Creativity as
Business
July 24, 2024
JUILLIARD ENTREPRENEURSHIP SYMPOSIUM
1 2Juilliard Entrepreneurship Symposium Creativity as Business
Creativity as Business
The annual Juilliard Entrepreneurship Symposium aims to foster dialogue, learning, and
connection among Juilliard students and alumni from multiple disciplines and generations.
Established in 2018, the symposium focuses on the skills of entrepreneurship, that is,
translating an idea into something that has value and creating opportunities for yourself
and your communities. Presented by the Alan D. Marks Center for Career Services &
Entrepreneurship and the Office of Alumni Relations, the event features guest speakers,
workshops, and presentations led by Juilliard alumni and other leaders from the arts
field. The 2024 symposium is built on three areas that address the space where art and
entrepreneurship converge: community, creative process, and business acumen.
How have artists harnessed their creative abilities to entertain, forge strong
communities, and establish successful organizations?
What business models allow communal artistic projects to thrive?
How do we create possibilities for ourselves and our communities in service
of our values?
Symposium attendees will explore critical questions, techniques, and practices that allow
them to find professional opportunities and craft a new path forward.
How the Event Will Run
The Entrepreneurship Symposium will begin with a keynote presentation at noon; all
symposium participants are encouraged to attend. Following the panel, there will be six
sessions throughout the day. You will be provided with Zoom links to each session and
are welcome to jump around to different sessions that are occurring simultaneously. We
encourage you to take notes and ask questions.
Creativity as Business Keynote Presentation
Max Woertendyke (Group 44, drama), Charles Yang (BM ’11, MM ’13, violin), and Sabrina Sandvi
Berry (BFA ’94, dance)
Noon | 60 minutes
Strategies for Producing Collective Work
Moscelyne ParkeHarrison (BFA ’19, dance) and Alex Jones (BFA ’15, dance)
1:15pm | 60 minutes
From Idea to Impact: Leveraging AI for Creative Entrepreneurship
Yuri Cataldo (Professional Apprentice Program '05, costumes)
1:15pm | 60 minutes
Sounds That Carry: Empowering Communities Through Creative Placemaking
Olivia Cosío (MM ’20, voice) and Renate Rohlfing (MM ’12, collaborative piano)
2:30pm | 60 minutes
Event Strategy 101: Business Basics for Producing Your Next Performance
Sarah Wells (Professional Apprentice Program ’17, Drama Division)
2:30pm | 60 minutes
Making Space for Creativity
Heather Bixler (MM ’91, violin)
3:45pm | 60 minutes
Bridging Communities Through Music: The Keys 2 Success Journey
Jee-Hoon Krska (Pre-College ’86, piano)
3:45pm | 60 minutes
Closing Remarks
4:45pm | 5 minutes
Schedule
3 4Juilliard Entrepreneurship Symposium Creativity as Business
Creativity as Business Keynote Presentation
Core Content Area: Multidisciplinary
Time: Noon ET | 60 minutes
Zoom Link: Click Here
The keynote presentation features panelists Max Woertendyke, Charles
Yang, and Sabrina Sandvi Berry in a discussion moderated by Alice
Jones, assistant dean of community engagement and career services.
About the Presenters
Max Woertendyke (Group 44, drama) is an award-winning producer, actor,
and the founder of Noble Gas Media, a prestige film company focused
on the development of thriller, horror, and dark comedy as well as arts
and culture documentaries. A native New Yorker, Woertendyke began his
career as a Juilliard-trained actor, cultivating extensive creative relationships
and becoming the trusted partner of up-and-coming and established film
creatives as well as the regular producing partner of David Corenswet,
Dane Elcar, and more. A recipient of the Juilliard Career Advancement
Fellowship and the Jonathan Madrigano Entrepreneurship Grant for his
commitment to quality storytelling and enterprising spirit, Woertendyke
has shepherded dozens of projects to completion—touching every aspect
of the film funnel along the way, from concept to delivery. A working actor,
Woertendyke has performed in Tony and Audelco award-winning revivals,
off-Broadway world premieres, and regional classics. He has appeared in
numerous independent films and on the small screen in shows ranging from
Succession and Longmire to Wu-Tang: An American Saga, American Horror
Story, and more. He lives in Brooklyn with his wife and son.
