WEBVTT - Ensuring Music Remains Diverse and Inclusive

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<v Speaker 1>You're listening to Bloomberg Business Week with Carol Messer and

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<v Speaker 1>Bloomberg Quick Takes Tim Stinovic on Bloomberg Radio. All right, Well,

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<v Speaker 1>the last couple of years have seen a fair amount

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<v Speaker 1>of upheaval at the Recording Academy. The organization, you know

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<v Speaker 1>who they are. They represent songwriters, engineers, producers, performers and

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<v Speaker 1>a lot more. It's probably best known for overseeing the

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<v Speaker 1>annual Grammy Awards. For more on what's been going on,

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<v Speaker 1>the moves to change the future direction of the academy,

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<v Speaker 1>we welcome to Bloomberg Business Week Harvey Mason Jr. He

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<v Speaker 1>is CEO of the Recording Academy. He's on the phone

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<v Speaker 1>from l A. He's also the founder and CEO of

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<v Speaker 1>Harvey Mason Media. Harvey welcome, nice to have you here.

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<v Speaker 1>How are you. I'm so good. Thank you for having me.

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<v Speaker 1>Excited to be here. Well, it's great to have you here.

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<v Speaker 1>First of all, like I do with a lot of

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<v Speaker 1>folks who come on here with us, tell us about

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<v Speaker 1>the last year. There's been a lot of stuff going on.

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<v Speaker 1>Obviously COVID, but also you know, institutions, organizations, companies really

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<v Speaker 1>being tested in terms of what they stand for and

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<v Speaker 1>what their future strategies are, tell us about the has

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<v Speaker 1>to her or so for you, well started a little

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<v Speaker 1>bit before that. Actually, for me, I ran the chair

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<v Speaker 1>of the board. I've been a member, I've been a trustee,

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<v Speaker 1>and a couple of years ago I really saw an

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<v Speaker 1>opportunity to really level up what we were doing at

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<v Speaker 1>the Academy and I saw it being a timely issue,

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<v Speaker 1>something that we had to take responsibility for. So I

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<v Speaker 1>ran for chair on kind of a platform of change

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<v Speaker 1>and improvement. And that was I think two and a

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<v Speaker 1>half years ago. And then I was put in as

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<v Speaker 1>a CEO on interim basis about eighteen months ago. And

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<v Speaker 1>at that point we really started looking at everything we

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<v Speaker 1>were doing, is you know, pulling back the curtain. How

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<v Speaker 1>can we be more reflective, more representative, more diverse and

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<v Speaker 1>more relevant. And there was a lot of things that

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<v Speaker 1>needed to change at the Academy. There's a lot of

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<v Speaker 1>things we did really, really well that we also needed

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<v Speaker 1>to talk about and amplify and share with our members

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<v Speaker 1>and the general public and music consumers. But we really

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<v Speaker 1>looked at everything we're doing. We were also the tiny

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<v Speaker 1>little thing called COVID had a lot of impact on

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<v Speaker 1>what we were able to do obviously had a huge

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<v Speaker 1>effect on our membership in our music community. We were

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<v Speaker 1>some of the first people to be out of work

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<v Speaker 1>and we'll definitely be some of the last come back.

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<v Speaker 1>We've been really hyper focused on trying to serve our

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<v Speaker 1>members around the needs. There. You took us there at

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<v Speaker 1>the pandemic. Let's go there. Uh, the financial impact of

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<v Speaker 1>the pandemic on the music industry, how would you quantify it? Um?

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<v Speaker 1>No word there that we can use and we've created

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<v Speaker 1>that can can show exactly the impact that it's had.

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<v Speaker 1>It's been catastrophic, it's been critical, It's been something that

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<v Speaker 1>no one's ever expected. I can tell you through our

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<v Speaker 1>Music Cares organization, which is the part of the Academy

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<v Speaker 1>that gives back to music people who need help. Typically

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<v Speaker 1>in the normal year will be five six million dollars

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<v Speaker 1>of service needed people who need help with rent or

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<v Speaker 1>bills or medical care. This year we're well right around

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<v Speaker 1>thirty million dollars services provided. So we've never seen anything

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<v Speaker 1>like this. A huge event like hurricane can train and

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<v Speaker 1>put people out of work for over a period of

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<v Speaker 1>time nine eleven for a period of time, but nothing

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<v Speaker 1>has had the impact the COVID has had on our industry.

