Skip Navigation
UT wordmark
College of Liberal Arts wordmark
history masthead
Jacqueline Jones, Chair 128 Inner Campus Dr., Stop B7000, GAR 1.104 Austin, TX 78712-1739 • 512-471-3261

Spring 2008

HIS 350L • History of Black Entreprn in US-W

Unique Days Time Location Instructor


Course Description

This course will focus on the phenomenon of both the superstar black athlete as an entrepreneur and the Hip Hop Superstar entrepreneur in post-Civil Rights America, within the construct of African American Business history, race, contemporary American popular culture and global capitalism.

Within the context of superstar black athlete as entrepreneurs, the course bwill explore the business activities of superstar black athletes, such as Magic Johnson, contrasted, as an example, with that of the business activities of a Michael Jordan. Also, the course will consider the rise of superstar black athlete entrepreneurs as an expansion of African American business activities within the context of the expansion of global capitalism. Does the expansion of global capitalism transcend race when considering the economic success of Tiger Woods and the Williams sisters? ? Is there a glass ceiling for Black women in the Sports Industry or does gender limit the degree of success for all women in the Sports Industry? Does the increasing success of superstar Black athletes suggest a "declining significance of race" or has the expansion of global capitalism superseded race? Also, for consideration, if Blacks gained controlled all aspects of a Sports Industry, basketball and football, as examples, would there be a decline in white consumer support of these industries Within the context of Hip Hop entrepreneurship, foremost, what are the enterprises that have been generated by the Hip Hop Industry? Who are moguls, the entrepreneurs, in the Hip Hop Industry whose business activities reflect risk-taking and innovation? What market factors precipitated the growth of the Hip Hop Industry? What historic factors in post-Civil Rights America precipitated the growth of the Hip Hop Industry? What are the economic implications for Black America as a result of the Hip Hop Industry? In what ways, economically, has Black America profited or not profited from the Hip Hop Industry? Within the scope of the post-Civil Rights era history of black business, has the commodification of black culture been the most profitable avenue to wealth for black entrepreneurs? Why has the commodification of black culture been the most viable business activity for blacks in the mainstream of American business life? In the overall economic life of Black America, who profits from Hip Hop? And, how do they profit, financially? Proceeding from an interdisciplinary perspective, the course considers both the financial successes of superstar black athletes and hip hop entrepreneurs as well as their emergence as cultural icons, contrasted with the comparatively overall poor performance of Black Business not only within the intersection of race, gender, class, but also within the context of transnationalism in the globalization sale of African American Culture in post-Civil Rights America. But who profits?

Grading Policy

30% Critical Book Review Analysis (6 reviews 2 pages = total 12 pages 20% Class Discussion Contribution 40% Seminar Research Paper (15 pages) 10% Oral Presentation of Research Paper


Boyd, Todd, Young, Black, Rich and Famous: The Rise of the NBA, The Hip Hop Invasion and the Transformation of American Culture Kelley, Norman, ed. R&B (Rhythm and Business): The Political Economy of Black Music Kitwana, Bakari, Why White Kids Love Hip Hop: Wangstas, Wiggers, Wannabes, and the New Reality of Race in America Lafeber, Walter, Michael Jordan and the New Global Capitalism, New Expanded Edition Oliver, Richard, Tim Leffel, Hip-Hop, Inc. : Success Strategies of the Rap Moguls Pulley, Brett, The Billion Dollar BET: Robert Johnson and the Inside Story of BET Rhoden, William, Forty Million Dollar Slaves: Rise, Fall, Redemption Black Athlete Walker, Juliet E. K. History of Black Business in America: Capitalism, Race, Entrepreneurship RECOMMENDED: Westerbeek, Hans and Aaron Smith, Sport Business in the Global Marketplace


bottom border