This lecture will offer a new perspective on the rise of mass culture in Argentina during the early 20th century by putting a spotlight on the stories of Jewish entrepreneurs who immigrated from Eastern Europe to the metropolis of Buenos Aires. The lecture will focus on the stories of two key figures: Max Glücksmann and Jaime Yankelevich, who played a crucial role in the evolution of the Argentinian film, music, and radio industries. Glücksmann’s career as Argentina's leading film distributor and Yankelevich’s activities in the globalization of radio and musical commerce both offer a unique example of how Jewish immigrants to Argentina were central to mass culture's expansion. The opening words will be spoken by Prof Michael Brenner. The lecture is held in English.