Advocating for Intrapreneurship in Arts Entrepreneurship Education: Developing a New Generation of Innovative Professionals

Abstract

This research aims to propose a set of eight arts-based intrapreneurial projects for higher education, tailored to arts entrepreneurship students. The projects, designed for a 16-week timeframe (except one project requiring 21 weeks), provide project descriptions, learning objectives, assessment criteria, and resource requirements. To ensure feasibility and relevance, the researcher conducted semi-structured interviews with three experts in the field, including a project manager and creative director from a leading video production agency, an audio engineer and music producer in a multinational media conglomerate, and a creative director who transformed a Brazilian company into a multibillion-dollar empire through graphic design, music, video, and marketing services. The insights gathered from the interviews, along with an analysis and synthesis process, inform the proposed intrapreneurial projects, offering a framework for arts entrepreneurship educators to implement in their curricula.