CAA Executives Bring Creator Economy Expertise to Curb College

Entertainment executives guide students through $250B creator economy industry

In a world where TikTok trends shape music charts and YouTubers command audiences rivaling television, the Mike Curb College of Entertainment & Music Business meets industry needs in real time. With the second iteration of the "Intro to the Creator Economy" course, the College is bridging the gap between traditional entertainment education and the rapidly evolving digital landscape.  

CAA Executives Bring Industry Expertise to the Classroom 

Co-taught by representatives from Creative Artists Agency (CAA) — one of the largest talent agencies in the world representing actors, athletes, directors, musicians, producers, writers and now digital creators — the course offers students a rare glimpse into the future of entertainment. Andrew Graham, head of digital corporate advisory & partnerships, and Chris Wittine, a digital media agent, bring their expertise from CAA to the classroom, providing students with direct access to practitioners actively shaping the digital entertainment landscape. 

"If you're a student studying media and entertainment in any form — whether you desire to represent actors, be a director, a producer, a musician or an athlete — you need to understand how these platforms work, how distribution works, how monetization works, and how all of this is impacting and upending the monetization rules that have existed for the last century," explained Graham. 

Bridging the Gap: From Theory to Practice 

The course, first piloted in spring 2024 and now returning for its second semester, emerged from a realization by Graham and Wittine: young professionals entering the entertainment industry were missing critical knowledge about the digital ecosystem. In response, they created a curriculum that doesn't just teach theory but immerses students in the practical realities of the creator economy, preparing them for careers in digital media and entertainment. 

Students dive into the current state of the entertainment ecosystem, exploring: 

• Content monetization and platform dynamics  

• Talent scouting, representation and management 

• The evolving role of agents in social and video entertainment 

• Endorsement agreements and negotiation  

• The relationship between advertising, brands and digital media 
• Organizational structures within social and video ecosystems 

This hands-on approach mirrors the work of their CAA instructors, providing invaluable industry insights. 

The Creator Economy: A $250 Billion Industry and Growing 

Having industry professionals teach is vital in a field that changes daily, ensuring students stay current with the latest trends and best practices. The creator economy — a term first coined by Stanford University Professor Paul Saffo in 1997 as the "new economy" — has seen meteoric growth over the last decade. What began as a niche for artists and illustrators has exploded into a $250 billion sector, projected to reach nearly half a trillion dollars by 2027. 

The scale of this growth is staggering. Throughout the next five years, researchers project that the global creator population — currently estimated at 50 million — will expand by 10 to 20% annually on a compound basis. 

"Even for those who want to remain strictly within the music space, this is how entertainment is evolving," said Wittine. "It's similar to how, historically, executives and agents didn't consider Netflix as part of television when streaming video first emerged. Now, there isn't a single television executive who wouldn't include Netflix in that category." 

The Forefront of Entertainment Education 

The Curb College's nimble approach to curriculum development is evident in how quickly this course moved from concept to classroom and continues to evolve. In an industry where trends can shift overnight, the University's ability to rapidly introduce relevant courses demonstrates its commitment to preparing students for the realities of today's — and tomorrow's — entertainment landscape. 

This course isn't an isolated effort. Graham and Wittine join other CAA executives teaching at Belmont, including alumnae Katie Germano, a music touring agent who teaches "Inside a Booking Agency," and Elizabeth Lombardi, an entertainment attorney leading a senior capstone for the media and entertainment industries major. 

Preparing the Next Generation of Entertainment Industry Leaders 

In an era where lines between creator, celebrity and brand continue to blur, "Intro to the Creator Economy" is a testament to the University's forward-thinking approach. By bringing industry leaders into the classroom and focusing on real-world applications, Belmont is not just teaching about the creator economy — it's preparing the next generation to shape it. 

"We're entering a world now where there's no barriers to entry as to who create and tell stories, how stories are distributed and how they're monetized," said Graham, emphasizing the importance and relevance of this class.  

With the digital landscape rapidly transforming, this course equips Belmont students to navigate and lead in the industry, setting them apart in the competitive fields of digital media and entertainment.