UAA’s Department of Journalism and Public Communications (JPC) is excited to announce the appointment of media entrepreneur and business alumnus Brad Hillwig, M.B.A. General Management ’10, as its Atwood Chair of Journalism for the 2024-25 academic year.

Established in 1979 by Robert B. Atwood, publisher of the Anchorage Times, and his wife Evangeline Atwood, the Atwood Chair position helps advance the quality of journalism in Alaska by offering UAA students, faculty, media professionals and the public the opportunity to interact with and learn from journalists of national prominence. 

“The role of Atwood Chair is an opportunity for a seasoned career professional to provide students with a tangible profile of what a media career can look like,” said Hillwig. “That's what I hope to bring to the classroom, to give students a sense of what is possible with a career that's rooted in visual storytelling. Really, I'm just honored to be in this role and want to be a good steward of the Atwood Chair while I’m in it.”

During his tenure, Hillwig will teach two courses starting in spring 2024. The first course will explore digital storytelling and career pathways into the rising creator economy. Sparked by the ubiquity of high-end cameras and professional editing software in every smartphone, as well as the accessibility of a global audience provided by social media platforms, the creator or influencer economy is expected to grow into a half-a-trillion-dollar industry by 2027.

“Hillwig is a great choice because we teach students to be nimble,” said Paola Banchero, professor and chair of JPC. “They are part of a world in which the creation and distribution of digital content affects all sectors of the economy — from advertising and marketing to journalism and entertainment and even to unexpected industries, such as health care, travel and engineering. We want UAA students to thrive in this environment.”

The second course Hillwig will teach is a subject much closer to his heart: documentary filmmaking. Hillwig will draw from his experience operating Greatland Studios, which he originally founded in 2021 as a side-hustle during the COVID-19 pandemic, but has grown into an award-winning production company that has developed numerous documentary films and branded content.

“I want to tell stories that lift people up, and that includes the people I'm doing the story on and the people watching the story,” said Hillwig in a 2023 interview promoting his appearance as a guest speaker at UAA’s Alumni Homecoming Luncheon. “I want to introduce people to new concepts, new ideas, new people, new worlds, and I want to bring stories forward that give people an ‘aha!’ moment that this is something new that they're seeing in a different way.”

Hillwig is the 26th person to serve as Atwood Chair. In addition to his experience with Greatland Studios, Hillwig has more than two decades of journalism, communications and marketing expertise. 

After earning his undergraduate degree in English from Centre College in Danville, Kentucky, Hillwig packed up everything he owned in his car, drove all the way to Anchorage and began working at KTUU as a news photographer. As his production skills developed, he sought a way to combine them with the growth opportunities provided by a business, leading him to enroll at UAA to pursue an M.B.A. to fill those knowledge gaps. 

With that M.B.A., Hillwig returned to KTUU as director of marketing, where he developed larger-scale projects for national cable networks, including the NFL Network and NBC Sports. His second stint at KTUU lasted until 2019, after which he moved into the nonprofit sector, serving as senior director of communications at Cook Inlet Tribal Council until this year when he decided to pursue Greatland Studios full time.

Hillwig hopes his own unconventional journey into the media industry will inspire students to forge their own paths, especially in an era when the multitude of entry points can feel overwhelming.

“The whole media landscape since I started two decades ago has completely changed,” said Hillwig. “Many of the entry-level opportunities like the one I had are gone. At the same time, the tools are more accessible than ever. So where do we find those beginning opportunities? How do we cultivate the next generation of passionate, ethical storytellers? I want to nurture that next generation and hopefully leave them with that fire to keep going and grow.”