Sessions and Presenters
Grammy-winning violinist Charles Yang (BM ’11, MM ’13, violin), recipient
of the 2018 Leonard Bernstein Award, has appeared at the festivals of
Schleswig-Holstein, Aspen, Ravinia, Caramoor, and Interlochen and has
performed at Carnegie Hall, Musikverein, Lincoln Center, Metropolitan
Museum of Art, Royal Danish Theatre, Walt Disney Concert Hall,
Konzerthaus Berlin, Beijing’s Forbidden City, YouTube Music Awards,
Google Zeitgeist, and Joe’s Pub. A compelling vocalist, crossover artist,
and improviser, he is a member of Time for Three, an eclectic, free-wheeling
string trio that locates itself at the busy intersection of Americana, modern
pop, and classical music. In 2023, the group received a Grammy Award
for best classical instrumental solo for the recording Letters for the Future,
featuring the music of Kevin Puts and Jennifer Higdon with the Philadelphia
Orchestra and conductor Xian Zhang. Yang—an adventurous composer,
arranger, songwriter, and collaborator—co-wrote the original score to Land,
a 2021 film directed by Robin Wright. He has also collaborated onstage with
artists including Steve Miller, Savion Glover, Jon Batiste, Gaby Moreno,
Joshua Bell, Michael Thurber, Peter Dugan, and Misty Copeland. In 2019,
Yang premiered Kris Bowers’ concerto For a Younger Self at Walt Disney
Hall. Yang began his violin studies with his mother, Sha Zhu, in Austin,
Texas, before working with Kurt Sassmanshaus, Paul Kantor, Brian Lewis,
and Glenn Dicterow. Yang performs on the 1852 “ex-Soil” J.B. Vuillaume.
After graduating from Juilliard, Sabrina Sandvi Berry (BFA ’94, dance)
became a full-time faculty member at Charlotte Ballet in North Carolina.
As a senior faculty member, she taught ballet, taught and developed the
school’s modern dance syllabus, introduced the first apprentice composition
class, and choreographed for the preprofessional trainees. While maintaining
her teaching position, she also founded and directed her own performing
dance company, American Dance Art. When her two children were toddlers,
Berry embarked on a new path and, in 2011, she opened Sandvi Studio,
a fully equipped Pilates training studio. It was here that she pursued her
deep interest in helping others overcome health challenges ranging from
a heart transplant, a journey through cancer, disc herniations, injuries, and
chronic pain, among others. She found herself fulfilled and passionate on
this new path, where her eye for seeing and understanding the human body
deepened. She is also a functional mobility specialist, certified in Functional
Range Conditioning, Kinstretch, and the FRS Internal Strength Model. An
advanced level MELT method instructor, Berry teaches privately in her
studio and online as well as offering an on-demand video membership.
5 6Juilliard Entrepreneurship Symposium Creativity as Business
From Idea to Impact: Leveraging AI for Creative
Entrepreneurship
Core Content Area: Business Acumen
Time: 1:15pm ET | 60 minutes
Zoom Link: Click Here
Participation Expectations: Verbal and/or visual participation
Demystifying AI for artists and creatives, this talk illustrates AI's
potential as a powerful ally in entrepreneurship. Led by Yuri Cataldo, who
seamlessly integrates art and technology, it shows how AI can amplify
creativity and streamline operations. Yuri provides practical frameworks
for integrating AI tools into creative processes and business strategies,
enabling attendees to quickly launch and scale new ventures. The focus
is on transforming apprehension into actionable insights, empowering
creatives to harness AI's potential and drive their entrepreneurial success
in a digital world.
About the Presenter
Yuri Cataldo (Professional Apprentice Program '05, costumes) is a
Yale-trained set/costume designer with many Broadway, opera, regional
theater, film, and dance credits. With an MBA from MIT and an MFA
from Yale, Cataldo expertly combines artistic flair with entrepreneurial
strategy. As the co-founder of Athenian VC, he invests in pioneering
early-stage startups using AI at the intersection of finance, SaaS, and
design. As a research scientist at Autodesk, he leads innovative research
application at the intersection of generative AI and the creative industries.
Cataldo is the author of a bestselling book on finance and blockchain
and a mentor to emerging talents at MIT Sandbox, Yale Tsai City, and
MassChallenge. His distinctive blend of creative vision and technological
acumen positions him as a leading figure in shaping the future of art
and innovation.
Strategies for Producing Collective Work
Core Content Area: Crea tive Pro ces s
Time: 1:15pm ET | 60 minutes
Zoom Link: Click Here
Participation Expectations: Zoom chat, verbal and/or visual
participation
Moscelyne ParkeHarrison and Alex Jones will explore essential tools for
successful collaboration, emphasizing their producing philosophy and
fostering dialogue on effective strategies. They will stress the critical
role of the creative team, advocating for its establishment, maintenance,
and nurturing throughout the production process. They will highlight the
significance of investing in team growth across various dimensions, not
limited solely to financial aspects, as the project gains momentum. Their
production philosophy addresses each stage of a new creation, highlighting
the importance of team growth and adaptability. Participants will engage
in discussions about team engagement, stakeholder alignment, and
flexibility for maximizing opportunities. This workshop offers practical
insights and prompts introspection, thus empowering participants to
navigate collaborative production dynamics with finesse and innovation.
