The Programme
Seven years, drawn once.
Two foundation years everyone takes together. Three years on a declared track. Two years reading the creator as a media company. The bachelor's is conferred at the end of Year Five, the master's at the end of Year Seven.
- Courses
- 54
- Lectures
- 405
- Hours of teaching
- 233
- From universities
- 65%
The seven-year map
- I Year One Common core 6
- II Year Two Common core 6
- III Year Three Common core 4 YouTube track 2 Instagram track 2
- IV Year Four Common core 3 YouTube track 2 Instagram track 2
- V Year Five Common core 4 YouTube track 1 Instagram track 1
- VI Year Six Master's core 5
- VII Year Seven Master's core 4
- Bachelor of Content Creation — B.CC, specialization noted
- Master of Content Creation — M.CC
Years Three to Five are the only ones that divide. A student declares YouTube or Instagram at the end of Year Two; one change is permitted before Year Four, and after that it is permanent. Auditing visitors see both tracks in full.
Year One — Foundations of the Craft
Common to all students. No prerequisites — this is where everyone begins.
Media Literacy & Digital Citizenship
Credibility, misinformation, the creator's responsibility to an audience.
Storytelling I: Foundations of Narrative
Why stories hold attention. Conflict, character, stakes, the story spine. Applies to a 30-second Reel and a 30-minute video alike.
The Creator Landscape
History and economics of YouTube and Instagram, major formats, how the creator economy actually works. Informs the Year 2 specialization choice.
Camera & Composition I
Framing, rule of thirds, movement, shot types. Shooting well with whatever you own, phone included.
Editing I: The Cut
Timeline fundamentals, continuity, cutting on action. Software-agnostic principles.
Audio Fundamentals
Microphones, room treatment, levels. Why viewers forgive bad video but never bad audio.
Year Two — Foundations II
Still common to all. The Declaration of Specialization closes the year.
Audience Psychology I
Attention, curiosity, emotional drivers, why people watch/share/subscribe. Parasocial dynamics, introduced honestly.
Copyright, Fair Use & Creator Law
Licensing, music rights, strikes and disputes, disclosure requirements for sponsored content.
Storytelling II: Structure & Pacing
Three-act structure at every duration. Hooks, payoffs, open loops, tension curves.
Scriptwriting I
From outline to script. Writing for the ear, not the page. Hook writing as a discipline.
Lighting Fundamentals
Natural light, three-point setups, budget kits, lighting for mood.
Editing II: Rhythm & Emotion
Pacing, music, J-cuts and L-cuts, montage. Editing as the final rewrite.
Year Three — Specialization I
The tracks divide. Electives unlock; one is required.
Community Building I
Turning viewers into a community: comments culture, rituals, inside language, belonging.
Personal Brand & Positioning
Niche selection, differentiation, promise to the audience, naming and identity.
Short-Form Content Design
Reels structure: the first second, loops, pattern interrupts, captions and text overlay as script.
Instagram Platform Mechanics
Feed, Reels, Stories, and the grid as identity. Hashtags and keyword SEO, share-driven distribution.
Storytelling III: Visual Storytelling
Show, don't tell. B-roll as narrative, visual metaphor, sequencing images to carry meaning.
Analytics I: Reading the Data
The metrics that matter and the ones that don't. Retention graphs, CTR, reach, watch time.
Long-Form Content Design
Structuring tutorials, vlogs, and video essays. Chaptering, watch-time architecture, endings that feed the next video.
YouTube Platform Mechanics
Search, browse, suggested. Metadata, packaging basics (titles + thumbnails), how distribution actually works.
Year Four — Specialization II
Two electives required. A track change is permitted only before this year begins.
Community Building II
Moderation, community culture at scale, UGC, off-platform homes (Discord, broadcast channels, newsletters).
Creator Economics I
Revenue models: ads, sponsorship, affiliate, memberships, products. CPM/RPM, revenue concentration risk.
Reels Editing & Trend Craft
Advanced mobile editing, trend adaptation vs. originality, sound selection, posting cadence.
