Interview with Steve Zuckerman - Industry Veteran & Visionary

By Sounni de Fontenay (more articles from this author) 2001-09-19

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With decades of experience in the music industry as an artist & journalist, Steve Zuckerman has been know as an industry player both behind the scenes and in the limelight. Most recently, he produced a trilogy of successful conferences know as the New York Music & Internet Expo. Now he is on to bigger & better things with a new organization, Global Entertainment Network, and a new event, The Global Entertainment and Media Summit. Read on as this veteran defines the music industry landscape as he sees it unfolding and prescribes an optimistic scenario for the independent community going forward.

[l - r] Eddie Kramer, Steve Zuckerman & Les Paul

[Sounni de Fontenay] Tell us about the Global Entertainment Network? What is it's mission and where is it headed?

Steve Zuckerman GEN started as a way of keeping the independent music and film industries connected. Because of globalization and consolidation within the entertainment industries, it has become much harder for independent labels and performing artists to get the exposure they need. Realizing that independent film companies generally do not have the budget to license music for their soundtracks from major labels, it was only natural to bring the two entities together - music and film. And it felt good to get back into journalism, something I missed tremendously. After several years of producing events and two Awards shows, I felt a need to get back into writing about music I love - new artists, artists who had something to say, and would be around for a long time. It's something I always loved doing. I actually started writing in 1977 for the Morris Daily Record in New Jersey, writing about artists that were pretty much never heard of - and who eventually broke out! Bands such as Meat Loaf, INXS, Saga, doing some PR for a then-unsigned band called Bon Jovi. So getting back to the Network, I brought in Paul Ewing who ran Warner Music in Asia - actually in Hong Kong. He's got a great track record, but more importantly, he's been a good friend for the past several years. 

[Sounni de Fontenay] Steve, your experience in the music industry goes back a few decades, with additional involvement in film in the nineties. How do you see the music industry shaping up, especially as it pertains to the Internet and artists?

Steve Zuckerman I still believe that the major labels have utilized all of their lawsuits as a smokescreen, with the acquiring the Internet companies that they didn't put out of business. Yes, there are some great people at the major labels who really understand the new media, however, I am not a fan of their contracts or their business methods. While they do have the marketing power and muscle to get the music into the stores, I would like to remain the optimist that the future for the independents is brighter than ever. An indie doesn't need to sell 1 and a 1/4 million records to "break even." And now with the labels being looked at by the FTC and the Justice Department, it is my belief that their karma is going to get them in the end. As for artists, they will need to secure the proper education about the industry from every aspect in order to seriously thrive. No more of the mentality where a band wants to be "artists and find a manager to do all of the work." At the early stages of a career, they have to do it themselves - now more than ever. And there are great managers out there who are seriously passionate about the artists and the music. You see, music is an emotional outlet that originates from some sort of spiritual encounter an artist has when releasing the idea for the song. And the industry at large has taken something beautiful and turned it into the next big thing - cookie cutter, paint by numbers - mentality. It is the mentality and philosophy of signing as many artists that sound like the biggest thing at the time that has hurt the industry. Without artist development, the labels are screwed. And artist development in the past has always helped the industry to thrive and maintain a back catalog which thrives as well.

[Sounni de Fontenay] On the first weekend of March 2002, you will be producing The Global Entertainment and Media Summit in New York City. Its focus seems to be on the convergence of media in a digital world... music, film, TV, multimedia. Won't this be too broad of a focus? Or are the issues faced by all these types of media very similar?

Steve Zuckerman The issues facing the film industry are the same as the music industry. People write music and people write motion pictures. They want to get them out to the public, period. We've brought in people such as Miles Copeland, who built an amazing independent label called I.R.S. Records, to keynote. He certainly knows how to make an independent label successful. And he's such an inspiration. And then one day, while thumbing through the Directors Guild's directory, I saw John Waters name and called his agent and faxed a request. Within a week, I was on the phone with a woman who committed John for the Summit. What remains constant with this show, as well as all of the shows I have produced over the past ten years, is several things: a commitment to creative control and expression; a commitment to providing the best entertainment and information event at the lowest price possible; and a commitment to serving the needs of the communities at large. People who create and release music can now meet with the film people. And the creators of motion pictures can meet with the music people. And then the alternative and independent media... that's were it gets even more exciting.

[Sounni de Fontenay] As the founder of the NY Music & Internet Expo, what are you bringing to the Summit?

Steve Zuckerman A lot of things. In producing the Expo, I am very proud of the accomplishments of the three shows we did. First of all, I'm a musician first. A journalist second. A photographer third. A producer fourth. So I've spent most of my life involved with every area of producing events, and it's nice to be in dialogue with other people within the industry who share similar ideas and knowledge. I believe one of the most important things I bring to the table is an ability to coordinate an important event by bringing the most appropriate people to the panels, keynotes and workshops, getting the word out on the streets in a grassroots fashion, and creating tremendous opportunities for everyone who is there - from the attendees of the shows, to the sponsors, media and exhibitors. And yes, the doors always open on time - a rarity at any event in New York City.

