1 00:00:01,720 --> 00:00:05,240 Speaker 1: You're listening to Math and Magic production of I Heart Radio. 2 00:00:08,039 --> 00:00:13,200 Speaker 1: The industry had a long history of resistance to change 3 00:00:13,760 --> 00:00:17,800 Speaker 1: as they went from the album format and vinyl t 4 00:00:18,400 --> 00:00:22,959 Speaker 1: c D s. Their view of technology was something to 5 00:00:23,000 --> 00:00:27,800 Speaker 1: be rebuffed, not embraced. And technology is you know, it's 6 00:00:27,880 --> 00:00:31,960 Speaker 1: like an avalanche. If you're standing on a mountain and 7 00:00:32,000 --> 00:00:35,960 Speaker 1: you see the avalanche coming at you, you either get 8 00:00:36,000 --> 00:00:38,320 Speaker 1: out in front of it and you get on the 9 00:00:38,400 --> 00:00:45,080 Speaker 1: leading edge, or it's just gonna bury you. Hi. I'm 10 00:00:45,120 --> 00:00:48,000 Speaker 1: Bob Pittman. Welcome to Math and Magic Stories from the 11 00:00:48,040 --> 00:00:51,640 Speaker 1: Frontiers and Marketing, where we explore that unique combination of 12 00:00:51,720 --> 00:00:55,520 Speaker 1: data and analytics and the creative ideas that are behind 13 00:00:55,560 --> 00:00:59,280 Speaker 1: the biggest business successes today. We're exploring this world through 14 00:00:59,320 --> 00:01:02,080 Speaker 1: the experience, answers and insights of someone who has an 15 00:01:02,120 --> 00:01:06,920 Speaker 1: amazing career. Was running MGM, O I M, Telcom, Crispy 16 00:01:07,080 --> 00:01:09,560 Speaker 1: Kreme Donuts, and even the CEO of in Ron as 17 00:01:09,560 --> 00:01:13,039 Speaker 1: they went through their restructuring. But today he's here as 18 00:01:13,080 --> 00:01:18,120 Speaker 1: the CEO of Warner Music Group. He's Steve Cooper, a 19 00:01:18,200 --> 00:01:20,840 Speaker 1: Wharton n B. A who started as an accountant and 20 00:01:20,880 --> 00:01:23,640 Speaker 1: wanted to become what some have described as the king 21 00:01:23,800 --> 00:01:26,640 Speaker 1: of the turnaround world. He's the guy you call when 22 00:01:26,680 --> 00:01:29,399 Speaker 1: you need to get out of the woods. He's had 23 00:01:29,400 --> 00:01:33,679 Speaker 1: over three hundred engagements restructuring over one hundred billion dollars 24 00:01:33,680 --> 00:01:36,440 Speaker 1: in debts. But for the last eleven years he's been 25 00:01:36,480 --> 00:01:39,840 Speaker 1: the CEO of Warner Music, and in that time the 26 00:01:39,880 --> 00:01:43,600 Speaker 1: company has doubled revenue, increased its total market value of 27 00:01:43,640 --> 00:01:47,039 Speaker 1: the company five x, and increased the equity by about 28 00:01:47,120 --> 00:01:51,320 Speaker 1: fifteen acts. Steve recently announced he'll be retiring next year, 29 00:01:51,680 --> 00:01:54,360 Speaker 1: so we've got even more to talk about today. Steve. Welcome, 30 00:01:54,520 --> 00:01:57,320 Speaker 1: Thank you, Bob, nice to be here. Well, we're glad 31 00:01:57,360 --> 00:01:59,520 Speaker 1: to have you here. And before we jump into the 32 00:01:59,600 --> 00:02:02,960 Speaker 1: meat of everything, I want to do you in sixty seconds, 33 00:02:03,520 --> 00:02:06,559 Speaker 1: so you're ready. Yep. Do you prefer New York City 34 00:02:06,640 --> 00:02:10,160 Speaker 1: or l a New York City? Cats or dogs? Cats, 35 00:02:10,360 --> 00:02:16,560 Speaker 1: track or football? Football? Boats or planes? Planes in Ron 36 00:02:16,760 --> 00:02:21,080 Speaker 1: or Warner Music, Warner Music, Abbey Road or pet Sounds, 37 00:02:21,360 --> 00:02:26,079 Speaker 1: Abbey Road, Ed Sharon or Justin Bieber, Ed Sharon, Palm 38 00:02:26,160 --> 00:02:30,120 Speaker 1: Springs or Palm Beach, Palm Springs. It's about to get 39 00:02:30,120 --> 00:02:35,120 Speaker 1: a little harder. Childhood hero Albert Einstein. First job, Well, 40 00:02:35,200 --> 00:02:38,920 Speaker 1: my first job when I was post sixteen was in 41 00:02:39,960 --> 00:02:45,360 Speaker 1: Marbon Chemical and Gary, Indiana. Favorite city London, last vacation, 42 00:02:46,000 --> 00:02:52,440 Speaker 1: can't remember. Favorite cocktail Tequila on the Rocks. Favorite TV 43 00:02:52,560 --> 00:02:56,480 Speaker 1: show was probably Star Trek, Who would play you in 44 00:02:56,480 --> 00:03:00,680 Speaker 1: a movie? Somebody's Short with not a lot of hair. 45 00:03:02,639 --> 00:03:05,000 Speaker 1: I have to ask you this. One favorite radio station 46 00:03:05,680 --> 00:03:09,880 Speaker 1: one those six point seven FM. And the biggest surprise 47 00:03:10,240 --> 00:03:15,120 Speaker 1: about the music business. My biggest surprise was that in 48 00:03:15,240 --> 00:03:18,840 Speaker 1: two thousand and eleven the business was organized the same 49 00:03:18,840 --> 00:03:24,680 Speaker 1: way as it was in Okay, Steve. Before we get 50 00:03:24,680 --> 00:03:27,520 Speaker 1: to the present, let's go back to the beginning. Your 51 00:03:27,639 --> 00:03:31,799 Speaker 1: doctor's son, Gary, Indiana. You're a high school athlete who 52 00:03:31,800 --> 00:03:36,040 Speaker 1: got sidelined with back surgery. What are the lessons from Gary, 53 00:03:36,320 --> 00:03:40,120 Speaker 1: from your parents and from being a high school athlete 54 00:03:40,480 --> 00:03:43,440 Speaker 1: and then being knocked out of the action. My parents 55 00:03:43,560 --> 00:03:49,600 Speaker 1: really gave me, you know, my values, respect for other people, 56 00:03:50,000 --> 00:03:56,000 Speaker 1: the concept of fair play with respect