Art has always occupied an important position in any culture. Considering performing art alone, there are a huge number of art forms prevalent in communities. Be it a dance form, instrumental music, vocal performance or a play; art is a consummate experience. A successful artiste, whether it is Lady Gaga, Balamurali Krishna or Shankar-Ehsan-Loy understand that the key to their success is to make people buy and share the experience. So how do ‘Cultural Entrepreneurs’ establish themselves? What are the strategies they use to promote themselves?