Aug

21

Coolhunting, from Richard Owen

August 21, 2013 |

"The Many Lives of David Geffen: Billions of dollars and decades of hits later,
L.A.'s impresario of cool is reinventing the role of the Hollywood
mogul
"

Cool required no specialized knowledge. Cool could be bought (though, one hoped, not for cheap). Cool was hip plus market demographics. Instead of a tastemaker like Ertegun, companies now had a "coolhunter," a kind of market researcher who went looking for the adolescent styles in the streets and then passed them along to the suits. Geffen, easily bored, petulant, insecure, unburdened by history, and blessed with the plastic enthusiasms of the fifteen-year-old impulse buyer, was attuned to this new market-oriented spirit in a way that the erudite Ertegun could never be.


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