arrow A pilot project jointly designed by DOCH, Operahögskolan and Royal Institute of Art.


The overarching ambition of this initiative is to broaden the art students' perspective of management and entrepreneurship in an innovative way. In six intensive days a generous space is created where Art and Business can freely meet to discuss matters of relevance. The art students will distil and develop their own management tools and models to drive their artistic practices forward. Constructive reflection, multi-method formats, active learning, shared responsibilities and real cases are the key words in this project.

The art students will actively touch upon various parts of the managerial territory such as strategy, branding, cultural entrepreneurship and innovation. Special attention will be given to the peculiarities of the arts market, as well as to the distribution of performing and visual art works. The topic of distribution will be amply developed in an art sales training workshop, which is the keynote of this initiative.

PLACE House 28, Royal Institute of Art, Skeppsholmen
16-17-18-19-20 April and 9 May 2012
Grant Calder, Anders Richtnér, Mikael Schiller, Tati-Freeke Surwarganda & Nils van Beek (SKOR), Erik Modig, Lex Bohlmeijer, Emma Stenström, Martine Dennewald


Monday 16/4
(09:00 – 12:30)
Introduction + Sales Workshop I – How Art, Business and Sales Meet
by Grant Calder

(13:30 – 17:00)
Innovation and Delight by Anders Richtnér

Tuesday 17/4
(09:30 – 12:30)
Strategy – ACNE / – The Dynamic Between Art & Industry by Mikael Schiller

(13:30 – 16:30)
The Arts Market - The Role of the Artist in Urban Territorial Development
by Tati-Freeke Surwarganda & Nils van Beek

Wednesday 18/4
(09:30 – 12:30)
Marketing in the Arts by Erik Modig

(13:30 – 16:30)
The Arts Market – Opera & Contemporary Music Theatre
by Lex Bohlmeijer

Thursday 19/4
(09:30 – 12:30)
Forces and Sources Behind Cultural Entrepreneurship
by Emma Stenström

(13:30 – 16:30)

Friday 20/4
(09:30 – 12:30)
The Arts Market - Curating the Performing Arts
By Martine Dennewald

(13:30 – 17:00)
Sales Workshop II – How Art, Business and Sales Meet
by Grant Calder

Wednesday 9/5
(9:30 – 12:30 & 13:30 – 17:00)
Sales Workshop III – How Art, Business and Sales Meet
by Grant Calder


“How Art, Business and Sales meet”

Many people who are untrained in sales find it uncomfortable, mysterious, unfamiliar and difficult. Artists need to make a living like everybody else and sales skills are essential to reach true potential and achieve financial success. A series of workshops will bridge the gap between art, business and sales.

The artist will work on their individual real life sales cases and structure them according to the best available processes, ranging from finding leads to closing a deal. They will get a strong sense of mission; learn about Sales psychology and how to stay focused.

The learning is “crystallized” by participants creating their own multi media presentation of their key learnings, making the whole workshop series tangible and sustainable. The result is a new positive, energized view of sales and the future.


Grant Calder is an American entrepreneur living in Stockholm and the founder of several companies. His expertise is in the area of sales, transformation and peak performance coaching. He is an MBA graduate from the Stockholm School of Economics. His current company The Roll AB helps people and companies achieve peak performance so they can provide more value for themselves and the world. To get results, Grant blends all of his skill sets with high-energy leadership and a set of innovative proprietary tools and processes.

The Arts Market - “Curating the Performing Arts” 

Choose a handful of performances you love. Set up a performing arts festival. Make it work!

This workshop offers you the opportunity to wear the programmer’s hat. Based on different sets of criteria, you will research a number of performances you are passionate about before we start. During the workshop, you will convince your funders that these are worth supporting. You will team up with others to set up the perfect festival – conceptually, artistically, topographically, and financially. You will set a theme and gather ideas to market and promote your programme. After a final round of presentations, we will discuss how feasible the different concepts are, but most of all, how inspiring!

Martine Dennewald trained as a dramaturge (Hochschule für Musik und Theater Leipzig) and arts manager (City University London). She has worked for theatres and performing arts festivals in Luxembourg (Théâtre National), Bochum (Schauspielhaus), London (The Gate Theatre and LIFT - London International Festival of Theatre), Budapest (Kortárs Drámafesztivál) and Zurich (Schauspielhaus). From 2007 until 2011 she was in charge of the Young Directors Project at the Salzburg Festival. She now works as a programmer at Künstlerhaus Mousonturm in Frankfurt.

“Forces and Sources Behind Cultural Entrepreneurship”

This workshop will deal with the forces and sources behind cultural entrepreneurship. It will mix practical exercises with more critical and contextual mini-lectures. The students will be asked to explore their own driving forces and needs, and answer questions like: How much money do you need to make? How do you combine your private, your artistic and your business goals? What does it mean to be an entrepreneur; what are the similarities and differences between artists and entrepreneurs, according to the theories? What are your strengths and weaknesses?

Apart from the personal exploration, there will be a number of mini-lectures on topics such as the hype around creativity and entrepreneurship today, and the ideological as well as psychological aspects of cultural entrepreneurship.

Emma Stenström is Associate Professor and Associate Dean at Stockholm School of Economics as well as Guest Professor at Konstfack University College of Arts, Crafts & Design.


