#874: Guy Oseary — The Legendary Hollywood Power Broker on 5-Minute Decisions, 36 Years of Managing Madonna, 26 IPOs, and Spotting Magic First

Tim Ferriss

Well, hello boys and girls, ladies and germs. This is Tim Ferriss. Welcome to another episode of the Tim Ferriss show. My guest today is Guy Oserian. If you hear Burt's in the background, that's because I was visiting him for the interview at his home in Los Angeles. He has been spotting talent before anyone else could see it for nearly four decades. He has different batteries. I've seen it. Very different batteries. Under his leadership at Maverick Records, Maverick sold more than 100 million albums. Guy has managed some of the biggest names in music, including Madonna, I think that's 36 years and counting. The Red Hot Chili Peppers and U2. And was named Variety's music Mogul of the year in 2022. He's got lots of accolades like that. He also executive produced Twilight, you may have heard of, which became one of the most successful franchises in movie history, generating more than $3.5 billion. Guy was also an early investor in Vita Coco and co founded A grade investments and then sound ventures. Now with nearly 2 billion under management. At A grade his hits included Airbnb, Uber and Spotify. Sound Ventures, even though it has more than 2 billion now with less than 100 million and has since had 86 exits and 26 IPOs. He's got a lot of stories. I mean he and Ashton invested in bitcoin when it was at $22. There are a lot of stories. How does he do it? How does he make five minute decisions? What does he see? What does he feel when he's spotting talent, when he's spotting opportunities. We get into all of it. You can find him online. He's easy enough to find. Guy Oseary O S E A R Y so without further ado, please enjoy this very wide ranging, very tactical, very colorful conversation with the one and only Guy Osiri. Optimal. Minimal.

Guy Oseary

At this altitude, I can run flat

Tim Ferriss

out for a half mile before my hands start shaking.

Interviewer

Can I answer your personal question now?

Guy Oseary

It is in my perfect time.

Tim Ferriss

What if I did the opposite?

Interviewer

I'm a cybernetic organism, living tissue over a metal endoskeleton.

Guy Oseary

Ferris show.

Interviewer

So here we are sitting in this beautiful home and I wanted you to explain this beautiful calligraphy behind you that I was admiring some of the most impeccable handwriting I've ever seen. What is it that's sitting behind you?

Guy Oseary

That's Purple Rain lyrics by Prince.

Interviewer

Just incredible.

Guy Oseary

I'm a huge fan of Prince. When I was a kid I had Prince posters up on my wall and I met him when I was 12.

Interviewer

12?

Guy Oseary

Yeah.

Interviewer

How did that happen?

Guy Oseary

The place where I was living with my dad, an apartment building in West Hollywood, was directly across the street from a hotel called a Park Hotel. And that's when I started meeting artists. I started becoming a fan. I love music, but I became a fan. Someone that would actually wait to get their album signed. And Prince actually signed something for me. He wrote Love God for me. And I told him that years, years, years later, we became friends and became close.

Interviewer

Was it love God period or love comma God?

Guy Oseary

It was Love God and it was sign prints. That was a long time ago because later on he became a Jehovah Witness. You could see the posters. I had Billy Idol and Prince on my walls. And you could see it from the street if you looked up. So you can come out if you're waiting for your car or whatever, and you look and you'd see, okay, there's someone up there likes music a lot. I was on the first floor. There's a little balcony there. And then I come out a lot to meet. I met INXS and I met some people I became friends with, like Billy Idol I became friends with years later, and Michael Hutchins I became friends with, and Morrissey I became friends with later. But I met them all when I was a kid. And a really cool thing is other kids were around then. They were older than me, but they were kids. And so I could hang with them and really get a little camaraderie with some of the fans out there that were waiting for the bands.

Interviewer

I want to talk about addresses and Beverly Hills High School. How did you end up at Beverly Hills High School and why?

