Bachelor of Science in Arts Management (BSAM)

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Description of the video:

Study Arts Management at the O’Neill School

AUDIO: Light music.

IMAGE: The Indiana University logo and white text that reads “O’NEILL SCHOOL OF PUBLIC AND ENVIRONMENTAL AFFAIRS” is shown on a black screen.

AUDIO, SPEAKER 1: Arts Management is essentially what goes into creating and producing any art form. Anything from music, to theater, to fine arts, there is an Arts Manager behind that making it happen.

AUDIO, SPEAKER 2: I grew up being interested in music, and I loved to sing and perform, but I didn't think that I wanted to make that into a career- although I still wanted to have it kind of present in my life.

AUDIO, SPEAKER 3: I am an Arts Management Major and I picked it because I've been involved in the arts since I was little. I've been a dancer, I was in theater, and I've always known that in the arts world and sort of these like classically trained things, a lot of people didn't look like me, and I wanted to make sure that as I was growing up, I could help other people who maybe felt the same to sort of have a sense of belonging.

AUDIO, SPEAKER 1: I chose Arts Management because I was a jazz trombonist all throughout high school. I absolutely loved it, but at some point, I decided that I would rather be behind the scenes rather than on stage performing.

AUDIO, SPEAKER 4: With my major, I've touched on law and public policies. I've touched on finance. I've touched on how to market, also how to manage not-for-profits.

AUDIO, SPEAKER 1: If you're an Arts Management student, you can go into the music industry, you can go into museums and curating, or fine arts.

AUDIO, SPEAKER 5: But it can really be anything you want it to be. So it's very, very cool, and you can really make it your own.

AUDIO: Light music.

IMAGE: The Indiana University logo and white text that reads “O’NEILL SCHOOL OF PUBLIC AND ENVIRONMENTAL AFFAIRS” is shown on a black screen.


Alumni success stories

Headshot of Sari Jackson.

Sari Jackson, BSAM’17, MPA’18


“After spending several years training seriously in ballet, I decided that I wanted to pursue a career in the arts but not be “the artist.” In one of my nonprofit management classes, I learned about development and how vital it is to the success of nonprofit organizations. I use that knowledge in my role today.”

Headshot of Matthew Creek in graduation colors

Matthew Creek, BSAM’19

pops and presentations coordinator, Indianapolis Symphony orchestrA

“Nothing has been as fulfilling to me as working on the artistic side of the ISO’s operations. It’s a lovely balance of artistic expression and creativity with its fair share of business acumen—and that structure appeals most to me and my skillset.”

Headshot of Kiota Marshall.

Kiotta Marshall, BSAM’16, MAAA-MPA’18


“Not only did my courses arm me with the knowledge to successfully enter the nonprofit sector at Campbell & Company, a national consulting firm that serves nonprofits across all sectors, but my experiential learning offered even more valuable lessons in implementing this knowledge.”

Expert faculty

“Arts managers serve as the bridge between art and audiences. Without us, things like Broadway, major museum exhibitions and music festivals wouldn't happen and wouldn't thrive. To be part of a global narrative makes this one of the most exciting and innovative fields out there!”

—Ursula Kuhar, Lecturer

Program learning goals

Expand for detailed learning outcomes.

Students will know what makes arts management different in its nature from the management of other organizations, whether in the commercial, nonprofit, or public sectors, including an understanding of:

1.1 Art as an experience good

1.2 The formation of taste and cultural preferences among consumers

1.3 Current best practices in arts marketing and audience development

1.4 The uncertainty and risk inherent in artistic projects and entrepreneurship

This goal is met through outside courses in arts.

2.1 Knowledge of the evolution

2.2 Its importance in the cultural world

2.3 Works and artists of major importance to the genre

2.4 Gain the ability to exercise critical judgment of works in that genre

3.1 Public funding support of artists and arts organizations

3.2 The key role of charitable donations in the US arts sector

3.3 Freedom of expression

3.4 Inequality in access to taking part in arts occupations and arts experiences

3.5 The challenges and importance of ensuring diversity, equity, and inclusion in the arts

4.1 Students will know the challenges faced by leaders and administrators and in complex organizations driven by specialized, highly skilled creative labor

4.2 Students will know the different management environments in the entrepreneurial/commercial, nonprofit, and public sectors

4.3 Because of their importance in the US cultural sector, students will know the key challenges in nonprofit leadership, including governance, financial management, and fund development

4.4 Students will have acquired the skills to develop, and effectively communicate, analyses of practices and strategies in arts management and arts policy