In December 2024, under the invitation and coordination of the Cypriot Organization for European Programmes and Cultural Relations (OEPCR), Materahub collaborated with the Anna Lindh Foundation to curate an educational program for cultural and creative professionals across the Mediterranean region.
As part of this initiative, we had the opportunity to speak with Omar Alayan – a musician, music educator, and recently, the manager of a music academy in Jordan – who attended the course to gain new insights and strategies for his work at the Haya Cultural Center.
Can you tell us about your journey as a musician and music educator, and how it led you to take on the challenges of cultural management?
Sure! My name is Omar Alayan, and I’m a musician and music educator. My journey as a cultural manager began when I joined the Haya Cultural Centre in Amman, Jordan, a vibrant institution dedicated to nurturing creativity in children and youth through music, visual arts, drama, and theatre. Music has always been a transformative force in my life. For this reason, teaching music to me is far more than developing technical proficiency: it’s about inspiring personal growth, building meaningful community connections, and empowering self-expression through the arts.
Over time, my role in Haya evolved, leading me into the world of cultural management: a transition that allowed me to delve into the dynamic intersection of creativity and leadership. Today, as the manager of the music academy at the Haya Cultural Center, I feel privileged to combine my passion for music with the responsibilities of administration and strategy, bridging artistic vision with practical execution.
Cultural management, I’ve learned, it’s not just about mastering practical skills like budgeting, scheduling, or project planning, but it’s more about leading with empathy and staying aligned with the artistic vision and goals of the people you work with.
Managing creative professionals requires a deep understanding of their passion and mission, and my work has taught me the importance of balancing practicality with purpose. It’s been a journey of growth, learning, and immense fulfilment.
You recently participated in the course “Building Entrepreneurial, Transversal and Digital Competences for Creative and Cultural Sectors & Industries (CCSI) Professionals in the Euro-Mediterranean region”, curated by Materahub. Could you tell us about your experience and how it has influenced your work?
The course was undoubtedly a transformative experience that equipped me with tools and methodologies specifically designed for the cultural sector — something I hadn’t encountered before.
Coming from a background without formal training in cultural management, I realised that, up until now, I had relied solely on the skills I developed during my university years while working in hospitality, including teamwork, budgeting, and operational efficiency.
However, this wasn’t the original reason I decided to participate in the course and what truly motivated me was my involvement in a project at Haya called the “Music Entrepreneurship Hub.” This initiative, funded by the Tawfiq & Nimat Fakhouri Foundation, is aimed at equipping young musicians in Jordan with entrepreneurial skills and tools to help them transition into the workforce. And I can confidently say that the insights gained from the course have had a significant impact on the structure and content of the workshops we’re planning. In fact, the course inspired the idea of potentially collaborating with Materahub to scale the project beyond the pilot phase—whether by expanding within Jordan to reach more musicians and include other creative sectors or by extending its reach across the region.
Overall, the course was instrumental in reshaping my approach to cultural management. Before participating, I felt that my vision lacked clarity and actionable direction and the training managed to bridge this gap by emphasising the importance of balancing financial sustainability with creative and community-centered objectives.
Perhaps the most valuable takeaway was the opportunity to refine our existing Academy business model, where revenue from teaching services funds community initiatives such as free orchestra and choir programs. Although this model has been in place for years, the course reinforced its significance and highlighted the need to intentionally align creative and community-oriented goals. Achieving this balance requires a fundamental mindset shift: sustainability it’s not just about financial metrics yet about the lives we impact and transform through music.
Considering the diverse backgrounds of the course participants, how do you perceive the geographic and cultural differences between cultural management practices in Europe and the Middle East?
Geographic differences certainly play a role in shaping how cultural management operates in Europe compared to the Middle East. For example, in Europe there is a more established infrastructure and funding mechanisms for the arts, often supported by robust governmental and private sector backing, while in the Middle East we often face challenges like limited funding, policy gaps, and societal priorities that may not always place the arts at the forefront.
That said, the course helped me realize that, despite the differences in context, the core principles of cultural management—such as sustainability, collaboration, and balancing financial goals with creativity—are universal.
European models was valuable, I believe there’s also room for more inclusion of Middle Eastern and North African examples to offer a richer, more globally relevant perspective, helping others to navigate the complexities of cultural management and inspire more inclusive, sustainable creative communities.
To conclude, what message would you like to share regarding the significance of initiatives like this, and how has your experience in the creative sector shaped your perspective?
To conclude, I want to emphasize that initiatives like this are essential for bridging regional gaps and fostering meaningful collaboration. They offer a valuable platform for exchanging knowledge, tools, and best practices, which can significantly impact the growth and development of the cultural and creative sectors. What sets initiatives like this apart is their practicality and real-world relevance. They aren’t abstract or theoretical; they directly address the everyday challenges we face in cultural sector management, offering actionable tools and strategies.
This course has been immensely enriching, and I truly hope to see more programs like it, as they play a critical role in strengthening the global cultural sector.
As a final thought for those in the creative field, I would stress that management should be viewed as a core skill, not something secondary to creativity. Embrace opportunities to learn, adapt, and refine your approach, but always stay connected to the passion and purpose that initially inspired you to pursue this path. It’s the integration of structure and creativity that creates meaningful, lasting impact.