Guy Oseary

Before Beverly Hills High School, I went to a school in downtown la. It was on Pequorn Arlington. So it's almost on the way to. If you're going to go see a Laker game, it's on the way to that. And I went to that school and it was incredible. So many great people. Music was a big piece of that, of my journey there. I took a school bus there and the kids would go between two radio stations on the bus. So the bus driver would play either K, D A Y, which is the first hip hop station in la, or they would go to kroq, which is the alternative radio station in la. And I loved them both. And so I met a lot of really cool kids there who were in these groups of people. There were like the punk rockers, the Hip Hoppers, the Breakdancers, gang members, graffiti artists. Just a great eclectic group of people. During that time period where I'm a sponge, I'm just picking up all the energies and really falling in love with music. One night, I was outside the school dance. There was the LA Dream Team, that's what they were called, this group that was performing that night. And I was waiting outside the school. I was very tall, I looked a little older than I was, and it was late. My dad was late to pick me up. And while I was out there, I saw a guy running past me for his life. And then I see a car turn the corner, and I guess it was chasing the guy down. And a guy jumped out of the passenger seat and pulled the knife out on me and asked me if I was with that guy. He asked me if I was in a gang. And I said, I'm just a kid waiting for my dad. I was school dance, and this is my school, and da, da, da. And so he got back in the car to chase the guy. And so there are no such thing as coincidences. But my dad showed up, I got in the car, and I was like, I almost died. And someone pulled out a knife on me. And you were late. And I want to go to Beverly Hills High School next. And again, there's no coincidences that just came to me right then and there that I want to go from downtown LA to Beverly Hills High. And there was a TV show, 90210 back then, so I thought, I want to check that out. That's a different world from the world I'm in now. I want to just see it. I didn't know at the time, but you have to live in Beverly Hills to go to Beverly Hills High School.

Interviewer

Yeah, that makes sense.

Guy Oseary

Yeah. I don't know why I didn't put that together. I just said that to my dad, and we didn't live in Beverly Hills, and he knew that's what I wanted, and he heard me. He came back to me and said, there's someone who I know who lives in Beverly Hills and they will give you their address to basically pretend that you live there so you can go to that school that you want to go to. And the combination of going to school in downtown LA and also going to Beverly Hills High right after, I think that's a big part of who I am today.

Interviewer

Blending the two worlds.

Guy Oseary

Blending the two worlds, one or the other, without the other would not have given me the perspective that I needed.

Interviewer

What was the perspective that you got once you were transported to this second chapter at Beverly Hills High?

Guy Oseary

Once you walk through those doors, it Might as well be a TV show. From where I just came from, people have a lot. There's cars and there's homes with pools. And just the optionality and the potential of what they all had was pretty wild. And that actually inspired me to. Oh, I didn't know you can aim this high. I don't have what these people have. I don't have the means. I don't have the money. I don't have the connections, so I better start working. And I think at, like, 14, it really started to kick in where I go, ooh. Because these people are going. They go on trips and ski trips, and I don't know anything about skiing. I don't know anything about. I didn't live that world. So I knew that I needed to do something about it. And I started to. I looked like, what am I good at? What could I be good at? And music was my love. It was my passion. It's what I was obsessed over. And so I thought something in music. And that's when I started to really pay attention to what could I do around music, what I do music. And then around 15, I really started to pick that up. And at 16, I was already really running with it.

Interviewer

So I think this might be a good bridge. If I'm missing something in between these points, let me know. I'm sure there's a lot that we could talk about. But Bernie Brillstein, who is that?

Guy Oseary

So Bernie Brillstein is iconic in Hollywood. He's one of the greats. He was exceptional. He was one of the original managers, and he managed all these amazing talents. A lot of the talents from snl, he managed all of them. He started this idea of Matt Freud,

Interviewer

John Belushi, Garry Shandling, all of them.

Guy Oseary

And he was beloved. He looked a little like Santa Claus. He was a really big guy with a white beard. When I was 15, I started to compile artists that I liked that had demos. So I would go out there and try to find artists and try to find new artists. And I had the yearbook person come and take photos of these.

Interviewer

And this was on your own, or were you working on your own?

Guy Oseary

On my own. I didn't know what I was doing. I just thought, let me put together a portfolio. Let me have someone take photos of these artists. Let me get the demos. One day I'll get a meeting with

