*The Hollywood Reporter caught up with marketing executive Steve Stoute to find out why he felt the need to spend $40,000 on a full-page New York Times advertisement attacking the folks behind the Grammys.
As previously reported, Stoute took out the ad in the paper’s Feb. 20 edition to rail against the Recording Academy (NARAS) and president Neil Portnow for being out of touch with the mainstream and failing to give awards to such hipper acts as Eminem and Justin Bieber.
With ratings hitting a ten-year high for the CBS telecast and reviews generally positive, the ad had many in the music biz asking: Why? THR spoke to the author himself the morning after his editorial went viral.
THR: What was the impetus for your open letter to the Grammys? Was it when Arcade Fire won for Album of the Year?
Steve Stoute: What honestly triggered it was sitting with some really big credible artists after the show, and hearing them complaining that, “This is crazy,” “We need to start our own show,” or “This doesn’t make any sense.” For me, it wasn’t Arcade Fire winning that was the problem, it was them performing twice. After the backstage moment, the production was set for them to perform again. But if Eminem had won, would he have performed again? That’s when it was, like, “This is fake now.”
THR: But if you take issue with the results, aren’t the Grammy voters to blame?
Stoute: When the voting system is not clear to all, things like this happen. Are people asking, what’s the relationship like between the voters and the producers?
THR: Are you implying that the Grammys are fixed?
Stoute: I’m implying that the Grammys are flawed, and that they need to acknowledge it finally.
THR: And that was the intent of the ad?
Stoute: The intent was to point out that the popular artists are used to sell the show and to get ratings. In fact, NARAS publicized that it was the highest rated Grammys since 2001, yet those same artists are not getting the critical recognition they deserve. The Grammys didn’t use Esperanza Spalding in the promos to sell the show. They used Justin Bieber and Eminem. Yet Eminem, who’s nominated for 10 awards, doesn’t win Album of the Year. Arcade Fire does. Like when the Marshall Mathers LP, which has sold 19 million copies around the world and is one of the greatest albums ever made, lost out to Steely Dan. Or when U2 lost to [the] O Brother, Where Art Thou? [soundtrack]. It doesn’t stop.
THR: What would satisfy you and the unnamed artists you’re speaking for?
Stoute: If the voting system was clear and the artists had a chance to vote on themselves in a way that was in fact true. In the film world, no one ever complains about the SAG Awards. People love that show. It’s as credible as credible gets. Even with the Oscars, if King’s Speech beats The Social Network, it’s not like they asked the guys from Social Network to go onstage and perform, and then put the camera on them and say, “…and the winner is not you.”
THR: But isn’t that what awards shows do? There is that age-old mantra that says it’s an honor just to be nominated.
Stoute: That’s fine, but you can’t ask people to perform and use those same performers to promo the show in order to get the ratings. That’s where it becomes unfair. The whole thing just doesn’t look right… Also, it’s not like the Grammys pay for these performances. Those budgets come out of the managers’ pockets and the label’s. To go through that expense, it’s only fair that the artists’ expectations can be managed with a fair voting process that everybody understands.
THR: On the other hand, you have those artists who may call their managers asking, “Why am I not performing on the Grammys?”
Stoute: They’ve run out of that. Jay-Z was nominated and didn’t show up for the awards at all. People are just going to start not showing up.
THR: You’ve taken Esperanza Spalding to task in particular…
Stoute: Because there are many people who hadn’t even heard of her. By the way, this was her third album, not her first, but she wins Best New Artist over Drake and Justin Bieber? How did this happen? I was sitting there watching the awards show with very prominent executives, one of them had to Google her. And I’m not saying I don’t like her music, because that’s not the point. What Drake and Justin Bieber did to cut through and become global brands, it’s hard for anybody to argue that they’re not Best New Artist.
THR: Looking back at Grammy history, this isn’t exactly a new phenomenon. The Recording Academy has long been notorious for awarding the odd man — or band — out. But you seem to hone in on hip hop specifically. Do you feel that it’s being shunned as a genre?
