Synopses & Reviews
"I'm not a businessman-I'm a business, man."
--Jay-Z
Some people think Jay-Z is just another rapper. Others see him as just another celebrity/mega-star. The reality is, no matter what you think Jay-Z is, he first and foremost a business. And as much as Martha Stewart or Oprah, he has turned himself into a lifestyle.
You can wake up to the local radio station playing Jay-Z's latest hit, spritz yourself with his 9IX cologne, slip on a pair of his Rocawear jeans, lace up your Reebok S. Carter sneakers, catch a Nets basketball game in the afternoon, and grab dinner at The Spotted Pig before heading to an evening performance of the Jay-Z-backed Broadway musical Fela! and a nightcap at his 40/40 Club. He'll profit at every turn of your day.
But despite Jay-Z's success, there are still many Americans whose impressions of him are foggy, outdated, or downright incorrect. Surprisingly to many, he honed his business philosophy not at a fancy B school, but on the streets of Brooklyn, New York and beyond as a drug dealer in the 1980s.
Empire State of Mind tells the story behind Jay-Z's rise to the top as told by the people who lived it with him- from classmates at Brooklyn's George Westinghouse High School; to the childhood friend who got him into the drug trade; to the DJ who convinced him to stop dealing and focus on music. This book explains just how Jay-Z propelled himself from the bleak streets of Brooklyn to the heights of the business world.
Zack O'Malley Greenburg draws on his one-on-one interviews with hip-hop luminaries such as DJ Clark Kent, Questlove of The Roots, Damon Dash, Fred "Fab 5 Freddy" Brathwaite, MC Serch; NBA stars Jamal Crawford and Sebastian Telfair; and recording industry executives including Craig Kallman, CEO of Atlantic Records.
He also includes new information on Jay-Z's various business dealings, such as:
* The feature movie about Jay-Z and his first basketball team that was filmed by Fab 5 Freddy in 2003 but never released.
* The Jay-Z branded Jeep that was scrapped just before going into production.
* The real story behind his association with Armand de Brignac champagne.
* The financial ramifications of his marriage to Beyonce.
Jay-Z's tale is compelling not just because of his celebrity, but because it embodies the rags-to-riches American dream and is a model for any entrepreneur looking to build a commercial empire.
Review
"A thought-provoking, well-executed look at one of the biggest music sensations of this generation."
—Publishers Weekly
“The juxtaposition of Lady Gagas outré antics with Jackies useful, detailed, and actionable insights make for a breakthrough. This is a business book for fans and nonfans alike—for anyone who wants to build something and make a difference.”
—SETH GODIN, author of The Icarus Deception
“Outstanding! Jackie Huba incisively outlines how Lady Gaga cares for and nurtures the ‘monsters, her most ardent and loyal fans, and shows how any brand can use her principles as a guide to developing their own long-term advocates.”
—DAVID WITT, director, global digital marketing and brand PR, The Hershey Company
“Chances are you wont put on a meat dress after reading this but you will be inspired to create your own loyal following of little monsters. Lady Gagas marketing genius has always inspired me, but thanks to Jackie Huba, I now understand how to apply her lessons to my brand.”
—ERIC RYAN, cofounder of Method and coauthor of The Method Method
“Marketers may wonder what their soap, car, or computer has to do with a celebrated pop star. The answer is everything. Jackie Huba spells out the lessons from Lady Gaga we ought to be applying today in order to build advocacy for our own brands.”
—JOHN BELL, global managing director, Social@Ogilvy
“Huba artfully mixes some of the biggest trends in marketing with the lessons that Lady Gaga has embodied throughout her meteoric rise. The result is a monster of a book that will teach marketers in every field how to build legions of devoted followers.”
—STEVE RUBEL, EVP/global insights and strategy, Edelman
“Jackie Huba has played a monster role in orienting so many of us to the critical concepts of evangelism and fan passion. This book brings it all to the surface with—dare I say—Gaga impact and intensity.”
—PETE BLACKSHAW, global head of digital and social media, Nestle, and author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3000
Review
“The juxtaposition of Lady Gagas outré antics with Jackies useful, detailed, and actionable insights make for a breakthrough. This is a business book for fans and nonfans alike—for anyone who wants to build something and make a difference.”
—SETH GODIN, author of The Icarus Deception
“Outstanding! Jackie Huba incisively outlines how Lady Gaga cares for and nurtures the ‘monsters, her most ardent and loyal fans, and shows how any brand can use her principles as a guide to developing their own long-term advocates.”
—DAVID WITT, director, global digital marketing and brand PR, The Hershey Company
“Chances are you wont put on a meat dress after reading this but you will be inspired to create your own loyal following of little monsters. Lady Gagas marketing genius has always inspired me, but thanks to Jackie Huba, I now understand how to apply her lessons to my brand.”
