MASC
MASC is a bilingual Ottawa-based charitable nonprofit that connects 150+ vetted professional artists with schools, community organizations, and seniors across Eastern Ontario and Western Quebec, delivering 2,000+ workshops, 800+ performances, and five annual festivals each year.
- Company typePrivate
- Founded1989
- HeadquartersOttawa, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What MASC does
MASC (Multicultural Arts in Schools and Communities), founded in 1989 by Jennifer Cayley and Jan Andrews, is a registered Canadian charitable nonprofit (Charitable Registration Number 1-2412-7192 RR0001) headquartered at 250 Holland Avenue, Ottawa, Ontario. The organization operates as an artist-roster intermediary, curating a roster of 150+ professional artists and 55+ artist groups across six artistic disciplines (dance, drama, literary arts, media arts, music, visual arts) and representing 20+ cultures. It connects those artists with schools, community organizations, and seniors' residences across Eastern Ontario and Western Quebec, delivering over 250 catalogued programs, 2,000+ workshops, and 800+ performances annually, reaching 230,000+ participants in the 2024-2025 fiscal year (2,800+ programs). It is an officially bilingual organization with 40% of programming offered in French, and it presents five annual multidisciplinary festivals (MYAI, MASC Arts Awards, Awesome Arts en folie, Festival de danse en milieu scolaire, IllustrAuteurs) plus the SHSM Conference launched in February 2026.
The organization's underlying technology is minimal and operational rather than product-oriented: the masconline.ca website serves as the primary booking, information, and resource hub; Mailchimp powers email newsletters; and standard virtual-conferencing tools (including Mercuri for over-the-phone seniors' concerts) enable remote program delivery across Canada. There is no proprietary software product; differentiation rests on human-curated artist matching, Ontario Arts Curriculum–aligned study guides, Level 2 Police Checks for all roster artists, and trusted relationships built over 35 years.
Revenue is diversified across four streams: program fees paid by schools, community organizations, and venues for bookings (fees not publicly disclosed); individual donations through the "Friend of MASC" giving program supporting core programming and the pARTicipate! Subsidy Program; foundation and corporate sponsorship (notably the Leacross Foundation as presenting sponsor of MYAI); and government funding from Canadian Heritage, City of Ottawa (Rural Initiative Fund), and municipal/provincial arts councils. The go-to-market motion is event- and relationship-driven: dedicated program staff handle bookings for English, French, SHSM, community, and rural arts, while community partnerships and referrals from teachers drive new customer acquisition. End customer segments include K-12 schools (primary), community groups and underserved neighbourhoods, seniors in residences and long-term care, rural Ottawa-region communities, equity-deserving youth (via MASC Arts Awards scholarships), and Grade 11-12 SHSM Arts & Culture students.
MASC firmographics
Firmographics- Name
- MASC
- Legal name
- Multicultural Arts in Schools and Communities
- Website
- https://masconline.ca
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MASC is a bilingual Ottawa-based charitable nonprofit that connects 150+ vetted professional artists with schools, community organizations, and seniors across Eastern Ontario and Western Quebec, delivering 2,000+ workshops, 800+ performances, and five annual festivals each year.
- Ownership category
- akta.pro rank
MASC industry classification
Industry- Product category
- Arts Education Services
- NAICS
- Other Performing Arts Companies (711190), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Arts Education & Community Arts Programs (BPAGAHAC)
- akta.pro secondary industries
- Cultural Festivals & Events Organizations (BPAGAHAG), Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Personal Enrichment & Creative Arts Programs (EDAAAEAG)
Keywords
Where MASC is headquartered
LocationHeadquarters
- HQ city
- Ottawa
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
MASC business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Program Fees: Schools, community organizations, and venues pay fees to book MASC programs including workshops, performances, and artist residencies. Fee structures are set per program type and session.
- Donations and Charitable Contributions: Individual donors contribute through the 'Friend of MASC' giving program, with funds supporting core programming and the pARTicipate! Subsidy Program for low-income schools and equity-deserving communities.
- Foundation and Corporate Sponsorship: Foundations such as the Leacross Foundation and corporate sponsors provide grants and sponsorships supporting specific programs and festivals (e.g., MYAI Festival presenting sponsor).
- Government Funding: MASC receives funding support from government bodies including Canadian Heritage, City of Ottawa (Rural Initiative fund), and municipal/provincial arts councils.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard program booking — workshops, performances, residencies |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
MASC product offering
Product offeringCore offering
MASC connects professional artists with schools, community organizations, and seniors to deliver arts education programs including over 250 virtual and in-person workshops, 800+ performances annually, and multi-day artist residencies across six artistic disciplines. The organization also produces five annual festivals, one annual SHSM conference, Arts Awards, and Ontario Arts Curriculum-aligned Study Guides, operating as a bilingual (English/French) charity serving Eastern Ontario and Western Quebec.
