Copyright Fast Company
The center, the first of its kind in the U.S., is a joint project between the university’s communications and business schools, and aims to attract students planning to participate in the $250 billion creator economy. With rising unemployment rates, and a college degree no longer unlocking the career opportunities it once did, the creator economy could be a beacon of hope for young graduates in a dismal job market. The number of creators globally is expected to grow at a compound annual rate between 10 and 20%. The total addressable market, from influencer marketing spend to platform payouts, is expected to increase to a projected $500 billion by 2027, according to Goldman Sachs. In a 2023 Morning Consult survey of 1,000 Gen Zers, more than half said they want to be influencers. Two in five U.S. teenagers already earning income through digital channels. Influencers with followings over a million can charge upwards of five figures for just one post. Higher education is now paying attention. From MrBeast and Alix Earle giving guest lectures to Harvard Business School students, to universities from Penn State to Duke introducing online courses, clubs, and summer camps dedicated to the business of content creation, colleges are embracing this once-dismissed career path. For now, Syracuse doesn’t plan on offering majors or minors in content creation. Instead, the center will include undergraduate and graduate classes in “creative content, audience engagement, and digital strategy,” according to the university, to help young entrepreneurs optimize their chosen platforms. The center will also host workshops and speaker series and on-campus incubators, and provide avenues for mentorship and funding for student ventures. Opening in spring 2026, the school is making an at least six-figure investment for equipment and design for the new space, according to reports, including a green screen, podcast booths, and a corner for gamers to livestream. Of course, the appeal of content creation is anyone can pick up a camera and start. At the same time, a growing number of Gen Zs are questioning the value of a degree to begin with. Yet, as the creator economy evolves, now with six-figure deals on the table, the algorithm to conquer and advertising laws and contracts to navigate, and a growing number of adjacent careers, a college degree might turn out to be a lucrative investment after all.