The Arts Market – “Opera & Contemporary Music Theatre”

Which kind of arts is going to survive and win the next generation? How to find out your own artistic way? 

What does tomorrow’s public need? Starting from an essay by Alessandro Barrico, “I Barbari”, Lex Bohlmeijer tries to analyse how culture and civilisation are changing.

Lex Bohlmeijer worked as a dancer and developed himself into a multifaceted radio producer in The Netherlands. He is currently presenting “Amoroso” (a program on classical music), as well as “Casa Luna”, a night program on politics. He also presents “Opera Live”. He is active in theatre as a dramaturge and has written two libretti for musical theatre. He has recently been appointed as a dramaturge of VocaalLAB. Lex Bohlmeijer is frequently asked as a presenter of concerts, congresses and debates.

“Marketing in the Arts”

In order to improve our understanding of how artists should market themselves we start with a brief lecture about how consumers think and what we can do to influence them. We build a framework for a practical understanding about how consumers think about products, brands and communication and how we can optimize our offer and brand to consumers. What can and cannot advertising do? Every consumer is exposed to up to 5000 advertising messages daily. The attention of each new product, brand or advertising is minimal - even if you are an artist. This lecture explains the different tasks of communication and focus on how famous artists have dealt with the challenges. Much attention is on how the individual artist can build his/her own brand and communication platform. The lecture will focus on practical cases. 

This lecture will be about 45-60 minutes.

The last two hours we use our own businesses as cases and 1) analyze our own businesses using the above framework; 2) brainstorm about how we can develop our products/ services and brand;

3) draw the first lines in our own communication plans.  

Erik Modig is a senior PhD candidate at Stockholm School of Economics. His research focus is on advertising creativity and effectiveness. Specifically, he investigates how consumers process information and use it in their product and brand evaluations. The research answers questions such as: What is effective advertising? Is creative advertising more efficient? His researching also covers topics such as how companies, employees and brands may be more creative in their daily work, and how art can be used in advertising and marketing. 

Besides his research Erik runs an artist driven gallery and is a serial entrepreneur within the area of art and design. 

Erik teaches regularly at Stockholm School of Economics, Stockholm University and Stockholm School of Entrepreneurship.

The Arts Market - “The Role of the Artist in Urban Territorial Development”

Nils van Beek and Tati-Freeke Surwarganda (SKOR) have experience with projects in which the artist is being involved much earlier and deeper in the process rather than being commissioned with a representative art piece to round off the process, or than being invited to participate in a community art project to ease the acceptance of sometimes radical changes for the audience. This earlier involvement requires another kind of attitude and a different set of skills for the artist, as well as a rich practice of intermediation that for instance galleries (different business model) do not touch upon.

SKOR (Foundation for Art and Public Domain) is an internationally operating Dutch institution that advises, develops and creates art projects in relation to public spaces. Art in public space exists in a domain full of social, political and cultural meanings, tensions and conflicts. SKOR relates to the politics of the public domain and invites artists to take a position in it. Each art project can offer a new, confrontational or expanded perspective on social issues and the spatial organization of the public sphere.

In realizing art projects and in its wide-ranging public program SKOR enters into alliances with partners such as cultural centers, public and private organizations like municipalities, provincial and central governments, healthcare and educational institutions, project developers or architectural offices, in order to create a common platform for art in the public domain.


Strategy – “Acne – The Dynamic Between Art & Industry”

Mikael Schiller will talk about cross-disciplinary work and Acne's ambition to combine art & industry in order to create a modern and progressive company.

Mikael Schiller is Executive Chairman and co-owner of Acne Studios, one of Sweden's most progressive fashion labels born out of the creative collective Acne. During Mikael's 11 years with the company, the firm has grown internationally from 11 MSEK in turnover to over 700 MSEK today with stores in Paris, London and NYC. Before Mikael became president of Acne Studios, he had a brief carrier as an investment manager at Spray Ventures, a psychology teacher as well as a fireworks entrepreneur. Mikael graduated from the Stockholm School of Economics in 2004 and occasionally still visits the school as a guest lecturer.

“Innovation and Delight”

The theme of this lecture, given by Anders Richtnér, is innovation. The lecture takes a rather general and broad perspective on innovation before going deeper into what makes innovation stand out; i.e. the "delight" factor. For this purpose, the Lady Gaga case will be analyzed. Participants will try to identify their own delight. The lecture will outline the importance of creativity in the business society and how different it is in comparison to what artists are doing in their practices (where they have creativity more as a default mode).

Anders Richtnér is Assistant Professor and head of research at the Centre for Innovation and Operations Management at the Stockholm School of Economics. His doctoral thesis on how companies implement downsizing while sustaining innovation, knowledge and creativity was awarded the EFMD/Emerald Outstanding Doctoral Award (award for best thesis in Operations & Supply Chain Management published 2004-2006, worldwide). His research is on innovation, efficiency, creativity and knowledge, and is conducted in close co-operation with companies with a clear aim of contributing to their competitiveness, but also scientific knowledge.

Anders also works in parallel with his research as advisor and "facilitator" for several companies. In 2002 he was visiting scholar at Politechnico di Milano (Italy). In 2007 he was named as one of 33 "super-talents" by the Swedish newspaper Svenska Dagbladet.