to sports injuries, 57 00:03:56,720 --> 00:04:00,160 Speaker 1: except from me a pretty good example that you know, 58 00:04:00,320 --> 00:04:05,240 Speaker 1: if you're playing something and it's absolutely not working, whether 59 00:04:05,280 --> 00:04:08,680 Speaker 1: it's because of talent or an injury, you've got to 60 00:04:08,720 --> 00:04:11,800 Speaker 1: find a different game to play, hopefully one that you 61 00:04:11,880 --> 00:04:15,280 Speaker 1: really love and one that you can excel at. You 62 00:04:15,520 --> 00:04:18,960 Speaker 1: left Gary go to college in California. It was that 63 00:04:19,040 --> 00:04:23,159 Speaker 1: part of this why California. Well, if you've ever spent 64 00:04:23,920 --> 00:04:27,839 Speaker 1: a winter or a summer in Gary, you would find 65 00:04:27,920 --> 00:04:38,000 Speaker 1: California unbelievably appealing. It was really such a seismic change 66 00:04:38,040 --> 00:04:40,400 Speaker 1: for me. What did your parents think of you being 67 00:04:40,400 --> 00:04:43,960 Speaker 1: in California? Did they come visit? No? Actually during the 68 00:04:44,080 --> 00:04:48,479 Speaker 1: four years I was in college. They came for my 69 00:04:49,160 --> 00:04:53,039 Speaker 1: college graduation. When my mom saw the apartment I was 70 00:04:53,120 --> 00:04:57,080 Speaker 1: living in as a senior, she not only refused to 71 00:04:57,120 --> 00:05:02,680 Speaker 1: come in, she told me she was complete shocked at 72 00:05:03,200 --> 00:05:05,760 Speaker 1: what my apartment looks like versus what my room at 73 00:05:05,800 --> 00:05:10,240 Speaker 1: home looks like. After you graduated, you went onto business 74 00:05:10,240 --> 00:05:13,520 Speaker 1: school at Wharton University of Pennsylvania. The other coasts. So 75 00:05:13,560 --> 00:05:16,360 Speaker 1: now you've been the Midwest, you've been the West coast, 76 00:05:16,400 --> 00:05:18,320 Speaker 1: now you're in the East coast. It's that deliberate or 77 00:05:18,320 --> 00:05:22,600 Speaker 1: by accident, and why business school. When I graduated, I 78 00:05:22,640 --> 00:05:26,560 Speaker 1: was just a few months past one years old. The 79 00:05:26,720 --> 00:05:32,560 Speaker 1: thought of full time employment, having had really a fun 80 00:05:32,720 --> 00:05:37,719 Speaker 1: filled four years in California was just not something then. Frankly, 81 00:05:37,760 --> 00:05:40,280 Speaker 1: at the time, I could wrap my head around. So 82 00:05:40,360 --> 00:05:44,560 Speaker 1: I decided my best course of action was to apply 83 00:05:44,640 --> 00:05:48,880 Speaker 1: to graduate school. I was literally the youngest guy in 84 00:05:49,080 --> 00:05:55,159 Speaker 1: my business school class the day it started. Everybody was 85 00:05:55,279 --> 00:05:59,159 Speaker 1: in sports coach or suits and ties. I was twenty 86 00:05:59,160 --> 00:06:01,920 Speaker 1: one from Cali, Fornia. I had a pair of jeans on, 87 00:06:02,200 --> 00:06:06,159 Speaker 1: some sneakers and a T shirt. And a professor said, 88 00:06:06,800 --> 00:06:12,040 Speaker 1: you pointing at me, this is the graduate division, not 89 00:06:12,240 --> 00:06:16,320 Speaker 1: the undergraduate division. And I said, well, sir um, I'm 90 00:06:16,360 --> 00:06:20,039 Speaker 1: here for the graduate division. And he shaped his head 91 00:06:20,120 --> 00:06:24,080 Speaker 1: and muttered, what was the world coming to? So that 92 00:06:24,120 --> 00:06:26,960 Speaker 1: was my first day of graduate school. This is business 93 00:06:26,960 --> 00:06:29,760 Speaker 1: school in the nineteen seventies, and as you say, it 94 00:06:29,800 --> 00:06:32,599 Speaker 1: looked quite a bit different than it does today. What 95 00:06:32,680 --> 00:06:37,679 Speaker 1: were they teaching you about business in the nineteen seventies. Well, 96 00:06:38,240 --> 00:06:43,880 Speaker 1: they took a fairly thoughtful, actually analytical approach to most 97 00:06:43,960 --> 00:06:52,160 Speaker 1: aspects of business, finance, marketing, labor, organizational theory. Computers had 98 00:06:52,240 --> 00:06:55,719 Speaker 1: rolled around by that time. We learned programming with a 99 00:06:55,920 --> 00:07:01,120 Speaker 1: card deck and punch cards. What I did was to 100 00:07:02,720 --> 00:07:07,480 Speaker 1: ask a lot of questions, go beyond just corporate speak, 101 00:07:08,640 --> 00:07:14,320 Speaker 1: to look at real data, real information, real analytics that 102 00:07:14,440 --> 00:07:20,480 Speaker 1: really served is kind of the cornerstone for what I 103 00:07:20,520 --> 00:07:24,880 Speaker 1: did for most of my professional career up to and 104 00:07:25,040 --> 00:07:28,200 Speaker 1: through today. So you first worked as an accountant in 105 00:07:28,200 --> 00:07:31,680 Speaker 1: the predecessor company, did deloit you gotta taste for company 106 00:07:31,720 --> 00:07:36,640 Speaker 1: reorganizations in by you left to start your own company. 