University of Michigan Ross School of Business

Gregg Latterman

Past Speaker

Music and Entertainment Industry Entrepreneur; Adjunct Lecturer of Innovation and Entrepreneurship, Kellogg School of Management, Northwestern University

Gregg Latterman is a music and entertainment industry entrepreneur. Upon graduating from Kellogg, Gregg negotiated a joint venture with Columbia Records and signed Train, Five for Fighting, John Mayer, and Mat Kearney to his independent record label, Aware, founded in 1993. In 1999, Gregg built A-Squared Management that directed the careers of artists such as The Fray, Michelle Branch, Liz Phair, Brandi Carlile, Jack’s Mannequin, Mat Kearney, and Five for Fighting. The artists Gregg has signed/or managed have sold over 30 million CDs. Gregg was one of the early entrepreneurs to combine music with television, film, and advertising campaigns. Gregg worked with the network ABC to bring The Fray’s video of the song “How to Save a Life” into promotional spots for the popular television show “Grey’s Anatomy.”

Gregg graduated in 2013 with a Masters in Positive Psychology at The University of Pennsylvania under Martin Seligman and now teaches “Positive Entrepreneurship” at Northwestern University. Gregg also teaches a course for the Farley School of Entrepreneurship at Northwestern titled, “NUvention: Entrepreneurship for the Arts;” the class will be offered to students from the following schools: Kellogg, Medill, Bienen School of Music, School of Communication, McCormick School of Engineering, the Law School, and select undergraduates. In addition, Gregg is an Adjunct Lecturer of Innovation and Entrepreneurship at the Kellogg School of Management as well as Program Lead for the Zell Fellows (second year MBAs who are building companies) New Venture Track.

Gregg has written two recent articles, one for Techstars titled, “The Soul of an Entrepreneur” and the other was “Find Your Calling in Life, Be an Entrepreneur.”

Angel Investments currently include the following companies: Popular Pays, Limitless Coffee, Truex, NATIV/Pairade, Music Audience Exchange, Reverb, Teamsnap, Lost Arts, Teamsnap, Rise Science, StageIt, MightyNest, King-Devick Test, Luna Lights, Reverb, Cleveland Kraut, and TextUs.

Twitter: @gregglatterman

Session: Valuing Culture in Organizations

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