The Rolling Stones, Business

Fans think of a lot of things when they think of the Rolling Stones.

There’s the music of course, spanning hits from the 1960s (”Satisfaction” and “Let’s Spend the Night Together” jump to mind), 1970s (such as “Jumpin’ Jack Flash” and “Honky Tonk Woman”), and 1980s (perhaps “Emotional Rescue” and “She’s So Cold”). Generation Xers might think of “Start Me Up,” which was used to launch Microsoft’s Windows 95-the most successful product introduction of all time-for which the Stones reportedly were paid somewhere between $4 million and $12 million (secrecy in numbers). Twenty somethings may think of Ford Motor’s recent attempt to rev up its car sales with ads featuring “Start Me Up,” which appeared during television programs such as the Fiesta Bowl, The Practice, The Tonight Show, 60 Minutes, and The Simpsons. Some fans may also think of the infamous lips and tongue logo that adorns T shirts and biceps around the world. And all fans think of the energetic, ever gaunt Mick Jagger and his seemingly sleepy, somewhat chemically preserved counterpart Keith Richards.

Baby boomers who have found themselves inside corporate America, however, may choose to deem the Rolling Stones their business, branding, and marketing heroes. Just as the nation’s nerds worship Bill Gates, so too do some business managers worship Mick, Keith, Charlie Watts, and Ronnie Wood. When it comes to brand loyalty and profits, the Rolling Stones can match wits and records with even the best entrepreneurs. Ray Gmeiner, vice president of promotions at Virgin Records, explains, “The Rolling Stones are a unique brand because they’ve taken the business side of rock and roll to the level that few if any other bands have.” The Rolling Stones, the business, operates like many other large corporations-as a financially driven, global operation based in the Netherlands (because of its more favorable tax laws). The business model focuses on three core revenue generating areas-album sales, royalties, and touring, each led by a team of competent executives.