Sean Combs gears up to launch his music television channel for young 'millennials'
Thursday 20 June 2013
The rap music impresario Sean Combs has gone on a charm offensive to woo the world's biggest advertisers as he gears up for the launch of his new television channel, called Revolt TV, aimed at what he calls "millennials" – people in their teens and early twenties who were born just before the new millennium.
Mr Combs, better known as Puff Daddy and P Diddy, told the Cannes Lions festival of creativity that he was prompted to launch his own music channel after "MTV stopped playing music" in favour of lifestyle programmes. "We did not have an ESPN of music, we did not have a CNN of music," he said.
ESPN is the broadcaster he most admires. "They cover sport in the most detailed ways. They cover it in a way that is credible, that you trust," he said.
Mr Combs is a rapper and producer who became an entrepreneur, setting up a string of businesses from Bad Boy Records to his Sean John clothing label. He said that traditional record labels have still not moved fast enough to embrace new business models. "I have my own record label and I can say that kids will not be utilising record companies in the next two years."
He claimed that Revolt TV would attract young people through digital and mobile. "Some people say the music business is in the worst shape it's ever been, but it's just the business model that some people are using. The music industry is probably at an all-time high, with more consumption than ever."
Mr Combs said that as a father of six children aged from six to 22, he had "the perfect research group" to test his ideas, but joked: "I asked them if they like to be called millennials and they said, 'Hell no!'" He told his audience of marketers, "I need you guys" to back his TV network, due to launch this year.
He said that Sir Richard Branson was an inspiration, adding: "I like to come in and disrupt an industry and be authentic."
- 1 Katie Hopkins attacked me on Twitter — so I reported her to the police for inciting racial hatred
- 2 I might be an MP, but that doesn't stop me fighting sexism with my breasts
- 3 Martha Stewart accuses Snoop Dogg of 'smoking for four hours' during Justin Bieber Roast
- 4 Google April Fools': company unveils backwards search engine and huggable digital assistant
- 5 April Fools' Day 2015: The best hoax news stories from around the internet
Martha Stewart accuses Snoop Dogg of 'smoking for four hours' during Justin Bieber Roast
April Fools' Day 2015: The best hoax news stories from around the internet
April Fools' Day 2015 live: The best pranks and fake stories from around the world
University of Cambridge: Remains of 1,300 scholars are found under building
Turkey power cut: Prime Minister says nationwide blackout could be caused by terrorists
Ukip supporters are 55 or older, white and socially conservative, finds British Social Attitudes Report
Street preacher quoting from the Bible fined for calling homosexuality an 'abomination'
Woman filmed launching racist tirade against men on the Tube for speaking in 'own lingo'
Katie Hopkins attacked me on Twitter — so I reported her to the police for inciting racial hatred
The West has it totally wrong on Lee Kuan Yew
David Cameron calls Labour 'hopeless, sneering socialists' while announcing 7-day NHS plans
iJobs Money & Business
£20000 per annum + commission: SThree: Sthree have an exciting opportunity for...
£18000 - £32000 per annum: Recruitment Genius: A Telesales Executive is requir...
£45000 - £50000 per annum + benefits : Ashdown Group: A highly successful, glo...
£50,000 - £55,000: Neil Pavier: Are you a professionally qualified commercial ...