Creatrix
Business Mastermind for Performing Arts Workers (Artists, Producers, Agents, Managers)
A 5-month intimate small group program where you’ll gain clarity, expand your nervous systems, and have the tools to take your business, your career, and sharing of your work to the next level on your own terms.
Begins November 26, 2024
You're an performing arts worker (producing work, creating work, booking or managing artists) who wants to take your business* to the next level.
- If you are:
- Desiring support to map out a clear path to achieve your vision for your company or career
- Have a strong presence locally, but want to increase your national reach
- Ready to have a team, but don't know where to begin or who you need to bring on
- Overwhelmed by the number of projects you are juggling and want to simplify
- Want to build your next work with more resources (funding, residencies, etc)
- Have been trying to figure it all out on your own and want to be supported in your journey
Then, this mastermind is for you. I created it so you can learn
and be supported by me,
and work alongside a group of peers in building infrastructure and
administrative knowledge to take your business
to the next level.
* If the arts is your career, it is your business, even if it involves mix of many projects and endeavors.
In this program, you can:
- Gain a clear understanding of your goals and vision
- Develop effective ways to tell your story and vision to different stakeholders
- Learn to strategically identify potential partners and resources
- Feel more empowered with tools to build your business in a way that feels good to you
- Discover strategies to maintain your artistic integrity while navigating the commercial demands
- Gain financial empowerment around producing a show or managing and planning your tours
- Build an actionable plan to get the results you want
- Feel more connected to your body and desires to support you in your life and career
- Learn how to overcome cultural and language barriers, fostering effective communication and networking with different communities, partners, and stakeholders
My approach is about leaving behind imposter syndrome and stepping away from scarcity,
while being grounded in reality, so you feel confident and create ways of working
that are sustainable and feel good for you.
I'm Heena and I help performing arts workers make their dreams come true.
I have spent my career supporting artists while navigating the dominant and diasporic performing arts world. When I started out, I was an environmental engineer booking shows and managing artists, while not really knowing what "booking agent" or "artist manager" meant, and went on to become an artistic director, producer, and curator.
From producing and touring my own multidisciplinary productions such as Bollywood Boulevard and Garba360 to communities across the country to booking tours for countless bands and dance companies through my company MELA Arts Connect, I've had the pleasure of putting hundreds of artists onto stages and into communities that we hadn’t even imagined. This happened through a mix of jugaad, learning through trial and error, and asking a LOT of questions. My desire is to share the learnings, the tips and tricks, so you can realize your dreams with greater ease and confidence.
In small and big moments with audiences of 20 to 50,000, we've shared our stories. I'm excited to help you share yours.
Feedback from Clients
Join me in Creatrix
What: 11 live coaching & teaching calls*, 10 co-working sessions,
an online community space to get support between calls from me and your peers
Begins: November 5, 2024
Session Timing: Tuesdays from 12-1:30pm ET
*Replays of coaching calls will be available.
**Can't make this timing, but want to join, email us at info@melaartsconnect.com What’s inside Creatrix
Creatrix is an intimate, 5-month business mastermind and mentorship program.
This is for 12 people max. Within Creatrix, you have my focus on your business to help you find the strategies that work for you and access to personalized coaching time and time again.
11 Live Customized Coaching Calls
Bi-weekly coaching calls will be a mix of group coaching (where you can ask your personal questions and get individual support by me and input from other members), customized trainings* (based on the specific needs of the group), and somatic work.
When you join Creatrix, you will receive a detailed Intake Form, which I use to create the trainings to meet your needs.
10 Live Co-Working Sessions
Between coaching calls, you can co-work with other members of the larger Creatrix community to have focused time to work on your business in community. Opportunities to co-work on specific topics (ex. press kits, tour budgets) will be available.
Online Community Space for Support and Coaching
Throughout the program, you’ll be part of an online gathering space where you can be celebrated for your wins, supported through your challenges, and ask for feedback and help from not only me, but also your peers.
