Artivate: A Journal of Entrepreneurship in the Arts

The demand for interdisciplinary and cross campus courses has increased substantially over the past few years resulting in increased program offerings and modifications to existing coursework in universities across the nation. This is very clearly evident in the arts realm. However, there is no clear agreement of knowledge, skills and abilities deemed important to the success of selfemployed artists and arts entrepreneurs. This essay presents qualitative data collected from personal conversations and other data collected over the past several years from students and faculty members engaged in lessons learned from The Coleman Foundation Faculty Fellows Program, a national initiative of The Coleman Foundation. Building upon the lessons learned from this initiative a framework is presented to embed entrepreneurship content across several arts subjects. Suggestions for conceiving and designing entrepreneurship course content are portrayed. The “modules” approach to the infusion of entrepreneurship within the arts and other disciplines are presented. Assessment methods to measure the impact of using such modules to infuse entrepreneurship are explained. Pedagogical constructs and pedagogical resources are presented. The implications for future research are postulated and suggested.

This essay looks at pedagogies that can be deployed to teach the habits of mind that support arts entrepreneurship through the lenses of frameworks developed by Gardner, Duening, and Costa & Kallick for conceptualizing ways of thinking. It draws a network of connections between these frameworks for ways of thinking on which are mapped various pedagogies for teaching arts entrepreneurs as employed in educational programs and as described in recent literature. After first briefly summarizing each of these frameworks, I graphically describe the ways these various frameworks may overlap and then offer examples of pedagogies that support the development of entrepreneurial habits of mind for artists and others.

The premise of this essay is that the study of ethics is an essential component in teaching all forms of “non-market entrepreneurship,” that is, all forms of entrepreneurship not undertaken solely for commercial purposes. In non-market entrepreneurship, such as arts entrepreneurship, social enterprise, or social entrepreneurship, at least one other purpose instead of or in addition to profit motivates acting entrepreneurially. In this essay we show how we add an ethical component to teaching social entrepreneurship in a discussion-based seminar in an American university. The thrust of our effort is to require students read Fyodor Dostoevsky’s “The Grand Inquisitor” and the Father Zossima portions from The Brothers Karamazov, originally published in Russian in 1863 as a seminal work in the golden age of Russian literature. Through the instructor’s structured and directed discussion of the text, students are presented with the argument that a personal ethic of “loving humility” as embodied in the character of Father Zossima might serve as an appropriate ethical guide for non-market entrepreneurship.

While many professional arts training programs prepare students to excel at the practice and performance of the arts, evidence suggests that many professional arts training programs may be failing to prepare students to be professional artists. A total of 11.1% of all recent college graduates with undergraduate arts degrees are unemployed (Carnevale, Cheah, & Strohl, 2012, p. 7).

Fifty-two percent of arts undergraduate alumni reported being dissatisfied with their institution’s ability to advise them about further career or education opportunities (SNAAP, 2012, p. 14). Eighty-one percent of all arts undergraduate alumni reported having a primary job outside of the arts for reasons of job security (SNAAP, 2012, p. 19). Many arts higher education administrators address the situation by advising arts students to attend business and entrepreneurship courses. However, these courses are often taught or presented outside of an arts training context. Arts entrepreneurship education can serve as contextual business/career/technology education for arts students; however, barriers make it difficult for administrators to create adequate curricular room for arts entrepreneurship education.

Furthermore, the teaching and learning of contextual business/career/technology education in professional arts training programs may often be thought of as helpful but not essential, as evidenced by the National Office of Arts Accreditation (NOAA) classification of these types of courses as general education units. This essay supports the need for arts entrepreneurship education, and discusses key barriers to recognizing arts entrepreneurship education as essential to professional arts training.

To address the call for examination of academic and professional approaches to arts entrepreneurship, we summarize the academic arts entrepreneurship programs in the State of North Carolina and conduct a pilot study with data gathered from arts entrepreneurs who attended the 5th annual Southern Entrepreneurship in the Arts Conference in Greensboro, North Carolina. Our review of the descriptive data reveals that arts entrepreneurs face a variety of needs and challenges, which are psychological (e.g., peer support) as well as technical (e.g., start-up skills). These findings suggest that, as prior literature stresses, arts entrepreneurship education programs should entail both the “entrepreneurship mindset” aspect and the “venture creation” aspect, so we advocate a holistic approach that combines both these perspectives with other related courses. We conclude, based on our exploratory study, that collaborative and flexible approaches, such as cross-campus programs for arts entrepreneurship education in higher education, could have beneficial outcomes for art entrepreneurs. Implications for future research are discussed.