107 00:07:36,840 --> 00:07:39,000 Speaker 1: Talk a little bit about what the catalyst was to 108 00:07:39,080 --> 00:07:42,520 Speaker 1: leave that obviously a prestigious place and take the chance 109 00:07:42,600 --> 00:07:48,200 Speaker 1: on betting on yourself. Well, I started in seventy and 110 00:07:48,720 --> 00:07:52,840 Speaker 1: left them literally to the day, fifteen years later. And 111 00:07:52,960 --> 00:07:57,800 Speaker 1: during that time, while it was your point a large 112 00:07:57,920 --> 00:08:06,040 Speaker 1: prestigious organization, it had morphed from a small, tight partnership 113 00:08:06,680 --> 00:08:09,480 Speaker 1: where I knew every partner and they knew me. And 114 00:08:09,520 --> 00:08:13,200 Speaker 1: then in the late seventies early eighties, all of these 115 00:08:13,360 --> 00:08:22,200 Speaker 1: large professional firms just had explosive growth through acquisitions and mergers, 116 00:08:23,320 --> 00:08:27,800 Speaker 1: and it really changed the nature of the environment. It 117 00:08:27,880 --> 00:08:34,440 Speaker 1: went from something that resembled really a partnership to you know, 118 00:08:34,640 --> 00:08:39,559 Speaker 1: just big business. For me. You know, I established three 119 00:08:39,679 --> 00:08:44,079 Speaker 1: rules for my life, and part was life short, you 120 00:08:44,200 --> 00:08:50,520 Speaker 1: gotta have fun. The second was no assholes, because life short, 121 00:08:50,559 --> 00:08:54,800 Speaker 1: you've gotta have fun. And the third was I treat 122 00:08:54,840 --> 00:08:57,920 Speaker 1: people fairly and I expect to be treated the same way. 123 00:08:58,240 --> 00:09:03,600 Speaker 1: It just became a large, anonymous business. If the world 124 00:09:03,640 --> 00:09:07,080 Speaker 1: there wasn't something I enjoyed, I had to go create 125 00:09:07,160 --> 00:09:10,120 Speaker 1: my own world in my own future. And so it 126 00:09:10,200 --> 00:09:13,280 Speaker 1: became a pretty simple decision, and you did. You had 127 00:09:13,360 --> 00:09:16,600 Speaker 1: great success. As I mentioned at the top, all these 128 00:09:16,640 --> 00:09:21,440 Speaker 1: successes you had and really transforming restructuring companies in essence 129 00:09:21,440 --> 00:09:25,800 Speaker 1: saving companies. Let's get a couple of lessons that you 130 00:09:25,960 --> 00:09:29,600 Speaker 1: learned during that period of time. Why do companies get 131 00:09:29,600 --> 00:09:34,920 Speaker 1: in trouble financially Well, oftentimes it's because they didn't see 132 00:09:34,920 --> 00:09:41,280 Speaker 1: the megatrends that were developing that, either because of government regulations, competition, 133 00:09:41,400 --> 00:09:47,880 Speaker 1: or technology, had not only the possibility but the probability 134 00:09:47,880 --> 00:09:52,080 Speaker 1: of dramatically changing the world in which they operated. A 135 00:09:52,120 --> 00:09:58,280 Speaker 1: lot of companies just moved away drastically from their core competencies. 136 00:09:58,480 --> 00:10:02,040 Speaker 1: You know, they figured that if they could play basketball well, 137 00:10:02,840 --> 00:10:05,200 Speaker 1: they'd be able to play baseball well, or they'd be 138 00:10:05,240 --> 00:10:10,880 Speaker 1: able to play soccer well. But companies, like many many athletes, 139 00:10:12,120 --> 00:10:17,160 Speaker 1: don't really have the capacity to go from one sport 140 00:10:17,280 --> 00:10:22,959 Speaker 1: to another sport without incurring a lot of pain. Many 141 00:10:22,960 --> 00:10:28,160 Speaker 1: of the companies that I dealt with underestimated the risks 142 00:10:28,200 --> 00:10:34,880 Speaker 1: associated with dramatic, unplanned growth and the risks that came 143 00:10:35,600 --> 00:10:42,640 Speaker 1: not only financially but operationally, organizationally, culturally. You know, the 144 00:10:42,840 --> 00:10:47,760 Speaker 1: stress that publicly held companies the board and management field 145 00:10:47,800 --> 00:10:55,440 Speaker 1: to constantly be on a steady northward path for revenue growth, 146 00:10:55,640 --> 00:11:00,840 Speaker 1: bottom line growth, cash flow growth. In order to do that, 147 00:11:00,920 --> 00:11:05,320 Speaker 1: a lot of people would make short term decisions that 148 00:11:05,480 --> 00:11:08,760 Speaker 1: could impact the company's long term health. You know. It's 149 00:11:08,800 --> 00:11:13,000 Speaker 1: kind of like an athlete. They can juice their performance 150 00:11:13,480 --> 00:11:19,120 Speaker 1: by using steroids or other enhancing drugs. One may accelerate 151 00:11:19,320 --> 00:11:21,720 Speaker 1: their muscle mass and their strength, but at the end 152 00:11:21,720 --> 00:11:25,280 Speaker 1: of the day, the harm it causes makes it not 153 00:11:25,440 --> 00:11:29,960 Speaker 1: worth it. You know. They're really two kinds of management 154 00:11:30,080 --> 00:11:35,240 Speaker 1: teams and leaders, those that manage from hindsight and react, 155 00:11:36,520 --> 00:11:42,680 Speaker 1: and those that manage from foresight and are proactive. The 156 00:11:42,800 --> 00:11:47,360 Speaker 1: foresight and the proactivity creates more often than not, insight. 