Five artists. Five themes. One question: what does art teach us about management? At UPTEC, students explored leadership, planning, and innovation through the lens of creativity as part of their Learning Lab. The explorations resulted in a video series that challenges traditional business thinking and sparks dialogue about the value of artistic practices in entrepreneurship.
By Goethe-Institut BrusselsA case study from the Creative FLIP Learning Labs 2020/21
Entrepreneurship education often focuses on business plans and market analysis. But what if the best lessons on leadership and innovation come from artists? UPTEC’s Learning Lab, From Artists to Entrepreneurs, explored this question by connecting cultural economics students from the University of Porto with creative professionals.
Rethinking Entrepreneurship
The original plan was to capture five live interviews with artists from different fields—film, dance, visual arts, music, and performance—followed by classroom discussions. Each session would reveal how artists manage teams, engage audiences, and lead projects. But when the Covid-19 pandemic hit Portugal, face-to-face sessions became impossible.
UPTEC had to adapt its plan. The interviews were transformed into a video series, allowing students to watch, re-watch, and reflect on the content anytime. This shift not only solved the immediate challenge but expanded the project’s reach far beyond the classroom.
From Stage to Screen
Five artists shared their expertise in short, dynamic interviews:
- Leadership: Film director Rodrigo Areias discussed guiding creative teams.
- Team Building: Choreographer Mariana Amorim explored collaboration in dance.
- Audience Relationship: Performer Melissa Rodrigues reflected on connecting with communities.
- Planning: Sculptor Isaque Pinheiro explained structuring artistic projects.
- Innovation: Composer Filipe Lopes revealed how experimentation drives progress.
Each video was professionally recorded and edited, accompanied by guidelines for analysis and discussion. The content was integrated into the Cultural Economics master’s program and shared through UPTEC’s and the University of Porto’s networks, ensuring open access under Creative Commons licensing.
Questions That Matter
Students engaged critically. They asked why these particular artists were chosen and why themes were allocated as they were. This opened a valuable discussion and led to the conclusion that e.g., leadership with a film director because film production operates like a temporary company; team building with a choreographer because trust and physicality are central to dance.
Students also suggested expanding the concept internationally to explore how local contexts shape artistic management, a point that aligned perfectly with UPTEC’s vision of making interview guidelines available for replication. One student even connected insights from the videos to conversations with friends in film studies, showing how the content resonated beyond the classroom.
Challenges and Adaptation
Technical issues forced a re-recording of the Audience Relationship interview, replacing the original guest with Melissa Rodrigues. Scheduling under lockdown and shifting deadlines required flexibility and creativity from the team.
Despite these hurdles, the project delivered more than planned: not only videos but also a teaser, classroom debates, and a public roundtable with the artists at Casa Comum. This event sparked dialogue on how artistic management skills can inform broader business practices.
Lessons Beyond Art
Students appreciated hearing real stories of leadership and resilience from professionals outside traditional business contexts. Comments highlighted how the interviews challenged assumptions about entrepreneurship and offered fresh perspectives on creativity as a driver of innovation.
For UPTEC, the project was equally rewarding. After months of remote work, recording sessions brought a sense of normality and renewed energy. The team also gained insights into producing educational media and fostering interdisciplinary dialogue.
This Learning Lab proved that management isn’t confined to boardrooms. Artists navigate uncertainty, build teams, and engage audiences every day which are skills that are vital for any entrepreneur. By capturing these lessons on video, UPTEC created a resource that transcends the pandemic and continues to inspire students and professionals alike.
Key Takeaways
