After decades of vigorous safeguarding of the Beatles’ key intellectual property assets, beginning the 1990s and accelerating into the 21st century, Apple Corps, the Beatles’ management company, launched ‘the post-Sixties Beatles’ brand. It has since become one of the most visible and profitable commodities in contemporary popular music and culture. This module will serve as a critical survey of how and why the Beatles’ music, story and history and have circulated through popular music and culture in the 21st century, through study of key Beatles stakeholder and non-stakeholder entities, significant Beatles developments, releases and events, as well as through study of scholarly concepts including fandom, legacy, heritage, culture and branding.