Jump to content




Photo

Universal Music CEO: We're Not In This To Make Art


  • Please log in to reply
5 replies to this topic

#1 LakersGAFan

LakersGAFan

    The Don, Cappo & Consigliere'

  • 10,933 posts
  • Joined: Mar 17, 2009
  • Location:Tha ATL
  • Name:LT
  • Fan Since:When Magic crossed over the entire Warriors team in like 88. Chis Gatling looked like he was gonna cry.
  • Fav. Laker:KB

Posted September 05, 2012 - 01:32 PM

Q: Guess who Lucian Grainge, the CEO of Universal who said "Universal isn't in the business to make art" signed to a distribution deal under Universal?
A: ymcmb
:laughing:
So basically all of those self proclaimed "gangstaz" are in the same category as katty perry, justin bieber, etc. Just all part of the hype machine... :laughing:

Universal Music CEO: We're Not In This To Make Art
from the of-course-not dept

Whenever debates come up about disruptive innovation in the entertainment industry, the big record labels and big movie studios like to fall back on claiming that they (and often they alone) are the last vanguards protecting our culture. They talk about how, without greater copyright protections, their "art" may die off. But, of course, as most normal people recognize, the labels and the studios (and the RIAA and MPAA who represent them) are not representing art at all, but commerce -- and just a specific type of commerce. They represent the gatekeeper model, which makes less and less sense in a digital world where we need filters and enablers, not gatekeepers. But it's pretty rare for them to actually admit that, since their entire public persona and lobbying efforts are based on "we represent culture and art."

And then, finally, an exec speaks the truth. In a quite interesting New Yorker profile of Scooter Braun, the man who made Justin Bieber into Justin Bieber, Lucian Grainge, CEO of Universal Music Group (the biggest of the record labels) explains why he named Braun the company's first technology "entrepreneur in residence" by admitting that "art" has nothing to do with Universal Music:

The company likes hits, the fans like hits, and that's what he's there to do--make hits. We're not in the art business.


It seems like people should remind him of this every time he or his lackeys claim they're defending art. Separately, the rest of the Braun profile is well worth reading. It highlights exactly what we've been saying for quite some time, that the real "business" these days is in finding other areas of the market you can build a business around -- areas that are made more valuable by digital content:

In the beleaguered music industry, few managers can afford to focus on just selling music anymore. When Braun met David Geffen, at a party a couple of years ago, he said that Geffen had one bit of advice for him: “Get out of the music business.” So Braun has been converting his twelve-person company, SB Projects, into a many-faceted organization: it now has film and TV arms (Braun recently sold a scripted show, and has reality shows in development), a publishing division, and a technology-investment unit, in addition to a label and a management company.

And how is he building up many of those other businesses? By leveraging the star power of Justin Bieber -- something that can't be "pirated" and which is a true scarcity that Braun can control:

His YouTube channel is approaching three billion views, and on Twitter, where he acquires a new follower every other second, a single tweet from him can mobilize his supporters to perform stunning feats: sell out Madison Square Garden in seconds, conjure a horde of three hundred thousand tweens in Mexico City, induce fans to buy a hundred and twenty million dollars worth of perfume (Bieber’s fragrance, Someday), or influence the conversation about world events—in March, Bieber’s tweets brought attention to the campaign to apprehend the Ugandan warlord Joseph Kony.

[....] Barry Lowenthal, the president of Media Kitchen, an ad agency that is promoting Bieber’s new fragrance, Girlfriend, told the Times that the reach of a Bieber dispatch across networks like Facebook and Twitter would cost ten million dollars to replicate through conventional advertising methods.

As the article really highlights, there are plenty of ways to make money in the business today -- but a lot of it isn't specifically about selling music. And while some people insist that's "selling out," Braun sees it differently:

"I don't think you're selling out by allowing the masses to love your art."

And the end result is what we've been saying all along. There's tons of opportunity in and around the music business if you're smart and you know how to build a good business around it. In fact, the market is growing, and Braun recognizes that:

"This isn't a dying business, this is a changing business," he told me. "CD sales have declined drastically, but the over-all business has grown: licensing, merchandising, digital sales."

