MIDLANDS ACADEMY OF DANCE & DRAMA LIMITED

What MIDLANDS ACADEMY OF DANCE & DRAMA LIMITED does

Midlands Academy of Dance & Drama Limited (MADD College) is a Nottingham-based performing arts educational institution operating as a registered UK charity (charity no. 1118761). Founded in 1967 by Frances Clayton, it delivers vocational training in musical theatre, dance, and acting to aspiring performers typically aged 16 and above. The college is currently led by Principal Edward Nudd and counts Dame Arlene Phillips DBE and Anthony Van Laast CBE among its patrons, providing high-profile industry credibility.

Its qualification portfolio spans BTEC Level 3, HNC/D, the Trinity Level 6 Diploma, and — from September 2026 — a BA (Hons) Musical Theatre Performance validated through a partnership with the University of Bedfordshire. Coursework is delivered on-site at Richmond House, a Grade II-listed building at 3 Canal Street, Nottingham NG1 7EG. The technology footprint is limited to a standard website stack (Cloudflare, Google Analytics, Vimeo/YouTube, Akismet, Mapbox); there is no proprietary learning platform, online course product, or data service. Industry showcase events with leading agents and casting directors function as the primary placement mechanism for graduates.

Revenue derives principally from tuition fees (approximately £9,500–£10,500 per annum for higher-level diplomas), capped annual intakes (BTEC limited to 30 learners, with 24 graduates named in the 2026 cohort), and charitable fundraising through initiatives such as the 60th Anniversary Diamond Jubilee campaign. The model is fundamentally B2C, with supplemental B2B outreach to UK secondary schools and selective partnerships (Coventry College, Court Theatre Training Company, Middlesex University, Miura, Medici) that extend the student-journey ecosystem. The institution operates as a single-site, capacity-constrained conservatoire rather than a scaled education business.

Name

MIDLANDS ACADEMY OF DANCE & DRAMA LIMITED

Legal name

Midlands Academy of Dance & Drama

Website

https://maddcollege.co.uk

Company type

Private

Founded year

1967

Operating status

Operating

Short description

Midlands Academy of Dance & Drama Limited (MADD College) is a Nottingham-based registered UK charity founded in 1967 that delivers vocational training in musical theatre, dance, and acting to aspiring performers through BTEC, HNC/D, Trinity Level 6, and forthcoming BA (Hons) qualifications.

Ownership category

akta.pro rank

Product category

Performing Arts Education

NAICS

Fine Arts Schools (611610), Colleges, Universities, and Professional Schools (61131), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Performing Arts Colleges (Theatre, Dance, Musical Theatre) (EDAHAJAD)

akta.pro secondary industries

Theatre Education, Training & Conservatories (MPAGABAN), Fine Arts Colleges (Painting, Sculpture, Printmaking) (EDAHAJAA)

Keywords

• Performing arts education
• Musical theatre training
• Vocational dance college
• Theatre diploma courses
• Professional dance training

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Diploma Tuition Fees: MADD College charges tuition fees for its professional diplomas. The 3-Year Professional Musical Theatre Diploma costs £10,500 per year (£3,500 per term). The 3-Year Professional Dance Diploma costs £9,500 per year (£3,168 per autumn term, £3,166 per spring and summer terms). A non-refundable registration fee of £285 is charged upon acceptance. Monthly payment schemes are available.
2. Degree Programme Fees (BA Hons): The BA (Hons) in Musical Theatre Performance costs £6,350 per annum, funded through Student Finance England. A non-refundable registration fee of £285 is charged upon acceptance.
3. HNC/D Programme Fees: HNC/D in Performing Arts (Musical Theatre) and HNC/D in Professional Dance are funded by Student Finance England at £6,185 per year (subject to eligibility). A non-refundable registration fee of £285 and enrichment fee of £250 per year are also charged.
4. BTEC Fully Funded Programme: The BTEC Level 3 National Extended Diploma is fully funded. A non-refundable registration fee of £285 and enrichment fee of £250 per year are charged. Numbers are capped at 30 learners per year.
5. Trinity Level 6 Diploma Tuition: The Trinity Level 6 Professional Musical Theatre Diploma costs £10,500 per year (£3,500 per term). DaDA Funding is available for eligible students. A non-refundable registration fee of £285 is charged upon acceptance. Payment plans include 12 monthly installments annually.
6. Charitable Donations and Fundraising: The college, as a registered charity (no. 1118761), raises funds through donations via PayPal, Give as You Live, and Easy Fundraising platforms. Funds support student bursaries, scholarships, outreach programmes, and premises improvements. Corporate sponsorship is also offered in exchange for promotional consideration.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

MADD College provides full-time vocational performing arts education, delivering accredited training in musical theatre and dance across BTEC Level 3, HNC/D (Pearson), Trinity Level 6 Diploma, Professional Diplomas, and a BA (Hons) in Musical Theatre Performance. Programmes develop "triple-threat" performers (acting, singing, dance) and are validated by Trinity College London, Pearson, and the University of Bedfordshire, with annual graduation showcases attended by agents, casting directors, and choreographers.

