Zoey Hou (’23)

Zoey Hou (she/her/hers) is a Business Development Associate at the Museum of Fine Arts, Boston, where she specializes in licensing and partnerships. After earning her MS in Arts Administration (MET ’23), she joined LiveArt.io, a web3 platform for art and culture, focusing on marketing and project management.

Prior to her studies, Zoey worked as a product manager at Tencent and various startups in China, leading global expansion efforts in music, gaming and social networking. With a lifelong passion for the arts, Zoey also has been active as an art influencer, specializing in photography, painting, and music.

You worked as a product manager in China before joining our arts administration program, which seems like a significant career shift. What inspired you to move into arts administration? How did you navigate this transition, especially considering the established career path you left behind?

I’ve always had a passion for art since I was young. Throughout my experience in the tech industry, I observed the rapid pace of technological advancements and how they significantly impacted various traditional industries, including the arts. This sparked my interest about how technology could be leveraged to open up new possibilities and foster growth within the traditional arts sector. COVID really accelerated this; many traditional art organizations began to realize how crucial technology could be to their survival, and they started to experiment with it. I wanted to use my tech background to help traditional art institutions explore new opportunities in this space.

Moving from China to the U.S. must have been quite a shift. How did you adjust to the cultural differences, both personally and professionally?

On a professional level, I am deeply impressed by the passion people here have for their work. Many of these individuals have been working for decades, with some continuing to work well into their 80s or even 90s. For example, some of our professors have already made significant contributions to their fields, yet they still choose to pursue advanced degrees and engage in research, sharing their knowledge with others. Even my former neighbor, a Harvard professor who has been teaching for over 50 years, remains actively engaged in his career. It’s incredibly inspiring to witness such unwavering dedication and love for their work.

On a personal level, I noticed that Boston has a really strong sports culture—with a huge following for teams like the Bruins, Red Sox, and Celtics. Our school, the BU Terriers men’s ice hockey team, is also one of the best in the country, consistently ranked among the top teams and known for producing NHL talent. I attended many of BU’s hockey games and proudly cheered them on. Our school’s gym facilities were excellent, which really motivated me to stay active. When I was in school, I would go to the gym three to five times a week because everyone around me was so dedicated to fitness. It really pushed me to keep up!

How has the BU Arts Administration program influenced your career journey so far? What aspects of the program have had the most impact on your work today?

The program gave me a comprehensive understanding of the U.S. arts industry, particularly from the perspective of someone working within an arts organization. It also provided me with in-depth knowledge of the structure, operations, and management of arts institutions. One significant insight I gained is that many arts organizations in the U.S. operate as nonprofits and rely heavily on public fundraising—a model that is much less common in China. This program helped me appreciate the distinct artistic practices and organizational structures that characterize the U.S. arts sector. Some of the most practical courses have directly benefited my current role. For instance, the focus on copyright in the Legal Issues in Arts course has been especially relevant to my responsibilities involving intellectual property. Additionally, Technology and Arts Administration equipped me with practical skills in using new technologies like VR, AR, and AI in the arts field.

As a Business Development Associate at the Museum of Fine Arts (MFA), what does a typical day look like for you? Could you walk us through some of your main responsibilities?

In my role, I focus on managing global licensing deals within the Intellectual Property department. My work is mainly divided into three areas. First, I conduct extensive marketing research to identify new companies or potential partnership opportunities for the MFA, while maintaining an ongoing analysis of the competitive landscape. This involves coordinating with agencies and prospects to explore digital and tech licensing strategies.

Second, once we receive a proposal, I evaluate it to ensure it aligns with the MFA’s brand image and standards. I then help negotiate deal memos and work closely with the Senior Director on contract development. After thorough internal assessments and meetings with partners, I assist in overseeing and managing the entire project process to guarantee everything meets our core values and expectations.

Lastly, after project completion, I coordinate financial data, review quarterly forecasts from licensees, and analyze the final results to ensure expectations are met. Since the MFA has about 500,000 pieces in its collection, I need to stay familiar with both the major works and more niche collections so that we can recommend partnerships with licensing content.

How has your previous experience as a product manager helped you in your role at the MFA? In what ways do you think your past roles matter to your current position?

My background in product management has been incredibly valuable at the MFA, especially since we often have multiple projects happening simultaneously across different countries. Each project is at a different stage—some are still in the feasibility phase, while others are ready for execution or have concluded, requiring follow-up on revenue and financial results. Managing projects from start to finish and then analyzing them was a frequent part of my role as a product manager.

Additionally, market research and data analysis, which were key aspects of my previous work, are crucial here as well. I used data to understand user needs and plan strategies for future events, and similarly, at the MFA, we closely monitor market trends to identify which products resonate with audiences and how they can be paired with art. By analyzing sales data, annual reports, and other metrics, we assess a brand’s market value to ensure successful collaborations.

How helpful do you think BU’s alumni network has been in your career development? 

BU’s alumni network is extensive, especially in the Boston area. Many of our professors hold leadership roles in prominent arts institutions, which makes it easy to stay connected with them. Personally, I’ve found BU Connects to be a fantastic resource for networking with alumni. There are many alumni who are willing to help if you reach out to them. In fact, my job at the MFA came through an alumni referral, which made all the difference.

You also worked for LiveArt.io, a web3 platform focused on art and culture, which combines the art market with cutting-edge technology. Could you share more about how you got involved with LiveArt.io and what skills or techniques are essential for students interested in the intersection of art and technology?

When I applied to the BU Arts Administration program, I was already clear that I wanted to work in the intersection of art and technology, so I kept an eye on developments in this field. The leadership team at LiveArt.io includes art market insiders from prestigious places like Christie’s and Sotheby’s, as well as experienced tech innovators, which aligned perfectly with my background and interests, so I actively followed their work and networked within their circles. It took about six months of persistent networking and research before I landed an interview.

For students interested in this field, staying updated on industry news is essential to identify where the next big opportunities lie. Attend online seminars or offline events, and engage with professionals on platforms like Twitter, where many tech companies share insider updates. Over time, you’ll build relationships with industry professionals and gain valuable insights into potential opportunities. Once I joined LiveArt.io, I realized that many roles are filled through personal connections within the industry, highlighting the importance of networking.

What advice would you give to other international students navigating the job market?

One of the most important things for international students is to get as much U.S. internship experience as possible. American employers value local experience more than internships abroad because it demonstrates not only an understanding of the local culture but also an awareness of workplace culture and how arts organizations operate here.

Since there’s a lot of competition in the arts industry, especially for international students competing with local people, it’s essential to work on your English skills—don’t let language be a barrier. Networking is another key element of job hunting in the U.S., which can be difficult for many international students, but it’s necessary. You need to step out of your comfort zone. I conducted coffee chats with nearly 50 people while job hunting, which may seem daunting, but employers appreciate proactive candidates. The more people who know about your skills and experience, the better your chances.

Finally, international students have an advantage when it comes to organizations looking to expand into international markets, so make sure to highlight that. Stay updated on the latest industry news, as it will help you find opportunities.

Interview conducted by Fongying(Angela) Wong