Stoute: Well hip hop had been shut out for a very long time. The Grammys were so late on hip hop as an art form and they wouldn’t give it on-air camera time for many, many years. Do I believe that as a result of that, they may not understand why the Marshall Mathers LP was brilliant? Probably. They might not appreciate Kanye West’s Graduation, either. It sold a million copies in its first week, yet the Album of the Year [in 2008] went to Herbie Hancock, who had 55,000 units sold at that time. They’re late to the cultural conversation on what really matters… NARAS voters are coming from an analog point of view, from yesterday. They’re not taking the time to understand this new voice and where it’s coming from.
THR: How has the response been to the ad?
Stoute: Great. It needed to be said, because the fans are saying it, but NARAS and the industry don’t know this. And I’m not alone. I got an e-mail from [manager] Gary Gersh who said, “I could not agree more with your letter in the Times. I’ve been fighting with NARAS for 25 years. It started with me sitting in between Elvis Costello and the Cars, who were each up for Best New Artist off their first record. That year, A Taste of Honey won for their career-defining single, ‘Boogie Oogie Ooogie.’”
THR: And this speaks to your argument that the Grammys are out of touch?
Stoute: You wanna know how out of touch they are? The photo they used for Jay-Z’s Record of the Year nomination, it’s 15 years old. That picture is from Reasonable Doubt, his first album in 1996 when Jay-Z looks 12!
THR: We’re estimating that the ad cost around $40,000, care to comment?
Stoute: The ad was expensive, but the price pales in comparison to the torture that artists are going through. It wasn’t about spending that kind of money. It’s, how could you not make that statement
THR: Why the New York Times?
Stoute: If I wrote that in a blog, would it be taken seriously? The New York Times Styles section was the right place because when you see it, you have to pay attention to it. It can’t go unnoticed. It’s very loud when you put it in that forum. Now, it’s become this open discussion online. I didn’t want it to be music industry-specific. I think it’s a larger topic, this generational divide.
THR: Have you heard from NARAS at all?
Stoute: No. I got a let’s-talk-behind-the-scenes kind of thing.
THR: What do you hope comes out of this?
Stoute: I hope that this ignites the conversation so artists can use it as a platform to move forward and not tolerate things as they are any longer.
THR: What’s next for you? Are you considering a career in politics?
Stoute: No, I’m not going into politics, though I feel like I’m having a Michael Moore moment. I’m just going to keep doing what I’m doing — my marketing company and telling the truth.
EUR Visits ‘The Soul Man’ & Gets Inside ...
Kanye Angers Parkinson’s Group with ‘On Sight’ Lyric
Rihanna Hits Fan in the Face with Microphone – on ...
NBA Finals: Heat Players Credit Chris Bosh for Saving Game 6 ...
Diddy Says His Revolt TV Network Will Target Millennials
Singer Tackles Radio with ‘The Raheem DeVaughn ...
Report: Kim and Kanye Name Baby ‘Kaidence Donda’
Drake Talks Chris Brown Feud, Will Smith, Sacrificing Sex in ...
Personally I think artists need to quit concerning themselves with events like this because they are rigged. Glad to see one person in the industry do a lil bit more than whine to the 1st microphone thrown in their face. Dude actually put his money where his mind is!
what he is saying here is that just because some of his friends like justine’s likeness are used to sell the show, then he figures justine should win because he’s more popular than esperanza. what a dope. its not a popularity contest. in the future he should say to the grammys, “if my boy aint gonna win dont invite him or use his name”. what a negrodian clown.
Huey: ITA
I hate using this word.
However this niggah needs to go take an immediate “deuce” to take some of that shit out of his head.
“They might not appreciate Kanye West’s Graduation, either. It sold a million copies in its first week, yet the Album of the Year [in 2008] went to Herbie Hancock, who had 55,000 units sold at that time. They’re late to the cultural conversation on what really matters… NARAS voters are coming from an analog point of view, from yesterday. They’re not taking the time to understand this new voice and where it’s coming from.”……..he thinks this is about numbers…it aint the american music awards…its the grammys….the grammys aint a popularity contest. its about art.