Product overview

Midlands Academy of Dance & Drama (MADD College) is an educational institution offering a portfolio of performing arts training programs. The core offerings include: BA (Hons) in Musical Theatre Performance (degree partnership with University of Bedfordshire), Trinity Level 6 Professional Musical Theatre Diploma (validated by Trinity College London), HNC/D in Performing Arts (Musical Theatre and Dance, in partnership with Coventry College), BTEC Level 3 National Extended Diploma in Performing Arts Practice, Professional Musical Theatre Diploma, and Professional Dance Diploma. Supporting services include free Outreach Programme for schools, Open Days for prospective students, and Student Accommodation referral services. The institution operates from Richmond House, a Grade II listed building in Nottingham city centre.

Differentiator

Problem solved

Functional benefit

Products and services

• BA (Hons) in Musical Theatre Performance A 3-year full-time bachelor's degree in Musical Theatre Performance delivered in partnership with the University of Bedfordshire, providing training in singing, dancing, and acting with real-world skills including acting, choreography, production, and stage management. Cost is £6,350 per annum funded via Student Finance England; a non-refundable £285 registration fee applies.
• Trinity Level 6 Professional Musical Theatre Diploma A 3-year Level 6 professional diploma awarded by Trinity College London and regulated by Ofqual, designed to develop triple-threat performers in singing, dancing, and acting. Costs £10,500 per year (£3,500 per term); DaDA Funding available and 12-month installment payment plans offered. A non-refundable £285 registration fee is charged upon acceptance.
• HNC/D in Performing Arts (Musical Theatre) A 2-year vocational course in partnership with Coventry College awarded by Pearson, providing skills to progress in the musical theatre industry at Levels 4 and 5. Funded by Student Finance England at £6,185 per year (subject to eligibility), plus a non-refundable £285 registration fee and £250 annual enrichment fee. Applications processed through UCAS.
• HNC/D in Performing Arts (Dance) A 2-year vocational dance course in partnership with Coventry College awarded by Pearson, exploring contemporary and traditional dance methods and equivalent to the first and second year at university, with progression to HND. Funded by Student Finance England at £6,185 per year (subject to eligibility), plus a non-refundable £285 registration fee and £250 annual enrichment fee. Applications processed through UCAS.
• BTEC Level 3 National Extended Diploma in Performing Arts Practice (Musical Theatre) A 2-year fully funded BTEC course awarded by Pearson and regulated by Ofqual at Level 3, equivalent to 3 A-levels and worth up to 168 UCAS points. Capped at 30 learners per year, providing vocational performing arts training. A non-refundable £285 registration fee and £250 annual enrichment fee are charged.
• Professional Musical Theatre Diploma A 3-year full-time professional diploma designed to develop triple-threat performers who can sing, dance, and act with artistic, creative, technical, and professional skills. Costs £10,500 per year (£3,500 per term); a non-refundable £285 registration fee applies and a monthly payment scheme is available.
• Professional Dance Diploma A 3-year professional dance diploma covering technique and performance in Ballet, Jazz, Contemporary, Tap, Latin, Ballroom, Choreography, and other dance disciplines with performance opportunities. Costs £9,500 per year (£3,168 autumn / £3,166 spring & summer); a non-refundable £285 registration fee applies and a monthly payment scheme is available.
• Outreach Programme

