Stuart Rubin
With a 30 year history in the global music industry as a top executive starting in New Zealand, then Australia, then the Asia/Pacific Region and through to New York in the international headquarters of the world's largest music conglomerate, Stuart Rubin has been a leader in marketing music, video and new technologies as the music industry has evolved from vinyl to CD to downloads.
Starting in 1976 with major record label Polygram in his home country of New Zealand, he quickly rose from National Sales Manager to Marketing Manager to Managing Director for his last two years there before moving across the Tasman in 1992 to Australia. While at Polygram, he drove the company to a 33% market share among six majors, pioneered the Number One TV marketed hits compilation 'Solid Gold Hits' and signed top local artists and overseas labels to the company.
From January 1983 to March 1988, he was Vice President of Marketing for the Publishing and Broadcasting Video giant in Sydney which was an innovator in the film and emerging music video markets. He launched PBL's video division with MGM, Embassy Pictures, Muppet Home Video and created an Australian movies imprint with a deal from the South Australian Film Corporation.
But his heart was still in music and his marketing talents attracted BMG Records in Australia to poach him and install him as Marketing Director and Director for Artists Development (Domestic & International). Here he launched Australia's top selling artist John Farnham as well as overseeing the campaigns of Guns & Roses, Cher, Nirvana, Kenny G, Aerosmith and many leading domestic artists to the peak of the charts. He was promoted to Managing Director in 1995.
His achievements were recognised by the Bertelsmann company and he was appointed to be Vice President International Marketing for the Asia/Pacific Region from November 1993 to March 1999 based in Hong Kong. Here he spearheaded the company's moves into the Chinese market, juggled the marketing of both local repertoire and Western labels in more than 14 Asian countries and established new paths to cross-marketing in those culturally diverse territories. He set up co-operative cross-company hit compilations on Pan Asia TV with two other multinationals.
He then took the opportunity to go back to his homeland for a two-year stint as Managing Director of BMG Entertainment New Zealand and reshape that company before being plucked away again for global duties. In July 2001, he was summoned to New York to become Senior Vice President International for BMG Entertainment. Here he drove the careers of Pink, Christina Aguilera, Dave Matthews, Dido, Puff Daddy, Foo Fighters and many others on the global market and was promoted in January 2003 to Senior Vice President International--International Commercial Marketing Group where he served until April 2004 building up the world roster of BMG artists and labels.
When BMG merged with Sony in May 2004, he was retained and made Senior Vice President International--Commercial Marketing Group for Sony/BMG Music Entertainment where he established the international priority system and the global strategic marketing systems for SBME.
Having reached the peak of his corporate career at the top end of the largest record company in the world, he decided to return to AustralAsia in May 2006 for his family and also to branch out into other parallel media in this end of the world. Following a six month decompression sailing and building a house in Sydney, he's been working with a variety of companies in a consulting role. Stuart is currently working as an independent consultant to various entertainment companies in Australia ,in addition to teaching International Management(Master of Arts Management degree) at the Australian Institute of Music and Artist Development and Marketing(Music Business Diploma Course at TAFE Sydney(Technical and Further Education College).
MUSIC EXCHANGE Q&A
The benefits that may be gained by attending Music Exchange.
QUESTIONS:
1) Which internationally acclaimed bands have you worked with?
Dire Straits, Neil Diamond, Annie Lennox and eurythmics, Kiss, Santana, Christina Aguilera, TLC, Whitney Houston, Nirvana, Teenage fan Club, Take That, Westlife, Kenny G,Y anni, Dave Mathews, Toni Braxton, P Diddy, Snap, Dido, Sarah McLachlan, Roxy Music, Pink, Foo Fighters, John Denver ....... every major band/artist with Polygram from 1975-82 and BMG/Sony/BMG from ..1988-2006 including artists with Geffen and MCA.
2) In what capacity did you work with these bands?
As head of marketing/Managing director in NZ and Australia for Polygram/BMG and then as BMG VP Marketing Asia Pacific (7 years) and BMG/SONY BMG SVP International (5 years)
3) Regarding your work in the music industry, what is the biggest mistake you have ever made and what did you learn from it?
It is impossible not to make mistakes...you are working in a qualitative business.......you are dealing with people first and foremost and having the ability to be honest with your artists and their managers and work together is the most important thing I learned.
4) Of which achievement are you most proud?
Selling 1,000,000+ units of Yanni in Asia Pacific,1.5 million units of TLC in Japan,10,000,0000 units of Elvis Presley's No 1's album worldwide excl the USA.breaking Westlife in Asia Pacific before they were a hit anywhere else outside of the UK.
5) In a nutshell, what are the primary requirements needed by a young band who want to enjoy a successful music career?
Courage, balanced ambition, creativity, perseverance in a very competitive world.
6) Who is your favorite SA band at the moment and why?
I am not that familiar with SA current bands but in principle the talent pool of the rainbow nation is very exciting and must have potential.
7) In your opinion, what is the significance of something like Music Exchange to the South African music industry?
The exchange of ideas and the opening up of opportunities and contacts to any persons that are interested in pursuing a role in the music industry as a career whether they be musicians,managers,marketers or any associated businesses.
8) Overall, what needs to happen to the South African music industry in order for it to make more inroads into the international market?
There is not any one answer. They key to International in my opinion is to leverage contacts in appropriate markets and work the act with local support. The act must be prepared to do the ground work at the bottom level in an overseas market to build a following.
9) Which specific area of the music industry will you be discussing at Music Exchange and what benefits do you expect to be gained by your audience?
I have been asked to do a keynote speech and chose 'Its all about the Music"..........the world of music is a complete mass of facts,figures,a fair bit of doom and gloom from a financial sense and all the experts have yet to find any one answer. My role is to try and give the attendees an overview of the business and some food for thought and reason to be positive.