What Business Is Rick Rubin In?

Twenty two years ago Rick Rubin was running Def Jam Records from his NYU dorm room. Today he is joint head of Columbia Records tasked with saving the industry.

His enthusiasm for proactive word of mouth marketing alarms me a little because although he clearly understands the risk of over promising, metrics-obsessed corporate departments tend not to be so savvy. But you can't argue with his underlying philosophy.

"I'm not sure they (Sony) realize that they are selling art. Right now they could be selling any product. That's why we have to move — we're in the art business."