Program Objectives

The objectives of the programmes include:

• To provide balanced alignment of performing arts and business so that performing artists:
  • build their entrepreneurial, self-branding, marketing, and leadership skills.
  • Empower themselves with expressive tools from music, dance, and theatre for developing emotional depth, communicative clarity, and a commanding, authentic stage presence.
• To encourage interdisciplinary expression and ensemble-based creation as key tools for leadership and innovation in the performing arts.
• To bridge art with entrepreneurship, enabling learners to develop an entrepreneurial mindset and creative leadership capabilities.
• To help artists consciously shape their public persona and career direction with strategic communication and branding tools.
• To facilitate learners in creating original performances or projects that synthesise artistic practice, personal narrative, and entrepreneurial intent to inspire collective imagination and social impact.