Business Review


Proliferation of business schools and institutes providing business education have resulted in the creation of a vast pool of trained manpower which has little avenues to explore for getting gainful employment. Therefore, we have to discover new avenues, which do not require direct foreign investment for creating employment and adding value to our indigenous intellectual property owners. The thesis of this paper is that the induction of the study of fine arts in business education curricula can help forge a common ground between the two cultures (Arts and Business) and to develop projects that are cooperative and mutually beneficial. This paper is based on personal involvement with musicians since 1960 as the author’s father was the founder of the all Pakistan music conference (APMC) and thus the author has been witnessing the continuing decline in the living standards of our classical musicians and contemporary artists. The paper makes a strong recommendation for creating institutional networks for professionalism in the entertainment industry and for inducting modern management practices in the conception, creation and execution of performing arts.


Business education, Management, Fine arts



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

February 22, 2021



Publication Stage



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