Current Performing Arts Administration (PAA) graduate student Grace Palmer ('26) met with Mitali Sonar (PAA ’20), Interim Director of Marketing Communications at Brooklyn-based BRIC Arts & Media, to discuss how her time at NYU helped her build a multidisciplinary, purpose-driven career. This interview has been edited for length and clarity.
Choosing the Global Stage as Her Career Center Stage
Mitali Sonar (PAA ’20) never planned to work in arts administration. A lifelong dancer trained in the Indian classical form of Kathak, she began her professional life in advertising, but quickly realized it didn’t offer the creative or cultural fulfillment she craved. Her search for purpose and alignment led her to New York City—and to NYU Steinhardt’s Performing Arts Administration program.
“I’ve been an artist since I was very young, but I never thought I’d get this deep into the administrative side of things,” she reflects. “I knew I had to go into a creative profession, but advertising wasn’t doing it for me. That’s when I started looking into the performing arts as a career path.”
Her instinct pointed her toward New York. “It is a global stage. I wouldn’t have to start from zero or explain my artistic background—especially as someone practicing a South Asian classical art form. In New York, I knew I’d be surrounded by people who already had a deep appreciation and/or understanding of where I was coming from. I could just plug right in—whether it was at school, internships, or work.”
She adds, “Honestly, you won't believe me when I say this, but I feel like I've seen more diverse Indian arts forms and performances here in New York as compared to India or in Mumbai (my city). This is amazing, because I traveled all this distance from home and I'm getting to know my own culture and heritage a little better in New York. Diverse work is being funded. Diverse artists are being supported. And that is amazing—not just for New Yorkers or Americans, but for people like me -- Indians who are working day and night so that we can establish ourselves and the arts we represent.”
Customizing the Learning Journey
At NYU, Mitali found a curriculum that allowed her to explore her full range of interests. “The flexibility of the Performing Arts Administration graduate program was incredibly helpful. I took policy classes at Wagner (Graduate School of Public Service), business courses at Stern (School of Business), and a course on digital marketing strategy taught by a PAA faculty member who works at the arts marketing firm Capacity Interactive.”
What she learned in the classroom quickly became relevant in the field. “The people and organizations I studied, as well as industry terminology I learned, started to appear in my work. That interdisciplinary exposure gave me a sense of confidence and fluency that helped me step into the industry more fully.”
She also developed a deeper understanding of the arts ecosystem—and her place in it. “I just knew I had a skill set, and I wanted to apply it to this industry—but I didn’t know where I could plug in. Thanks to my graduate education in the PAA program, I have a much clearer understanding of how robust this field is—and how it connects with other sectors like finance, tech, and law.
Art and Administration: Separate but Connected
Mitali’s path after graduation, which happened during the COVID pandemic, merged intention and openness. She had initially joined Navatman, an Indian classical arts organization, as a performer—but during the pandemic, she was offered a position on the marketing team.
“I didn’t plan to become an arts administrator there, but because they knew my background, I had a foot in the door. When a job opened up, they thought of me. You never know where your opportunities are going to come from.”
While Mitali values that overlap, she eventually chose to keep her performance life and professional work separate. “There’s a very thin line between what you’re doing for your passion and what you’re doing for your job. For me, separating them helped me focus better on both.”
Professional Crossroads and Lifelong Community
Beyond her work-life balance, Mitali has also maintained close connections with fellow graduates. “I’m actually attending one of my classmate’s weddings in December back in India, which is amazing,” she shares. “Another friend who was living in Canada texted me, and when we met after two years, we were transported right back to 2018 when we were in school together.” I also became an industry colleague with Jane Whitty, the instructor who taught her arts marketing course. "I see Jane at conferences, and we talk," Mitali shares. “It’s really nice to see people you once learned from becoming part of your professional network. It’s a beautiful fraternity.”
Advice for PAA Students
Reflecting on her time at NYU and her career journey, Mitali emphasizes the importance of all-around growth. “Sometimes we forget that along with studying and getting good grades, it’s also important to put yourself out there—go to networking events, watch shows, volunteer, and pursue your hobbies. I know that NYU’s Performing Arts Administration program attracts creators and artists, so don’t let go of that part of yourself. That’s what will get you ahead in the game.”
She also adds, “don’t be too hard on yourself, but also don’t give up. You’re coming here for your master’s—you’re not in college anymore. The only thing that can motivate you is you. Don’t be scared to revisit the drawing board. Go back and evaluate. If you need to make changes or do things a little differently, that’s okay. If you’ve been practicing your art for two hours and studying for six, and life feels too intense, maybe just practice your art for one hour instead, and do that consistently. Don’t be afraid to reassess. You have to be responsible for making it work in a way that’s sustainable for you.”
Leading With Impact While Reclaiming Her Artistic Voice
Mitali was recently named Interim Director of Marketing & Communications at BRIC following her supervisor’s departure in March 2025. Stepping into the role, she reflects on the journey that brought her here—and the initiatives she’s proud to lead.
“I’ve had the opportunity to launch and shape projects that connect artists and communities in more meaningful ways,” she shares. Among her accomplishments: leading the BRIC House Party series—an immersive reimagining of the event format, which has boosted ticket sales by 60%; reviving the Stoop Share Program to spotlight nonprofit and artist work; and driving a 300% increase in media class sales through data-driven marketing. She also led BRIC’s ‘Raised By Brooklyn’ Gala, contributed to their Webby-nominated website, and introduced more strategic, audience-targeted campaigns across platforms.
“The work that I do here at BRIC has been so rewarding and fulfilling. It has made me a more confident arts administrator. Doing the same thing again and again—and then seeing how you're getting better at it—has been really rewarding.”
“That said, for a couple of years, dance took a backseat. Right now, my goal is to reinvest in my craft as a performer while continuing to grow as a 9-to-5 arts administrator. I want to perform more and get better at finding that balance. Once I feel like I’m managing both parts of me well, that’s when I’ll start thinking about what’s next.”
And while her long-term dream includes someday returning to India to support the country’s growing performing arts infrastructure, her heart remains in New York for now.
“I am not done showing what I can do here yet.”
