This case follows Alex, a curious and sensitive MBA student who is interested in the intersection of art and the structures of modern business. He explores a range of artworks, reflects upon ways that art has impacted him personally, and considers how media conglomerates balance finances with creative output. The case provides an overview of art from different cultures and eras and introduces theories on the relationship between art, consumer culture, and human nature. It encourages readers to reflect upon art’s role in society, tradeoffs between creativity and commercial success, and the ways in which art intersects with other industries.

At the University of Virginia Darden School of Business, this case is taught in the second-year MBA elective, “Media and Entertainment Business.” It would also be suitable in strategy, marketing, or finance electives that engage with the challenges of the creative sectors, or in executive education sessions that examine creativity, innovation, and digital disruption.