157 00:11:48,320 --> 00:11:51,920 Speaker 1: Many of the management teams I worked with would blame 158 00:11:52,360 --> 00:11:56,480 Speaker 1: everybody and their brother or sister for the failure of 159 00:11:56,520 --> 00:12:00,400 Speaker 1: the companies, but they would never look at themselves at 160 00:12:00,520 --> 00:12:03,959 Speaker 1: being at the heart of the matter. And so one 161 00:12:04,000 --> 00:12:08,600 Speaker 1: of the lessons that I've always carried forward is that 162 00:12:09,040 --> 00:12:12,079 Speaker 1: whenever there's the funk up, the first place you ought 163 00:12:12,120 --> 00:12:15,440 Speaker 1: to look is in the mirror and not allow the 164 00:12:15,600 --> 00:12:21,040 Speaker 1: proverbial crap to roll downhill. More a Mathew Magic right 165 00:12:21,040 --> 00:12:28,960 Speaker 1: after this quick break, welcome back to Mathew Magic. Let's 166 00:12:28,960 --> 00:12:34,120 Speaker 1: do more from my conversation with Steve Cooper. How do 167 00:12:34,160 --> 00:12:38,440 Speaker 1: you think about corporate culture? What is it doing for you? 168 00:12:39,160 --> 00:12:41,000 Speaker 1: How do you build it? How do you use it? 169 00:12:41,440 --> 00:12:45,319 Speaker 1: Here's what we try and do inside of Warner there 170 00:12:45,320 --> 00:12:54,120 Speaker 1: are four words communication, cooperation, coordination and collaboration. When a 171 00:12:54,320 --> 00:13:00,199 Speaker 1: company does those four things, well, there's almost all we's 172 00:13:00,400 --> 00:13:05,880 Speaker 1: a spike in creativity. Those four words are the glue 173 00:13:06,400 --> 00:13:11,560 Speaker 1: that create a culture a team, and when you play 174 00:13:11,840 --> 00:13:16,800 Speaker 1: as a team, you will always outplay a bunch of 175 00:13:16,840 --> 00:13:20,439 Speaker 1: people that don't play that way and don't relate to 176 00:13:20,480 --> 00:13:28,360 Speaker 1: each other that way. But getting people to communicate, collaborate, 177 00:13:28,920 --> 00:13:36,599 Speaker 1: cooperate and coordinate is a full time, never ending undertaking 178 00:13:37,040 --> 00:13:41,000 Speaker 1: in any business that's got any level of scale. Let's 179 00:13:41,000 --> 00:13:44,160 Speaker 1: take that and let's jump to Warner Music now one 180 00:13:44,200 --> 00:13:49,199 Speaker 1: of the three big music companies. Lindvatnik buys Warner Music 181 00:13:49,240 --> 00:13:52,360 Speaker 1: back in two thousand eleven. He saw something that others 182 00:13:52,400 --> 00:13:55,240 Speaker 1: did not, and at the time most thought it was 183 00:13:55,240 --> 00:13:58,280 Speaker 1: a bad acquisition, and he paid way too much, according 184 00:13:58,320 --> 00:14:00,959 Speaker 1: to the gossip of the moment, and then, to make 185 00:14:01,040 --> 00:14:04,679 Speaker 1: matters worse, gasp, he brings in someone from outside the 186 00:14:04,760 --> 00:14:08,240 Speaker 1: music business entertainment industry to run it. You. Let's unpack 187 00:14:08,360 --> 00:14:10,800 Speaker 1: that a little bit. At what stage in the acquisition 188 00:14:10,840 --> 00:14:13,520 Speaker 1: did you get involved? I got involved a couple of 189 00:14:13,559 --> 00:14:18,840 Speaker 1: months before we close the acquisition. The plan once the 190 00:14:18,920 --> 00:14:22,440 Speaker 1: company was acquired, I was going to be the chairman 191 00:14:22,480 --> 00:14:25,120 Speaker 1: of the board and kind of keep an eye on 192 00:14:25,920 --> 00:14:30,040 Speaker 1: Len's investment. But Edgar Brownman Jr. A very bright guy, 193 00:14:30,160 --> 00:14:32,920 Speaker 1: great guy. He was the CEO. He decided to move 194 00:14:32,960 --> 00:14:37,000 Speaker 1: on to other things, and the three of us were 195 00:14:37,040 --> 00:14:41,000 Speaker 1: at lunch one day. Edgar announced that we didn't want 196 00:14:41,040 --> 00:14:43,800 Speaker 1: to run a day to day anymore. And Lynn looked 197 00:14:43,800 --> 00:14:46,960 Speaker 1: at me at lunch and says, you don't mind doing this? 198 00:14:47,120 --> 00:14:51,440 Speaker 1: Do you? How hard can it be? What did you 199 00:14:51,480 --> 00:14:55,000 Speaker 1: think you were getting into, Steve? Well, you know, first 200 00:14:55,000 --> 00:14:59,000 Speaker 1: of all, it was pretty obvious that the industry was contracting. 201 00:15:00,160 --> 00:15:07,200 Speaker 1: Major players had all shifted through mergers and acquisitions. The 202 00:15:07,280 --> 00:15:11,720 Speaker 1: industry was in survival mode. The industry had a long 203 00:15:11,880 --> 00:15:18,400 Speaker 1: history of fighting against each other as opposed to looking 204 00:15:18,440 --> 00:15:22,040 Speaker 1: at what was happening in the broader world around them. 205 00:15:22,080 --> 00:15:24,440 Speaker 1: You know, if the industry had played their cards differently, 206 00:15:24,560 --> 00:15:28,200 Speaker 1: they would have been the iTunes store. But they had 207 00:15:28,240 --> 00:15:34,200 Speaker 1: a resistance to change. As they went from the album 208 00:15:34,320 --> 00:15:38,520 Speaker 1: format and vinyl to c d s, they were just 209 00:15:38,760 --> 00:15:44,480 Speaker 1: raining money. Their view of technology was something to be rebuffed, 210 00:15:44,600 --> 00:15:49,320 Speaker 1: not embraced, and technology is you know, it's like an avalanche. 211 00:15:49,800 --> 00:15:52,920 Speaker 1: If you're standing on a mountain and you see the 212 00:15:52,960 --> 00:15:57,360 Speaker 1: avalanche coming at you, you either get out in front 213 00:15:57,360 --> 00:15:59,960 Speaker 1: of it and you get on the leading edge, or 214 00:16:00,560 --> 00:16:04,920 Speaker 1: it's just gonna bury you. The industry at one point 215 00:16:05,680 --> 00:16:08,840 Speaker 1: had an opportunity to do that if they had interpreted 216 00:16:08,920 --> 00:16:14,120 Speaker 1: Napster differently, but they didn't, and as a result the contraction, 217 00:16:14,280 --> 00:16:20,520 Speaker 1: the shrink, the disaggregation, and the album into singles. It 218 00:16:20,600 --> 00:16:23,800 Speaker 1: was going to be a brave new world that the 219 00:16:23,920 --> 00:16:28,800 Speaker 1: industry was reluctant to embrace. You know, it's interesting, probably, 220 00:16:29,000 --> 00:16:32,320 Speaker 1: I guess twenty years