As part of a Q&A series with our faculty, the USC School of Dramatic Arts asked faculty member Justin Key about his multifaceted career in entertainment and entrepreneurship, his course “Going Viral: Performance for New Media,” and the importance of leadership skills for today’s creatives.
Tell us a little about your professional career.
Justin Key: I’ve spent nearly two decades navigating the intersections of entertainment, education, and entrepreneurship. My journey started as an actor with credits on platforms like Netflix, BET, and Amazon Prime, but over time, my curiosity helped me diversify into writing, producing, and launching two distinct ventures: Black Theorem Co., a consulting firm that partners with global organizations to advance leadership, inclusion, and innovation; and Black Theorem Media, a media production company dedicated to diverse storytelling across film, television, digital, publishing, and voiceover. I’m also a published author and keynote speaker, and I bring all those worlds together as a professor at USC, where I teach the next generation how to merge creativity with business strategy.
What is the most rewarding part of teaching?
The most rewarding part is witnessing students realize that their ideas are powerful, and profitable. I love watching that moment when someone connects the dots between their creativity, their purpose, and the business of what they do. Teaching at USC gives me the opportunity to nurture that spark in future creatives, innovators, and entrepreneurs, from the School of Dramatic Arts to schools across campus, who will shape the next era of entertainment, media, and beyond.
Tell us about your class “Going Viral: Performance for New Media.”
“Going Viral” is part performance lab, part business incubator, and part social experiment. The course explores the psychology and science behind virality while equipping students with the tools to create strategic, authentic, and forward-driven content for platforms like Instagram, TikTok, YouTube, X, and LinkedIn. Each week, we analyze trends, pitch brand deals, and hear from industry guests who’ve turned viral moments into sustainable careers. We also host Content Days, hands-on sessions where students film and produce content for their own platforms. At its core, the class teaches students to see social media not just as a place to post, but as a platform to build influence, opportunity, and impact.
Why do you think it’s important for students to learn about the entrepreneurial and leadership side of entertainment, beyond the hard skills needed to survive in the industry?
Because talent alone isn’t enough anymore. In this industry, the most successful people understand that they are both the art and the business. You can have all the skill in the world, but if you don’t know how to negotiate, market yourself, or build a brand rooted in authenticity; you’ll burn out quickly. Entrepreneurship and leadership are the keys to creative freedom, and my goal is to make sure every student leaves USC knowing how to protect their art and profit from it… if they so choose.
What kind of resources offered at SDA should students be aware of regarding self-branding and leadership?
The Professional Development Center at SDA is an incredible resource, it’s where students can refine their résumés, get feedback on headshots, find internships, and prepare for life after graduation. I also encourage students to build community by attending panels, workshops, and events across campus, from Marshall to Annenberg. And if you don’t see an event or opportunity that fits your goals, build it. I’ve helped several of my students host their own showcases, panels, and creative collaborations right here at USC. The best brands are built through collaboration, and SDA gives students access to a network that can help them do just that.
Are there any content creators who are good role models for students in how they market themselves, use their platform and capitalize on their creativity?
Absolutely. I always highlight creators like Derrick Downey Jr., who turned compassion, humor, and social commentary into a viral storytelling brand; Lisa Beasley, who masterfully balances comedy, acting, and entrepreneurship while building a loyal community through authenticity and consistency; and Venya Pak, whose evolution from student creator to global entrepreneur showcases the power of creativity backed by strategy. Each of them proves that the most successful creators treat content as both an art form and a business, where authenticity is the foundation and curiosity is the engine.
Any fun facts we should know about Justin Key?
I’m a mathematician by degree, a creative by destiny, and a proud HBCU graduate from LeMoyne-Owen College in Memphis. I also recently completed a two-month French immersion program because I’ve always wanted to become fluent and eventually use the language in my art and storytelling. Oh… and when I moved to Los Angeles 19 years ago, I only had $800 and a dream, but somehow, it’s all worked out pretty well so far.