Sean ‘Diddy’ Combs on 360 Deals..
Posted November 19, 2007 — in Music News
The latest talk among industry execs are 360 deals where the label gets a piece from artists merch and touring revenue. Skeptics believe artist 360 deals is highway robbery and that music companies are only entitled to the music itself.
Sean “Diddy” Combs has built a successful empire that revolves around music, fashion, fragrances, restaurants, television and film production.
“Right now, everyone just says this brand-building concept out of their mouths so easily, claiming it’s revolutionizing the industry,” he says. “But it takes a certain type of superstar who understands at all times what it takes to be in the middle of a 360 situation. This is not going to solve the labels’ problem.”
“Early on, I made a 360 deal with myself,” Mr. Combs says. “What separates me is that I always had a blueprint to be a lifestyle brand. The things people are talking about doing now I already did. I always wanted to diversify.”
“You have to become and understand the business you take on,” he says. A towering poster in Times Square of Mr. Combs, decked out in clothing from his eponymous Sean John line, says it all. “This is not about me just throwing a couple of parties and sticking Ciroc in a music video,” he says. “Music is that thing that makes [my products] sexy and edgy and gives me that direct connection to the consumer,” says Mr. Combs. “It’s an endorsement of how cool my brand is.”
The bottom line: Today, music is only one piece of the puzzle. If you want to hit the ball out of the park an artist needs to deliver more that just music. It’s about lifestyle. It takes true effort and creativity for an artist to create an “individual expression of life”. This separates the superstars from the one hit wonders.
>> It takes true effort and creativity for an artist to create an “individual expression of life”.
That’s the cheesiest thing I’ve ever read in my entire life.
If P Diddy is the blueprint, we’re doomed. Diddy is a salesman, nothing more. He hasn’t a single thing in common with the Beatles.
My faith is in Jack White more than Sean Combs.
Comment by Jon Cole — November 19, 2007 @ 10:30 am
It takes true effort and creativity for an artist to create an “individual expression of life”.
Cheezy? I dont think so…
Just ask Mick Jagger who said Rolling Stones was always about Music, Fashion and Lifestyle.
Artists who can only offer music and nothing else should write songs for other people..Its always been this way…
Comment by liz — November 19, 2007 @ 10:34 am
I agree Liz - Lifestyle always separated the men from the boys. Nothing worse than seeing a plain bagel on stage.
As far as ‘Diddy’, he is more of an business entrepreneur than an artist, no doubt.
Comment by Tina — November 19, 2007 @ 10:37 am
Chris Rock:
Music kind of sucks. Nobody’s into being a musician. Everybody’s getting their mogul on. You’ve been so infiltrated by this corporate mentality that all the time you’d spend getting great songs together, you’re busy doing nine other things that have nothing to do with art. You know how shitty Stevie Wonder’s songs would have been if he had to run a fuckin’ clothing company and a cologne line?
Comment by Chris Rock — November 19, 2007 @ 12:46 pm
Chris -
Of course music must come first. Look at it like a solar system. Music is in the center and planets evolve around it. Those planets would be merch,content, videos, etc.
Rich
Comment by rich — November 19, 2007 @ 12:53 pm
The validity of this article isn’t dependent on whether or not Diddy exemplifies it, but: I don’t think Diddy stands for anything except maybe success. The lifestyle of being a business-minded? Okay.
Comment by Keith Freund — November 19, 2007 @ 9:33 pm
This ass clown is full of himself!!!!!
I wonder where boy genius would be if Biggie never hit the scene?
His roster of artist is even more laughable!!!
Anyone remember “making the band” hahahaha Diddy is reaching for anybody who will give him his 2 secs on the cam…….ppl like this are part of the problem not the solution to re curving the Music Industry.
Comment by Full Devil Jacket — November 20, 2007 @ 5:40 am
keith is right, the validity od article is not about diddy himself. Its about artists getting more involved in their overall careers. Merchandise and branding. Diddy built an empire around content. Artists should be thinking of ways to expose music in this fashion.
Comment by brian — November 20, 2007 @ 7:08 am
“keith is right, the validity od article is not about diddy himself. Its about artists getting more involved in their overall careers. Merchandise and branding.”
Seems to me the artist is already plenty involved, but that the record companies, no longer capable of actually finding quality artists and marketing their music, would rather just try to glom on to artists who are successful outside of retail records. This benefits the label far more than the artist. If the artist is already a successful touring entity (e.g., Virginia Coalition), they don’t need to give up their “360″ to a label. Where’s the benefit to the artist?
Comment by mondogarage — November 20, 2007 @ 12:01 pm
this is REALLY reaching………………
Comment by jake — November 23, 2007 @ 1:58 pm