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<v Speaker 1>You are, It's really interesting. I think there are times

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<v Speaker 1>that people look at the music industry and they just

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<v Speaker 1>assume everybody is really successful, it makes a ton of money.

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<v Speaker 1>I remember in college being part of our radio station

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<v Speaker 1>about jazz performers and and a lot of them were

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<v Speaker 1>just barely getting by. And not everybody in the music

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<v Speaker 1>industry makes a ton of money. No, in fact, just

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<v Speaker 1>the opposite. Most people in the industry making less than

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<v Speaker 1>the medium income. And I think there are a small

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<v Speaker 1>percentage of people that are making you know, hundreds of

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<v Speaker 1>thousands of dollars. It's a tiny amount of people. Most

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<v Speaker 1>of us are working day to day musicians or writers,

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<v Speaker 1>or producers or crew members or you know, gap riggers,

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<v Speaker 1>things like that. So it is an organization with the

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<v Speaker 1>Academy that represents the whole spectrum. Of course, some of

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<v Speaker 1>our members get more visibility than others on the show,

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<v Speaker 1>but it is our responsibility to look out for our

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<v Speaker 1>all of our members. But even more import earlier than that,

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<v Speaker 1>the whole music community and zooming out maybe a click

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<v Speaker 1>further than that, it's our responsibility to utilize the power

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<v Speaker 1>of music and the leverage our brand at the Academy

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<v Speaker 1>and the Grammys to try and make change, try and

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<v Speaker 1>improve things, try and bring people together, try and fight

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<v Speaker 1>for things that are wrong, and just make a difference.

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<v Speaker 1>And that's really kind of where I hope we can

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<v Speaker 1>go in the future. We've got about a minute left

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<v Speaker 1>and then we'll come back and continue the conversation, but

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<v Speaker 1>in about fifty seconds. I mean, if there's one thing

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<v Speaker 1>you could right now change for your industry, make it better,

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<v Speaker 1>make it more inclusive, what would it be. Well, I

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<v Speaker 1>think it starts with being more inclusive and being more

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<v Speaker 1>diverse and hearing from all the right voices, make sure

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<v Speaker 1>people have a voice and our seat at the table

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<v Speaker 1>at at every level, both in the creative side, on

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<v Speaker 1>the executive side, and the decision making side. And then

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<v Speaker 1>also making sure that the income and the payouts are

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<v Speaker 1>equitable and fair in regards to the creators and partnership

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<v Speaker 1>with the streaming companies and the labels and the publishing companies.

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<v Speaker 1>Is a lot of money being generated by the consumption,

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<v Speaker 1>and we've never seen new is it consume at the

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<v Speaker 1>rate we're seeing it now, But there's not a lot

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<v Speaker 1>of clarity on how that music gets or the money

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<v Speaker 1>gets split out, and how do we monetize this art

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<v Speaker 1>that these people are creating. That's something that we need

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<v Speaker 1>to figure out. One of the things I wanted to

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<v Speaker 1>ask you, Harvey, and thanks for staying with us, is

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<v Speaker 1>you guys, and you specifically in your team focusing on

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<v Speaker 1>keeping the music you know, community want to make sure

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<v Speaker 1>it is inclusive, representative of all kinds of individuals. Uh.

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<v Speaker 1>And how did it get to a point because you

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<v Speaker 1>would have thought music creative um that it would be

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<v Speaker 1>diverse and inclusive by its nature, and yet it wasn't.

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<v Speaker 1>How did it get to be that way? Hard to predict,

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<v Speaker 1>only because I haven't been here that long care but

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<v Speaker 1>I think some of it. But you understand the music industry,

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<v Speaker 1>You've worked within it for a long time totally. And

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<v Speaker 1>the music industry has a lot of diversity in its

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<v Speaker 1>creative side, uh, not so much on the business side.

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<v Speaker 1>So I think there's something to be said for are

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<v Speaker 1>people being aware just may not have understood or been

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<v Speaker 1>cognizant of the fact that they could be involved in

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<v Speaker 1>the academy And maybe that holds true for some other

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<v Speaker 1>parts of the business. I know for us, I think

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<v Speaker 1>there was just we didn't amplify what we did as

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<v Speaker 1>an academy, and we didn't talk about all the other services.