Stories, DMs & Ephemeral Strategy
Daily engagement systems: polls, questions, close friends, DM funnels, story arcs across a day.
Storytelling IV: Series & Formats
Episodic design, format development, repeatability. Building a show, not just videos.
Retention Engineering & Analytics II
Deep retention analysis, packaging experiments, audience-graph diagnosis, iterating a format from data.
Long-Form Production Pipelines
Batching, pre-production systems, working with editors, sustainable weekly output.
Year Five — The Professional Creator
Two electives required. The Bachelor of Content Creation is conferred at the end.
Brand Partnerships & Negotiation
Media kits, pricing, contracts, red flags, building long-term brand relationships.
Bachelor Capstone: The Channel Blueprint
The full strategy portfolio: niche, format, 90-day calendar, brand kit, analytics plan, revenue plan. (v1 delivery: lecture series + comprehensive MCQ; later versions should make this project-based and reviewed.)
Sustainability & Creator Wellbeing
Burnout prevention, parasocial boundary management, separating identity from metrics, systems for a long career.
The Instagram Business
The influencer economy, audience-first vs. brand-first models, storefronts and affiliate ecosystems.
Storytelling V: Voice & Mastery
Developing a distinctive voice. Close reading of enduring creators across genres.
The YouTube Business
Channel P&L, when to hire, format portfolios, longevity case studies.
Year Six — The Creator as Media Company
Admission requires the B.CC. Every course required; no electives.
Advanced Storytelling: Documentary & Essay Craft
Research, argument, structure, and ethics of nonfiction storytelling at the highest level.
Data-Driven Growth & Experimentation
Hypothesis-driven content strategy: packaging tests, format experiments, reading results without fooling yourself.
Building a Content Team
Hiring editors, producers, thumbnail artists. Delegation, creative direction, keeping the voice when you're no longer doing everything.
Creator Economics II: Diversification
Products, courses, licensing, IP ownership, media-company economics beyond platform revenue.
Cross-Platform Expansion
Each specialist studies the *other* platform: repurposing pipelines, native-first adaptation, taking an audience to a second home.
Year Seven — Thesis & Practice
The Master of Content Creation is conferred at the end.
The Creator as Chief Executive
Company structure, finance and taxes, operations, when a channel becomes a business.
Trust, Reinvention & Longevity
Audience trust as the core asset. Pivots, rebrands, surviving platform shifts, decade-long careers.
The Future of Media
AI in the pipeline, emerging platforms, industry structure, where the creator economy is heading.
Master's Thesis: The Working Channel
Design, launch, and document a real channel or page over the academic year. (v1 delivery: lecture series + comprehensive MCQ; the real ambition is a reviewed, evidence-based thesis.)
Electives — open from Year Three
12 electives. Five count towards the bachelor's: one in Year Three, two in Year Four, two in Year Five.
Content Creation for Entrepreneurs
Content as customer acquisition: founder-led content, funnels, trust-building for a product or service business.
Podcasting Fundamentals
Audio formats, interviewing, distribution, video podcasts.
Livestreaming & Real-Time Community
Stream formats, chat culture, moderation, converting live energy into lasting community.
Photography for Creators
Stills craft: light, composition, editing — feeds both thumbnails and grids.
Visual Design & Thumbnails
Design principles, typography, color, and composition for packaging and brand assets.
Music, Sound Design & Licensing
Scoring content, sound as emotion, navigating music licensing safely.
On-Camera Presence & Public Speaking
Delivery, energy, authenticity on camera, voice control, teleprompter craft.
AI Tools for Creators
Scripting, editing, ideation, and thumbnail workflows with AI — capabilities and honest limits.
Repurposing & Multi-Format Workflows
One shoot, many assets: clipping long-form, native adaptation, batch systems.
Niche Studio (rotating) — Rotation I: Food & Nutrition
Deep dive into one vertical per term: gaming, food, fitness, beauty, tech, education.
Interview & Conversation Craft
Research, question design, listening, editing conversation into story.
Creator Case Studies Seminar
Advanced close analysis of landmark channels and accounts: what actually made them work.