Product overview
MASC (Multicultural Arts in Schools and Communities) is a bilingual charitable organization offering a comprehensive suite of arts education programs and services. The core offerings include over 250 virtual and in-person workshops, 800+ performances, and artist residencies (3+ days) delivered by 50+ professional artists across six artistic disciplines. MASC's programs span: School Programs (workshops, performances, residencies, SHSM certification programs), Community Programs (Awesome Arts en folie festival, Rural Arts, Intergenerational Projects, Community Murals), Senior Programs (dance residencies, over-the-phone concerts), and Annual Events (MASC Young Authors & Illustrators Festival, MASC SHSM Conference, MASC Arts Awards, Festival de danse en milieu scolaire, IllustrAuteurs). Educational resources include Study Guides aligned with Ontario Arts Curriculum. All programs emphasize cultural diversity, equity, and accessibility with financial assistance available for equity-deserving communities.
Differentiator
Problem solved
Functional benefit
Products and services
- Workshops
Quantifiable outcome
- Over 2,800 programs and 5 festivals delivered in 2024–2025 fiscal year
- +5 more outcomes
Companies that use MASC
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles4 records
MASC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MASC partnerships and signals
Strategic signalPartnerships
28 partnerships are on record, tiered core, major and minor.
- National Arts CentrecoreVenue partner for MASC's 35th Anniversary Gala and annual MASC Arts Awards ceremony. Host venue for performances and recognition events. YAO performed at the NAC and Claudia Salguero holds annual concerts at the NAC.
- Kitigan Zibi Anishinaabe Cultural CentrecoreHost venue for the Kitigan Zibi Art and Culture Camp (July 2024), providing Indigenous art and culture workshops including birchbark biting, hoop dancing, and Anishinaabemowin language instruction.
- Brascoupe FamilymajorIndigenous artist family leading traditional art and culture workshops at the Kitigan Zibi Art and Culture Camp, including Tammy Pizendewatch Twashi, Mariah Miigwans, and Nodz Wawatie.
- Maniwaki Native Friendship CentremajorCommunity partner for the Kitigan Zibi Art and Culture Camp 2024.
- Good Companions Seniors CentremajorPartner for weekly over-the-phone concerts for seniors via Mercuri Conferencing System, every Tuesday 3–4pm.
- Rural Ottawa South Support Services (ROSSS)majorPartner for weekly over-the-phone concerts for seniors in rural areas.
- Cumberland Heritage Village MuseumminorPartner venue for over-the-phone concerts for seniors.
- Shenkman Arts CentremajorPartner venue for over-the-phone concerts for seniors and arts programming.
- Sandy Hill Community Health CentremajorCommunity partner for Awesome Arts en folie, with after-school program participants creating original music and video. Supported by Canadian Heritage.
- Rideau-Rockcliffe CRCmajorCommunity partner for mini–Awesome Arts en folie celebration in March 2026 at Rideau Rockcliffe.
- Carson Community HouseminorCommunity partner for the March 2026 Awesome Arts celebration.
- Canada Science and Technology MuseumcoreAnnual venue for the MASC Young Authors & Illustrators Festival, hosting hundreds of students for workshops with authors and illustrators.
- Carleton Dominion Chalmers CentremajorVenue for the first MASC SHSM Conference on February 23, 2026.
- Ontario Ministry of EducationcoreMASC's SHSM programs are aligned with Ontario Ministry of Education SHSM certification requirements, including Advanced Training in a Technique, Leadership Skills Development, and Equity and Inclusion training.
- Allegro Music SchoolmajorArts organization partner providing year-long music scholarships to MASC Arts Awards recipients.
- Ottawa School of ArtmajorArts organization partner providing year-long visual arts scholarships to MASC Arts Awards recipients.
- The School of DancemajorDance organization partner providing year-long dance scholarships to MASC Arts Awards recipients. Also partner for the Festival de danse en milieu scolaire (FDMS).
- Ottawa Children's TheatremajorTheatre organization partner providing year-long drama scholarships to MASC Arts Awards recipients.
- Centre d'excellence artistique de l'OntariocorePartner organization for the Festival de danse en milieu scolaire (FDMS), along with Ottawa Dance Directive and The School of Dance.
- Ottawa Dance DirectivecorePartner organization for the Festival de danse en milieu scolaire (FDMS), along with Centre d'excellence artistique de l'Ontario and The School of Dance.
- Arts Network OttawamajorMASC was a founding partner and hosted Awesome Arts when it moved from One World Arts to MASC in 2013. Previously partnered on Cultural Pluralism for the Arts Movement Ontario (2017–2019).
- Cultural Arts StudiomajorFounded by MASC Board member Suzan Richards, providing Afro-Caribbean dance classes. Julianne Lavertu teaches and choreographs at the studio. The Cultural Arts Studio is a MASC artist partner.
- Moov Ottawa DancemajorMASC artist group (MOOV) led by Mr. Fresh from Bboyizm Dance Company, providing street dance and hip-hop workshops at Awesome Arts and Kitigan Zibi Art and Culture Camp.
- Bboyizm Dance CompanymajorMASC artist group providing street dance and Breaking/B-Boying workshops through MOOV at MASC community programs.