Justin Bieber did not deserve the Best New Artist grammy IMO. He is a teenybopper heart throb with popbubblegum lyrics to boot. Does Stute really think he will be around in 10 or 15 years?? Ms Spalding is a true ARTIST and extraordinary talent at that. She deserved to win. Selecting who wins is subjective and everyone is not going to agree and it ends up who receives the most votes. I did not hear Steve Stoute complaining last year when Taylor Swift won the grammy for Album of te Year? I do not feel she desrved it and she won because of the Kanye incident and everyone felt sorry for her. All of her songs sound alike and it seems as if they were written by a child, so appears to be a very sweet and likable person BUT!!! her songs are so juvenile to me.
Hold up! You listen to Taylor Swift like that? You must do saying all of her songs sound alike.
I actually do listen to Taylor Swift (got pre teeny boppers) and I must disagree, I think her music IS refreshing, and appropriate for her age, she was just 16/17 when her first single came out and I applaud that she is singing about things that she SHOULD be singing about, and not about RUDE BOYZ CAN U GET IT UP!!! I actually like the song, but it is a battle trying to shield it from my kids…… it is nothing worse than to hear a five year old walking down the street singing “take it love it take it love it”!!! (cringing at the visual) So I really NEED Taylor swift in my life right now!
too funny..lol, beibers fans are lurking in eur hitting thumbs down on all things anti beiber. dumb fuucs
Huey, you are exactly right. The Grammys are about ART. Not who sold the most or is most popular.
Musicians train for years to master their craft. Justin Bieber may have taught himself to play the drums and guitar but has he mastered his craft??? Sales don’t dictate that. What instrument does Drake play? What about Kanye? Sure, he knows how to make a sample sound completely different but….IT’S A SAMPLE of something someone else actually played on an instrument! I could see if this was the Grammy mix-tape awards…
I understand what Stoute is saying but I don’t entirely agree with it either. The Grammys itself has never been about music sales. Now, the art is another question because, for instance, Marvin Gaye’s masterpiece, ‘What’s Going On?’, was nominated in 72 with 4 grammy nominations but didn’t receive one award. In ’83, Marvin won two Grammys for ‘Sexual Healing’ a work some folks would say was not his best. Motown in it heyday got grammy nominations but it wasn’t until the Temptations won for ‘Papa was a rolling stone’, that the company got its first grammys. The Grammys have always been about politics, about who plays the game and who does not. However, just because a record sells 19 million as Eminem did, does not equate to ‘greatness’ (figuratively, speaking). I think some artists are a little full of themselves and think that just because they’ve sold x amount of copies, that they are entitled to tons of awards. Music, in general, has gone down the tubes and IMO, it seems like the Grammys were trying to save a little face by offering awards to people whom they think/felt had a greater chance of longevity in the industry. Remember Chris Cross? Sold tons of records and won 5 grammys in the early 80s and was never heard from again. So I think Stoute is correct that the grammys can be out of touch but to say they should just give awards to people because of their popularity and record sales sounds just as unfair as well.
I agree. You make some very good points NYCSoul.
I try my best. Thank you for reading!
NYCsoul as babycakes states you make good points. I am confused, are you talking about the Kriss Kross from SoSo Def? You might not be. They were out in the ’90s and were out for about 5/6 years. They had a good run. Help me out here.
TA, Christopher Cross was a white pop artist whose first LP sold 5 mil (that was alot of LP sales back in 1980) and won 5 grammys including best new artist in 81. Some of his songs still play on Adult alternative stations. Then, he went scored theme from ‘Arthur’, a movie that was very popular featuring Liza Minnelli and Dudley Moore. I’m just pointing this guy out because his career didn’t last long after that. It was the same crap the next year in 82, when the group ‘Toto’ won with several grammy wins (Remember the pop song ‘Africa’?). I remember all of this because I was a preteen disappointed my favorite artist like Rick James (who sold 3 million of ‘Street Songs’ which feature ‘Superfreak’) and barely got a couple of nominations despite his LP being critically acclaimed when it came out in ’81.
The bottom line is that they can do what they want. It’s their award show and they make the rules. I agree with Steve Stoute 100%. But if I look at it from the standpoint that it’s “my” awards show, then you absolutely have no say in the matter. I started this and can run it as I see fit. So either show up or don’t show up.
“Hipper acts as Eminem and Justin Bieber”
LOL GTFOH
Assholes like Steve Stout are why my last radio was an I-Pod.
Keep putting up these hip acts and your going to be making fries with that shake.