In the category ‘An opinion on’ I generally concentrate on articles from specialised and daily press focussing on topics like PR, marketing, and journalism. Usually they deal with everyday subjects like the use of social media tools in companies or the ‘Death of Journalism’. But interesting topics can be found away from the newspaper rack as well. For the time being we will leave Oeckl’s theories on PR in the (virtual) bookcase and pull out some more exciting reading material as we hope. ‘Bumping into Geniuses’ is the name of the autobiography of PR and music manager Danny Goldberg. To be done with the necessary name-dropping right away: among his clients were the 70ies rock icons Led Zeppelin as well as KISS and Nirvana. An interesting glimpse behind the scenes of music business can be taken for granted.

A degree of the Ivy League, excellent contacts, and a certain audacity – all this was not necessary for Danny Goldberg to rise from a music journalist to one of the worldwide most influential record company owners. On the contrary – it was nothing but coincidence that the high school graduate and music fan came across the job ad of the back then unknown Billboard Magazine (yes, it was this magazine that later lent its name to the benchmark billboard charts). Even though Goldberg originally considered the job offer as a transitional solution, it was to become his true vocation and made the young journalist one of the correspondents at the legendary Woodstock festival and later on the PR manager of the rock band Led Zeppelin. Between the lines of anecdotes about the pioneering days of rock music, readers will soon find evidence that the music gods on the stage are anything but supernatural but rather guided by human impulses like envy and ego, too. The deconstruction of the rock star myth – it has to be admitted, though, that their charisma gave Plant, Simmons, and Cobain a certain supernatural aura. Whether the ‘true’ rock star exists or not: Goldberg’s autobiography does not leave any doubt about the fact that public relations may help to spread an image, but it does not create one.

Another interesting fact is that even PR experts working for true celebrities struggle with the daily problems of a freelancer. After having quit his job with Billboard, Goldberg had to learn that, when working independently, there may be drought periods, too, which have to be mastered and that solutions have to be found to be able to keep loyal employees during financial straits. All the time Goldberg kept looking for his genius which would bring him resounding success. According to Ahmet Ertegun, Goldberg’s mentor and founder of Atlantic Records, ‘the way to get rich is to keep walking around until you bump into a genius.’ Passionate cineastes will be familiar with the charismatic producer with Turkish roots from the Oscar-winning epic music biography ‘RAY!’. Ertegun – a congenial, balding music fans in the movie – signed the soul legend Ray Charles and is present in the book when Goldberg relates his experiences with Led Zeppelin, too. On his journey through the music industry Goldberg founded small agencies, helped aging stars to win a Grammy by means of clever PR, and supported non-profit organisations such as the US-American anti nuclear power movement.

However, it was the successful PR for the British rock band around Robert Plant and Jimmy Page which became Goldberg’s most important reference and his key to profitable music management for up-and-coming artists such as KISS and the Indie band Sonic Youth. In the early 90s Goldberg finally found his genius in Kurt Cobain and his band Nirvana. Fans of the grunge band can be sure to read about some revealing anecdote about the successful and at the same time tragic history of the band. Facing challenges like smoothing the waves after his clients have apparently forgotten to consider that careless behaviour in front of media representatives can have unpleasant consequences were Goldberg’s every day job in music management. Calling the respective journalists and making use of long-year contacts to promise exclusive rights for breaking news stories were the best measures for handling the crisis. But Goldberg is more than just a manager. The tragic death of the Nirvana front man shook him on a personal level. In general, Goldberg has a very open and empathetic way of writing about his protégés. Without ever losing a certain distance he shares a very human picture of the stars.

If this article has sparked your interest and you are curious to learn how the PR consultant of Led Zeppelin and the manager behind Nirvana became managing director of Mercury Records, Atlantic Records, and Warner Bros., you should definitely read the book yourself. It will reveal some interesting details for instance on the contract negotiations with the German band Scorpions and why Goldberg chose to return to working independently and found his agency Gold Village Entertainment. As a summary it can be stated that PR managers in rock business put their trousers on one leg at a time – they sometimes just wear flannel shirts instead of a business suit…

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