earlier. I was in those meetings 221 00:16:32,360 --> 00:16:36,200 Speaker 1: at Warner Communications back when I was running MTV, and 222 00:16:36,400 --> 00:16:39,640 Speaker 1: there were people talking about the C D and what 223 00:16:39,800 --> 00:16:42,960 Speaker 1: it might be. And there was this real fight over 224 00:16:43,000 --> 00:16:47,480 Speaker 1: the c D. There were these folks, very smart people, 225 00:16:47,920 --> 00:16:50,640 Speaker 1: who said, the CD will be the worst thing that 226 00:16:50,680 --> 00:16:54,920 Speaker 1: ever happens to the music business because it's a master 227 00:16:55,080 --> 00:16:59,680 Speaker 1: quality recording and the pirates will use it to kill us. 228 00:17:00,400 --> 00:17:04,080 Speaker 1: In that situation, unlike what you were just talking about, 229 00:17:04,680 --> 00:17:08,919 Speaker 1: the forces for let's use the technology one and they 230 00:17:09,000 --> 00:17:11,879 Speaker 1: embraced the CD, and as you know, that was probably 231 00:17:12,119 --> 00:17:15,480 Speaker 1: one of the greatest decades of growth the record industry 232 00:17:15,480 --> 00:17:18,440 Speaker 1: has ever seen, when people got rid of their LPs 233 00:17:18,600 --> 00:17:21,920 Speaker 1: and transferred it all over to c d s. And 234 00:17:22,080 --> 00:17:25,159 Speaker 1: you're exactly right. I also was there when Napster came along, 235 00:17:25,880 --> 00:17:29,880 Speaker 1: the same sort of folks that we can't embrace this 236 00:17:30,040 --> 00:17:34,879 Speaker 1: because digital will kill the music business. And this time 237 00:17:34,960 --> 00:17:38,920 Speaker 1: the conservative forces won and they decided to fight it 238 00:17:39,720 --> 00:17:43,600 Speaker 1: rather than embrace it. When you came along, you know, 239 00:17:43,840 --> 00:17:46,119 Speaker 1: the business was at that point where he had already 240 00:17:46,119 --> 00:17:49,520 Speaker 1: suffered that terrible damage from really being out of the 241 00:17:49,560 --> 00:17:52,960 Speaker 1: action for ten years and being diminished. How did you 242 00:17:54,080 --> 00:17:56,880 Speaker 1: get comfortable that that was not the future, that there 243 00:17:56,960 --> 00:18:01,120 Speaker 1: was really something else going on. Look, you should never 244 00:18:01,160 --> 00:18:04,240 Speaker 1: get comfortable the minute you get too comfortable about your 245 00:18:04,240 --> 00:18:08,560 Speaker 1: business is when you get slammed. You know, Historically you 246 00:18:08,680 --> 00:18:14,440 Speaker 1: see big technology shifts come every decade. We did see 247 00:18:14,480 --> 00:18:21,280 Speaker 1: this emerging technology streaming and this you know, little Swedish 248 00:18:21,280 --> 00:18:29,000 Speaker 1: company who had an approach that was based on access, 249 00:18:29,800 --> 00:18:35,240 Speaker 1: not ownership. The theory was that they could offer up 250 00:18:35,440 --> 00:18:40,280 Speaker 1: virtually all of the world's music in a convenient, easy 251 00:18:40,359 --> 00:18:46,479 Speaker 1: way to use, and people for a relatively nominal price 252 00:18:47,520 --> 00:18:52,919 Speaker 1: could have access to all of the world's music. Seven. 253 00:18:54,200 --> 00:19:00,560 Speaker 1: It was a relationship that changed the fundamental nature of 254 00:19:00,600 --> 00:19:06,000 Speaker 1: how people looked at music. It was very clear, at 255 00:19:06,040 --> 00:19:11,080 Speaker 1: least to me, that if we clung to the download model, 256 00:19:11,880 --> 00:19:16,520 Speaker 1: that we were never ever as an industry or a business, 257 00:19:17,040 --> 00:19:24,680 Speaker 1: going to see a turnaround of any reasonable degree. Whereas 258 00:19:25,359 --> 00:19:30,919 Speaker 1: if we embrace and promoted this kind of seismic shift 259 00:19:31,320 --> 00:19:35,840 Speaker 1: in both the way people thought about music and interfaced 260 00:19:35,880 --> 00:19:40,359 Speaker 1: with music. The team warnered the board members, we made 261 00:19:40,640 --> 00:19:45,520 Speaker 1: a collective decision that we were going to double down 262 00:19:45,720 --> 00:19:50,840 Speaker 1: and go all in on streaming as one of the 263 00:19:50,920 --> 00:19:57,080 Speaker 1: key components of Warner's future. Streaming ended up being more 264 00:19:57,119 --> 00:20:00,840 Speaker 1: than fifty percent of our business. You not only bet 265 00:20:00,840 --> 00:20:05,879 Speaker 1: on Daniel with Spotify, but somehow you got Apple to 266 00:20:05,960 --> 00:20:07,960 Speaker 1: do something they said they would never do, which is 267 00:20:08,000 --> 00:20:12,119 Speaker 1: going to a subscription service business. Amazon went into the 268 00:20:12,119 --> 00:20:15,800 Speaker 1: business that you managed to find others that would build 269 00:20:15,800 --> 00:20:19,359 Speaker 1: out platforms to give you more ways to reach the 270 00:20:19,400 --> 00:20:22,720 Speaker 1: consumers and more ways to use your music. How did 271 00:20:22,720 --> 00:20:28,280 Speaker 1: you think about that, Well, it was pretty clear to 272 00:20:28,480 --> 00:20:34,040 Speaker 1: Apple that this technology had legs, the iTunes store having 273 00:20:34,119 --> 00:20:38,560 Speaker 1: peaked in that beginning to contract because you know, it 274 00:20:38,680 --> 00:20:43,080 Speaker 1: was just a digital analog to a physical sale, and 275 00:20:43,440 --> 00:20:49,119 Speaker 1: Amazon will give anything a try. YouTube, at the same time, 276 