MASC

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.

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

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

• Arts education programs
• School workshops
• Community arts partnerships
• Artist residencies
• Seniors arts programs

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. 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).
4. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers11 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered core, major and minor.

• National Arts CentrecoreStrategic or Co-development PartnerVenue 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 CentrecoreStrategic or Co-development PartnerHost 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 FamilymajorStrategic or Co-development PartnerIndigenous 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 CentremajorStrategic or Co-development PartnerCommunity partner for the Kitigan Zibi Art and Culture Camp 2024.
• Good Companions Seniors CentremajorStrategic or Co-development PartnerPartner for weekly over-the-phone concerts for seniors via Mercuri Conferencing System, every Tuesday 3–4pm.
• Rural Ottawa South Support Services (ROSSS)majorStrategic or Co-development PartnerPartner for weekly over-the-phone concerts for seniors in rural areas.
• Cumberland Heritage Village MuseumminorStrategic or Co-development PartnerPartner venue for over-the-phone concerts for seniors.
• Shenkman Arts CentremajorStrategic or Co-development PartnerPartner venue for over-the-phone concerts for seniors and arts programming.
• Sandy Hill Community Health CentremajorStrategic or Co-development PartnerCommunity partner for Awesome Arts en folie, with after-school program participants creating original music and video. Supported by Canadian Heritage.
• Rideau-Rockcliffe CRCmajorStrategic or Co-development PartnerCommunity partner for mini–Awesome Arts en folie celebration in March 2026 at Rideau Rockcliffe.
• Carson Community HouseminorStrategic or Co-development PartnerCommunity partner for the March 2026 Awesome Arts celebration.
• Canada Science and Technology MuseumcoreStrategic or Co-development PartnerAnnual venue for the MASC Young Authors & Illustrators Festival, hosting hundreds of students for workshops with authors and illustrators.
• Carleton Dominion Chalmers CentremajorStrategic or Co-development PartnerVenue for the first MASC SHSM Conference on February 23, 2026.
• Ontario Ministry of EducationcoreStrategic or Co-development PartnerMASC'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 SchoolmajorStrategic or Co-development PartnerArts organization partner providing year-long music scholarships to MASC Arts Awards recipients.
• Ottawa School of ArtmajorStrategic or Co-development PartnerArts organization partner providing year-long visual arts scholarships to MASC Arts Awards recipients.
• The School of DancemajorStrategic or Co-development PartnerDance 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 TheatremajorStrategic or Co-development PartnerTheatre organization partner providing year-long drama scholarships to MASC Arts Awards recipients.
• Centre d'excellence artistique de l'OntariocoreStrategic or Co-development PartnerPartner organization for the Festival de danse en milieu scolaire (FDMS), along with Ottawa Dance Directive and The School of Dance.
• Ottawa Dance DirectivecoreStrategic or Co-development PartnerPartner 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 OttawamajorStrategic or Co-development PartnerMASC 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 StudiomajorStrategic or Co-development PartnerFounded 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 DancemajorStrategic or Co-development PartnerMASC 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 CompanymajorStrategic or Co-development PartnerMASC artist group providing street dance and Breaking/B-Boying workshops through MOOV at MASC community programs.
• Story PlanetminorStrategic or Co-development PartnerNot-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 OttawaminorStrategic or Co-development PartnerStefan Keyes, news anchor at CTV Ottawa, serves on MASC's Board of Directors. He hosted the 2026 MASC Arts Awards.
• Viscount Alexander Public SchoolminorStrategic or Co-development PartnerPartner school for Awesome Arts en folie 2025, hosting the grand finale festival.
• Griffith LawminorStrategic or Co-development PartnerFounded 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

Broad 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

• LinkedInlinkedin.com/company/masconline

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MASC