Sampad champions and celebrates South Asian arts and heritage across the Midlands, working closely with schools and communities to bring culture to life. We strive to create inspiring, meaningful experiences for people of all ages and backgrounds – experiences that connect people, break down barriers, raise critical issues and amplify unheard voices.
We believe it is vital that students across the region see themselves represented in the cultural sector and they have access to role models, pathways and real-world experiences that help them imagine their future in the arts. By opening up our organisation, our processes and our practice, we hope to demystify the sector and support young people to take their next steps. It’s in this spirit that we’ve been delighted to work closely with universities and students across Birmingham and beyond in 2026.
Recently, we had the pleasure of welcoming a group of students from Birmingham City University to Sampad for a 90-minute workshop that combined practical activity with an insight into how a contemporary arts organisation really works. The session was delivered by Bhavik Parmar, Executive Director of Sampad, alongside James Vegnuti, Programme Manager, and Harriet McGuire Smith, our Marketing Manager. Together, we introduced students to Sampad’s work, our programming and the realities of developing, managing and promoting cultural projects.
The workshop was designed in response to a brief from the university, which asked for a session that would blend organisational insight, sector context and hands-on learning. We began with introductions and a warm-up exercise to get everyone comfortable in the room and set a collaborative tone. From there, we moved into a presentation that explored who Sampad are and how we operate: our mission and artistic vision, our organisational structure, a brief history of the company and an overview of our core programmes and current projects. James talked through Sampad’s programming and events, while Harriet shared insight into our approach to marketing – how we think about audiences, what tools we use and how we reach different communities.
Throughout the session, students were invited to discuss questions in pairs and feed back, keeping the session interactive rather than a one-way talk. We also touched on funding and partnerships and how these relationships shape what we can create and who we can reach.
The heart of the session was a practical, in-role exercise based on a real-life scenario. At Sampad, we are often approached by organisations to curate activity or programmes for them, which usually involves pitching ideas and balancing creative ambition with budgets and practical constraints. We gave students a list of what Sampad offers, along with indicative costs and asked them to step into role and experience the kinds of conversations we have when building partnerships. This exercise gave them a hands-on feel for planning, negotiation and programme design – key skills for anyone looking to work in arts management or cultural organisations.
Sessions like this are a great reminder of how important it is to open up the realities of the sector to students – not just the creative outcomes, but the planning, partnerships, pitching and problem-solving that sit behind every project. It was a pleasure to spend the morning with such an engaged group and we hope it gave them both insight and confidence as they continue their studies and begin to explore careers in the cultural sector.
The following week, we were delighted to work with Birmingham City University again to host the BCU Forum, a termly meeting developed by BCU’s Applied Theatre course. The Forum brings together creatives, arts organisations and students to share best practice, advocate for arts education and support arts organisations in developing their offers for the sector. The day featured two sessions: the first, led by Sampad, focused on our approach to Artist Development and the second, delivered by Open Theatre, explored best practice in partnership engagement with schools.
Alongside this, we are currently working with placement students from across the region. We are pleased to be hosting Aanya, a placement student from the University of Warwick, who has shown a strong interest in the marketing approaches of smaller arts organisations and was particularly keen to work with Sampad. In this way, we aim to shape placement opportunities that prepare students for the specific next steps they want to take in their careers. Aanya will be working closely with our Marketing Manager, Harriet, throughout the spring.
After meeting with Aanya to understand her interests and ambitions, we shaped a placement that would give her a well-rounded insight into the marketing practices of a small but busy arts organisation. During her time with us, Aanya will gain hands-on experience across content creation, digital communications and evaluation, supporting the delivery of campaigns and activity throughout a vibrant Spring season at Sampad. By working closely with Harriet, Aanya will not only build practical skills but also gain a deeper understanding of how strategic thinking, creativity and analytical approaches come together in arts marketing. Our aim is that she leaves her placement with increased confidence, real-world experience and a clear sense of the pathways available to her as she continues to explore a future in the cultural sector.
Looking ahead, we are also hoping to work with the University of Birmingham’s Professional Skills Module to host two further placements in November this year. These students will work closely with us during our Ujala programme, gaining experience through practical workshops in schools as well as supporting key events taking place across the city in connection with Diwali, the Festival of Light.
Sampad is committed to working with students and emerging artists. If you are a Further Education or Higher Education Institution interested in developing partnerships with Sampad or placement opportunities with students, please do not hesitate to get in touch at info@sampad.org.uk