00:20:49,480 --> 00:20:55,640 Speaker 1: was developing as the streaming business. Relative to video audio streaming, 277 00:20:55,920 --> 00:21:00,520 Speaker 1: while it was a leap for the industry, was already 278 00:21:00,560 --> 00:21:04,840 Speaker 1: on relatively sound technological footing. You know, it's interesting we 279 00:21:05,040 --> 00:21:08,600 Speaker 1: sort of we're on the parallel journey with you, because 280 00:21:08,640 --> 00:21:12,080 Speaker 1: for radio, we expose people to new music. We come 281 00:21:12,160 --> 00:21:14,800 Speaker 1: about new ideas, we explain who the artists are, we 282 00:21:14,840 --> 00:21:17,919 Speaker 1: put them in context. I think the numbers something like 283 00:21:18,320 --> 00:21:22,120 Speaker 1: Spotify users say the main way they discover new music 284 00:21:22,200 --> 00:21:26,760 Speaker 1: is still FM. Radio. Well, look, I think radio is 285 00:21:26,840 --> 00:21:32,439 Speaker 1: still a very very important component across all of the 286 00:21:32,560 --> 00:21:38,320 Speaker 1: aspects of music, whether it be discovery, what's trending, the 287 00:21:38,440 --> 00:21:45,399 Speaker 1: preservation of musical history in catalog. It's like as many 288 00:21:45,520 --> 00:21:49,160 Speaker 1: things transition to the digital world. You know, the demise 289 00:21:49,280 --> 00:21:53,440 Speaker 1: of X, Y and Z has been predicted, but I 290 00:21:53,480 --> 00:21:59,840 Speaker 1: think radio is going to be around forever. It's certainly 291 00:22:00,480 --> 00:22:06,080 Speaker 1: reaches tens upon tens of millions of people every day. 292 00:22:06,119 --> 00:22:10,320 Speaker 1: It's a medium where they utilized for figuring out what 293 00:22:10,400 --> 00:22:13,360 Speaker 1: the weather is, where the traffic is, what the news is, 294 00:22:13,359 --> 00:22:20,120 Speaker 1: where the music is. The difference between the digital vehicles 295 00:22:20,400 --> 00:22:27,600 Speaker 1: and radio is primarily the linear of radio versus the 296 00:22:27,760 --> 00:22:32,679 Speaker 1: demand nature of stream. We've got our host which are 297 00:22:32,760 --> 00:22:35,680 Speaker 1: really make us so different. They bond with the audience. 298 00:22:35,920 --> 00:22:38,800 Speaker 1: People trust them, and when they start telling you about 299 00:22:38,800 --> 00:22:41,400 Speaker 1: a new artist or a new song, or by the way, 300 00:22:41,440 --> 00:22:45,000 Speaker 1: a new song from an established artist, it creates the 301 00:22:45,080 --> 00:22:49,199 Speaker 1: conversation really and embeds that in the culture. You know, 302 00:22:49,280 --> 00:22:51,640 Speaker 1: we and our company are probably doing the same thing 303 00:22:51,680 --> 00:22:55,160 Speaker 1: you're doing, which is looking ahead. One of the areas 304 00:22:55,240 --> 00:22:59,879 Speaker 1: we're looking at is web three, blockchain, tokens, metaverse. You 305 00:23:00,000 --> 00:23:03,320 Speaker 1: you've been really active in this, Steve and sort of 306 00:23:03,359 --> 00:23:06,760 Speaker 1: a hallmark of viewers talk a little bit about next 307 00:23:06,800 --> 00:23:10,120 Speaker 1: step because we're not there yet, but you're already working 308 00:23:10,160 --> 00:23:14,200 Speaker 1: on what that's gonna be. If you think about the 309 00:23:14,280 --> 00:23:17,760 Speaker 1: Internet that went from just you know, Web one was 310 00:23:17,880 --> 00:23:24,679 Speaker 1: just simply kind of information and search. Web two was 311 00:23:24,800 --> 00:23:31,960 Speaker 1: really social platforms and interacting with one another. Web three 312 00:23:32,600 --> 00:23:41,240 Speaker 1: is kind of building these immersive communities online through gaining 313 00:23:41,680 --> 00:23:48,040 Speaker 1: live streaming, like literally building worlds where common communities grow up. Now, 314 00:23:48,200 --> 00:23:51,120 Speaker 1: I think Web two isn't going to go away. It'll 315 00:23:51,160 --> 00:23:55,560 Speaker 1: be with us for a long long time. Web three 316 00:23:55,920 --> 00:23:58,760 Speaker 1: it's gonna take I don't know, three or four or five, 317 00:23:58,920 --> 00:24:02,399 Speaker 1: ten years for to begin to really illuminate all the 318 00:24:02,480 --> 00:24:07,120 Speaker 1: possibilities that it holds. But they'll be able to coexist 319 00:24:07,440 --> 00:24:12,920 Speaker 1: as Web three grows and as Web two continues to mature. 320 00:24:14,040 --> 00:24:19,160 Speaker 1: What I do see is that there will be more 321 00:24:19,200 --> 00:24:25,520 Speaker 1: and more people spending more and more time in a 322 00:24:25,680 --> 00:24:30,440 Speaker 1: world where they have a hand in its creation. What 323 00:24:30,480 --> 00:24:35,120 Speaker 1: Web three will do, Bob, is allow people that are 324 00:24:35,160 --> 00:24:40,399 Speaker 1: now fans to become players. It will allow people to 325 00:24:40,720 --> 00:24:44,520 Speaker 1: be the person that they hope they would be or 326 00:24:44,680 --> 00:24:48,720 Speaker 1: want to be in a community that they have helped create, 327 00:24:49,800 --> 00:24:54,280 Speaker 1: in a world where they feel as if they are 328 00:24:54,480 --> 00:24:58,840 Speaker 1: part of it, and where that world makes them feel 329 00:24:59,280 --> 00:25:04,160 Speaker 1: that way. Is well, you can see in our world today, 330 00:25:04,400 --> 00:25:08,560 Speaker 1: people are gonna want to create and find better worlds. 