—ERIC RYAN, cofounder of Method and coauthor of The Method Method
“Marketers may wonder what their soap, car, or computer has to do with a celebrated pop star. The answer is everything. Jackie Huba spells out the lessons from Lady Gaga we ought to be applying today in order to build advocacy for our own brands.”
—JOHN BELL, global managing director, Social@Ogilvy
“Huba artfully mixes some of the biggest trends in marketing with the lessons that Lady Gaga has embodied throughout her meteoric rise. The result is a monster of a book that will teach marketers in every field how to build legions of devoted followers.”
—STEVE RUBEL, EVP/global insights and strategy, Edelman
“Jackie Huba has played a monster role in orienting so many of us to the critical concepts of evangelism and fan passion. This book brings it all to the surface with—dare I say—Gaga impact and intensity.”
—PETE BLACKSHAW, global head of digital and social media, Nestle, and author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3000
Review
“Jay-Z’s rise to fame has as many lessons for would-be moguls as for budding rappers … All these lessons are clear from
Empire State of Mind: How Jay-Z Went From Street Corner to Corner Office, by Zack O’Malley Greenburg (Portfolio, $25.95), one of the year’s best rock books.”
–Bloomberg News
“Well told … the heart of Empire State of Mind is its depiction, helped by some good shoe-leather reporting, of the commercial deals that have enabled Jay-Z to profit from exploiting his prestige and personality.”
–The Financial Times
“In his debut book, Greenburg hits the mark. Empire State of Mind is an easy read that packs an informative, motivational punch for anyone who is trying to improve their situation, land a job, or advance their career.” - AOL/Huffington Post
“Zack O’Malley Greenburg has become one of the rare reporters to bring dignified coverage of the hip-hop business into the mainstream. Empire State of Mind is a pure product of Greenburg’s care and insight, an exploration of hip-hop’s most enigmatic mogul, Jay-Z.”
–Dan Charnas, author of The Big Payback: The History of the Business of Hip-Hop
“Empire State Of Mind follows the money and key pieces of the Jay-Z puzzle in this insightful, savvy read…this book is like a GPS leading us through the modern urban reality of how Jay-Z’s empire was built.”
–Fred “Fab 5 Freddy” Brathwaite, hip-hop artist and pioneer
“Lively and often surprising, Empire State Of Mind analyzes one of the greatest assets of the hip-hop generation: the business mind of Jay-Z. In capturing Jay-Z’s refuse to lose mentality, Zack O’Malley Greenburg tells an important, instructive American story of our time.”
–Jeff Chang, author of Can’t Stop Won’t Stop: A History of the Hip-Hop Generation
“Business savvy is really what sets Jay-Z apart, and that’s the subject of Zack O’Malley Greenburg’s enlightening, engaging, and excellent new book … Greenburg zeroes in on Jay-Z’s ability to hustle in the studio and in the boardroom, creating a fascinating look at the businessman behind the man. In addition, he writes with a rapid-fire prose that makes Empire State of Mind flow like an novel or film.”
–ArtistDirect
“Every person with an iota of entrepreneurial inclination should read Empire State of Mind … [Greenburg's] understanding of hip-hop and his familiarity with the world of high finance make him uniquely suited to pen such a smart, informative and entertaining work. Excellence!”
–Hip-Hop Weekly
“Before Diddy and his missing Mercedes-Benz S-Class, before Eminem and his imported-from-Detroit Chrysler 200, even before Funkmaster Flex and his special-edition Ford Expedition, there was the Jay-Z Jeep Commander. You would be forgiven, however, for not remembering the commercials … the Jay-Z Jeep never rolled deep. Mr. Greenburg dissects how the collaboration went awry.” –The New York Times
“Greenburg writes of Jay-Z’s rocky beginnings in the Brooklyn projects and his detour into street-corner dealing, but mainly focuses on Jay-Z the mogul, whose reach extends beyond music to the NBA, apparel, restaurants, endorsements and Broadway. Check it out.”
–USA Today
“O’Malley Greenburg is easily the world’s foremost authority on the subject of the finance of hip-hop … Acting often as investigative reporter, he travels thousands of miles to hunt down insider information on Jay’s various ventures, from the Jay-Z Jeep that never came to be, to the hush-hush details of the rapper’s partnership with champagne Armand de Brignac … Greenburg does a great job of unpacking the rapper’s business mentality, and the steps he’s taken to earn his half-billion.”
–Crawdaddy
“The biography by journalist Zack O’Malley Greenburg, out this month, provides a colorful reminder of the rapper’s dark roots.”
–New York Post
“After reading Greenburg’s book, I have to admit I understand why [Jay-Z] makes a superb guide for your career, even if you are looking to be an investment banker or grocery store manager instead of a hip hop legend.”
