In May 31 to June 1, 2021, a training of trainers was held via Zoom meeting by JAMK University of Applied Sciences, Finland, focusing on Workpackage two of MOSAE Workshop, which addressed teacher retention. The workshop was led by Pia Kreus, who was in charge of the package, along with her colleagues Heidi Luck and Eliisa Suni.
At the beginning of the session, Pia Kreus introduced herself and her colleagues, and explained that the workshop would cover artist branding and artist career development, using an imaginary case as the material for discussion. She expressed her delight at being able to see everyone, despite the challenges that had arisen due to unforeseen circumstances.
The schedule was then presented, which had been condensed from three days to two. Heidi Luck presented first, discussing artist branding using the example of a musician, which was chosen because it was the most accessible topic for all participants. Following this, there was a one-hour workshop in smaller groups to discuss the imaginary case study.
After a coffee break, Eliisa Suni presented on artist career development, followed by another short group discussion to draw together summaries. The second day of the workshop focused on artist management agreements and intellectual property rights, with Pia Kreus leading the discussion. The workshop was recorded, and the participants were given links to the presentation materials and discussions.
Overall, the workshop aimed to provide a space for fruitful international and intercultural dialogue and cross-cultural discussion on artist branding, artist development, and related agreements, such as management, sponsorship, and partnership agreements. Participants were expected to address relevant questions related to business development from an international perspective, using the imaginary case study as a practical example.