Joost Klapmuts

Starting entrepreneurs

You have an idea, a plan, or maybe you’ve already landed your first project, but how do you officially get started as an entrepreneur in the cultural sector? On this resource page, you’ll find answers to the questions that many aspiring creators and entrepreneurs are grappling with. From choosing a legal structure to setting up your administrative systems, this step-by-step guide will help you get started!

Entrepreneurship in the Cultural Sector

Whether you’re an artist, designer, teacher, musician, or producer, starting a business often raises the same questions. How do you set up your business? How do you determine your worth? And how do you balance business realities with artistic freedom? Many emerging creators face similar doubts: where do I find commissions, how do I manage my finances, and how do I stay true to my own vision? Others have already walked this path and share valuable lessons on collaboration, negotiation, and growing as a self-employed professional through Cultuur Academy Mentorship Program:

Would you like to get started with your practice? Check out the step-by-step guide below or explore our knowledge base to learn how to professionalize your practice step by step.

Step-by-Step Guide: Starting Your Own Business

1. When do you establish a business?

It’s perfectly fine to start out with one-off jobs or paid assignments, but as soon as you start invoicing regularly or working on assignments on a regular basis, the Tax Authority considers this to be self-employment. You must then register with the Chamber of Commerce (KVK). If you only work on a project occasionally—such as a one-time exhibition or production—you can report that income on your income tax return and do not need to register with the KVK.

Example: An actor who plays multiple roles with different theater companies each year must register as a self-employed person; an artist who exhibits once a year usually does not need to do so yet.

2. Define your activities

What exactly will you be doing as an entrepreneur? Teaching, creating, performing, designing, or producing? In the cultural sector, many people combine multiple roles. That’s perfectly fine: you can list various activities when you register with the Chamber of Commerce.

Example: A designer who, in addition to graphic design projects, also leads workshops, registers both activities with the Chamber of Commerce.

🎧 Listening tip: In the three-part podcast *Altijd een weg*, Arnhem-based podcast creators Melanie Maria and Derk Muller address the question: Where do you start when you’ve just graduated from art school and want to build a career? The answer: There’s always a way.

3. Choose a business form

Most creators start with a sole proprietorship—it’s easy to set up and offers tax benefits for new businesses. If you work with others, a general partnership (v.o.f.) might be a good option. As your business grows or if you want to hire staff, a private limited company (b.v.) could be a smart choice. And if you plan to apply for grants on a regular basis, a foundation is often the best choice: many funding organizations require this structure in order to apply.

Example: A musician who wants to professionalize his band can establish a foundation to apply for grants, while also performing and invoicing as a self-employed individual.

4. Choose a company name

Your business name is the face of your company. Choose something that suits you and leaves room for growth. You can also register multiple trade names under a single sole proprietorship.

Example: A theater producer registers as “Studio Van Dijk,” but also uses “Spelatelier Nijmegen” as the name for his workshops. Check to see if the domain name and social media handles are still available!

5. Register with the Chamber of Commerce.

Make an appointment with the Chamber of Commerce (KVK) and provide details about your activities, company name, and legal form. You’ll also receive a VAT number immediately upon registration. During the registration process, the SBI codes that describe your field of activity will be assigned. Please keep this in mind: SBI codes are not only used for registration but can also determine your eligibility for grants and programs, such as development budgets. So make sure your activities are documented as completely as possible and, if it fits your practice, have multiple codes included. You can always adjust these later. View all the codes recognized by organizations such as Platform ACCT as part of the “creative industry” here.

Visit kvk.nl for the current requirements and fees.

Example: An actor is assigned the code “performing arts”; a copywriter is assigned “other forms of creative arts.”

6. Open a business account

It’s not mandatory, but it does make things clearer. This way, you keep your personal and business finances separate, which saves time on your bookkeeping and creates a professional impression. And here’s another benefit: when filing your VAT return, having a separate account means you no longer have to sift through your personal transactions.

💡 Tip: Use accounting software or work with a financial advisor or accountant who is familiar with the cultural sector.

7. Set up your records

Good record-keeping is essential. Keep track of your hours, save receipts and invoices, and record your income and expenses.

Example: An illustrator who spends 1,225 hours a year on her business is eligible for the self-employed tax deduction.

Financial administration

Are you working on a cultural project or initiative? Then chances are you will have to deal with funding. And therefore also with keeping good records. Whether it's grants, income from ticket sales or sponsorship money - clear financial records are indispensable.

8. Insure

Running a business involves risks. Consider disability insurance in case you get sick, or liability insurance in case you cause damage during production.

Example: A set builder who works in a theater wants to be insured in case something goes wrong during set construction.

💡Tip: Learn more about insurance and solidarity funds in the cultural sector, or check out the AOV fund and Culture: a form of crowdsurance that offers a smart alternative to disability insurance (including for entrepreneurs just starting out).

9. Establish general terms and conditions

Terms and conditions help you minimize your risks. They describe what you provide, what your customer can expect, and what happens in the event of a delay or damage.

Example: A photographer can specify in the terms and conditions that the client may use the image only for an agreed-upon purpose.

10. Get noticed

Your business is up and running—now you want to get noticed. Create a portfolio, use social media, and build a network.

Example: A creator who shares their work on Instagram and sends out a newsletter builds a loyal following faster than someone who relies solely on word of mouth. Here are some tips for promoting your work for free!

Help for New Entrepreneurs

Continuously developing yourself professionally is important for your long-term employability and earning potential within the sector. To help finance your professional development, you may be eligible for various grants. One example is Werktuig PPO. When you invest in your professional development, Werktuig PPO invests alongside you. Werktuig PPO encourages this by covering up to one-third of the costs, with a maximum contribution of €2,250 per 12 months. Read all the terms and conditions and find out how to apply here.

Are you already familiar with these programs for self-employed individuals? Take advantage of grants for (career) counseling and other services, or a subsidy toward your insurance premiums!

In conclusion

Would you like to explore the topics covered in this article further? These organizations offer practical support, knowledge, and guidance for cultural professionals at various stages of their careers.

ArtEZ Business Center – Part of ArtEZ University of the Arts. Promotes entrepreneurship among artists, designers, and musicians through training, mentoring, and networking activities.
Cultuur Oost – Regional knowledge and development partner for cultural professionals in Gelderland. Focuses on talent development, cultural education, and professional development.
Professional Artist (Amsterdam School of the Arts) – A platform offering practical information on entrepreneurship, funding, rights, and networking within the cultural sector.
Cultuur+Ondernemen – A national knowledge organization that supports artists, creators, and cultural institutions with advice, loans, and training on entrepreneurship and financing.
HAN Center for Entrepreneurship (Arnhem and Nijmegen University of Applied Sciences) – Promotes entrepreneurship among students and alumni through coaching, masterclasses, and networking support.
Startclub Arnhem – A regional network for aspiring entrepreneurs. Offers coaching, training, and community events for young entrepreneurs in a variety of sectors, including the cultural sector.
Poppunt Gelderland – A platform for musicians, producers, and pop industry professionals. It connects creators, offers coaching, facilitates knowledge sharing, and provides visibility within the Gelderland pop scene.
De Nieuwe Oost – A production company and talent development organization for creators in theater, music, and literature. Offers coaching, guidance, and performance opportunities.
Plaatsmaken (Arnhem) – A studio for visual arts and graphic design, featuring studios, exhibitions, and mentorship programs for artists.
Arnhem Design Platform Foundation (OPA) – A platform that connects designers and creative entrepreneurs in Arnhem. It organizes events, projects, and exhibitions focused on design and innovation.