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專欄 - 財(cái)富書(shū)簽

搖滾圈的商業(yè)智慧

Richard McGill Murphy 2012年12月27日

《財(cái)富》書(shū)簽(Weekly Read)專欄專門刊載《財(cái)富》雜志(Fortune)編輯團(tuán)隊(duì)的書(shū)評(píng),解讀商界及其他領(lǐng)域的新書(shū)。我們每周都會(huì)選登一篇新的評(píng)論。
娛樂(lè)界資深經(jīng)紀(jì)人戴維·費(fèi)雪弗深諳生意經(jīng)。他在自己的新書(shū)《生意場(chǎng)搖滾》中介紹了來(lái)自于搖滾世界的寶貴商業(yè)經(jīng)驗(yàn),包括如何形成商業(yè)點(diǎn)子,克服恐懼,談判等等。

????走進(jìn)極富傳奇色彩的紐約洋基隊(duì)(Yankees)老板喬治·史坦布倫納的辦公室,說(shuō)服他為你代理的球員支付超過(guò)100萬(wàn)美元,絕對(duì)需要相當(dāng)?shù)哪懽R(shí),特別是如果你只有22歲時(shí)。當(dāng)時(shí)作為一名年輕的體育經(jīng)紀(jì)人,戴維·費(fèi)雪弗就是這樣為外場(chǎng)手羅·皮尼拉談下了合同。作為一位音樂(lè)會(huì)推廣人,他曾經(jīng)請(qǐng)回已隱退的猴子樂(lè)隊(duì)(Monkees)進(jìn)行了一場(chǎng)超級(jí)成功的全球巡演,也曾說(shuō)服林戈·斯塔爾與他的全明星樂(lè)隊(duì)展開(kāi)巡演。

????如今,讓費(fèi)雪弗最出名的是他創(chuàng)立的搖滾樂(lè)夢(mèng)幻營(yíng)(Rock 'n' Roll Fantasy Camp):有志向的搖滾樂(lè)迷甘愿支付數(shù)千美元進(jìn)入夢(mèng)幻營(yíng),與同好濟(jì)濟(jì)一堂,還可以得到羅杰·道雷、史蒂芬·泰勒和斯萊什等“營(yíng)隊(duì)輔導(dǎo)員”的指導(dǎo)。在與邁克爾·列文共同撰寫的新書(shū)《生意場(chǎng)搖滾》(Rock Your Business)中,費(fèi)雪弗將他在娛樂(lè)業(yè)的五十年經(jīng)歷娓娓道來(lái),深信搖滾明星們?cè)谌〉蒙虡I(yè)成功和過(guò)上幸福美滿生活方面有很多心得,值得我們學(xué)習(xí)。

????遺憾的是,這本書(shū)沒(méi)有討論轉(zhuǎn)瞬即逝的特麗瓏(Trinitron)、限制級(jí)內(nèi)幕或藥品級(jí)茶點(diǎn)。在費(fèi)雪弗的講述中,搖滾明星是和你一樣的商人,只會(huì)比你更出色。他寫道:“搖滾行業(yè)為其他行業(yè)提供了一些寶貴的商業(yè)經(jīng)驗(yàn)——比如,協(xié)同工作,推廣,制造熱點(diǎn)或激發(fā)熱情,然后是銷售?!?/p>

????費(fèi)雪弗用14個(gè)章節(jié)闡述了自己的真知灼見(jiàn),每章都圍繞商業(yè)和個(gè)人發(fā)展的一個(gè)領(lǐng)域。他給出了很多合理建議,包括如何形成商業(yè)點(diǎn)子,克服恐懼,談判,構(gòu)思完美說(shuō)辭,如何應(yīng)對(duì)剽竊你創(chuàng)意的競(jìng)爭(zhēng)對(duì)手(無(wú)需棒球棍或西西里島幫手),出售企業(yè)以及其他更多豐富的內(nèi)容。

????費(fèi)雪弗在書(shū)中談到了這些年來(lái)他遇到過(guò)的很多膽大妄為者,但他依然是這本書(shū)毫無(wú)疑問(wèn)的主角。這位天生的娛樂(lè)經(jīng)理人充滿熱情地記述了他當(dāng)初為一場(chǎng)從無(wú)到有的《辣身舞》(Dirty Dancing)現(xiàn)場(chǎng)演出造勢(shì)的經(jīng)歷,從邀請(qǐng)記者們到紐約市觀看一場(chǎng)假彩排,到最終招募了舞蹈演員和舞蹈設(shè)計(jì),使勁渾身解數(shù)。這種方法奏效了:投資者紛至沓來(lái),愿意提供制作資金,《辣身舞》演出很快升級(jí)為一場(chǎng)成功的全球巡演,先后到過(guò)20個(gè)國(guó)家。費(fèi)雪弗寫道:“從A點(diǎn)到B點(diǎn)我們需要做的就是造勢(shì)——憑借一點(diǎn)小聰明,我們從無(wú)到有創(chuàng)造了這一點(diǎn)?!?/p>

????It took chutzpah to walk into the office of legendary New York Yankees owner George Steinbrenner and talk him into paying your client more than a million dollars, particularly if you were only 22 years old at the time. As a young sports agent, David Fishof did just that for outfielder Lou Piniella. As a concert promoter, he brought the Monkees out of retirement for a wildly successful world tour, and he convinced Ringo Starr to hit the road with his All-Starr Band.

????Nowadays Fishof is best known as the founder of Rock 'n' Roll Fantasy Camp, a musical retreat where aspiring rockers pay thousands of dollars to jam with their peers under the kindly tutelage of "camp counselors" like Roger Daltrey, Steven Tyler, and Slash. In?Rock Your Business, written with Michael Levin, the irrepressible Fishof spins yarns from his five decades in the entertainment industry, and argues that rock stars have much to teach us about succeeding in business and leading full, happy lives.

????Sadly, it's not about flying Trinitrons, X-rated fish tricks and pharmaceutical-grade refreshments. In Fishof's telling, rock stars are businesspeople just like you, only better. He writes: "The rock and roll industry offers some invaluable business lessons to those in other industries -- such as working collaboratively, promoting, creating a buzz or sense of excitement, and selling."

????Fishof develops this insight through 14 garrulous chapters, each one devoted to an aspect of business and personal development. He delivers sound advice about developing business ideas, overcoming fear, negotiating, crafting the perfect pitch, dealing with competitors who steal your ideas (no baseball bats or Sicilian associates required), selling your business and much more.

????Although Fishof dishes plenty about the boldface legions with whom he's worked over the years, he has no trouble holding center stage in this book. A born showman, he writes with gusto about building hype for a?Dirty Dancinglive show that didn't yet exist by inviting reporters to a fake rehearsal in New York City, complete with hired dancers and choreographers. The trick works: Investors flock to fund the production, and the?Dirty Dancing?show rapidly morphs into a world tour that kills in 20 countries. "All we needed to get from point A to point B was the hype -- and we created that from scratch through a little ingenuity," Fishof writes.

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