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Making a Success of Reality: How Fuller Created an Entertainment Empire
Article Overview: Simon Fuller’s talents as a businessman have made him a millionaire, something he remains appreciative of to this day. “I'm grateful that my artists and projects are succeeding globally in such a phenomenal way,” he says. Perhaps that gratitude stems from knowing he has come so far from where he started off in the school fields of Africa. Just how did he do it?
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Making a Success of Reality: How Fuller Created an Entertainment Empire
Simon Fuller’s talents as a businessman have made him a millionaire, something he remains appreciative of to this day. “I'm grateful that my artists and projects are succeeding globally in such a phenomenal way,” he says. Perhaps that gratitude stems from knowing he has come so far from where he started off in the school fields of Africa. Just how did he do it?
Branding: “The fate of the music industry,” explains Fuller, “is not in the hands of record labels or TV companies or radio stations, but in the hands of global corporations, which have vast advertising revenues and are interested in capturing a demographic.” To that end, Fuller knew what it was to build a complete brand. Single-handedly responsible for reinventing music reality TV as we know it, and for building the likes of Kelly Clarkson and the Beckhams into billion dollar businesses, Fuller placed no limits on his imagination in building a brand.
Purpose: “Americans know how to celebrate success,” says Fuller. “People in the UK think I'm too commercial, too this or too that. But who cares? Why waste energy in such a negative way?” Since he began his career, Fuller has been criticized far and wide for the disposable pop he has pumped through the music industry. Fuller, however, rejects his critics’ claims by pointing out what he never promised to be. Fuller focuses on building fame and celebrity, not cultivating talent. He remains focused on that goal and refuses to be sidetracked.
Enthusiasm: Despite all the criticism, Fuller loves what he does. He skipped university to follow his passion, working his way up the ranks in the music business until he felt it was time to set off on his own. It is his enthusiasm for his business that kept him going through times, including getting fired as manager of the Spice Girls. He knew there was a future after that, and he kept working towards that future.
Marketing: Either Fuller is getting inside advice from his young nieces and cousins, or he is acutely able to peek into the minds of his target audience and understand their demands. With unique and savvy marketing strategies, Fuller was able to time and again give his customers what they wanted.
Change: Few industries require change as much as the reality TV industry does. TV viewers are notorious for their fleeting interests in an industry that is already at saturation point. To that end, Fuller recognized that if was going to survive, he would have to constantly reinvent himself.
The Spice Girls might have found him to be too controlling a manager, but six months after rejecting Fuller’s guidance, the group ran out of steam and disbanded. That is a testament to the Fuller effect. Fuller’s company has been behind some of the biggest name in international music, sports and fashion thanks to his keen knack for capitalizing on the demands of a young generation of consumers.
From Spice to Soccer: Fuller Charts New Territory
Lesson #1: Build a Brand with No Bounds
The Man Behind the Music: The Early Years of Simon Fuller
Lesson #5: Reinventing Yourself is Risky but Rewarding
Lesson #2: Make Sure You Are Clear On Your Purpose
Related Forum Posts
Hello from Toronto, Canada
- Hello everyone!
My name is Peter Fuller and I am a Controller for a group of Radio Stations across Canada.
I am a Chartered Accountant and have an MBA from McMaster University.
My main online focus is helping offline local businesses with their online marketing needs.
I have already read some informative posts on this forum so I look forward to participating in the discussion.
Peter Fuller MBA CA
Making Money in 2011
- Hello forum members! As we draw closer to the new year I thought it would be appropriate to change the title of our forum category "Making Money in 2010" to "Making Money in 2011" - I'm looking forward to some interesting discussions and wish everyone a prosperous New Year!
Re: When did your entrepreneurism start?
- I sold my science fair project when I was 9 year old after I won 2nd place. Created crystals from lumps of salt that collected on a string. Cost less than a penny to make and got $1 a piece for them. Not bad profit margin but was too young to realize I was ripping anyone off at the time.
Re: Create your own small business reality show
- That's very true. I know I would work harder. But you're right....people like to see other people fail (sad to say) so I'm sure they'd watch it either way. Reality really keeps people interested. I think it's a way for some people to escape their own crazy lives for a while and/or a way to let them know they aren't the only one having a tough time.
Re: Who is doing CPA marketing here?
- [quote="Trent Brownrigg":3n71pzcm]I've dabbled in it but not really enough to say that I "do it" or know much about it. CPA marketing seems to be majorly on the rise though and a lot more people are starting to do it. I plan to look more into it this year and actually started doing a little research yesterday. What CPA network are you using?[/quote:3n71pzcm]
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