What Is MasterClass Actually Selling?

The Ads are everywhere: You can learn to serve like Serena Williams, write like Margaret Atwood, act like Natalie Portman. But what MasterClass really delivers is something altoguether different.

- By Carina Chocano. Ilustration by Jade Purple Brown

Sometimes an advertisement is so perfectly tailored to a cultural moment that it casts that moment into stark relief, which is how I felt upon first seeing an ad for the mega-best-selling writer James Patterson’s course on MasterClass a few years ago. In the ad, Patterson is sitting at a table, reciting a twisty opening line in voice-over. Then an overhead shot of him gazing out a window, lost in thought like a character in a movie. A title card appears: “Imagine taking a writing class from a master.” It didn’t matter that I’d never read a book by Patterson before—I was hooked. What appealed to me was not whatever actionable thriller-writing tips I might glean, but rather the promise of his story, the story of how a writer becomes a mogul. Any hapless, hand-to-mouth mid-lister can provide instructions on outlining a novel. Master- Class dangled something else, a clear-cut path out of the precariat, the magic-bean shortcut to a fairy-tale ending— the secret to ever-elusive success.