Jerry Only Quotes

Coming from the music business and seeing the transition from artists to fans, fans to consumers, it's really about understanding the psychology of why people want to associate with your brand.

It's harder and harder to sell records now. You've got to give extra value. You've got to give people a reason to go out and buy it rather than burn a friend's copy.

You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.

After coming from a major label, I realized the entire business has been decimated, and you can't look to labels to try to figure it out because they don't even use the technology, and they're oblivious to how people consume music these days.

We have a very loyal fan base, the kind tat buys the record the day it comes out, sees every show, and that's fantastic, but what about the people who would never hear about our band?

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

You don't sell as many records as you used to because of illegal downloads, but I think there are other ways you can make money through your music. Whether it's through merchandise or teaming up with other companies or brands or whatever, there are ways.

Starbucks has changed the rules of engagement for the music industry.

I think it's ridiculous to try to sell records to teenagers, because teenagers don't buy my records. And there ain't that many teenagers out there in the marketplace.

Everything is designed to help you sell out.

I can still make a living with touring. And maybe you buy a t-shirt. And I would rather 10 million people get my record and listen to it for free than 500,000 that I coerced to pay $15 for it, you know?

A good advertisement is one which sells the product without drawing attention to itself.

The CD, it should be noted, was born out of greed. It was devised to prop up record sales on the expectation of people replenishing their record collections with CDs of albums they had already purchased.

The music industry used to be able to control a single dance on the very smallest level of when people are supposed to hear it, and when they're supposed to start liking it, and when they're supposed to start buying it. And that's trashed, you know, that big machine that takes control and works albums for a long period.

Jay-Z, he knows precisely who he's going for - 14-year-old white suburban girls.

Today's consumer is less interested in possessing things and more in experiencing them. That's something the music industry needs to get its head around. Do we even need record companies any more?

Advertising generally works to reinforce consumer trends rather than to initiate them.

You can talk about reality TV if you want to, but guess what - it was a big commercial for Kym Whitley.

Advertising creates and changes this foundation of all popular action, public sentiment, or public opinion. It is the most potent influence in adopting and changing the habits and modes of life, affecting what we eat, what we wear, and the work and play of the whole Nation. Formerly it was an axiom that competition was the life of trade. Under the methods of the present day it would seem to be more appropriate to say that advertising is the life of trade.

I grew up in an era where the record companies just sold records to everybody, and the whole family bought songs. Today, record companies are failing because they are putting their accent just on the young, and I think that's rather silly.

Brand loyalty starts in the cradle and ends in the grave, as I wrote in my first book, 'Branded: The Buying and Selling of Teenagers.'

I understand the concept of advertising. It makes sense. Companies want to reach customers with information about their products. It's a completely legitimate and valuable notion.

Whether you're selling soft drinks, snack foods or a sport, all good marketers know it is important for every single person to want to buy their product.

The way consumers interact with music is different now. It's not an albums business anymore; it's a singles business again, and the industry has gone through that before.

I knew people would see 'PKP.' Although the packaging was weak, the product was good.