331 00:25:09,440 --> 00:25:13,240 Speaker 1: Don't look at virtual worlds where they can live the 332 00:25:13,280 --> 00:25:17,320 Speaker 1: way they want to live. I think it holds an 333 00:25:17,440 --> 00:25:22,920 Speaker 1: enormous world of possibilities. People ought to regularly watch several movies. 334 00:25:23,080 --> 00:25:27,840 Speaker 1: One is The Terminator, where we're fighting the machines we created. 335 00:25:28,680 --> 00:25:31,919 Speaker 1: One is The Matrix, where we're just the batteries for 336 00:25:32,000 --> 00:25:35,679 Speaker 1: the stuff we've created, you know. And one is Wally, 337 00:25:37,119 --> 00:25:41,440 Speaker 1: where we just live in a virtual world. I think 338 00:25:41,520 --> 00:25:46,680 Speaker 1: of the three possibilities, I'm betting on Wally so little 339 00:25:46,720 --> 00:25:51,920 Speaker 1: more mundane. You bought Parlophone, you and lend it increased 340 00:25:51,920 --> 00:25:56,760 Speaker 1: your market share, but it really turbocharged your earnings as well. 341 00:25:57,280 --> 00:26:00,560 Speaker 1: At that moment, of course, the conventional wisdom while you overpaid, 342 00:26:00,600 --> 00:26:03,080 Speaker 1: Oh my god, what a stupid price. Today it seems 343 00:26:03,119 --> 00:26:06,200 Speaker 1: like a bargain. As an industry, are we going to 344 00:26:06,280 --> 00:26:09,520 Speaker 1: see more consolidation. Are the Indian is going to be 345 00:26:09,640 --> 00:26:13,000 Speaker 1: pulled into the major companies or is most of the 346 00:26:13,000 --> 00:26:16,959 Speaker 1: effort going to be on new technology like Web three. 347 00:26:17,400 --> 00:26:21,959 Speaker 1: I think that it'll be both. You know, what the 348 00:26:22,000 --> 00:26:29,040 Speaker 1: Internet has done is democratized access. But what you can't 349 00:26:29,119 --> 00:26:35,800 Speaker 1: democratize is talent. When you look at something approximating a 350 00:26:35,880 --> 00:26:45,400 Speaker 1: hundred thousand new tracks being uploaded to iHeart Digital or soundclouds, Spotify, Amazon, 351 00:26:45,640 --> 00:26:52,200 Speaker 1: Apple every day, it is almost impossible for an individual 352 00:26:52,880 --> 00:26:57,280 Speaker 1: artist to break through in the world of music. I 353 00:26:57,440 --> 00:27:02,400 Speaker 1: see music curators like my Heart, and I look at 354 00:27:02,760 --> 00:27:08,240 Speaker 1: companies like us that have a global footprint, skills that 355 00:27:08,320 --> 00:27:13,639 Speaker 1: go from Alpha to Omega, and the financial resources to 356 00:27:14,040 --> 00:27:20,040 Speaker 1: be able to help those with truly great talent maneuver 357 00:27:20,160 --> 00:27:24,240 Speaker 1: their way through those hundred thousand tracks a day, whether 358 00:27:24,280 --> 00:27:31,480 Speaker 1: it be Web two, traditional streaming, Web three, immersive Web four, 359 00:27:31,680 --> 00:27:35,159 Speaker 1: God knows what that's going to be. I see the 360 00:27:35,320 --> 00:27:42,119 Speaker 1: role of companies like Warner becoming more critical to the 361 00:27:42,200 --> 00:27:49,040 Speaker 1: success of songwriters and artists, and more critical to you know, 362 00:27:49,160 --> 00:27:54,199 Speaker 1: working with people like yourselves, Spotify, Apple and others in 363 00:27:54,280 --> 00:28:01,000 Speaker 1: the curation of really, really great music and wonderful artists. 364 00:28:01,400 --> 00:28:04,639 Speaker 1: So let's jump coming towards the end here. If you 365 00:28:04,680 --> 00:28:07,560 Speaker 1: could give your twenty one year old self some advice, 366 00:28:07,880 --> 00:28:10,720 Speaker 1: what would that advice be? I would have been more 367 00:28:10,840 --> 00:28:15,280 Speaker 1: open minded, and I would have told myself notwithstanding I 368 00:28:15,320 --> 00:28:19,720 Speaker 1: was convinced I knew everything and was right about everything 369 00:28:20,480 --> 00:28:23,639 Speaker 1: that I really didn't know much at all. More often 370 00:28:23,640 --> 00:28:26,639 Speaker 1: than not, I had no idea what I was talking about. 371 00:28:26,800 --> 00:28:30,560 Speaker 1: You sounded persuasive, though, Steve. Let's jump to your latest 372 00:28:30,600 --> 00:28:33,840 Speaker 1: news here. You announced you're going to step down next year. 373 00:28:34,200 --> 00:28:35,879 Speaker 1: I don't know if I should call a retirement or 374 00:28:35,960 --> 00:28:38,719 Speaker 1: you're gonna go do something else. You've been on an 375 00:28:38,720 --> 00:28:40,880 Speaker 1: incredible tear. I mean, this has been one of the 376 00:28:40,920 --> 00:28:45,080 Speaker 1: great success stories and media and entertainment. What made you 377 00:28:45,360 --> 00:28:48,680 Speaker 1: decide it was time to step down? You know? I 378 00:28:48,760 --> 00:28:52,560 Speaker 1: believe that after a certain amount of time in the 379 00:28:52,600 --> 00:28:58,280 Speaker 1: fish bowl, your view used to be more objective when 380 00:28:58,320 --> 00:29:04,560 Speaker 1: you're just first starting, can become more subjective over time. 381 00:29:05,680 --> 00:29:09,640 Speaker 1: What I believe is the right thing for Warner is 382 00:29:09,920 --> 00:29:14,840 Speaker 1: a fresh set of eyes, a not only understanding, but 383 00:29:14,920 --> 00:29:19,360 Speaker 1: an appreciation for Web two, for Web three, where the 384 00:29:19,400 --> 00:29:24,920 Speaker 1: company's got to go. Somebody that has the time and 385 00:29:24,960 --> 00:29:28,720 Speaker 1: the energy to chart the course over