CREATIVEPRENEUR IN THE CONTEXT OF ARTS AND CULTURAL MANAGEMENT

Abstract

The field of Arts and Cultural Management and “Creativepreneurship” are related to each other as both focus on art products, in addition to engaging consumers and the public with artists and designers. As a new discipline, “Creativepreneurship” can be defined as a form of business activities that emphasise innovations and digital technology, as well as using the Internet and social media. Even though it is perceived as a new branch of entrepreneurship, “Creativepreneurship” is still based on the fundamental characteristics of Arts and Cultural Management. Consequently, the objective of this essay is to analyse in detail the relationship between “Creativepreneurship” and the discipline of Arts and Cultural Management by focusing on Claude Mollard’s theory of Cultural Engineering as a framework of its application. It is hoped that this essay will contribute to the effort of Strengthening Entrepreneurship in the Asian Community, which has been chosen as the theme of “One Asia International Course of One Asia Community 2019.”