Madison has become a hub for creative entrepreneurs for a variety of reasons, such as a relatively low cost of living compared to big cities; the university, which attracts creative people; and resources for young families. “Artists have always been entrepreneurial in their nature,” agreed Sarah Marty, who teaches an arts entrepreneurship class, launched in 2008, at the University of Wisconsin-Madison. “It’s very rare that an artist has been able to just exist and someone else takes care of figuring out their audience … who’s going to buy what they’re doing.
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