About the Presenters
Moscelyne ParkeHarrison (BFA ’19, dance), a bicoastal dance
artist, is the associate artistic director of Post:ballet and director of
BODYSONNET. At Juilliard, she earned the Joseph W. Polisi Artist
as Citizen Award. She received additional training at Hubbard Street
Pro, Walnut Hill, BANFF, and Jacob’s Pillow. She has performed
works by Crystal Pite, Martha Graham, José Limón, Nacho Duato, Bill
T Jones, Johannes Wieland, Roy Assaf, Ihsan Rustem, Chuck Wilt,
Robin Dekkers, and more. ParkeHarrison has received support from
the Anthony Quinn Foundation, MassCultural Council, and NEFA as
well as commissions from the LINES Training Program, Post:ballet, and
Juilliard. A faculty member at Berkeley Ballet Theater and LINES, she
has taught workshops at UC Davis, Berkeley, and Yale University. She
is choreographing Magma, an immersive dance theater experience with
Post:ballet at the Midway, a nightclub in San Francisco.
Alex Jones (BFA ’15, dance) was recently a visiting scholar at Stanford’s
Center for Design Research. He has danced, acted, and written music
professionally and recently served as an experience design specialist at
YBCA. He also teaches as an adjunct lecturer in CIIS’ collaborative arts
MFA program and as a lead instructor at Streetcode Academy for its
design program. He is the general manager for SFBatco, a San Francisco
theater company. Jones was recently part of the production team for
Thom Browne at New York Fashion Week 2024.
8Creativity as Business
Sounds That Carry: Empowering Communities Through
Creative Placemaking
Core Content Area: Communit y
Time: 2:30pm ET | 60 minutes
Zoom Link: Click Here
Participation Expectations: Verbal and/or visual participation,
breakout groups
This session is dedicated to cultivating inclusive and collaborative community
arts initiatives that surpass conventional, one-way models of engagement.
Through discussion, experiential exercises, and a toolkit to inspire inquiry,
participants will learn how to activate creative and collaborative projects within
their communities—whether as a performing or teaching artist, entrepreneur,
or administrator. Olivia Cosio and Renate Tsuyako Rohlfing will offer tools
and real-life examples that demonstrate the creative placemaking process,
from design to implementation and measurement, all while establishing
an equity-oriented framework for sustainable engagement. They will also
highlight the grants and creative pathways to funding that made each
endeavor possible. By developing unique musical projects specifically with
and for communities, artists and organizations can amplify existing creative
resources, support partnerships, and cultivate meaningful and lasting
connections.
About the Presenters
Olivia Cosío (MM ’20, voice) (she/her) is a mezzo-soprano and educator whose
research and practice focus on the role of the arts in contributing to improved
educational outcomes. Alongside Renate Tsuyako Rohlfing, Cosío is the
co-founder and principal consultant of Sounds That Carry, which specializes in the
revitalization of social impact programs for arts organizations through assessment,
curriculum design, and teaching artist training. Before this work, she served
as Harvard University’s director of first-year arts initiatives. Cosío’s passion for
equitable arts education stems from her career as an operatic mezzo-soprano at
the international level; she has performed at London’s Holland Park, Royal Opera
of Versailles, Tanglewood, and Salzburg’s Großes Festspielhaus. She also holds
a master’s from the Harvard Graduate School of Education and a bachelor’s from
Oberlin College and Conservatory. She is proudly from downtown San Francisco.
As a pianist and music psychotherapist, Renate Tsuyako Rohlfing (MM ’12,
collaborative piano) (she/her) is passionate about integrating music and public
health. She researches the impact of music on grief, anxiety, and depression,
and she writes for Psychology Today about the therapeutic uses of music and
on her blog, Music on My Mind. As a co-founder of Sounds That Carry with
Olivia Cosío, Rohlfing develops projects that facilitate deeper connections within
communities. Recent and upcoming performances include Spoleto Festival USA,
Musikfest Bremen, Lucerne Festival, and Davos Festival. She is an associate
professor at Berklee College of Music, where she teaches classes on music,
health, and psychology. Rohlfing is a proud native of Honolulu and a graduate of
Juilliard and New York University.
Event Strategy 101: Business Basics for Producing Your
Next Performance
Core Content Area: Business Acumen
Time: 2:30pm ET | 60 minutes
Zoom Link: Click Here
Participation Expectations: Zoom chat, verbal and/or visual
participation
Sarah Wells breaks down the common mistakes artists make when they
first start to produce their own performances, fundraisers, and events. In
this session, you will learn how to build your initial budget; how to better
forecast ticket sales and attendance using basic data analytics; how to
determine the best price for ticket sales; how to work smarter (not harder)
with your social media marketing; and how to identify hidden costs and
minimize financial uncertainty for a successful event that won’t leave you
unexpectedly covering the costs out-of-pocket. You’ll also be provided
with supplemental materials to take with you and use for your next event,
including editable spreadsheet models and recommended resources for
further exploration of the presented topics.