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<v Speaker 1>We just talked about the awards. So people just felt like, well,

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<v Speaker 1>the Academy may or may not be for me. I know,

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<v Speaker 1>I'm a creator, but I don't know if I should

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<v Speaker 1>be involved in the academy side. I think if you

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<v Speaker 1>know project that out, maybe the same thing how true

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<v Speaker 1>for the industry. But it's really hard to predict. I mean,

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<v Speaker 1>if you don't make it more diverse, don't make it

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<v Speaker 1>more inclusive. Inclusive you know. Are you thinking about the

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<v Speaker 1>survivability of the Academy going forward. Well, I think it's

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<v Speaker 1>always something that's in our minds. But we are at

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<v Speaker 1>this point very diverse, and we've accomplished some of our

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<v Speaker 1>early goals pretty quickly. In the last two years, staff wise,

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<v Speaker 1>elected leader wise, we have reached gender parity, We uh

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<v Speaker 1>people of color are represent and almost now, so I

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<v Speaker 1>think we're really really reaching some great numbers. We have

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<v Speaker 1>some work to do in our membership, and I think

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<v Speaker 1>was we continue to look forward on things that we're

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<v Speaker 1>working on, we'll find other ways to keep improving. We

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<v Speaker 1>by no means think the work is done, but again,

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<v Speaker 1>we do want to be reflective and representative of the

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<v Speaker 1>music industry that we serve, and that's very diverse. As

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<v Speaker 1>you said, we've got work to do, but we've come

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<v Speaker 1>along with We also want to set an example. We

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<v Speaker 1>want to leave we want to get this right and

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<v Speaker 1>not just for for our industry before every industry exactly

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<v Speaker 1>like set set an example. What about the rest of

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<v Speaker 1>the music industry though? Right, so many of your members

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<v Speaker 1>and outlying companies, and you know, whether it's recording companies,

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<v Speaker 1>labels and so on and so forth, you know, what

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<v Speaker 1>more can they do? And I do this, I'm pushing

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<v Speaker 1>you a little bit, but you know, we've done it

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<v Speaker 1>with the sports industry and how they ultimately during the

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<v Speaker 1>crisis of the last year where they're stepping up and

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<v Speaker 1>providing stadiums for people to vote like that was huge

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<v Speaker 1>and was significant for the industry to take a step.

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<v Speaker 1>What's what's that moment for you guys? Well, first off, Carol,

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<v Speaker 1>I love you pushing me. I have no problem with

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<v Speaker 1>pushing myself and I'm pushing everybody that we can at

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<v Speaker 1>the Academy because there is this is important and I

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<v Speaker 1>think music serves a really unique role. Much like sports

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<v Speaker 1>people listen to creators or music people people listen to athletes.

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<v Speaker 1>So I think if we can start to do things

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<v Speaker 1>the right way and continue in the direction we're headed,

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<v Speaker 1>we can make a bigger impact on not just the

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<v Speaker 1>music industry or not just the music community, but you know,

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<v Speaker 1>our society at large. And that's the goal for us

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<v Speaker 1>at the Academy is to really utilize the opportunity that

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<v Speaker 1>we have, the influence that we have, and to really

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<v Speaker 1>make a difference. And like I said, zoom out a

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<v Speaker 1>little bit from just thinking so much about what can

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<v Speaker 1>we do today for our Grammy Awards or what can

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<v Speaker 1>we do? You are there. All that is very important,

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<v Speaker 1>very important, but it gives us the opportunity to do more,

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<v Speaker 1>all right. And I love that you mentioned the Grammy

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<v Speaker 1>Awards because I think when we think about the economy,

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<v Speaker 1>that's what we so many people understand. I mean, that's

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<v Speaker 1>the thing visually that we all relate to specifically, but

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<v Speaker 1>it is such a visual medium, right, And so what

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<v Speaker 1>you put out there, UM, tell me about some of

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<v Speaker 1>the conversations you're having about how you think about how

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<v Speaker 1>you produce that show going forward, what we wanted to

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<v Speaker 1>be the most entertaining show we can. You know, last

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<v Speaker 1>year we did something very drastically different because we couldn't

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<v Speaker 1>have fans in the audience, and our creatives and artists

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<v Speaker 1>were unsure, unsecure how they could be around each other.

