IBACS Alumni Experiences

Throughout the International Bachelor of Arts and Culture Studies, your panoramic understanding of the arts and culture will expand in various dimensions. In this voyage, you will venture into different areas from a critical standpoint.

A healthy balance

“In the first year, you get a taste of the whole spectrum. In the second and third year, you are able to focus on your own area of interest. I deliberately oriented my elective courses in two directions: cultural marketing and sociology of arts and culture. The course ‘Cultural Marketing’ equipped me with tangible skills for the labour market, while courses about the sociology of arts and culture fulfilled my personal interests. This was not just a healthy balance, but also a convenient path to keep me motivated and overlap diverse realms of my academic interests.”

Critical thinking

“In retrospect, all the courses from this bachelor's degree nurture one skill in particular, probably the most valuable asset that I still put into practice on a daily basis at my work: critical thinking. The curriculum of this programme involves a lot of theory. Nevertheless, in every course, you are required to dissect the theories in various ways. Therefore, you might say that in Erasmus more than learning what to think, you master the skill of how to think – that being critical thinking.”

Experiment

“The journey to become Head of Digital Marketing at the Cobra Museum began the first day as a student. During my studies, I worked in two galleries in Rotterdam and volunteered in Amnesty International. Erasmus University is located in one of the most dynamic melting pots of culture in the Netherlands. This offers plenty of grounds to experiment, learn what you want and tackle the cultural challenges you learned in the classroom while working.”

Cobra Museum voor Moderne Kunst

“In my current position at the Cobra Museum my responsibilities include the development of the digital marketing plans and social media strategies of the museum’s brand, exhibitions and other services. To set up a marketing plan one must put together a refined combination of skills from diverse areas of knowledge, including analytics, market research, historical research, copyrighting, copyright law, design and – my favourite – production. The production phase of a campaign, for instance the creation of a video campaign, is where creativity bridges theory and art direction.

I can recommend all students interested in marketing to pay well attention to the course ‘Marketing Arts and Culture’. It will teach you how to navigate the marketing ocean of terms and concepts by effectuating a marketing plan of your own. At the end of this course, you will know how to structure, prioritise and reach the marketing goals of a given cultural or creative organisation.”

Theory as a compass

“In Erasmus University you will gain a profound and critical understanding of the cultural arena. This will be your compass. To make sense of it, you have to envision how this theory (the compass) could be applied to a real context. That is why I would recommend looking for an internship or volunteer job in a place where you can directly apply the knowledge learned in your studies to real life, while also polishing soft and practical skills. That way you will nurture a full package of skills you will need to succeed in the creative industries.”

The cultural omnivore

"After my HBO Communication & Multimedia Design I didn’t want a 9 to 5 job, I felt the urge to continue learning. But I wondered, what? After attending an introductory lecture of Arts and Culture Studies at the Open Day of Erasmus University, I immediately knew the answer to my question. Professor Koen van Eijck lectured about the “cultural omnivore” and from that moment I was convinced that Arts and Culture studies would be the programme for me. The choice was then quickly made.

Luckily this inspiring lecture was not an exception. The professors really know what they are talking about, because they are still active in the field and all have their own unique way to convey the materials in a fascinating and interactive way. Although I was not looking forward to the economic classes too much, they turned out to be a valuable addition from which I still benefit today.”

Up to date with the developments in the cultural sector

"After my bachelor Arts and Culture Studies, I started my first job at the Koninklijke Schouwburg in The Hague. In my role I was responsible for the online marketing: this included maintaining the website, mailings, different social media channels, Google Analytics and Google AdWords. Additionally, I helped with guided tours, brainstormed about offline marketing strategies and supported the Education department. The fact that I studied arts and culture studies gave me a huge advantage during the application process for this job. As the study works with current research and pays attention to developments in professional practice, I was up to speed with all the different occurrences in the cultural sector (for example, the emergence of social media as a permanent part of the marketing mix and the emerging cultural entrepreneurship in times of budget cuts)."

Working for one of the most well-known theatres in the Netherlands

"After 1.5 year I spotted a vacancy on LinkedIn at the marketing department of the Koninklijk Theater Carré in Amsterdam. After a few phone calls I found myself in the office of the director and before I knew I had the unique opportunity to continue my work at one of the most famous and beautiful theatres of the Netherlands. At Carré I also often used my knowledge gained during my bachelor Arts and Culture Studies in my day-to-day business.  During my minor, for example, I learned a lot about the influence that different media can have on our society. I used the theories learned in this course daily to address the right target group, through the right channel, and with the right message. Additionally, learning about economics also helps when working for an unsubsidised theatre."

A trip into the 'big bad' commercial world

“My next job was one outside the cultural sector. I was curious to know what was happening in the commercial world, often seen from the cultural sector as the 'big bad' commercial world. I joined international service/retail concept 2theloo as Marketing Communication Manager. For the first time, I was allowed to write my own marketing plan, I managed a team and I collaborated with colleagues from the other offices in Paris and Barcelona. Here I literally learned to work with different cultures. After 2theloo I again decided to do something completely different and started working for the professional association for dentists. It may surprise you, but my bachelor Arts and Culture Studies also benefitted me in this position, since I had to work with various political stakeholders such as ministries. The fact that the political field is very complex and that there are many different interests at play was something I had already learned during my lectures at Erasmus University.”

Full circle

“Then the cultural sector got me excited again. Especially since due to the corona crisis, I could barely be involved in arts and culture in my leisure time. I realised that the cultural sector is where my heart is and found my current job as Senior Marketing Communication Manager at CJP, the culture pass for youngsters. That felt, and still feels, like a full circle moment. As a youngster, I also used the CJP-pass myself. It sparked my passion for arts and culture at a young age, which is why I decided to study Arts and Culture after my Communication study. That I can now enthuse the new generation of youngsters for my own great passion feels magical. I would probably have never been where I am today without my bachelor in Arts and Culture Studies.”

My advice

"Orient yourself as broadly as possible during your studies to discover everything the study has to offer and do not shy away from subjects that you may think will suit you less (for example economics courses). You will see that in the end, you will use your knowledge and skills learned during your studies at some point in your career.”

"After my graduation I started my own business: Montgó Kunstmanagement, for fundraising, organizing, text and advice in the arts and culture sector.

Management talent that can handle changes in the cultural sector, and is able to apply an innovative approach is scarce in the cultural sector. This is exactly why Arts and Culture Studies, where you learn to look at the complete picture of the business of arts, is so important. IBACS unites people who contribute to the professionalization of the sector as fundraiser, marketer or business manager.

My company is doing very well. I work for interesting music venues, festivals and museums and hence contribute to many fun events. I was able to turn my hobby into my job!"