About the Presenter
Sarah Wells (Professional Apprentice Program ’17, drama division)
is a former staff member of the Juilliard Drama Division. She holds a
bachelor’s in music (voice) from Indiana University Jacobs School of
Music with an outside field in theater as well as an MBA from the Indiana
University Kelley School of Business with a major in management and
entrepreneurship. She got her MBA as a means of blending her passion for
the arts with the business acumen necessary to navigate an ever-shifting
artistic landscape. A firm believer in venture advocate behaviors, Wells
enjoys consulting with artists who want to produce their own work but
don't know where to start.
9 10Juilliard Entrepreneurship Symposium Creativity as Business
Bridging Communities Through Music: The Keys 2
Success Journey
Core Content Area: Community
Time: 3:45pm ET | 60 minutes
Zoom Link: Click Here
Participation Expectations: Zoom chat, verbal and/or visual
participation
Embark on a transformative journey delving into the power of music to
unite communities and drive social change. This talk explores the personal
story behind Keys 2 Success, a pioneering initiative founded in 2016.
Discover Jee-Hoon Krska’s evolution from having a passion for music to
navigating the intersection of music and engineering, culminating in the
creation of Keys 2 Success.
You’ll explore Krska’s deep ties to Newark and the inspiration for community
engagement fueled by a realization of educational disparities. You’ll learn
critical lessons from establishing Keys 2 Success, including strategies to
garner local and nonlocal support and harness the transformative potential
of classical music.
Join the call to action to participate in the movement for social cohesion and
change, emphasizing the collective effort needed to shape a harmonious
future. Take advantage of this opportunity to be inspired and empowered
to make a difference through the universal language of music.
About the Presenter
Jee-Hoon Krska (Pre-College ’86, piano) is the founder of Keys 2 Success,
a program enriching Newark children's lives through music education.
Originating from Malaysia, she excelled as a pianist before immigrating at
age 11 to the U.S., where she continued her piano studies as a scholarship
student in Pre-College with Olegna Fuschi. Despite her musical talent, she
pursued a PhD in electrical engineering at the Massachusetts Institute of
Technology and enjoyed a successful career in the semiconductor industry.
However, her involvement in Newark's Pennington Court public housing
community ignited her passion for youth empowerment, leading her to
establish Keys 2 Success in 2016. Krska contributes to Arts Ed Newark and
advocates for diversity and inclusion in various organizations, embodying
her commitment to making a positive impact on Newark’s youth and the
community generally.
Making Space for Creativity
Core Content Area: Creative Process
Time: 3:45pm ET | 60 minutes
Zoom Link: Click Here
Participation Expectations: Zoom chat, verbal and/or visual
participation
The space needed for creativity in a musician’s daily schedule is more at
risk than ever in our current culture of nonstop tasks and technological
overstimulation. The Default Mode Network (DMN) is a group of brain
regions that function together when a person is recalling memories but
is deactivated when a person performs goal-oriented tasks. Despite its
importance for cognitive divergent thinking, the relationship of the DMN
to creativity has only recently been researched and is only superficially
understood. In this workshop, Heather Bixler, violinist and neuroscientist,
will introduce exercises to participants, both with and without musical
instruments, that will trigger the stimulation of the DMN and then use this
brain network to develop creativity in solving specific musical obstacles
in practice and in performance. Understanding the cognitive creative
process is the first step in controlling the creative process so essential
for all musicians.
About the Presenter
Heather Bixler (MM ’91, violin), classical violinist and educator, is a
graduate of Indiana University (BM), Juilliard (MM), and the University
of Memphis (DMA). As a recording artist, Bixler was a featured soloist
on the Grammy-nominated recording Forty Acres and a Burro. Bixler
held first violin positions in Orquestra Ciutat de Barcelona and Orquesta
Sinfonica de Galícia as well as concertmaster positions with the South
Dakota Symphony, Orquesta Sinfonica de la Minería, and Garden State
Philharmonic. Pursuing her interest in the effect of music on the brain,
in 2021, Bixler completed a bachelor’s in neuroscience at Columbia
University, where she was awarded the Jennifer A. Pack Prize for
excellence in the study of neuroscience and behavior. After graduation, she
worked as a research assistant in a neuroscience lab at Columbia, recently
completing a groundbreaking study on neurodegenerative diseases. Bixler
lives in New York, performing and teaching violin.