Interviewer

somebody and I'll have something to show. When I get the meeting, yeah, I'll

Guy Oseary

have something to show. I think I called it Wise Guy Records. I didn't know what any of it meant, but I had my little logo. I did everything I could possibly do without knowing anything or anyone. And then the week I turned 16. I remember it was the week I turned 16 because I didn't pass my driver test, so I needed to be dropped off. So the week I turned 16, I went to meet with Bernie. What happened was I approached a lot of the kids at school at Beverly Hills High, and I said, can I meet your dad? Can I meet your dad? Can I meet your dad? And just anyone that was in entertainment. And out of all the people that I approached, I got two meetings that would end up both being really the most impactful meetings I could ever have. And one of them, the first one I got was Bernie Berlstein and his two boys, Nick and Dave, both told their dad, you should meet with Guy. So I go meet with Bernie. He was at the 9200 building on Sunset. And I played him a song. I don't even remember what group or what it was at this stage, but I played him a song. And he just says. He looks at me and goes, well, hey, kid, how much is it going to cost to put this out? And I knew not to pause, because then he'd know I'm a phony. So I said, $25,000. And he said, I'll tell you what, kid, I'll give you the $25,000 if you make it back, pay me back. That's all I ask. And at the time, I'd never seen $2,500. So I just said, Bernie, I'd rather you make three phone calls for me to music people. I don't want your money. And he ended up putting that in his first book, that story. He's passed away, unfortunately. And he always felt that I said no because I just couldn't take the money from him. I said no because I didn't know what to do with $25,000, and I was a phony. But until his last days, he always thought, in his book, he's like, the one guy that didn't want to take my money was Guy Osiri. It's not true. I just didn't know what to do with it. So he made those three phone calls for me.

Interviewer

Did he pick the people to make the phone calls to?

Guy Oseary

Yeah. I had no idea. I said three music business people. He did. And I got meetings with a few of them, but they never ended up going anywhere, going anywhere at all. But what ended up happening was I came back home and I thought to myself, wow, I'm 16 years old, and this guy offered me as much money as people make a year in one meeting. So if people feel they have talent, they don't know, really. There's no confirmation on that talent. People think, oh, my mom says I'm a good singer or so, and so says I'm great at this. But you don't know until someone confirms it. Until someone buys your book or goes to your show or offers you 25k on that day, that was the confirmation I needed that I'm on the right path. And I went, that's it. From this point on, I'm going to turn it up. I'm not looking back. This guy offered me 25k in one meeting. I just turned 16. I'm going to stick to this. I can do this. And many years later, when I got my first gold record, I sent it to Bernie because that was so impactful on my life.

Interviewer

You mentioned two meetings.

Guy Oseary

Yes. Was the other Freddie the other was Freddie the man.

Interviewer

All right. Who is Freddie Deman?

Guy Oseary

So Freddie Deman, his daughter's Nissa and Pilar connected me with their dad, Freddie. And Freddie was iconic as well. I mean, he worked on Thriller with Michael Jackson.

Interviewer

Wow.

Guy Oseary

He managed Madonna. He managed some of the greatest artists of all time. And he was just a really great human, great guy. And he heard me out. It took a few meetings to get Freddie to really go for it with me. Not that long.

Interviewer

And this meeting was after Bernie?

Guy Oseary

Meeting was after Bernie. He just learned about me. He heard my pitch, and I'm trying to do this, I'm trying to do that. And he knew I didn't really have any money at that point.

Interviewer

What was your pitch?

Guy Oseary

Gosh, I think I'm just showing him that I'm in the flow of music. I'm around music, I'm around artists, the portfolio. One of the crews that I was working with was Ice T. And I got very lucky, got introduced. My friend Chris Boyd, I met when I was working when I was 15 at this Fred Siegel and Chris Boyd, another guy, was working there. And he's like, oh, I know Ice T and his producer Johnny Rivers. And I go, would you want to come to the studio and check it out? And I'm like, yeah, I want to go. So he brought me to the studio, and actually, my first day in the studio, Ice T goes, come into the booth and do a few words. And I'm actually on the album.

Tim Ferriss

Wow.

Guy Oseary

Yeah. And so he had me say a few words on the album, but I started hanging around And I'm like, what could I do? Could I clean up? Could I carry someone's bag? How do I be helpful or of service? I'm just so happy to be around this energy, the music and artists coming in and out. And he had a thing called Rhyme Syndicate. So a lot of the artists came through there and I was able to be around them and help. And then I ended up becoming the manager of Ice T's DJ and his brother, who's Hengy and Eva Lee. Evil Lee is Ice T's dj. So I managed them. It was my first group I ever managed and I was 17. We got them a record deal. So I had that and I always checked in. I checked back with Freddie and said, freddie, I just got my first group signed to record label. So he knew there was a guy named Steve Rifkind who I met who knew the record label. He helped me get that first record deal. So when I went to see Steve and I played him T's DJ Eviline and his brother Henji and I said, here's the music. And he said, I know a label for you. So he helped me get my first record deal. So I always write Freddie and go, hey, Freddie, I just got my first group signed. I just a manager. And he knew I was. How is he pulling these things off on his own without any help or any money? And so I met with him and he said, you know, Madonna and I are going to start a record label one day. So I said to him, I'd love to work there. I said, I don't need any money. Which I did need money, but I wanted to make it really easy for him. I said, I don't need money. Just give me an office and a desk. That's all I ask. And he was like, okay,