It always seems that, in these discussions, there's often an implicit conflict between art and commerce, when there doesn't need to be. But if someone's defending commerce, it should be clear that's what they're defending, and they shouldn't try to confuse that by claiming that they're really defending art or culture. Art and culture will live on no matter what. Commerce will shift around to the markets most appropriate. Neither need defending on their own, as they seem to survive just fine. The only thing struggling is one particular sector of the entertainment industry which built a "hit driven" business based on being a gatekeeper. And now we live in a world where such gatekeepers aren't necessary, and businesses can be built in other ways.
http://www.techdirt.com/articles/20120904/10474420266/universal-music-ceo-were-not-this-to-make-art.shtml


Edited by LakersGAFan, September 05, 2012 - 01:35 PM.


#2 androsays

androsays

    representing infinity with presidencies

  • 4,293 posts
  • Joined: Dec 20, 2008
  • Location:city of angels
  • Name:andro
  • Fan Since:90s
  • Fav. Laker:kobe

Posted September 05, 2012 - 02:09 PM

YMCMB GREATEST OF ALL TIME BE SWAGGIN ON THESE LAMES!!!!!'

Haha

2div

#3 Mr Terrific

Mr Terrific

    The "D" In Dwight Howard Is Silent

  • 6,442 posts
  • Joined: May 22, 2009
  • Location:On A Horse
  • Name:Django
  • Fan Since:1860
  • Fav. Laker:Ain't No TV Yet

Posted September 05, 2012 - 04:37 PM

When both the CEO of Def Jam & 50 Cent's agent kill themselves, you can see it really isn't about the music anymore

FACEBOOK MR TERRIFIC HD Bottom Line Is We're Gonna Win With You Or Without You And If You Don't Get That, Then It's Best You Go Somewhere Else--Dean Smith


#4 LALakersFan4Life

LALakersFan4Life

    16 Time NBA Champions Los Angeles Lakers!

  • 10,381 posts
  • Joined: Jul 29, 2008
  • Location:Covina, CA
  • Fan Since:1989
  • Fav. Laker:Magic, Kobe and Ron Artest

Posted September 05, 2012 - 05:37 PM

Kinda reminds of the movie Brown Sugar where that fat CEO dude said "We're all about making hits. If you wanna keep it real, you go sign with Rawus."
Hey Laker fans! Check out this internet radio talk show for TRUE Laker fans. Hear them out and let them know what you think about the show. Send them an email with your thought and opinions on the Lakers, the show, or any other topic you want. Thanks for listening and GO LAKERS!! www.purpleandgoldradioshow.com

Signatures may contain an image, but may not be any larger than 468x140.

#5 FLOCKA

FLOCKA

    COOK LIKE KOBE BRYANT

  • 2,739 posts
  • Joined: Apr 04, 2010
  • Fan Since:Nah
  • Fav. Laker:Kobun

Posted September 05, 2012 - 06:52 PM

GBE bringing gangster rap back and you can't even call them fake thugs, Lil Reese (a def jam recording artist) had the dude who made this video shot 9 hours after it was uploaded last night Posted Image


Edited by FLOCKA, September 05, 2012 - 06:53 PM.

R.I.P. Zyzz 1989-2011

#6 LakersGAFan

LakersGAFan

    The Don, Cappo & Consigliere'

  • 10,933 posts
  • Joined: Mar 17, 2009
  • Location:Tha ATL
  • Name:LT
  • Fan Since:When Magic crossed over the entire Warriors team in like 88. Chis Gatling looked like he was gonna cry.
  • Fav. Laker:KB

Posted September 06, 2012 - 04:06 AM

GBE bringing gangster rap back and you can't even call them fake thugs, Lil Reese (a def jam recording artist) had the dude who made this video shot 9 hours after it was uploaded last night Posted Image

:laughing: its obviously just over your head man. seriously I mean no offense. youre just so caught up in the marketing hype you cant absorb any thing else. Theres only so much space to occupy in that portion of the human brain and yours is full.
Let me explain something and see if this makes sense.

20+ years ago there was NWA and there was NKOTB.
Each had different marketing strategies to reach different audiences. They were promoted in different sectors of advertising.

Today we have YMCMB and One Direction.
Each uses the same marketing strategy to reach an average designated audience. They are promoted in the exact same sectors of advertising.

This means a large percentage of people who buy ymcmb also buys one direction and vice versa. Because its the exact same product just at different ends of the audiences spectrum. The genres are publicly accepted as being different but where the product sells and who it sells to shares a median average that is the same.

Edited by LakersGAFan, September 06, 2012 - 08:52 AM.





1 user(s) are reading this topic

0 members, 1 guests, 0 anonymous users