BONUS: 1:1 Session with Me
Sign up by September 11 and you’ll get a bonus 1:1 session with me to kickstart the journey together, where we’ll go where you are starting from, your goals, and specific places you are looking for support around.
Throughout this program, I'll be leading you through somatic practices so you can work with your nervous system to understand where you are stuck and have the tools to move through those sticky places. I'll also share specific systems, processes, and strategies that have been most effective for myself and other artists, including the software I used as well as email and spreadsheet templates.
What’s NOT inside CREATRIX
A prescriptive one-size fits all blueprint for you to follow.
Through this process, I am here to help facilitate you connecting with what makes sense for YOU and YOUR work. Which means there is no one-size fits all model or a single timeline that you are expected to conform to.
The goal is to provide you with information and tools you need to tap into your own wisdom, understanding, and clarity to take the next steps on your journey.
This container is all about personalization.
You’re invited to bring your questions, challenges, and wins to each call. I’m here to support you – be it looking at your pitch emails, addressing mental blocks, or leading you through somatic practices. The intimate nature (min 5 organizations, max 12 people) means that I’ll be using YOU in my examples of how to apply the theories and practices, And the benefit of a mastermind is that the entire group becomes your brain trust.
Join Creatix
What: 11 live coaching & teaching calls*, 10 co-working sessions,
an online community space to get support between calls from me and your peers
Begins: November 26, 2024
Session Timing: Tuesdays from 12-1:30pm ET
*Replays of coaching calls will be available.
**Can't make this timing, but want to join, email us at info@melaartsconnect.com 
FAQs
All of the coaching calls will be recorded and sent out to the group. If you have a question and can’t attend a call, you will be able to send your questions in advance so they can be answered.
Trust your instinct. Only sign up if it feels like a heaven yes. Sign up for a free 20-minute discernment call if you aren’t sure.
Intimacy and personalization are the difference between a mastermind and a course.
With a course there is an overarching general curriculum. In a mastermind the content is determined by you and your peers. It is customized to your needs. This container is designed around the individuals in it – what you are desiring support around and responsive to what is unfolding for you.
While I offer some individual support in my live courses, it is on you to adapt the information to your needs and circumstances. In Creatrix, we get really specific to you at this particular phase in your career and life.
The beauty of a longer container (which is different from the courses I’ve offered) is that you have more time and space to be with the learnings, to implement, and come back with your questions and challenges.
In addition to my eyes and attention on you and your business, you have the support of your peers in this group during our group coaching calls, the online community, and the co-working sessions.
Need a body double while you work on something? We got you covered during co-working time and there are opportunities to work in even smaller groups on similar topics at the same time (ex. press kits or pitch emails).
My desire is that you walk away not only with more clarity and confidence, but also a group of peers you can continue to engage with, lean on, and support after Creatix is complete.
No. Your results are 100% up to whether or not you show up fully committed and ready to take action.
I guide from lived experience as someone who has done it for herself and for others. It is a no-BS approach. I’m here to demystify, challenge, and support you in making the career you want if you’re ready to do the work and take action.
Email me at info@melaartsconnect.com
Pricing for the program is based on a tiered model. For those for whom the rate represents a financial hardship, I offer a limited number of scholarships as well as one work-study position. If this program is a financial hardship, please email info@melaartsconnect.com. Before you do so, I ask you to consider “sacrifice vs hardship”.
If paying for a class, product, or service would be difficult, but not detrimental, it qualifies as a sacrifice. You might have to cut back on other spending, but this will not have a long term harmful impact, it is a sacred sacrifice. If, however, paying for a class, product, or service would lead to a harmful impact, then you are dealing with hardship.*
* Taken from: https://www.ridefreefearlessmoney.com/blog/2016/05/sliding-scale-1/ and https://www.wortsandcunning.com/blog/sliding-scale
CALIFORNIA ARTISTS: Center for Cultural Innovation offers a monthly grant in the amount of $500 that can be applied towards training and learning. Please consider applying for the grant in order to help defray the costs of this program.
Given the intimate nature of this program, there are no refunds*. Joining a payment is a commitment to the full payment. Join if this is a full body yes.