Tim Ferriss

now guess what I did just before breakfast. I did what I do every morning. I took some creatine. Today I took 5 grams. If I'm sleep deprived, I might take 10 or 15. And I have used Momentous creatine for a long time as it's been one of the highest quality creatine options available on the market. That's exactly what I used this morning. Now, Momentous has taken that quality that they're already known for even further with Signature Spec creatine, their most advanced version yet. Signature Spec is manufactured in a pharmaceutical facility using reverse osmosis water purification. You can hear those birds in the background, man, I'm striving for healthy over here. It's verified through a six stage testing process with four independent agencies delivering 10 times fewer impurities, two to five times tighter heavy metal limits and added PFAs. That's the forever chemicals you don't want. And microplastic screening. That's the momentous standard. The ultrafine powder also mixes cleanly with no grit. Super, super easy. Creatine supports strength, power, lean muscle and recovery with growing research on enhanced memory and cognitive performance. I take it mostly for the cognitive stuff, but it's great for the gym too. So if you take creatine every day like I do, make sure it's the best. Do not cut corners. Head to livemomentous.com Tim and use code Tim for 14% off. That's an interesting percent. 14% off of your first one time order or a total of 35% off your first subscription order. That's livemomentous.com Tim. That's livemomentous. Momentous. Livemomentous.com Tim for between 14 and 35% off with code Tim.

Guy Oseary

So he brought me in as a scout because one day they're going to start a label. They didn't even have a name. They just knew they were going to do it. So I'm scouting, and then one day I find a hole, which is Courtney Love. I find their first song, Teenage Whore, and I go, oh, my God, this sounds incredible. I just blown away by the sounds and the lyrics and all of it. So I reached out to the lawyer, Rosemary Carroll, and next thing I know, it's in the paper. The next day, Madonna's trying to sign Hole.

Interviewer

How did that happen with you, everybody?

Guy Oseary

I made a phone call. I was very naive back then, but it was like, madonna's trying to sign Hole. So the next day, there was a show that Hole was doing at the Whiskey. I think Kurt was there. Then Madonna wanted to talk to me about who is this whole thing that you're.

Interviewer

For a second.

Guy Oseary

Yeah. So I go in a room and I play the song for Madonna and for Fredd. And it's pretty wild. The lyrics are like, when I was a teenage whore, my mother said. She said, baby, what for? I was like, whoa. And you gotta go back to that time period. And they're like, okay, all right, so go after it. And so I went after it. I didn't get it. It was between us and Geffen Records, and we didn't get it. It went to Geffen Records. But my first artist I ever attempted to sign was Hole.

Interviewer

So let me pause you for one second.

Guy Oseary

Yeah.

Interviewer

All right. So the meetings that you got with Bernie And Freddie. So you got two introductions. How many kids at school do you think you asked in total to end up with those two?

Guy Oseary

I think I probably asked five.

Interviewer

Okay.

Guy Oseary

All right. So, I mean, I was already. I sort of wasn't social guy. I'm not on the football team. I was just sort of my own music guy running around. And I didn't have much, so I did as much asking as I can from who I could figure out to ask. So I probably asked like, I'm five. And I remember one person specifically saying, my dad doesn't do that. Whatever, because it was rap I was trying to play. Oh, my dad doesn't do that. So I didn't have any shame. I needed to figure this out. I knew that my time was limited before going to college, and I better figure this out soon. So I was on a hustle.

Interviewer

This is from an LA Times piece way back in the day, 1997, but says something along the lines of, I gave myself a year, which is why I kept pushing people for a chance. Maybe that's accurate, maybe it isn't. But where did the. Did you apply pressure to yourself in that way instead of going to college?

Guy Oseary

No, I went to college. I went for half a semester, and I got my first group signed, which was just Hengeani Valley. And then I remember going to my English teacher. I don't know her name. She was amazing because I said, hey, I'm thinking of dropping out and focusing on this thing. And she just looked at me and said, you could always come back.

Interviewer

Wow.

