The first academic pathway into the creator economy pairs Newhouse and Whitman expertise to help students master both the creative and business sides of digital content.
John BoccacinoOct. 20, 2026
In the booming creator economy, for every content creator in front of the camera, there is usually a team of creatives behind the scenes.
Being a successful content creator is more than producing viral videos and hyping your brand. It takes business acumen, including an understanding of the rules and regulations governing the field.
Fortunately for Syracuse University students, the creator economy minor, the first academic pathway into the industry, can help close the gaps and equip creators of all ability levels with the knowledge and skills to succeed as both a creator and an entrepreneur running a digital content business.
The interdisciplinary minor integrates courses from the S.I. Newhouse School of Public Communications and the Martin J. Whitman School of Management, which co-lead the Center for the Creator Economy (CCE).
Faren Karimkhan, assistant advertising professor in the Newhouse School, and John Torrens, professor of entrepreneurial practice in the Whitman School, teach two of the minor’s three required courses.
Karimkhan teaches Introduction to the Creator Economy, a survey of media industries and platforms emphasizing the intersection of creators with brands, entertainment, sports, gaming, news and music.
“I could see both the tremendous potential of the creator economy and the need for more formal education in this space,” Karimkhan says. “It’s an industry that has created entirely new career opportunities, yet there are still many misconceptions about what it takes to succeed.”
Torrens, the interim department chair of entrepreneurship and emerging enterprises, teaches Business Toolkit for Creators, which equips creators with essential skills, including monetization, strategic partnerships and customer acquisition.
“If you’re a creator, you’re an entrepreneur. That’s when we decided we needed to build up a toolkit for creators so they can be in the room with the people they’re doing business with,” Torrens says. “This is a billion-dollar industry that our students are interested in going into, and we have a responsibility to teach them how to succeed in that industry.”
The minor also draws in electives from other schools and colleges across the University, including a Name, Image and Likeness class from the David B. Falk College of Sport, and Music Industry Marketing and Media from the College of Visual and Performing Arts.
On Thursday and Friday, Oct. 22-23, the CCE hosts ’CUSE Creator Con. Open to the entire University community, the two-day event, themed “Owned and Operated,” brings together the executives, platforms, agencies and investors who run the business of digital content.
Learning About Influence and the Importance of Teamwork
From the beginning, Karimkhan wanted her class to appreciate the roles involved in content creation, with most successful creators relying on a support staff to handle strategy, production, management and business development.
The course gives students an understanding of the creative and business sides of the creator economy. It addresses creator strategy, personal branding, platform selection, audience and community building, brand partnerships, monetization, long-term growth and ethical responsibilities.
Karimkhan hopes that her class “will challenge those misconceptions that content creation isn’t a real profession or that the industry is only about the person in front of the camera.”
“I want to give students a theoretical understanding of how influence works,” Karimkhan says. “What makes someone influential? How do creators establish credibility, build trust and develop meaningful relationships with their audiences, and how does that influence translate into real-world impact?”
Classes are interactive, with students thinking strategically, practicing creative skills, analyzing real-world examples and discussing the issues facing the industry. Successful content creators from across the world also visit to share insights directly with students.
The main assignment is a semester-long group project where students develop and launch their own creator brand on a social platform of their choice.
Closing the Business Gaps
Torrens, a three-time Inc. 5000 entrepreneur, built an award-winning career in healthcare and education. He recognizes that most content creators don’t enter the field intending to start a business.
In class, he teaches students about setting up a business, handling accounting and invoicing, understanding contracts and becoming proficient in brand deals and user-generated content agreements.
Most importantly, Torrens hopes his students leave knowing how to advocate for themselves because they are “better equipped to handle the business side of content creation.”
“There’s an enormous gap we’re trying to close,” Torrens says. “It goes beyond the business skills. These creators have something interesting to say to the world, but they need to refine their unique message.”
Once students learn to fine-tune their message, Torrens advises creators to narrow their focus and define their audience.
“A lot of student creators are trying to cast such a wide net, be all things to everyone and produce content in a variety of buckets,” Torrens says. “If they want to monetize this, like any startup, they need to focus their energies and really hone in on their target customer or target audience.”
As for what’s next with the minor, Torrens hopes for more hands-on opportunities for students to “do whatever they want to do inside the creator economy, from the production side, the writing side, the agency side or the content creation side.”