If there are not a minimum of 5 people in the cohort timing you selected, you can change to a different cohort or will be refunded the amount paid.
Yes. The skills that this program focuses on are applicable to all artists. The lens and experience I bring is from working with diasporic arts, which has its own challenges and benefits that are not as addressed widely.
When I began on the administrative side of the business, there were next to no South Asians - be it as presenters, agent-managers, or producers.
It has been a journey to gain the practical skills and know-how, along with the confidence to see my background as a person of the global majority as my superpower instead of a disadvantage. I don’t have it all figured out, but I’ve learned a fair bit from experience and making mistakes.
Being a part of masterminds has been life-changing personally and professionally, which is why I want to offer it to others.
This work is not going to be easy, but if we were afraid of working hard, we wouldn’t be in the arts. I will challenge you AND also hold your hand.
You are creating magic. You are shaping culture and setting examples for so many. It would be my privilege to support you in making your dreams a reality because I know it's possible.
I hope you’ll let me have a front row seat to your journey as your cheerleader and guide.
- Heena
Join Creatrix
What: 11 live coaching & teaching calls*, 10 co-working sessions,
an online community space to get support between calls from me and your peers
Begins: November 26, 2024
Session Timing: Tuesdays from 12-1:30pm ET
*Replays of coaching calls will be available.
**Can't make this timing, but want to join, email us at info@melaartsconnect.com 
Pricing
I offer tiered pricing for Creatrix
It is inspired by the Green Bottle Model by Alexis J. Cunningfolk, a tool which considers more than just financial resources as a determining factor in whether or not someone can access services. The intention is to support a more intentional and value-aligned culture of payment.
People come into the performing arts sector with varying levels of resources, I ask that you consider the following criteria to determine which price is right for you. All rates can be paid in full or 5 monthly payments.
Group pricing available for multiple people joining from the same organization,
email info@melaaartsconnect.com for more info.
EARLY BIRD BONUS | 1:1 Session with me | Sign up by September 11
| EARLY BIRD BONUS |1:1 Session with meSign up by September 11
Redistribution
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This helps make the program accessible to those with modest means. With this choice, you are "paying it forward".
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If you have access to financial security, own property, or have personal savings
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If you are able to pay for "wants" and spend little time worrying about securing necessities in your life.
Full Cost
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You are working to build savings, but also have access to steady income or financial resources.
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You do NOT spend most of your time thinking about meeting basic needs such as food, shelter, medical care, child care, etc.
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You might have to cut back on some discretionary spending in your life in the short term to invest.
Sustain
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This rate applies if you’re relatively less economically advantaged or full cost is simply out of reach for you financially.
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You may be paying off debt or working to build savings, but also have access to income or financial resources.
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You have access to basic needs such as food, housing, health insurance, and childcare.
If these rates represent a financial hardship or you live in the Global South where the currency exchange makes the rate prohibitive, I offer a limited number of scholarships.
Email info@melaartsconnect.com to apply.
*If you need a longer payment plan, email info@melaartsconnect.com
Creatrix Schedule
All sessions are on Tuesdays from 12pm – 1:30pm ET.
*Can’t make the call timing, but want to join, email us at info@melaartsconnect.com
November 26: Opening Live Coaching Call
December 3: Live Coaching Call
December 10: Co-Working Session
December 17: Co-Working Session
December 25 / January 1: NO CALL (break for Christmas and New Years)
January 7: Live Coaching Call
January 14: Co-Working Session
January 21: Live Coaching Call
January 28: Co-Working Session
February 4: Live Coaching Call
February 11: Co-Working Session
February 18: Live Coaching Call
February 25: Co-Working Session
March 4: Live Coaching Call
March 11: Co-Working Session
March 18:Live Coaching Call
March 25:Co-Working Session
April 1: NO CALL
April 8: Live Coaching Call
April 15: Co-Working Session
April 22:Live Coaching Call
April 29: Co-Working Session
May 6:Closing Coaching Call
Note: Call times are subject to change, but if this is ever the case, you be notified ahead of time.