3rd Edition

Entrepreneurship in the Arts

By Bonita M. Kolb Copyright 2025
    360 Pages 3 B/W Illustrations
    by Routledge

    360 Pages 3 B/W Illustrations
    by Routledge

    The need for artists, musicians, actors, singers, designers and other creative individuals to understand basic business concepts so they can successfully pursue their chosen creative profession has only grown since the publication of this textbook, now in its third edition. This popular book teaches business concepts in a way that is relevant to the way that creative students learn.

    Providing an understanding of the fundamental skills of entrepreneurship, this book enables creatives to launch new businesses, run for-profit creative industries or manage nonprofit cultural organizations. The book leads the student through the entrepreneurial process starting with finding the right customers to pricing, distribution and promotion. This latest edition has been updated to account for significant changes in the creative industries that have been accelerated by the use of AI in the production of creative products, the challenge of pricing products within a range acceptable to consumers while accounting for the rising cost of production and the increasing need to use social listening skills and technology as a basis of consumer research.

    Weaving practical advice from successful creatives with pedagogical features such as ‘Questions to Consider’, ‘Tasks to Complete’, and ‘Visualization Exercises’, this textbook continues to be essential reading for creative students.

    Part 1: Finding Your Entrepreneurial Inspiration 1. Art, Culture and Entrepreneurship 2. Making the Dream a Reality 3. Researching Competitors and Customers Part 2: Creating Your Entrepreneurial Business 4. Analyzing the Product and its Benefits 5. Targeting the Right Customer 6. Mastering the Numbers 7. Distributing Your Product 8. Promoting the Creative Product 9. Building Social Media Relationships Part 3: Growing Your Business to the Next Level 10. Financial Concepts for Success 11. Expanding the Business 12. Legal and Management Issues for Growth


    Bonita M. Kolb is Professor Emeritus of Business Administration at Lycoming College, USA.

    "Bonita Kolb’s Entrepreneurship in the Arts is a valuable resource for anyone wanting to learn more about making creative dreams a reality and leadership within this exciting industry. Kolb presents foundational concepts concisely, in a language that is accessible to students and instructors alike. I highly recommend this edition and loved working through the book with my class!" Christina R. HaldaneAssistant Professor, Mount Allison University, Canada

    "This book speaks directly to readers with no business background who might struggle understanding entrepreneurial concepts. It attempts to bridge the gap between arts and commerce by teaching cultural and creative practitioners how to start up a creative enterprise. Kolb accompanies them throughout the whole process using non-business parlance. The practical examples and case studies, including the business plan template, are particularly useful." Michael Kho Lim, University of Glasgow, UK