What is Arts Management?

Understanding arts management and the role it plays in the structure of creative organizations and nonprofits enables professionals to continue making innovations and strategic decisions to ensure the well-being and facilitation of the arts in the digital age.

But what exactly is arts management? This article helps define arts management and detail its key functions from a business perspective.

Understanding Arts Management

The arts management field focuses on the organization, direction, and leadership of arts-related ventures, merging the artistic and cultural dimensions with strategic business practices. The goal of professionals within arts management is to help empower the arts to thrive in a more sustainable, impactful and community-oriented manner. Arts management involves the activities and responsibilities geared towards the promotion, financial stability and growth of arts organizations. It includes the management of museums, galleries, theaters, orchestras, dance companies and other cultural institutions. Arts managers and administrators work behind the scenes to ensure that these organizations operate smoothly and can deliver their artistic missions to the public.

“From being a full-time musician to discovering my love for arts management, every step has reinforced my belief in the transformative potential of these fields. Whether it was managing large-scale projects at UNT (University of North Texas College of Music) or leading a nonprofit in Dallas, I have always been driven by the desire to create a meaningful impact,” says Megan Heber, program director for SMU’s M.A. in Arts and Nonprofit Leadership (MANPL) program.

Key Functions of Arts Managers

Arts management plays a key role in many aspects across arts organizations. Some of these main functions include:

• Strategic Planning and Leadership: Arts management professionals develop and implement strategies that align with the organization's mission and goals. They often work closely with artists and other stakeholders to ensure the organization's vision is realized.
• Fundraising and Development: Securing funding through grants, sponsorships, donations and ticket sales is crucial. Arts management professionals often lead fundraising campaigns and develop relationships with patrons and sponsors.
• Marketing and Public Relations: Promoting events and programs to attract audiences and enhance the organization’s public image. This involves everything from traditional advertising to digital marketing strategies.
• Financial Management: Budgeting, financial planning and managing resources to ensure sustainability. This includes overseeing income and expenditures and ensuring compliance with financial regulations.
• Program and Event Management: Planning, organizing, and executing arts events, exhibitions and performances. This includes logistics, scheduling and coordinating with artists and vendors.

Study Arts Management Through SMU’s M.A. in Arts and Nonprofit Leadership

For those looking to enter or advance in the field of arts management, SMU’s M.A. in Arts and Nonprofit Leadership program offers a unique and comprehensive curriculum designed to empower arts management professionals with the skills and understanding they need to enhance the arts through business-minded strategies and thinking.

Program Director Megan Heber describes her interests about arts management in this way: “What fascinates me most about arts management and nonprofit leadership is the profound impact that mission-driven work can have on communities. I am particularly excited to teach subjects that combine strategic thinking with creative vision, such as fundraising, marketing and governance. These areas allow me to guide students in developing both the practical skills and the innovative mindset necessary for leading successful arts organizations.”

The program offers a distinctive blend of academic rigor, real-world practice and a commitment to fostering the next generation of leaders who will drive innovation in creative organizations, such as performing arts, visual arts, cultural institutions, music and more.

Arts management is a vital field that blends creativity with business acumen to sustain and elevate the arts. For those passionate about making a difference in the cultural sector, SMU’s M.A. in Arts and Nonprofit Leadership provides the education, experience and connections needed to thrive.

Apply today and learn more about SMU’s innovative M.A. in Arts and Nonprofit Leadership program.