BET 220
Course at a Glance
Course Highlight
Pictures of the week -
We promised movie, popcorn, and celebrity?!
Sep 29 | Guest Series 1 - Thomas Hunter
Class Activities of the week - Taylor Swift Inc.
Theme Songs
…Ready for It?
Using "the artist as a venture” framing around Swift’s career trajectory, and the expansion into touring, merchandise, licensing, film, and other revenue streams.
Mastermind
Taylor Swift's identity, reputation, audience, and creative output form an integrated value-capturing system - Swiftonomics, and the mastermind that created it.
GOLDEN
An innovation systems theory made concrete: actors, institutions, finance, talent, demand, linkages, and how South Korea built the world’s most influential soft power (Hallyu).
Dynamite
How did seven K-pop idols become a global powerhouse?
We unpack BTS as an entrepreneurial phenomenon, and how fan economics, community, and innovation turned fandom into a global growth engine.
Mikrokosmos
Fan economics turns fandom into a growth engine:
fans don’t just buy, they create, amplify, recruit, and build communities that expand an artist’s reach and staying power.
Attention
How do firms manufacture attention without making it feel manufactured? Explore digital marketing and influencer economics—and the shift from buying reach to borrowing trust, authenticity, and cultural relevance.
The Lucky One
Explore the dark side of pop culture, where parasocial relationships are pushed to the extreme, and confront the contracts, burnout, and ethical dilemmas every creative entrepreneur should understand.
Explore the dark side of pop culture, where parasocial relationships are pushed to the extreme, and confront the contracts, burnout, and ethical dilemmas every creative entrepreneur should understand.
OUT OF THE WOODS
How do cultural ventures survive disruption? The lesson: turn crisis into strategy, own your assets, protect your audience relationship, and reinvent before you have to.
DON’T DULL
African pop and the next waves of creative entrepreneurship. The comparative question: which architecture would your creative product need?