In a surprising twist, the University of South Carolina (USC) is making space for Taylor Swift in its course catalog with the introduction of a new class entitled “Life is Just a Classroom: Taylor’s Version.” This course, set to commence next semester, will delve into the pop star’s journey to success in the music industry, exploring various aspects of her career, community-building, and the unique consumer experience associated with her “Eras Tour.”
Led by USC adjunct instructor Kate Blanton, the course stands out for its focus on Taylor Swift from a consumer science perspective, emphasizing the consumer experience in the music industry. Blanton, once a casual listener turned devoted “Swiftie,” was inspired to create the course after experiencing the fervor of Swift’s “Eras Tour” firsthand.
Blanton, like many music fans, faced the challenges of acquiring tickets through Ticketmaster, prompting her to investigate the consumer experience surrounding Swift’s concerts. This led her to conceptualize a course that goes beyond the literary focus of many existing Swift classes, concentrating on the intersection of consumer science and the music industry.
The syllabus for “Life is Just a Classroom: Taylor’s Version” promises to cover a wide range of topics related to Taylor Swift’s impact on the music industry. Students will explore her music catalog and ownership, ticketing systems, and the overall concert experience. The course aims to provide a holistic understanding of Swift as a case study for success in the industry.
Blanton clarified that the course goes beyond mere appreciation of Swift’s music, emphasizing its academic rigor. While the experience of attending a Taylor Swift concert and connecting with fellow fans may be part of the learning journey, the course intends to explore key concepts in artist ownership, representation, brand development, merchandising, and corporate partnerships within the music world.
Taylor Swift’s “Eras Tour” has become a significant financial success, with estimates suggesting she could earn up to $4.1 billion by the tour’s conclusion in 2024. The accompanying concert film, released in October, has already claimed the title of the most profitable concert movie in history, according to AMC Theatres Distribution.
The USC course is part of a broader trend among universities recognizing Taylor Swift’s cultural impact. Institutions such as New York University, the University of California-Berkeley, Stanford University, Arizona State University, and even Ivy League powerhouse Harvard University have all introduced courses centered around the influential artist.
The USC class, limited to 40 seats and housed within the College of Hospitality, Retail, and Sport Management, is exclusively available to upperclassmen. Despite being already filled for the spring of 2024, Blanton expresses optimism about the course’s future, hinting at the possibility of it becoming a recurring offering due to the anticipated ongoing demand.
In conclusion, the introduction of the “Life is Just a Classroom: Taylor’s Version” course at USC highlights the evolving landscape of university curricula, recognizing the cultural significance of pop icons like Taylor Swift. As students explore the intricacies of the music industry through the lens of Swift’s career, it marks a unique intersection of academic study and contemporary pop culture.
