Unlimited Possibility: Be United’s CEO Muse Greenwood on Creativity, Leadership, and the Future of Be United

Lola Aluko: For those who don’t know you yet, Muse, can you tell us a bit about yourself and your career background?

Muse Greenwood: I suppose the best way to describe me is as a polymath, though I say that with humility and a smile. I’ve always loved immersing myself in different art forms and technologies. From a young age, if something inspired me, I wanted to learn it, understand it, and weave it into my creative practice.

I began my career as a competitive disco dancer and choreographer. Movement was everything to me. I come from a long line of performers and artists, but I’m probably the “nerd” of the family, someone who also genuinely loves corporate strategy, academic study, and systems thinking.

For most of my life, I’ve lived at the intersection of two worlds: academia and artistry. I wanted to bring both together, to let what I learned in corporate leadership, education, and technology inform my creative work. At heart, I’m an artist and a creator, but above all, I’m an educator. I love learning, and I love sharing knowledge even more.

You have an extensive background across many industries. What drew you to Be United as your next endeavour?

The pull was immediate. I’ve long identified as a social entrepreneur, so when I knew my husband and I were moving to Scotland, I went straight to the Edinburgh Social Enterprise Network website to learn about opportunities. I saw the role of CEO at Be United and thought: This can’t be real; this is too good.

I began researching the organisation in depth and was struck by its history, mission, and the integrity of its work. The commitment to championing Black creatives deeply resonated with me, not only providing a platform, but ensuring artists are treated with dignity, respect, and decency.

I was equally inspired by the organisation’s ambition. Before my interview, I had the chance to review Be United’s business plan. It wasn’t simply about expanding existing programmes, it was about building sustainable creative economies, increasing revenue generation, deepening community engagement, and forming industry partnerships that could create long-term impact. With my background touching 14 of the 16 creative sectors in Scotland, I knew I could meaningfully contribute while still learning and growing.

The creative industries are changing rapidly. I want to be on the leading edge of that change, and Be United felt exactly like the place to do that.

This autumn, you (Be United) launched the ‘Next Level’ Brand Ambassador pilot for programme alumni and community members. As the organisation enters a new phase of growth, what areas are you most focused on, and what is your vision for the coming year?

My starting point is always our KPIs. They’re clear, purposeful, and beautifully aligned with our mission.

We’re increasing our presence within the community; this is where the Next Level programme shines. We wanted a way to keep engaging our Producing the Future alumni and other talented individuals already in our network. The programme helps us nurture long-term relationships while growing our visibility, capacity, and reach.

My key areas of focus include growing our Producing the Future and Next Level programmes, expanding our digital presence through online programming, building a strong, active Be United Membership network that connects creatives, professionals, and community partners. And lastly, strengthening operational foundations that allow us to scale sustainably.

Networking and partnership-building are essential. They’re the bedrock of a resilient creative ecosystem, and that’s where I want us to thrive.

What is the significance of expanding within the cultural sector in Scotland?

At the heart of our expansion is the desire to elevate and amplify the work of underrepresented Black creatives. People come to our shows, performances, exhibitions, and events because the work is exceptional, because the talent is undeniable. We want to create spaces where the default response is, “Be United is hosting something, I have to be there.”

Where audiences celebrate not only the art, but the skill, passion, and camaraderie behind it, in music, theatre, poetry, visual art, festivals, and beyond.

Expanding within Scotland’s creative landscape allows us to build stronger, more visible networks, create meaningful opportunities for artists and producers, strengthen cross-cultural collaboration and foster unity within and beyond diaspora communities.

As this grows over the next five years, I expect artists, local and international, to see Be United as a thriving gateway for connection and opportunity. That’s the bridge we’re building.

We are thrilled to have you as Be United’s CEO. In one word, how would you summarise your experience so far?

One word? Asking me to keep it to one word, Lola, that’s cruel! (laughs) At least give me five! Words will be popping into my head all day. But if I have to choose one: Unlimited.

Why “Unlimited”?

Because that’s what this work feels like, full of possibility.
Challenging, absolutely. Demanding, without question. But deeply fulfilling.

For me, stepping into this role is not just about growing an organisation, it’s about honouring the legacy of those who came before us, our heritage, our communities, and our creative ancestors. When I think of my grandparents, great-grandparents, all my ancestors, I think “unlimited” feels like the right word. We are part of a lineage of people who have always created possibility out of challenge. At Be United, I feel that energy every day. Emma and Boysie, our founders, started this journey; Collin and Monika hold the baseline of our work and all of the team, the Brand Ambassadors, well, we are unstoppable, and the potential ahead of us is truly unlimited.

This text has been prepared as part of the Next Level (Brand Ambassador) employability programme which provides the Ambassadors with hands-on experience in marketing and communications, business development and engagement, research and reporting, and more, whilst supporting the Ambassadors professional growth. We want to say special thank you to our funders who support our ongoing work, and especially to Regenerative Futures Fund and the City of Edinburgh Council, whose support has been vital in enabling the Next Level Brand Ambassador programme.