Quantifiable outcome

• Graduates placed in West End shows, National Tours, and international theatre productions
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Coventry CollegecoreStrategic or Co-development PartnerMADD College partners with Coventry College to deliver HNC/D in Performing Arts (Musical Theatre) and HNC/D in Professional Dance qualifications. The courses are awarded by Pearson and regulated by Ofqual, with applications processed through UCAS. Coventry College validates the vocational qualifications which are equivalent to the first two years of university study.
• University of BedfordshirecoreStrategic or Co-development PartnerThe BA (Hons) in Musical Theatre Performance is delivered in partnership with University of Bedfordshire. Upon completion, students are awarded the BA (Hons) by University of Bedfordshire (subject to approval). The degree combines academic study with practical performance training over three years.
• Trinity College LondoncoreStrategic or Co-development PartnerMADD College is validated by Trinity College London to deliver the Level 6 Diploma in Professional Musical Theatre. The diploma is awarded by Trinity College London and regulated by Ofqual at Level 6 on the Regulated Qualifications Framework. This validation dates from 1988 and represents a core academic partnership.
• Court Theatre Training CompanyminorStrategic or Co-development PartnerIn a unique partnership, MADD College signposts learners with an interest in acting to Court Theatre Training Company's 2-year accelerated BA (Hons) degree in Acting. The course is delivered at The Courtyard in London's Hoxton and validated by Buckinghamshire New University.
• Middlesex UniversityminorStrategic or Co-development PartnerMiddlesex University offers a work-based, part-time distance learning course developed in association with Trinity College London for graduates of the Trinity Level 6 Diploma, leading to a BA (Hons) Professional Practice. Graduates may also apply directly for MA courses.
• Miura Student AccommodationminorOthersMiura provides luxury student accommodation in Nottingham with studio apartments. Features include all-inclusive utility bills, on-site gym, fine dining kitchen, common room, games room, CCTV security, secure door entry, and bike storage. Wi-Fi at 100mbps included.
• Medici Student AccommodationminorOthersMedici provides modern student accommodation in Nottingham's Lace Market area, a short 5-minute walk from college. Options include en-suite rooms in cluster flats with shared kitchen and living space, as well as studio apartments with private kitchenette.
• Pearson (BTEC & HNC/D)coreStrategic or Co-development PartnerPearson awards the BTEC Level 3 National Extended Diploma in Performing Arts Practice (Musical Theatre) and the HNC/D in Performing Arts (Dance and Musical Theatre). These qualifications are regulated by Ofqual at Level 3, 4, and 5 on the Regulated Qualifications Framework.
• Give as You LiveminorGTM or Marketing PartnerGive as You Live is a fundraising platform used by MADD College to raise money for students, future learners, and premises improvements as part of the Diamond Jubilee fundraising campaign celebrating the college's 60th anniversary in 2027.
• National Union of Students (NUS)minorOthersMADD College is affiliated with the National Union of Students, allowing students to apply for a Totum Card which entitles discounts from a large number of outlets.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Elmhurst Ballet School: Elmhurst is a leading UK specialist dance and musical theatre school offering intensive vocational training. It overlaps MADD on the dance and performing arts curriculum and student demographic.
• Performers College: Performers College offers vocational and degree-level training in musical theatre and dance with multiple UK campuses. It is a direct comparable on course structure and student demographic, though with broader geographic reach than MADD.
• Bird College: Bird College is a UK performing arts college offering degree and diploma programmes in dance and musical theatre. It directly competes with MADD for the same student cohort seeking vocational dance and musical theatre qualifications.
• Laine Theatre Arts: Laine Theatre Arts is a specialist UK musical theatre and dance college offering intensive vocational training. It is a comparable size and niche to MADD with a similar diploma-level focus on triple-threat performers.
• Urdang Academy: Urdang Academy is a London-based performing arts school offering diploma and degree pathways in dance and musical theatre. It competes with MADD for the same UK student pool targeting vocational performing arts qualifications.
• Mountview Academy of Theatre Arts: Mountview is a leading UK conservatoire delivering vocational and degree-level training in musical theatre, acting, and performance. It overlaps MADD directly on the BA-equivalent degree and diploma pathway in musical theatre.
• Tring Park School for the Performing Arts: Tring Park is a specialist UK performing arts school offering intensive dance, musical theatre, and performing arts training. It is comparable to MADD on the dance/musical theatre focus and intensive vocational pathway, though it operates more as a school-age provision.
• Italia Conti Academy of Theatre Arts: Italia Conti is one of the UK's oldest performing arts schools, offering vocational and degree-level training in acting, dance, and musical theatre. It is a direct comparable in heritage and diploma/degree mix.
• ArtsEd: ArtsEd is one of the UK's leading performing arts colleges offering vocational training in musical theatre, dance, and acting across diploma and degree pathways. It is the closest direct comparable to MADD in terms of course portfolio, triple-threat training focus, and target student demographic.

Broad incumbents

• Royal Central School of Speech and Drama: Royal Central is a major London conservatoire offering degree-level performing arts training across a broader portfolio than MADD's musical theatre focus. It is a broad incumbent in UK performing arts higher education rather than a niche diploma competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/maddcollege
• YouTubeyoutube.com/user/maddcollege
• Facebookfacebook.com/maddcollege
• Instagraminstagram.com/maddcollege/?__coig_restricted=1
• TikToktiktok.com/@maddcollege

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MIDLANDS ACADEMY OF DANCE & DRAMA LIMITED