside of the university, professors help their students take the courageous leap into ARTrepreneurship.
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