Forget the fan clubs and the chart records—starting next January, the University of Southern California’s Marshall School of Business is putting the most-awarded artist in Grammy history under a different kind of microscope. MBA students will spend 15 weeks dissecting the business architecture behind Beyoncé’s career, turning her moves across music, film, fashion, and philanthropy into a rigorous, semester-long case study.
The new graduate course, officially titled “The Business of Beyoncé,” was developed and will be taught by Shaun Harper, an award-winning professor who holds the Clifford and Betty Allen Chair in Urban Leadership at USC. Harper is clear that this isn’t simply an exercise in celebrity worship. “I love Beyoncé, but this is far more than a fan appreciation gesture,” he said. “I have created a modern entertainment business class that gives MBA students a cool opportunity to examine, in one sustained case, how talent is developed, how a brand earns and maintains global excellence, how creative risks are evaluated, how ownership and influence expand and how one of the world’s biggest celebrities, a young Black woman, built a successful enterprise that continues to evolve and endure.”
Over the course of the semester, graduate students will compare Beyoncé with other actors and musicians who also began performing as child stars, as well as singers who transitioned from music groups to solo artists. Through a range of assignments, they will develop practical guidance for parents of child celebrities, artist managers, entertainment industry strategists, marketers, Hollywood executives, and performers at different career stages. The curriculum is designed to move beyond cultural commentary and into the nuts and bolts of business strategy.
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Course topics will include building, managing and evolving music groups and individual artist brands; navigating industry power, gender and race in the entertainment business; managing celebrity relationships, privacy and reputational risks; leveraging collaborations, visual innovations and emerging technologies; extending influence across genres, industries, philanthropy and activism; and launching and sustaining profitable artist-led business ventures, among others.
Harper noted that while other top universities have offered courses examining the music, politics, and cultural significance of stars like Beyoncé, Taylor Swift, Bad Bunny, and Lady Gaga, his approach is distinct. “What distinguishes my course is its emphasis on the business strategies that have sustained Beyoncé’s success,” he said. “USC Marshall students, future business leaders, will learn from the architecture and evolution of a one-of-a-kind career – from teen stardom and Destiny’s Child to visual albums, record-breaking global tours, film performances, fashion, brand partnerships, philanthropy and technological innovations. The goal is to develop business strategists who can apply what they learn to consequential decisions across the music, television and film industries.”
Harper brings extensive real-world experience to the classroom. He has worked with more than 400 businesses, agencies and institutions, including major organizations in entertainment, sports, technology and other industries. He previously served as editor-at-large of TIME magazine and has published articles about Beyoncé in Forbes and Inside Higher Ed. He has also delivered numerous keynote addresses about her at conferences over the past two decades. At USC, Harper’s tenured faculty appointments are in the business, public policy and education schools.
The Business of Beyoncé will meet on Mondays starting in January 2027. The course is offered through USC Marshall’s highly ranked MBA program.
Why it matters: As the entertainment industry grapples with rapid change—from streaming economics to AI and shifting audience expectations—courses like this signal a growing demand for MBAs who understand creative industries from the inside out. By studying a single, iconic career, students aren’t just learning about Beyoncé; they’re learning how to build and sustain a global brand in an era where influence and business are inseparable.
About the USC Marshall School of Business
The USC Marshall School of Business is a premier global business school at the University of Southern California. Founded in 1920 and located in Los Angeles, one of the world’s most dynamic centers for business, technology, media and entertainment, Marshall prepares students to lead in a rapidly changing global economy. The school offers a comprehensive portfolio of undergraduate, graduate, and executive education programs and is recognized for its strengths in experiential learning, entrepreneurship, innovation, technology, and global business. Marshall’s faculty includes leading scholars and practitioners whose research and expertise address consequential challenges facing business and society. Through its location in Los Angeles, extensive industry relationships, and worldwide alumni network, USC Marshall connects students to opportunities across industries and around the globe.
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University of Southern California
USC Marshall School of Business
