Applied Creativity Studio is a full-service cultural production company founded by Andy Horwitz.
We curate and produce a wide range of cultural experiences from dance, theater and music concerts to interactive installations, art exhibitions and city-wide festivals. We platforms
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 and worked as a consultant with The Downtown Center Business Improvement District and Cornerstone Theater Company. Andrew has worked 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.
From 2011-2013 he curated and produced Manhattan’s free, outdoor, multidisciplinary arts festival, The River To River Festival, for the Lower Manhattan Cultural Council where he also served as Director of Public Programs. As festival curator and as Director of Public Programs he worked with corporate, civic and not-for-profit neighborhood stakeholders to develop and implement cultural strategies for the continued revitalization of Lower Manhattan.
From 2002-2004 he was the Marketing Director at Performance Space 122, one of NYC’s most prestigious venues for contemporary performance. Here he developed organizational strategy and re-branded the institution, repositioning it in the national cultural landscape, revitalizing the brand and growing audience. In 2005 he became Performance Space 122’s first full-time producer where he introduced new programs and produced international festivals including Buenos Aires In Translation, Norway in New York and PS122’s programs for Act French.
From 2007-2009, he curated the PRELUDE Festival at the Martin E. Segal Theater Center at the Graduate Center at CUNY. With his colleagues he grew the festival into one of New York City’s most highly regarded festivals of new work and works-in-progress; PRELUDE is now a significant opportunity for artists and curators alike to get a preview of the upcoming season, to share knowledge and best practices and build community.
Other curatorial projects include “The Future At The End Of The World” at the Farley Post Office (December 2012), “Ephemeral Evidence” at Exit Art Gallery (May 2012) and “Ephemeral Objects” at the San Diego Art Institute (2015).
He is the founder of Culturebot.org, one of the web’s most adventurous and respected arts and culture magazines. He is a 2014 recipient of the prestigious Creative Capital | Warhol Foundation Arts Writers Grant for his research project, Ephemeral Objects: Art Criticism for the Post-Material World.
His writing has been published in The Atlantic Magazine, The L.A. Review of Books, The Guardian (UK), Art Practical, TheatreForum, The Live Art Almanac Volume 3, Dancehouse Diary (Melbourne, Australia), and Americans for the Arts’ ARTSBlog, among other outlets. He has taught cultural producing and critical writing at UCLA, UC San Diego, Bennington, NYU, The New School, Brock University (St. Catharines, Ontario) and Royal Holloway, University of London. His work and ideas have been included in syllabi in courses at Princeton, UC Berkeley, George Washington University and other educational institutions.
Andy has advised countless artists and served on numerous panels for arts organizations and funders including the Mellon Foundation, United States Artists, The Pew Center for Arts & Heritage’s Philadelphia Music Project, New Music USA, The New York Foundation for the Arts, The Six Points Fellowship for Emerging Jewish Artists, the National Performance Network, The MAP Fund, Here Arts Center, Dixon Place and more.
Prior to becoming an arts administrator in 2002, Andrew worked as an interactive producer and brand strategist at ad agencies such as Fallon Worldwide (NYC office), iDeutsch and Margeotes|Fertitta + Partners, working on such accounts as ABC Sports, About.com, And1 Shoes, Bank One, Brink’s Home Security, Comedy Central, CondeNet, Domino’s, Georgia-Pacific, MTV Networks, Timberland, Time Magazine, Stolichnaya, Sotheby’s and Zyrtec.
Even prior to that Andy was a writer & performance maker. He has performed at PS122, HERE, Dixon Place, the Nuyorican Poet’s Cafe, The Knitting Factory, CBGB and countless other venues in NYC and nationally. From 1990-1995 he lived in Seattle where his work as a spoken word performer and activist led to his involvement with the artist-run women’s self-defense collective Home Alive. His spoken word piece “4th of July” was released on the Epic CD Home Alive: The Art of Self-Defense alongside such rock luminaries as Nirvana, Soundgarden, Pearl Jam, Jello Biafra and Lydia Lunch. In 2005 he ran for Mayor of New York City – AndyForMayor.org – a performance project documented in the film The Promise of New York, by director Raul Barcelona. In 2006 he appeared as a Demon Tour Guide in Les Freres Corbusiers’ production of Hell House at St. Ann’s Warehouse, directed by Alex Timbers. His writing has been published on Nerve.com, Seattle’s The Stranger, Heeb Magazine and various anthologies.
Andrew has a B.S. in Speech from Northwestern University.