–Anthony Balderrama, CNN.com
“[Empire State of Mind] has some interesting sources and revelations that may shock even the biggest super-fan.”
–HipHopDX
“The new biography of the rap mogul lavishes praise on Jay-Z but also depicts a businessman with Antarctica for a heart.” –Bloomberg BusinessWeek
“Empire State of Mind tells the story of rapper Jay-Z (aka Shawn Carter) and his rise from drug slinger to tape slinger and, later, to corporation runner.”
–NPR
“Zack O’Malley Greenburg’s book take us comfortably through the story of Jay-Z’s background, hard start, challenges, opportunities, talents, success, and choices. This is an easy and comfortable read.”
–New York Journal of Books
“If Jay-Z’s collective body of work was ‘Food For Thought’ … Greenburg does this dishes in his literary debut. Greenburg uses his extensive resources (perhaps garnered as the crafter of the famous “Forbes Hip-Hop Cash Kings” list) to unravel the business acumen Jay-Z has used to catapult himself to financial prosperity.”
–Mog.com
“To learn more about how Jay-Z changed many people’s taste in Champagne and so many other things, be sure to check out Empire State of Mind … Until now, all those interested begrudgingly had to buy into the story spun by Jay-Z’s camp that Armand de Brignac was just a bubbly that HOVA discovered in a New York wine shop.”
–Bottlenotes
“[Empire State of Mind] … fill(s) in many of the blanks surrounding the rapper’s business dealings, pulling from interviews with some of Hov’s colleagues and business partners willing to dish the dirt on how he rose to fame and fortune.”
–The Boombox
“A fascinating, unauthorized story, which decodes the Jay-Z myth as much as it reinforces it.”
–ABCDrDurson
Synopsis
Famous for her avant-garde outfits, over-the-top performances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans. She's one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her Little Monsters - passionate fans who look to her not just for music but also for joy, inspiration, and a sense of community.
Synopsis
An acclaimed marketing expert pinpoints the loyalty strategies behind Lady Gagas unique path to success. It's not just crazy outfits, over-the-top performances, and catchy tunes that have made Lady Gaga one of the most successful pop stars of all time. Marketers have also been awed by her unconventional customer loyalty strategy.
With 31 million Twitter followers and 53 million Facebook fans, she blows away her peers on social media. She has methodically built a grassroots base of what she calls her Little Monsters”passionate fans who look to her not just for music but also for joy and inspiration.
Now marketing expert Jackie Huba unpacks the method behind Lady Gagas success and isolates the seven strategies businesses can learn from her. They include:
- Focus on your 'one percenters.' Gaga spends most of her effort on just 1% of her audience, the highly-engaged superfans who drive word of mouth.
- Lead with values. Gaga is consistent in her message of being yourself and loving others for who they are. That display of values creates a deep emotional connection.
- Give them something to talk about. Whether by wearing a meat dress or 'dying' in a pool of blood onstage, she knows what will get people talking.
Synopsis
WE IDENTIFY WITH EACH OTHER. I SEE MYSELF IN MY FANS AND MY FANS SEE THEMSELVES IN ME. I CALL THEM LITTLE MONSTERS BECAUSE THEY ARE MY INSPIRATION.” LADY GAGA
Famous for her avant-garde outfits, over-the-top performances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans.
Shes one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her Little Monsters”passionate fans who look to her not just for music but also for joy, inspiration, and a sense of community.
In Monster Loyalty marketing expert Jackie Huba explores Gagas biography and fan philosophy and isolates the seven lessons any business can learn from her. For instance
- Focus on your One Percenters: Lady Gaga is investing today in the audience she hopes to have twenty-five years from now. She spends most of her efforts on just 1 percent of her base, the highly engaged superfans who spread her message.
- Lead with values: Gaga stands out not just for her music but also for her message that its okay to be yourself and to love others for who they are. When you connect with customers beyond just providing a product or service, you create a lasting bond.
- Give them something to talk about: Whether shes wearing a meat dress or delivering jaw-dropping performances, Lady Gaga knows what will get people talking. Making your business word-of-mouth-worthy cuts down on advertising costs and spreads buzz faster than anything else.
Love her or hate her, you cant ignore Lady Gaga. And while not all businesses want to stand out the way she does, any business can win big by creating monster loyalty.
About the Author
Jackie Huba is the coauthor of two acclaimed books,
Creating Customer Evangelists and Citizen Marketers. As an expert in marketing and social media, she is a sought-after keynote speaker, and she is coauthor of the
Church of the Customer blog, one of the most popular business blogs. Her work has been featured in the
Wall Street Journal, the
New York Times, BusinessWeek, and
Advertising Age. She lives in Austin, Texas.
Visist www.JackieHuba.com