A Global Perspective, An Enriched Network
The most successful media, sports, and entertainment executives will take a proactive approach to strategy and innovation, learning from others in the industry. Luan Knaya Marques, Sports Partnerships at Twitter, knew he needed to broaden his horizons if he were to be successful in this role. He chose to attend the HBS Executive Education Business of Entertainment, Media, and Sports (BEMS) program and shared some thoughts from the experience.
How did you hear about the Business of Entertainment, Media, and Sports program?
I had just begun a new global role at Twitter and heard about the program through a friend. I had past professional experience in sports media and marketing, but to excel in my new role, I was really looking to expand my global perspective regarding entertainment marketing. Given what I was looking for, the specific focus of the program curriculum made it a perfect fit for me. To top it off, I was pleasantly surprised to find out that the sports segment exceeded my expectations.
What were some of the key takeaways from the program that had an impact on you?
Unquestionably, this course gave me an excellent foundation for my current role at Twitter Brazil. One lesson I will take with me is how talents weigh their options. Though exposure and financial rewards are key motivators for talent, I learned that infrastructure and positive public perception are equally advantageous. I have adopted this approach when developing partnership goals and it has been very successful so far.
The case study method was helpful for thinking through the kinds of challenges I deal with every day. I found the case examining a partnership between rapper Jay-Z and Microsoft particularly helpful in illustrating the importance of strong partnerships when launching new ventures or products. I was also lucky to discuss the case with a classmate from Microsoft who was close to the source material, and who could offer a unique perspective.
As clichéd as this may sound, the power of the "superstar" is a real thing. I work to maximize the impact of content creators relative to the traditional media environment. In this ever-evolving industry, a superstar will always be a superstar. For this reason, I must be prepared to manage the superstar and public supporter collaborations.
Having returned to your business, how would you describe the value of the program?
The diversity of the participants was a valuable element of the program. From professional athletes to senior managers and board chairmen, each participant had unique motivations for attending the program and we were all discovering new things every day. Being able to discuss business challenges with people from a range of backgrounds allowed participants to learn from one another. I found that regardless of professional experiences, each participant had unique insight and perspective.
The program also provided me with a strong network of professional connections that I now value greatly. It was only my second week in my new role at Twitter when I left for the program, but I returned with an enriched network of professional peers and felt empowered to succeed.