Exploring Culture and Business in Entertainment: The Cardi B Case Study
Howard University is launching a new course that delves into the intersection of culture and business in the entertainment industry through the lens of Cardi B's career. The course, titled "The Cardi B: Am I The Drama? The Art, Production, Marketing and Cultural Impact," is a collaboration with the Warner Music Blavatnik Center for Music Business. It focuses on analyzing branding strategies, media narratives, and audience engagement in real-time, using Cardi B's career as a case study.
The curriculum of the course spans various disciplines, including marketing, media studies, production, and cultural theory. Students will explore how attention is generated and sustained, delving into topics such as virality, fan behavior, and public storytelling. By studying strategic decisions and their impact on cultural and commercial success, students will gain insights into the dynamics of the music industry.
Howard University's commitment to hip hop as an academic field is further reinforced by the introduction of this course. Building on the launch of the Hip Hop Studies minor in Spring 2025, the university aims to integrate music, culture, and industry training across its programs. The collaboration with the Warner Music Blavatnik Center provides students with mentorship, career preparation, and direct exposure to the music industry.
Dr. Msia Kibona Clark and Prof. Pat Parks will lead the instruction, bringing a hip hop feminist perspective to the classroom. Discussions will center on topics such as misogynoir, respectability politics, and the challenges faced by Black women in the entertainment industry. Cardi B's career serves as a platform for examining issues of identity, power dynamics, and visibility in the public sphere.
In conclusion, the new course at Howard University offers students a unique opportunity to explore the complexities of the music industry through the lens of Cardi B's career. By studying the interplay between culture and business in real-time, students will gain valuable insights into the mechanisms driving success in the modern entertainment landscape.