Natasha Cox (MA Innovation, Creativity and Leadership, 2022) is the proud recipient of the 2024 Churchill Fellowship. This prestigious accolade will enable her to embark on fact-finding and research missions to the US, Africa and the Caribbean in order to further develop the business she launched in 2019, named Actively SeeK.I.N.G… CIC. Aimed at young black men of African and Caribbean descent, her organisation provides vital support for and investigation into mental health and well-being issues via the medium of the performing arts.
Q. On what area did you concentrate your Master’s research at Bayes?
My dissertation focussed on using the performing arts to support the mental health and well-being of young black boys and the sustainability of these arts programmes. I’m a trained professional artist myself and wanted to bring my know-how to the table, coupled with the skills and knowledge I would develop at Bayes. I also wanted to make a difference, so I wanted my dissertation to have legs and do something worthwhile with it.
Q. What impact did your studies have on the business you had already set up?
The main area that was impacted after my dissertation was the target group because the research showed young black boys were more likely to be permanently suspended from schools and not be given the same opportunity to complete their education and become the leaders and business owners of tomorrow. We hear lots of conversations about diversity and inclusion in the workplace. However, if our young black boys are not receiving the support they need then there’s something wrong. The other area was using the arts as a creative problem-solving tool to address these issues and thus I used Brazilian theatre director Augusto Boal’s technique called forum theatre to design my arts programme.
Q. What drew you towards this particular health issue and ethnic group?
My personal experience of seeing friends and family deal with mental health issues has impacted me on the importance of wanting to make a difference. As an artist who has choreographed, directed and produced for many years, I have seen the positive impact of the arts in helping people, whether for their well-being or as a career. My research helped to solidify the impact of the arts, so I decided to focus on SDG’s Good Health and Wellbeing.
My research found that it’s difficult for young black boys and men to talk about their feelings, so forum theatre can serve as a platform to support these conversations. Where mixed white and Caribbean boys are more likely to be permanently suspended from schools and end up in the prison system, I was keen to affect change. In April we received Arts Council Funding to co-create a play with mainly black boys and a professional creative team to produce a play called ‘Don’t Write Me Off’. The themes of the play—unconscious bias, trauma, self-efficacy, and resilience—emerged from interviews I conducted for my dissertation. Forum theatre is an interactive play where audiences (‘spect-actors’) can change the trajectory of our protagonist character. This technique helps facilitate challenging subject matters like the themes previously mentioned. Our goal is to not only help young people find their voice, but also to assist teachers and parents/carers in recognising areas where they can improve.
Q. How would you sum up the mission of Actively SeeK.I.N.G… CIC?
As a faith-based organisation, Actively SeeK.I.N.G.’s mission is to use the arts to empower young Black men by helping them rediscover their true identity, purpose, and inner gifts. By nurturing these qualities, the organisation aims to guide them in becoming positive role models and making meaningful contributions to society.
Q. How did the Churchill Fellowship opportunity arise and what will it enable you to do?
In my search for funding Professor Mary Ann Kernan (now retired) mentioned a few organisations I should explore. It was here I came across this amazing international opportunity that would support me to do further research into my subject of interest AND they would cover my expenses to do so. It was a no-brainer for me to apply. After being shortlisted from over 740 applicants I am thrilled to have become a Churchill Fellow. I sit here now in New Orleans on the first leg of my research which will take me across a few states here in the US, then onto Ghana in Africa and St Vincent and the Grenadines in the Caribbean. My goal is to research and explore the experiences of black boys of African and Caribbean heritage in both their schooling and extracurricular activities; to identify lessons we can learn from these countries and apply practical strategies in the UK.
Q. What has been the thinking behind your research at Bayes and your business venture?
My novel contribution to research was an adapted version of Isaksen and Tidd’s (2006) 4P’s framework, which can be used as a creative problem-solving tool in developing arts projects, programmes, and productions when addressing the well-being and mental health of African Caribbean boys. The 4P’s arts development framework is Place (Community), People (Role Model), Process (Communication), and Product (Identification). Among the many valuable tools and teachings I encountered in the MICL modules were intellectual property and law, the psychology of creativity, and innovation—this particular framework from the Creative Problem Solving and Leadership module stood out to me. It has not only shaped my company but also influenced how I plan to continue my research.
Q. What does the name Actively SeeK.I.N.G… signify?
When I set up Actively Seeking in 2019 it literally was about us as artists and the fact we are always actively seeking our next job. You’re living this high life whilst at the same time constantly worrying about where you’ll get your next gig, hence the dotted line at the end of the company name, to translate the insecurity of such a situation.
During lockdown down I was unmotivated to work on the company and decided to go back to the drawing board, to dig deep to find my ‘why’. The company went through a rebrand based on the personal things that motivated me, that being the arts, empowering people and the black community (specifically males). It worked out perfectly that I did not have to change the company name, and it soon became apparent it had a much deeper meaning than I originally realised. Our motto is ‘I am a K.I.N.G. and I see a K.I.N.G. in you’. The “King” in the company name is an acronym that stands for Knowledge, Identity, Nurturer and Gifts. The K.I.N.G. acronym is for everyone, not just our males!
Q. What drove you to do take the MA Innovation, Creativity and Leadership at Bayes?
I always wanted to do a Master’s as I had a personal point to prove to myself, that I was capable of doing a Master’s, as well as the new business plan that I had in mind. I have a friend who is a teacher, and she did some research into available courses that she considered matched me as a person, as well as the prior experience I had and the leadership and creative skills I had acquired. She came up with the MA Innovation, Creativity and Leadership offered by Bayes as the option that she thought would tick all the boxes.
Q. How did you settle in at Bayes?
When I started at Bayes it hit me that I was studying at a business school. How did I, a musical theatre performer, end up here? And not any old business school but one of the very best in the UK! The imposter syndrome conversation was going on in my head, but I soon realised I was not the only one feeling like this. I did my undergraduate studies with the Open University and didn’t get the traditional university experience so as an adult learner I took full advantage of everything that was happening to help settle in and very quickly connected with many like-minded people especially, those with the same Christian background I had.
Q. How is your company set up? What help have you received?
I now work with a five-person board, all of whom have more business experience than I do. One of the board members, Monique Webster, also studied at Bayes. We’re currently looking to add a sixth member with a background in the business side of the arts. The professors at Bayes have been supportive of my company from the beginning, whether by assisting with publicity or connecting me with other organisations. Special thanks go to Dr. Sara Jones, the MICL course director, and Professor Mary Ann Kernan.
At the moment, we are operating on a project-to-project basis while actively seeking funding. After securing Arts Council funding to complete the research and development stages of the play *Don’t Write Me Off*, we plan to apply again to produce a London tour in late-2025 and develop an interactive film of the same name.
Q. What message would you give to current or prospective students considering taking the same kind of educational and business plunge as you have?
Above all, I encourage people to step out in faith—you’ll likely be surprised by what you can achieve and what you’ll discover about yourself. Also, focus on finding your “why” rather than just the “what.” When you understand the purpose you want to fulfil, things tend to fall into place. As someone who didn’t achieve good GCSEs, later discovered I am neurodiverse, and went on to earn a distinction in my Master’s, I truly believe anyone can succeed if they put their mind to it.
Recently Actively SeeK.I.N.G. received the East London Community Heroes Award from the Rotary Stratford for outstanding initiative in arts and culture. So now we’re an award-winning company and we’ve only just launched our first project, but this all stems from having clearly identified the purpose behind our company.
You got this!