Training Artist Guide - The Route to a Sustainable Future for Creatives

This course is accessible for everyone. The Dutch cultural landscape varies enormously and raises different questions about how to build and develop your practice here. You came to the Netherlands to work after a study or by invitation and would like to stay here.

In what ways are you highly visible with your work? How do you manage to build and grow a solid network so that your work remains in view, even after a successful experience? Do you feel like you could pay a little more attention in order to position yourself as an artist?

Are mentioned questions in which you would like to take the next step, if the answer is yes, then you are welcome to join the Artist Guide programme!

What will you gain from it?

Building your art business is more than only selling; it needs a plan that matches who you are as an artist. Your art skills and hard work are always the base, and you can take the time to grow your own way of doing things.

Whether you're a visual artist, photographer, illustrator, industrial designer, graphic designer, game developer, musician, theatre maker or multidisciplinary creator, the respected Artist Guide programme will help you grow, develop and make your art more professional. With trainings given by inspiring teachers and like-minded artists and creatives, you shall build a strong business foundation for your art.

By the end of this programme, you will have a clear plan of steps in order to grow your creative career in the next two years. We promise to bring you even more inspiration and excitement to get started!

Over the past nine years, more than 400 artists have taken part in the Artist Guide programme. In 2024 this programme held in Rotterdam received a final rating of 9.1!

This is the first edition held in English, because we noticed that many international creators in Rotterdam didn’t speak Dutch well enough to participate in the programme. We do would like to verify that native Dutch speakers are also welcome to join this course. All participants do need to speak and understand English well enough.

Especially now, it is important to carefully assess the growth of your art business and take action. The Artists Guide programme helps you, as a professional artist or creator, to strengthen your position, grow your audience and find financial opportunities.

‘It made the broad idea of “entrepreneurship” feel less intimidating, giving me the drive to approach it one step at a time.’

Natasja Bökkerink graphic designer

The programme and trainers

The Artists Guide programme consists of 6 sessions with various assignments in between. Some sessions zoom in on your personal entrepreneurship skills (how do you do it?) while others are packed with entrepreneurship knowledge and practical tips. You will be tutored by specialists and exchange experiences with fellow artists. The group consists of a maximum of 18 enthusiastic participants. The course is held every-other-week and meetings are from 10:00 – 15:00 hours.

Each session of the programme highlights a different theme:

1. Personal Leadership - Monday, 29 September
   Who are you, what are your qualities, and what is your focus?
   Spoken Word artist/Trainer Elten Kiene
2. Essence of Your Work - Monday, 13 October
   What is your message, how do you describe your work? How do you convey this to audiences and interested parties?
   Director of House of Urban Arts / Storyteller Indirah Tauwnaar
3. Website - Monday, 27 October
   How do you improve your website?
   Trainer/communications expert Eline Levering
4. Networking - Monday, 10 November
   How do you approach potential buyers, collaborative partners, and other interested parties?
   Trainer/organisational consultant Ernst van Dijk
5. Social media - Monday, 24 November
   What social media channels are out there, and how do you use these tools to get more visibility for your work?
   Trainer/marketing specialist Nienke van der Wal
6. Financing opportunities - Monday, 8 December
   How to get a better handle on financing and your (im)possibilities in this.
   Trainer/financial expert Violet Broersma

All trainers have earned their stripes in the cultural sector and have been working with artists and creatives for many years. The main facilitator of this course is Annejet Gosselink, who has a rich experience in the Rotterdam cultural scene and its business community.

‘The Artists Guide programme makes clear what you (still) need in your professional practice as an artist; from big goals, to small and manageable steps.’

Sophie de Vos, Photographer

Learning environment and preparation

During the Artists Guide programme, you will have access to an online learning environment that you can use to enhance your growth. It is an intensive programme. Reserve time between meetings for interviews, assignments, and preparation. In addition to the sessions, allow yourself to have 5 hours of preparation per week.

Extra: free personal advice

During or after the meetings, you can request a free consultation with advisors Krista Heijster or Ben Wiegman. They will discuss with you how to proceed further and how to apply what you have learned during your practice. This conversation shall be offered to you free of charge.

For whom

The Artist Guide programme is designed for experienced professional working artists, makers, or creative entrepreneurs. Our criteria in order to participate:

• A person working at least 5 years as a professional artist or creator (or whatever you call yourself)
• Graduate of an art school or self-taught with a strong portfolio
• Active within initiatives and/or showing work in a professional environment, including in the Netherlands
• Driven to take your artistic practice to the next level
• Skilled in the English language sufficiently to express yourself
• Living in the Rotterdam region

When in doubt, contact krista@cultuur-ondernemen.nl.

‘Yes, it was also about leadership, finances and social media, but the Artists Guide programme is more about having guts, about having the courage to dive into the unknown, to face what is not necessarily part of your own skill set, and that is what culture is: going beyond your own boundaries, not asking for permission or waiting for an invitation. But to demand the right to exist, to take the first step, and first of all, for yourself.’

Julia Willms, art installation performance About - JULIA WILLMS

Location

The location is Art Institute Melly, Witte de Withstraat 50 in Rotterdam.

Cost and funding

Your own contribution for this programme of 6 meetings is €200 euros (incl. VAT).

The Municipality of Rotterdam and NN Group shall fund the rest of your contribution with €1,680.

In previous years, participants have successfully obtained partial funding of their own contribution via Werktuig PPO.

If you are considered a business owner by the tax authorities, or you have declared other income, these expenses are deductible as business expenses.

Registration procedure

Registration is open until 8 August. We would love to hear your motivation and background mentioned with your application. This determines whether we invite you for an intake interview.

Please give answers to the following questions:

• Where are you now in your artistic practice?
• Why do you want to participate in the Artists Guide programme?
• What do you want to develop in the coming time?

We put together a group of about 18 participants based on motivation, desired learning goals, willingness to reflect and potential opportunities in the arts field. We will do this through an intake interview in the week of 25 August and 1 September. You can mention your preference(s) for a day. This online interview will take 30 minutes.

‘It's nice to surround yourself with others who do totally different creative work, but run into the same issues. Who you can spar with without being judged and who ask exactly the right stimulating questions. Very enjoyable and educational.’

Eza Doortmont, Documentary Filmmaker

We are happy to help you

If you feel that the Artists Guide does not suit you, or you do not match the criteria: please subscribe to our newsletter so that you can stay informed about other interesting meetings. Also, the four-part podcast series ‘How I Remain an Artist’ may be relevant to you. Or the online knowledge guides where you can strengthen your business skills.

The Artists Guide Rotterdam project is co-funded by the Municipality of Rotterdam and NN Group. The space is facilitated by Art Institute Melly.