[Sounni de Fontenay] Along with the Internet/tech sectors as a whole, the conference circuit is not doing that well - a decrease in sponsors, conference cancellations... How has this state of the market affected you in your decisions concerning the Summit. How will you succeed where others have either failed or done sub-par?

Steve Zuckerman Well, I never liked doing shows that made it difficult for people to attend. Therefore, I've never promoted a show that was costly to get into, whether it be admission to the event, or exhibiting or sponsoring. I've never been a supporter of shows that cost a thousands dollars to go to, or sponsorships that are cost prohibitive. Also, I've liked to believe that I don't look at the content of a show in similar ways. Being a musician and published writer, and spending the past 24 years within the music industry has provided me with tremendous knowledge, the type of knowledge one cannot get in a book - it's from knocking on doors, sitting in meetings, hanging out in studios, listening to artists talk about their dreams, and seeing them become reality. And in regards to this show, we keep the costs down tremendously. It's not an expensive show to produce, I don't care about all the gloss and hype that others find attractive. For me, it's more about what it is than what it looks like. And the audience is still there. They just don't want to pay a huge admission price. That's why we're successful. 

[Sounni de Fontenay] You have always been able to get the stars and top industry players at your events. Who are some of the people planned for The Global Entertainment and Media Summit and why did you pick them (or they pick you)?

Steve Zuckerman Miles Copeland and John Waters were chosen by myself. A friend gave me Don Campbell's email address and I solicited a few hundred people with a press release and Don's office was very excited and called on me. For those who don't know much about him or his work, Don wrote "The Mozart Effect" (www.mozarteffect.com) and he has a lot of inspiration and information to provide to the world. I felt that this side of the industry needed to be explored as well. When he wanted to do the show, I was excited because of the spiritual and emotional reasons behind his appearance. As a musician, I've always understood the healing applications of music and have been a big fan of his work. In regards to the other people I will select - they have to have something to offer to the audience. No "cling on's," if you know what I mean. They have to be enlightening, informative, and inspire the audience. And we've got some very cool plans for the show, plus the Entertainment & Media Awards for Achievement being held on Saturday night...

[Sounni de Fontenay] With Viacom now controlling MTV, The Box and BET, there seems to be a lack of diversity of voices on TV when it comes to music videos. Can anything be done about this? Does the Internet play a part?

Steve Zuckerman I try not to watch much of these programs. I believe that media consolidation, whether it's CCE or Viacom or whomever, has led to the unfortunate situation where major media cares little about the audience's needs and instead caters to the needs of their advertisers. We're bringing in some alternative media, people like Danny Schechter of MediaChannel.org / GlobalVision who produced for shows such as 20/20. People who are committed to quality in programming first. The Internet will play a part when broadband is a household word.

[Sounni de Fontenay] You founded NY Music & Internet Expo, along with NewMediaMusic.com, and sold them both to Siti-Sites - also joining the company. Now you are back on your own starting new ventures. What happened at Siti-Sites? Did you feel that it was a worthwhile experience?

Steve Zuckerman I was there for a year and a half. We parted ways due to creative differences. What else is new in this world. I would like to believe that I create and implement things based on sheer belief and gut feeling. I got very bored sitting around conference tables and going into marketing meetings to discuss the future. I'd much rather come up with the idea, think it through, and implement it on my own. I'm not the type of person who goes into conference rooms for meetings. I wish them luck.

[Sounni de Fontenay] Do you view yourself as an optimist or pessimist when it comes to the music industry?

Steve Zuckerman I view myself as someone who promotes hope for the independent artist and independent industry. My work has always been about vision and creative control of it. So, I would believe I am an optimist. I don't look at the labels actions. Instead, I look at the actions of the creators of entertainment and those who support it by buying it, listening to it, and attending performances. And yes, I believe that Clear Channel/SFX is a monopoly which has hurt the industry in many ways. An 18 year old who wants to take his 17 year old girlfriend to see a concert simply does not have the $200 it costs to attend, park a car, buy the tickets and a t-shirt and support other bands. And this has been caused by the greed of Wall Street and the greed of corporations who care little about quality of entertainment. Music and film is part of culture. It should not be stifled or held back. Nor should it be priced as a luxury.

[Sounni de Fontenay] Give us a portrait of the state of the industry today?

Steve Zuckerman It is a state of confusion for the majors, and, the optimist in me sees the opportunity for the independents is bigger now than ever. It's a great time to be creative, and it's a great time for the independents to create new ways of promoting their music and films. I'm very excited about being in the middle of it!

www.globalentertainmentnetwork.com
www.globalentertainmentnetwork.com/summit.htm

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