Before becoming Beyoncé’s father and CEO of a record label, Mathew Knowles was a salesperson. And next week, he’s coming to USF to talk about his career transitioning from sales to “building the brand of Beyoncé” and the lessons he’s learned.

Knowles will visit USF at 9:30 a.m. Monday for an hour-long event in the Muma College of Business Atrium. 

Elizabeth Brown, a Muma College of Business spokesperson, said the college’s new dean, David Blackwell, will have an informal sit-down with Knowles to talk about his success, failures and what he has learned throughout his career.

“I know our students are excited to hear, first-hand, from Mathew Knowles about his rise in the music industry, his entrepreneurial journey, how he started Destiny’s Child, and how he helped “Build the Brand of Beyoncé,’” Brown said.

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Knowles was the top sales executive of medical equipment worldwide, but “took a risk” to launch Destiny’s Child, an all-girls music group from the 90s, including his daughter Beyoncé. 

He also founded Music World Entertainment, a music management company and record label that has overseen the success of over 100 platinum and gold albums, according to his website.

Blackwell said he is excited to host Knowles and that it will be an “inspiring” event.

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Davina Gould, Muma College of Business Director of Communications and Marketing, said having Knowles come to USF was “a little last minute.”

One of USF’s American Marketing Association (AMA) advisory board’s members, Tal Zlotnitsky, knew Knowles and worked with the College of Business and AMA to find time for him to visit USF. Since Knowles would already be in Florida for another event, the timing worked out, Gould said.

The event’s details were finalized on Aug. 30 and announced late Wednesday afternoon on the College of Business’s Instagram.

AMA’s President Lindsey Gile said this is the first time the organization will partner with the College of Business for this event series.

“We were actually originally going to have Dr. Knowles speak exclusively for our executive board members,” Gile said. “However, we were so thankful for this amazing connection with Dr. Knowles and wanted to share the opportunity to hear him speak with all USF students.”

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Knowles will be paid to come to USF, but agreed to come at a discounted rate since he would already be in town for his speaking event in Fort Lauderdale, Gould said. She did not specify how much he would be paid.

Gould said they are expecting the event to be standing room only despite the event being hosted on a Monday morning. 

The atrium has 220 seats, but Gould is expecting around 200 to 250 attendees. USF AMA members will get exclusive seating at the event.

The doors for the event will open at 9 a.m. and guests can reserve a spot through Eventbrite. Students can submit questions for Knowles through the event’s registration link

His visit to USF is part of the Conversation with a CEO series hosted by Muma College of Business. 

The conversation is a free event the college hosts multiple times each semester for its students, faculty and alumni, according to its website. 

Last year, Tarte Cosmetics CEO Maureen Kelly was the first Conversation with a CEO guest to come to campus, Gould said.

Typically, the Conversation with a CEO takes place in downtown Tampa, but, since Knowles is “high profile,” Gould said they decided to host it on-campus to make the event more accessible for college students. The downtown event attracts more community members and alumni, so Muma has transitioned to hosting a few on-campus conversations for its students.

The event features top executives “who practice innovation and implement forward-thinking policies.”

Gile said she hopes all students can learn something from Knowles’ experience as a business owner.

“When managing celebrities, it’s really important to build their brand,” Gile said. “So, I hope students who are interested in marketing and branding will get a little insight into what it’s like being a professional in that space.”