Andy Horwitz is an experienced cultural programmer, creative strategist and accomplished writer with over twenty years of experience in the for-profit and not-for-profit creative sectors. He began his career presenting groundbreaking, innovative performances in New York at Performance Space 122, CUNY, and the River to River Festival in Lower Manhattan, as well as founding, in 2003, the seminal cultural website Culturebot, an essential resource of the New York performing arts scene. Since moving to L.A. in 2016, he has produced the sold-out Performance Lab festival at the Skirball Cultural Center, worked with Benjamin Millepied’s L.A. Dance Project and Cornerstone Theater Company. Andrew consults with for-profit, non-profit, corporate and civic entities to develop cultural strategies and innovative programs. Other clients include The Atlantic Magazine’s content marketing group Re:Think and Stephen Petronio Dance Company.
Applied Creativity is where inspiration meets organization. It is about being able to harness artistic imagination and vision to effectively implement unexpected, innovative ideas . This is what I do.
Here are ten ideas I like to keep in mind:
- Always Start from Yes
- Good Ideas Are Everywhere
- Embrace Chaos, Cultivate Order
- Keeping asking “Why?” until you get to the root cause
- Process and Outcome are inextricably linked
- People will surprise you if you let them
- Model the world you want to inhabit
- Cultivate Generosity
- Encourage Reciprocity
- Keep trying! You have to generate a lot of bad ideas to find the good one
These ideas change all the time, per Heraclitus.
Why Applied Creativity?
I have been curious and creative my entire life. I was that kid who was always asking the teacher “why” and other unanswerable questions; who didn’t like to be limited by the answer “just because” or “that’s how things are”.
Over the years I’ve learned how to apply that insatiable curiosity & creative energy by wedding it to excellent strategic and organizational skills. I don’t just think outside the box – I question the assumptions that led to the box, break it apart and build something people haven’t seen before. I like to think of everything as an art project dressed as a math problem. Or vice versa.
If you are looking for great ideas, someone to apply creativity to solve your business, organization, institutional or project challenges or just help you think through a complex problem, you’ve come to the right place. I specialize in arts and culture, primarily performance-based, but my experience is wide and my creative imagination knows no bounds.
Get in touch and let’s explore, together!