the next five 386 00:29:28,800 --> 00:29:32,080 Speaker 1: to ten years. I don't want to start something that 387 00:29:32,200 --> 00:29:35,120 Speaker 1: I know, in my heart of hearts, I'm never going 388 00:29:35,160 --> 00:29:38,400 Speaker 1: to be able to finish. I remember two thousand and 389 00:29:38,480 --> 00:29:43,240 Speaker 1: two I was agonizing about deciding I wanted to retire 390 00:29:43,960 --> 00:29:46,800 Speaker 1: but actually, the minute I did it and announced it, 391 00:29:47,400 --> 00:29:49,640 Speaker 1: I felt like the way of the world had come 392 00:29:49,640 --> 00:29:53,680 Speaker 1: off my shoulders. Have you felt once you announced this? 393 00:29:53,880 --> 00:29:56,400 Speaker 1: Did you feel anything different? Did it have an impact 394 00:29:56,440 --> 00:30:01,480 Speaker 1: for you? It kind of creates as sense of freedom. 395 00:30:01,520 --> 00:30:05,360 Speaker 1: I've got a fairly long glide path here, so it'll 396 00:30:05,400 --> 00:30:11,720 Speaker 1: give the board time to noodle through the right successor. 397 00:30:11,760 --> 00:30:16,280 Speaker 1: And the fact that it's out, it's public. You know, 398 00:30:16,400 --> 00:30:19,120 Speaker 1: it's not something rolling around in my head that I 399 00:30:19,200 --> 00:30:23,440 Speaker 1: haven't articulated. It feels great. So we're gonna wrap up, 400 00:30:23,880 --> 00:30:26,840 Speaker 1: and we always wrap up these episodes the same way. 401 00:30:26,920 --> 00:30:29,200 Speaker 1: It's a tribute to those folks that are great at 402 00:30:29,200 --> 00:30:31,840 Speaker 1: the analytics and see the world as math, and to 403 00:30:31,880 --> 00:30:34,840 Speaker 1: those people who just have those genius ideas that pop 404 00:30:34,840 --> 00:30:38,240 Speaker 1: in their heads math and magic. We'd like you to 405 00:30:38,320 --> 00:30:40,800 Speaker 1: add to the honor society some of the people you 406 00:30:40,880 --> 00:30:44,320 Speaker 1: think deserve it. So if you think about it, who 407 00:30:44,440 --> 00:30:48,800 Speaker 1: is the best math person you know in business? And 408 00:30:48,840 --> 00:30:53,680 Speaker 1: then who is the best magician? Well, I think the 409 00:30:53,720 --> 00:31:00,760 Speaker 1: best magician is George Lucas. He created worlds that people 410 00:31:00,840 --> 00:31:06,640 Speaker 1: never even dreamed of, and he spawned generations of people that, 411 00:31:07,360 --> 00:31:14,720 Speaker 1: through imagination and creativity created art that I just find 412 00:31:14,800 --> 00:31:21,800 Speaker 1: mind boggling. The greatest mathematician, his impact I think has 413 00:31:21,840 --> 00:31:26,880 Speaker 1: been beyond belief is Einstein. He, in much of the 414 00:31:26,960 --> 00:31:32,320 Speaker 1: way that Lucas did for other worlds, did the same 415 00:31:32,360 --> 00:31:35,520 Speaker 1: thing for math. I would like to believe that time 416 00:31:35,640 --> 00:31:38,520 Speaker 1: is a river, that one of these days you and 417 00:31:38,560 --> 00:31:42,160 Speaker 1: I will figure out how to backstroke in. Yes, we will. 418 00:31:42,680 --> 00:31:45,360 Speaker 1: David Eagleman, who was at him, who said that time 419 00:31:45,520 --> 00:31:48,520 Speaker 1: is probably a circle and it just stays in a loop. 420 00:31:48,760 --> 00:31:50,800 Speaker 1: I hope that's true, because we'll be coming around to 421 00:31:50,880 --> 00:31:58,040 Speaker 1: it again. Steve Cooper, great friend, king of transformations, extraordinary 422 00:31:58,120 --> 00:32:02,040 Speaker 1: visionary and leader. Thanks for being here today and enjoy 423 00:32:02,160 --> 00:32:07,480 Speaker 1: that retirement thing. Thank you, Bob. I appreciate it. There 424 00:32:07,480 --> 00:32:09,600 Speaker 1: are a few lessons I picked up in my conversation 425 00:32:09,680 --> 00:32:14,440 Speaker 1: with Steve. One, don't abandon your core competencies like an athlete, 426 00:32:14,560 --> 00:32:16,640 Speaker 1: just because you're good at one sport doesn't mean you'll 427 00:32:16,640 --> 00:32:23,120 Speaker 1: succeed at another. Two, Communication and collaboration, cooperation, coordination, as 428 00:32:23,120 --> 00:32:27,120 Speaker 1: Steve said, those portraits build a strong culture and encourage 429 00:32:27,160 --> 00:32:32,320 Speaker 1: creativity and teamwork. And three embraced technology like an avalanche. 430 00:32:32,520 --> 00:32:35,000 Speaker 1: You're not gonna win by fighting it. You must get 431 00:32:35,000 --> 00:32:39,600 Speaker 1: in front of it. I'm Bob Pittman. Thanks for listening. 432 00:32:41,280 --> 00:32:43,680 Speaker 1: That's it for today's episode. Thanks so much for listening 433 00:32:43,680 --> 00:32:46,040 Speaker 1: to Math and Magic, a production of High Heart Radio. 434 00:32:46,240 --> 00:32:48,640 Speaker 1: The show is hosted by Bob Pittman. Special thanks to 435 00:32:48,760 --> 00:32:51,400 Speaker 1: Susan Warden for booking and wrangling our wonderful talent, which 436 00:32:51,440 --> 00:32:54,160 Speaker 1: is no small fees, Marissa Brown for pulling research, our 437 00:32:54,280 --> 00:32:57,720 Speaker 1: editors Derek Clements, Mary Dow and Ryan Murdoch, our producer 438 00:32:57,800 --> 00:33:01,040 Speaker 1: Morgan Levoy, our executive producer, Nikki Tour and of course 439 00:33:01,200 --> 00:33:04,680 Speaker 1: Gayle Rahul, Eric Angel, Noel and everyone who helped bring 440 00:33:04,760 --> 00:33:08,440 Speaker 1: this show to your ears. Until next time, m