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A few years ago, a good friend of mine and I made a the journey from our tiny college town Oxford, Ohio to an even tinier town called East Troy, Wisconsin to see our favorite band, Pearl Jam, play in the middle of nowhere for their 20 year anniversary tour.
As I sat there, blown away by the live vocals of Eddie Vedder and improvised guitar riffs of Mike McCready, the realization hit me. In a crowd of tens of thousands of people on what would otherwise be an empty foothill in the vast Wisconsin countryside, I knew I was part of something special.
Some of these people had been "with the band" from their roots in Seattle and the explosion of the grunge era. These were not just fans, they were followers and believers of the message being rocked on stage. And Eddie Vedder is not just a singer, he is an entrepreneur (and a rebellious one at that). Here are some lessons we can take away from the frontman in our own ventures:
Yes, that sounded super cliche. However, being passionate about what you are doing is the most important component of your long-term success. Even if you are selling something everyone wants, that can only take you so far if you do not have a deep desire for it yourself.
When you are passionate about something, a product or service or an idea, you will fight anyone and anything that stands in its way. In the case of Pearl Jam, this was infamously the feud with Ticketmaster.
The belief was that every fan should have access to their music and shows and that it should be affordable. They even set price ceilings on their concert tickets. However, when they found out that Ticketmaster was including ambiguously high "service charges," they were outraged. This sparked a year long revolution between young band and corporate leviathan.
Pearl Jam refused to play at any Ticketmaster venues during their 1994 tour, even taking the company to court and testifying to their alleged monopoly. In the end, the inability to find large venues not operated by Ticketmaster proved to hurt not only the band, but the fans they were fighting for.
While they eventually had to buckle under the company's power, the fact that they fought brought notoriety and solidified their fans' devotion. It also started the discussion around Ticketmaster's business and to this day other performers continue looking for ways to bring reasonable ticket prices to their fans. Change is not an easy ship to steer, but someone has to first grab the wheel and pull.
Time and time again, Amazon has forgone a payment to investors and instead rolled their cash into customer-focused projects. This was not a war against wealthy investors by any means. Bezos was simply able to show them that customer satisfaction will be what drives their growth. Because of this, the investors do not need to receive dividends - their stock from the beginning to present date has grown from $1.49 to $371!
If you are familiar with some of Peal Jam's songs, you probably know Corduroy. While there are always many interpretations of a song, the most common for this one is about a corduroy jacket that Eddie Vedder used to wear.
He bought the jacket for $12 when he was still finding his way as a musician. Once he reached fame, the same jacket was being sold for hundreds of dollars. What was simply his own personal image became a stamp for the grunge era.
It would be unreasonable to think that Eddie bought these clothes in anticipation of becoming an iconic figure. The point is that he had an image that suited him and his style and people responded to that. To this day, his same image, both intrinsic and extrinsic, have not changed. Having an image that is consistent and aligned to the product being offered reinforces credibility and gives people something real to associate your business with.
Despite all the ups and downs of their long career, the anti-establishment voice or rebellious actions, they succeeded because they were passionate about their music, which translated into dedicated work and drive to create masterpieces.
Don't pursue something without being fully prepared to give great work. If you can manage that, the other obstacles will be overcome. It makes it easier if you are passionate about your work. Most of us do not get so lucky to be rockstars, but we can all challenge ourselves to be great. The rest will come with time.
You might not be a Pearl Jam fan or agree with their message. The point is that they are one of the longest running and most successful modern-day bands. They had beliefs that never wavered, their own image, love for their "customers," and above all they were and still are great at what they do. I encourage you to take these lessons and apply them to your own career and life. Now, it would seem improper not to end this with a quote from one of their hits, "I Am Mine:"
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After I gradually lost my passion for music, I searched for a new way of expressing myself for years, until I eventually decided to pick up some acrylic paint and make a painting a day for a month to build a new habit. From then, I never stopped creating, and that brings us to today :)
To rely on someone else. I was never a solo musician, I always played in bands with my friends, who were often more talented and more creative than me. I believe that surrounding yourself with people from whom you can constantly learn from, is something that's still extremely important in life, but in music it became a constraint, because I never felt I had enough talent by myself. So, I knew that this time around I had to find a way to do everything by myself without being afraid of failing.
WHAT IS YOUR TITLE AT ROCKSTAR, AND THE KEY POINTS OF YOUR JOB? If you have to put a title on it, it would be Global Motocross Manager, but that is a bit vague. I basically oversee everything offroad with two wheels in the world. I handle race reports, photos, photo approval, branding, website updates, social tracking and social posting. Everything that would go into the business, I have some part of. We have a team at the office that I could not do without. Basically I am responsible for everything. So along with Supercross, Nationals, Motocross, Arenacross, and the amateur racing in America, I handle MXGP, MX2, SuperEnduro, and then the Canadian Nationals. As far as branding goes, one thing that is convenient is that the same people in Europe work with every single team, so that actually helps not having to deal with many different managers. Obviously, there are different team managers for every program, but with communication over there for the most part, you are dealing with two or three people.
TELL US ABOUT PULLING PULL EVERYTHING TOGETHER PWITH THE APPAREL COMPANIES. Everything like color requirements, branding requirements, goggle strap colors, gear color, and all of that have to be approved before they can even apply brand names. In that part of the negotiations, everything is very detailed. It is called a Visual Line Plan (VLP) where you have a schedule, knowing what each rider is wearing at every race, so it is really broken down into that much detail. In Europe, there are qualifying days, and added practices, it is broken down a lot further than people think.
LIVING IN THE STATES, AND ATTENDING ALL THE RACES HERE, HOW DO YOU COORDINATE THINGS IN EUROPE? We live in a digital world, so you are always reachable. That is all part of the process of approving everything. As far as U.S. motocross and Supercross, I have to be at every single race, plus two or three big amateur races a year. At the Supercross and motocross events I handle all the podium stuff, and all of our guests, whether they are from Pepsi, our distributors, or some major key accounts. If someone that owns 20 mini-marts and sells a ton of Rockstar. I have to coordinate all of that on the sales side with our sales managers that come out with their guests. Then obviously I need to be at the podium to work with our riders. I have a lot of on-site duties, plus sending photos for our social media group. But in Europe people that work for the teams over there handle all of that basically.
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