- Story PlanetminorNot-for-profit arts organization in Toronto devoted to amplifying voices of children and young people in equity-deserving communities. Hilary Leung (MYAI 2026 author/illustrator) is a facilitator.
- CTV OttawaminorStefan Keyes, news anchor at CTV Ottawa, serves on MASC's Board of Directors. He hosted the 2026 MASC Arts Awards.
- Viscount Alexander Public SchoolminorPartner school for Awesome Arts en folie 2025, hosting the grand finale festival.
- Griffith LawminorFounded by MASC Board member Lyndra Griffith-Harnden, providing strategic legal counsel to artists, creators, and entertainment professionals across Canada.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
MASC competitors and assessment
Company assessmentBroad incumbents
- National Arts Centre (NAC): Canada's largest bilingual performing arts venue, also based in Ottawa. NAC competes for the same audiences, government funding, and Canadian Heritage grants as MASC, and is referenced in MASC data as a venue partner. Comparable because both deliver bilingual performing arts programming in Ottawa, though NAC operates a venue and orchestra while MASC is an arts education intermediary.
Direct peers
- The School of Dance: Ottawa-based dance school and presenting organization that partners with MASC on FDMS and provides year-long scholarships for MASC Arts Awards recipients. Comparable in delivering dance education and community programming to Ottawa schools and youth.
- Prologue Performing Arts: Toronto-based nonprofit that delivers arts education programs to schools across Ontario, bringing professional artists into classrooms. Directly comparable to MASC in operating model — artist roster, school bookings, curriculum-aligned workshops — but with a province-wide rather than Ottawa-region focus.
- Youtheatre: Montreal-based bilingual performing arts presenter that develops and produces shows for young audiences and runs education programs in schools. Comparable to MASC in the bilingual school-presenting model and the use of professional artists, though with a stronger production focus rather than workshop/residency model.
- Arts Network Ottawa: Ottawa-based nonprofit that serves as an umbrella network and capacity-builder for local arts organizations. Listed in MASC's partnership data as a founding partner. Comparable because both serve the Ottawa arts ecosystem and connect artists with community/school audiences, though Arts Network Ottawa focuses on sector support rather than direct program delivery.
- Ottawa School of Art: Ottawa visual arts education organization providing year-long scholarships for MASC Arts Awards recipients. Comparable in delivering arts education to Ottawa youth and community, with overlap in visual arts curriculum.
Regional players
- Shenkman Arts Centre: Ottawa East performing arts venue and presenting organization. Named in MASC's partnership data and staff backgrounds. Comparable in delivering arts programming to Ottawa communities, though more venue-based while MASC is artist-roster-based.
- Conseil des arts Prescott-Russell Arts Council (CAPRAC): Regional francophone arts council in Eastern Ontario, led by former MASC team member Karine Lévesque. Comparable in delivering French-language arts programming in Eastern Ontario, serving overlapping school and community audiences.
Emerging players
- One World Arts: Original creator of Awesome Arts program before transferring to MASC in 2012. Provides cultural diversity arts programming in Ottawa. Comparable in the multicultural arts education space, though with smaller current scale than MASC.
- Story Planet: Toronto-based nonprofit devoted to amplifying voices of children and young people in equity-deserving communities through literary arts. Listed in MASC partnership data. Comparable in using arts to advance equity-deserving youth in Canada, with overlap in MYAI Festival programming.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
MASC social profiles
Digital presenceMASC financial estimates
Financial estimateRevenue estimate
Valuation estimate
MASC leadership team
Management profileNumber of profiles
Profiles12 records
MASC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MASC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MASC
What does MASC do?
MASC connects professional artists with schools, community organizations, and seniors to deliver arts education programs including over 250 virtual and in-person workshops, 800+ performances annually, and multi-day artist residencies across six artistic disciplines. The organization also produces five annual festivals, one annual SHSM conference, Arts Awards, and Ontario Arts Curriculum-aligned Study Guides, operating as a bilingual (English/French) charity serving Eastern Ontario and Western Quebec.
Is MASC a public or private company?
MASC is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was MASC founded?
MASC was founded in 1989. It employs 11 to 50 people.
Where is MASC based?
MASC is headquartered in Ottawa, Canada, in the North America region.
How does MASC make money?
Four revenue lines are on record. Program Fees are the primary driver. The others are donations and Charitable Contributions, foundation and Corporate Sponsorship and government Funding.
Who are MASC's main competitors?
National Arts Centre (NAC) is listed as a broad incumbent. Direct peers are The School of Dance, Prologue Performing Arts, Youtheatre, Arts Network Ottawa and Ottawa School of Art. Regional players are Shenkman Arts Centre and Conseil des arts Prescott-Russell Arts Council (CAPRAC). Emerging players are One World Arts and Story Planet.
Does MASC have an API?
No public API is recorded for MASC.
What industry is MASC in?
MASC's product category is Arts Education Services. Its primary akta.pro industry code is BPAGAHAC, Arts Education & Community Arts Programs, with a secondary code of BPAGAHAG, Cultural Festivals & Events Organizations. Its NAICS code is 711190 and its SIC code is 8600.