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<v Speaker 1>So we set up a format that gave them safety

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<v Speaker 1>and comfort and confidence. Whether or not we are able

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<v Speaker 1>to continue in that type of format or we go

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<v Speaker 1>to a new format, it will all really be dependent

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<v Speaker 1>on COVID and the protocols and what we're allowed to

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<v Speaker 1>do here in l A County and statewide federally. But

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<v Speaker 1>our hope is we can bring great musicians and creators

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<v Speaker 1>and artists together and make a show that is not

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<v Speaker 1>only entertaining, but healing and bringing people together and uniting

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<v Speaker 1>people and showcasing how we all can work together and

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<v Speaker 1>how different genders and races and sexual orientations can all

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<v Speaker 1>join forces to accomplish something great. And that's I think

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<v Speaker 1>the power of music. You mentioned creative types. You are

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<v Speaker 1>a creative type. You've worked with Penn, produced songs for

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<v Speaker 1>Michael Jackson, Whitney Houston, Mariyah, Carrie, Elton John and of

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<v Speaker 1>course Aretha Franklin. You've got an amazing movie coming out

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<v Speaker 1>in August. Um tell me about this, and having seen

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<v Speaker 1>Aretha Franklin live, there's there was nobody like her, oh man,

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<v Speaker 1>nobody like her, right, So she was incredible. I was

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<v Speaker 1>so fortunate to get the chance to work with her

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<v Speaker 1>for thirteen years or so over of course of her career,

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<v Speaker 1>and she was very very special to me, but just

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<v Speaker 1>specially to all of us. And the she's on August thirteen,

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<v Speaker 1>respect movies coming out, it's about Aretha Franklin in her life.

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<v Speaker 1>It's she's being played by Jennifer Hudson. It's in theaters only,

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<v Speaker 1>which you know now is always a conversation point, and

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<v Speaker 1>hopefully the COVID allows us to go to theaters August thirteen.

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<v Speaker 1>But I'm very proud of the movie. A lot of

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<v Speaker 1>great music and also a very important story that most

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<v Speaker 1>people don't know about Miss Franklin, and that were that

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<v Speaker 1>was the trials and tribulations that she suffered going through

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<v Speaker 1>early in her life to become you know, the queen

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<v Speaker 1>of soul, of the iconic voice that she was. It's

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<v Speaker 1>so important to tell those stories. And I think that

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<v Speaker 1>is again something that we just assumed somebody was popular

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<v Speaker 1>or famous or successful, right, and you just think it

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<v Speaker 1>was easy, and that's not the right assumption, just quickly,

0:11:27.760 --> 0:11:30.600
<v Speaker 1>definitely not. And most people nowadays don't realize that. They

0:11:30.640 --> 0:11:32.320
<v Speaker 1>see the TV shows where you sing and you get

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<v Speaker 1>voted on, you're a millionaire, you know, and they don't

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<v Speaker 1>know that Aretha actually had a lot of hurdles and

0:11:38.480 --> 0:11:40.880
<v Speaker 1>obstacles she had to overcome to become who she was.

0:11:40.920 --> 0:11:43.640
<v Speaker 1>She she was one of the all time greatest voices

0:11:43.800 --> 0:11:47.400
<v Speaker 1>in our in our history, but yet she had not

0:11:47.520 --> 0:11:49.680
<v Speaker 1>found her voice for the first six or seven records

0:11:49.720 --> 0:11:52.520
<v Speaker 1>of her career. So I think people will enjoy this

0:11:52.600 --> 0:11:56.080
<v Speaker 1>story of triumph and what she has accomplished in her life.

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<v Speaker 1>When in doubt, when I don't know what to listen to,

0:11:58.480 --> 0:12:01.240
<v Speaker 1>I throw on some Aretha. It's like you just go there.

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<v Speaker 1>It's just amazing. Hey, Harvey, I hope you'll come back

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<v Speaker 1>really enjoyed this time. Harvey Mason Jr. His Chief executive

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<v Speaker 1>Officer of the Recording Academy, founder and CEO of Harvey

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<v Speaker 1>Mason Media, joining us on the phone in Los Angeles,