Open resources | Masterclasses on creative businesses in the arts & well-being sector
In the context of the project AWAKE: Arts & Wellbeing as a Creative Business and Future Livelihood, the NDPC has hosted five masterclasses targeted at a variety of topics for businesses in the arts & wellbeing sector.
We are now excited to announce that the resources are available for viewing!
Who are those masterclasses for?
The target audience for this program includes artists, creative professionals, and small and micro businesses operating, or aspiring to operate, in the arts and wellbeing sector. These masterclasses will be valuable to all artists & entrepreneurs in this space who are looking to expand their knowledge, build sustainable practices, or strengthen their fundraising and branding strategies. Whether you’re just starting out or have years of experience, discover practical tools and insights to further your professional journey!
These sessions, mostly in English and lasting around one hour each, provide practical insights on securing funding (Chloé Versini), measuring social impact (Clara Bourgeois), marketing, intellectual property rights, and licensing (Paula Rusokallio, Liisa Ollberg & Kati Uusi Rauva), sustainable business models (Anastasia Koptsyukh), and value co-creation (Dr. Kristiina Urb).
List of topics:
1. FUNDRAISING – “Rechercher des financements pour son project de coopération culture et santé // Funding your art and wellbeing projects” – Chloé Versini
2. IMPACT ASSESSMENT – “Mesurer l’impact social de son project de coopération culture et santé // Measuring the social impact of arts and wellbeing projects” – Clara Bourgeois
3. INTELLECTUAL PROPERTY RIGHTS AND LICENSING – “Running Your Business, Marketing and Licensing as an Arts & Wellbeing Entrepreneur” – Paula Rusokallio, Liisa Ollberg & Kati Uusi Rauva
4. SUSTAINABILITY – “Sustainable Business Models Applicable to the Arts and Wellbeing Sector” – Anastasia Koptsyukh
5. COLLABORATION – “Unlocking the Power of Value Co-Creation in Arts and Wellbeing Businesses” – Dr. Kristiina Urb
The masterclass was held on: November 21st, 2024
1. FUNDRAISING – “Rechercher des financements pour son project de coopération culture et santé // Funding your art and wellbeing projects”
The masterclass aims to support and professionalize individuals working in the cultural and/or health sectors by providing practical workshops tailored to address specific challenges, such as economic difficulties and effective development strategies. The training also explores fundraising opportunities in France.
About the speaker: Chloé Versini – Fundraising officer for Les Clowns Stéthoscopes and coordinator of fundraising officers for FFACH (Fédération Française des Associations de Clowns Hospitaliers). With over 5 years of experience in private and public fundraising, Chloé Versini also works as a communications coach.
Masterclass facilitated by Pôle Culture & Santé
Resources:
The masterclass was held on: December 12th, 2024
2. IMPACT ASSESSMENT – “Mesurer l’impact social de son project de coopération culture et santé // Measuring the social impact of arts and wellbeing projects”
The objective of the workshop is to ensure that participants understand what social impact assessment is and what resources are required to apply different activity evaluation methods. What do we mean when we talk about impact evaluation? What should we evaluate in a culture & health project? What should we not evaluate and why? How can we evaluate it?
About the speaker: Clara Bourgeois has been director of the Culture & Health Center in New Aquitaine for more than two years. She has worked in the field of social innovation and the social and solidarity economy for more than 10 years, and she runs training courses and develops cooperation projects between the arts and culture and health sectors.
Masterclass facilitated by Pôle Culture & Santé
Resources:
The masterclass was held on: December 12th, 2024
3. INTELLECTUAL PROPERTY RIGHTS AND LICENSING – “Running Your Business, Marketing and Licensing as an Arts & Wellbeing Entrepreneur”
In this masterclass, you can gain knowledge and skills to work effectively with diverse customer bases in the arts and wellbeing sectors, understanding their specific needs and adapting their methods accordingly! From this session, you will learn to understand the distinctive characteristics of public, private, and third sector customers, explore various models of work in the arts & wellbeing field, identify and define customer and end user groups — all with collaborative learning in mind.
