When NBA All-Star Weekend came to Los Angeles last month, six USC Annenberg students found themselves at the center of one of the sports and entertainment industry’s most high-profile productions. Serving as production assistants for NBA Entertainment, they supported marquee events including the NBA Technology Summit, the NBA Newsmaker Breakfast and the NBA Legends Awards — live productions featuring global leaders, Hall of Fame athletes and cultural icons.
Nancy Baldwin, vice president at NBA Entertainment, described their hands-on role in everything from greeting VIP guests and escorting talent to managing audience microphones and supporting technical rehearsals.
Having partnered with USC Annenberg through the school’s New York Maymester program in recent years, Baldwin said she knew exactly where to turn for production support. “We are always impressed with students’ enthusiasm, how they engage with our senior leaders and especially the amazing questions they ask,” she said.
It was no surprise, then, that this year’s cohort stood out during All-Star Weekend. “They showed up on time, had great attitudes, were willing to help out with anything and everything and they were just a pleasure to be around,” Baldwin added.
For the students, the experience was both professionally transformative and deeply personal. Communication major Emma Maginn even flew 32 hours round-trip from a study abroad program in Sydney to participate. “I could not be more grateful to USC Annenberg for this opportunity,” she said. “From a professional standpoint, this experience taught me how to remain calm, clearly articulate the situation, and alert the right people to jump into action.”
Below, Maginn, journalism major Mia Nuñez and communication management master’s student Megan Wall reflect in their own words on how the opportunity came about, what they learned behind the scenes and how USC Annenberg prepared them to contribute at the highest level of the industry.
How did the opportunity to serve as a production assistant for NBA All-Star Weekend come about, and what did it mean to you to be selected?
Emma Maginn: Suzanne Alcantara, associate dean of student affairs and career development, reached out to me with this opportunity in December and asked for a resume to send to her colleagues at the NBA. After this assistance from Suzanne, I had an interview with a few of the directors of events at the NBA, and was offered the position.
I was incredibly grateful for this opportunity. Not only would I have the chance to learn about the world of production and contribute to some of the largest events of the year, but I was also fortunate enough to work panel events and hear from the most renowned and forward-thinking individuals of our time.
For me there was only one issue. I just happened to be across the world in Sydney, Australia, studying abroad. As fate would have it, we happened to have a week off of school at the same time as the NBA All-Star Week, and it truly felt like a sign to seize this opportunity. So I booked a 32-hour round trip flight and set off to LA! I could not be more grateful to USC Annenberg for this opportunity.
What were your primary responsibilities as a PA, and what did your day look like behind the scenes of such a large-scale event?
Mia Nuñez: We had a vast amount of responsibilities as a PA; each day looked different. A lot of our tasks were making sure panelists were in the right places, escorting them to the green room or to stages. Personally, I escorted people like Fanatics Founder and CEO Michael Rubin, Polymarket Founder and CEO Shayne Copland, and Andre Iguodala, executive director of the National Basketball Players Association. Additionally, we helped with the logistics of events, so we had to move things around, give out microphones for Q&A and be on standby for whatever else was needed.
Outside of the logistical things, we were present for some of the most transformative events I’ve ever experienced. We got to be in the room for these invite-only events and got to hear from people like Barack Obama, Bob Iger, Gayle King and Kareem Abdul-Jabber.
NBA All-Star Weekend spans multiple high-profile events. Which moments or assignments stand out most, and why?
Megan Wall: Every aspect of All-Star Weekend was truly an exceptional and memorable experience. From assisting with the Tech Summit and Newsmaker Breakfast to supporting production at the Legends Awards, each moment provided invaluable insights into what it takes to bring an All-Star Weekend to life in Los Angeles.
The experience that stands out the most was the opportunity to engage with the extraordinary leaders honored at the Legends Awards. Being in the room with individuals whose impact has shaped the game and culture of basketball was incredibly inspiring. Additionally, witnessing the countless hours of preparation, coordination and attention to detail that the production team devotes into an event this substantial gave me a new appreciation for the work that happens behind the scenes. Seeing everything come together seamlessly reinforced the importance of teamwork, communication and adaptability, and it strengthened my passion for working in sports.
What were some of the most high-pressure or unexpected challenges you faced, and how did those moments push you to grow professionally?
Emma Maginn: During the live Legends Awards Ceremony, there was a moment when the panel of speakers was about to take the stage, and one of the speakers was not in position. There was a brief flurry of confusion, and I quickly explained the issue on the radio. We located the speaker with the media team, who was gathering content. I immediately alerted my supervisor who knew he needed to step into action to ensure there was no mishap from an audience perspective. As Bob Costas was about to announce the panelist, he came walking in and the crisis was averted.
From a professional standpoint, this taught me how to remain calm, clearly articulate the situation, and alert the right people to jump into action.
In what ways did your coursework or experiences at USC Annenberg prepare you to step into this environment and contribute alongside industry professionals?
Mia Nuñez: As an executive producer shadow, I spend 10 hours on Mondays and Tuesdays in the USC Annenberg’s media center to produce the Annenberg TV News broadcast. This experience definitely prepared me for NBA All-Star Weekend, especially on Sunday, during the Legends Awards, a live award show. We had to coordinate talent movement and stage timing. The fast-paced environment demanded strong communication, quick problem-solving and adaptability. Thanks to my experience at USC Annenberg, where our newsroom mirrors real-world industry standards, I was well-prepared to handle the pressure and execute my tasks. =
How does a one-of-a-kind experience like this reflect the kind of access and hands-on opportunities you’ve encountered as a student at USC Annenberg?
Megan Wall: This one-of-a-kind experience of working NBA All-Star Weekend reflects the incredible access and hands-on opportunities I have been fortunate to receive as a student at USC Annenberg. There is truly no other network quite like USC’s. As a student, I have been able to explore my passions in the sports industry in ways I never imagined possible. I have had the privilege of attending various panels, participating in the Sports Business Summit, being a member of the Sports Business Association, and even interning for my favorite basketball team, the Los Angeles Clippers. NBA All-Star Weekend was a continuation of these wonderful opportunities, giving me the chance to learn directly from top industry professionals about what it takes to succeed in sports business. These unforgettable experiences have not only broadened my knowledge, but have also provided invaluable, real-world insights that will help propel me into my future career.
Immersive, experiential learning is at the heart of USC Next Level Sports — a joint initiative between USC Annenberg and USC Marshall that is redefining how we prepare students for careers in the global sports industry. Through real-world collaborations, cross-disciplinary learning and future-facing curricula, we’re positioning USC as the premier hub for the academic study of the dynamic future of sport.