Berkeley, California — You might not expect a business school class to begin with students singing Taylor Swift’s “Cruel Summer,” but at the University of California, Berkeley, Swift isn’t just A “tortured poet“, she is a case study in how to build an empire.
“Taylor Swift is a phenomenon,” Sejal Krishnan, a chemical engineering senior at UC Berkeley, told CBS News. “His tour has essentially revitalized much of the economy and boosted the local economy wherever it goes. »
Undergraduates Sofia Lendahl and Miaad Bushala teach art and entrepreneurship: Taylor’s version to 44 classmates.
“Taylor is so strategic in everything she does,” Bushala said. “When you think of a brand, that’s all they want. They want loyal customers. And that’s what Taylor has.”
“There’s a reason why the biggest institutions are studying this,” Krishnan added. “They know it’s a trend.”
In addition to UC Berkeley, several universities across the country, including Harvard and Stanford – offer courses on the so-called “Swift effect” in departments ranging from English to political science and gender studies.
Swift success and failures, including the battle for regain control of his master recordings, are part of the UC Berkeley program.
“We’ve also seen some of the implications it’s had on legal issues, such as artists’ rights and ticketing legislation, which have also had a huge impact, because it’s not something that we see every day,” said Will Grischo, a media studies and art history major.
When asked how their families reacted to them taking a class on Taylor Swift?
“My parents were thrilled,” Krishnan said. “My mother took me to the concert in 1989.”
“They (my parents) were like, ‘You have to take this class, if not now, never,'” said Jessica Revolorio, a sociology major and the first in her family to attend college in the United States.
And Swift is now inspiring some students to think even bigger.
“She is incredibly fearless and not afraid to take creative risks,” said business student Angélique Zoile. “For me, it’s like climbing the corporate ladder…I’ll end up as a manager in about five years.”
Zoile said she was more willing to take risks in her career thanks to this Swift-inspired course.
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