About the speakers: (i) Paula Rusokallio is an artist, a developer of innovative creative methods. She specialize in debunking myths about art, willing to help people delve into the valuable unconscious processes related to seeing and creating, allowing them to bring themselves, their stories, and their creativity to the forefront in entirely new ways. Throughout her career, she has created various innovative tools for low-threshold art activities, including the ‘Taidesukellus®’ concept, which was also developed into an online version in 2020. (ii) Kati Uusi Rauva is EIT Creativity and Culture CLC Director North. She has been involved in CCSI business development, export and internationalization, funding and product development in various roles since the late 1990’s. (iii) Liisa Ollberg specializes in intellectual property law, data protection and commercial contracts. Furthermore, she provides counseling assignments relating to marketing and advertising law, consumer protection matters as well as media and telecommunications
Masterclass facilitated by Lapinlahden Lähde Oy
Resources:
- A summary of Liisa Ollberg’s session is available here: PDF link
The masterclass was held on: January 23th, 2025
4. SUSTAINABILITY – “Sustainable Business Models Applicable to the Arts and Wellbeing Sector”
This masterclass will introduce participants to Sustainable Business Models (SBMs) and Creation of Shared Value (CSV) with applicability in the arts and wellbeing sector. Through a keynote presentation and an interactive workshop exercise, participants will explore what sustainable business models are, learn about successful examples, and gain insights on how they may further develop their own entrepreneurial skills.
About the speaker: Anastasia Koptsyukh is a former entrepreneur with over a decade of experience in the startup ecosystem. She co-founded a Marketing Agency, a circular economy sustainability-focused Fashion startup, and a not-for-profit initiative supporting refugee relief. With a degree in Economics & International Business and a master’s in Digital Marketing, she is now pursuing a Doctor of Science in Business, Economics, and Finance at Aalto University, majoring in Entrepreneurship. Her research centers on social entrepreneurship and expanding social impact.
Masterclass facilitated by NDPC
Resources:
- Presentation in English: PDF link
The masterclass was held on: January 29th, 2025
5. COLLABORATION – “Unlocking the Power of Value Co-Creation in Arts and Wellbeing Businesses”
The masterclass focuses on value co-creation in the cultural and creative industries (CCI), providing both theoretical insights and practical tools. Participants will explore the “Three Cs Model” for interorganizational collaboration, review real-world examples from the AWAKE casebook, and engage in hands-on exercises using tools like the Motivation Canvas and Value Co-creation Map. The session includes group work on a Miro board, reflections on storytelling’s role in value co-creation, and concludes with a summary of key learnings.
About the speaker: Dr Kristiina Urb has experience in creative entrepreneurship, strategic management, marketing, and product and service development. Dr Urb is an expert and researcher in the CCI with over 15 years of experience in the field. She has assisted CCI SMEs in accessing over 1.5 million euros in funding and has authored publications and research, including co-authoring the CCI Learning Module Toolbox. Dr Urb uses her experience and knowledge to research CCI and provide consulting services to CCI organisations and companies.
Masterclass facilitated by NDPC
Resources:
- Presentation in English: PDF link
- Link to the presented case study ArtWave: https://www.linkedin.com/company/artwave-wellness/about/, https://www.artwavewellness.com/
What is AWAKE about?
The project “AWAKE: Arts & Wellbeing as a Creative Business and Future Livelihood” aims to explore the intersection of arts and wellbeing from a business perspective. By highlighting emerging practices of collaboration between the arts and wellness, the project will: provide educational materials (a compendium of business models); offer training opportunities (masterclasses and a bootcamp); facilitate the holding of a roundtable discussion.
The AWAKE project is co-funded by European Union Creative Europe programme, and is implemented by the Northern Dimension Partnership on Culture – NDPC together with Lapinlahden Lähde (Centre for Culture, Arts and Mental Well-being), Centrul Cultural Clujean (Cluj Cultural Centre) and Pôle Culture & Santé en Nouvelle-Aquitaine (Culture & Health Center).