Guy Oseary

Yeah.

Interviewer

Wild to think about these. Just chance.

Guy Oseary

That was it. And I go, oh, I could always come back. Okay. So that was it. And by the way, I couldn't even afford the $700 per semester and all the things that came with that, So I had no choice. Sometimes having no options and no choice is really the best option.

Interviewer

Where did the chutzpah come from? I mean, just that drive. I mean, was that absorbed from the parents? Were you just out of the box? Very different.

Guy Oseary

I fell in love with music in a big way. I think I realized how lucky I was to be at Beverly Hills High and see the potential. Of what was possible. Yeah, of what's possible. And I thought, wow, not everyone is this lucky. Not everyone gets this opportunity. And by the way, I was scared that they would kick me out because if they found out I didn't live there, they kick you out. So I had to watch how I went to school. It wasn't an easy thing to do. And so I just Thought, for every day I'm here, I'm really lucky, and I need to pay attention to that. And I just realized that if I wanted to change my destiny, I needed to get going.

Interviewer

And at what moment did you realize, oh, I think this might just work out? Was there a particular person or band you signed? Was there any flashpoint, or was it really gradual?

Guy Oseary

The Bernie Berlstein moment where he offered me 25 grand the week I turned 16, was a big game changer for me. And then there was a personal moment for me when I got a car. When I finally passed my driving test. Took a few times. When I finally got my car, I remember going to see my old friends from my old school. When I drove it to Beverly Hills High, it was a Honda Civic. When I drove it to Beverly Hills High, not one person commented or said congratulations or nothing. No mention of it at all. Sure. And then I went to my old friends from my old school, and then they couldn't believe I had a brand new Honda Civic. And they got in the car and they were rolling down the windows and sticking their arms and heads out, and I was like, oh, wow, okay. I got a little perspective there to go, oh, these people at Beverly, they're not really my friends. I'm here for a reason. I was putting around this community for a reason, which is to work and which is to build my name and to build the things I want to do. And it wasn't until years later, actually, I told that story in that thing you're talking about. When I was 24, my dad mentioned it was really hard to even come up with the money for that car back then. It was a really big deal for us. It was expensive back then. And so I think I needed perspective a lot of the opportunities that were in front of me and to really appreciate them. So it's a combination of those things.

Interviewer

And from the chapters we've discussed so far, was then the next phase building your relationship with Madonna primarily, or where did you kind of hop off past the things that we've already discussed?

Guy Oseary

Madonna and I, the first real connection was that whole connection where it's like, whoa, whoa, tell me this thing that you like. And then the second artist I brought was Rage against the Machine. And I really wanted to sign Rage against the Machine. And so I took her to the concert in New York, the Limelight, I think it was called. And I didn't get them either. I didn't get Rage. They ended up going with Michael Goldstone at Epic Records. So, God, the first Two things I competed for, I didn't get.

Interviewer

Well, not only did you not get them, but they went on to be successes, right?

Guy Oseary

Yeah, it was painful. The third one that I competed for, I did get. It was called Candlebox. And at that time, actually, I think it outsold both Hole and Rage at that time. They ended up doing really, really well. But regardless, Hull and Rage, even to today, I still listen to them. I love them. But I was very lucky to get Candlebox. The fact that they bet on me, we didn't have anything. We just had this idea. They ended up selling 4 million albums on that album. But I'll never forget that. I'll never forget that they gave me that shot. That was my first success story.

Interviewer

So they give you a shot, but just to repeat what you just said, you didn't have much, right. They were placing a bet on you. What then goes into helping make a hit album that sells 4 million going

Guy Oseary

back to that time period? First is the music. I was so lucky. I walked into almost everything that I've been lucky on happens within minutes. Not within days or weeks or months to think about it. It's all intuitive and it's very fast. I walked into. I was supposed to be somewhere else that night, but I went to this party and it was so bad that I thought, oh, I have time to go see that showcase of that band from Seattle. So I go to the Lingerie on Sunset and I walk in and these guys start performing. Now, there was a screen, like a video screen on the side of the stage. And then there's a stage and I was looking at the video screen. There may be like 30 people in the audience. It's a showcase. And I'm looking at that screen and I saw thousands of people singing along to that band.

Interviewer

In your mind?

Guy Oseary

In my mind, yeah. I went to the payphone from that performance called Freddie and said, freddie, I have our band. This is the band. I just saw them. This is the one. So it starts with. That always starts with the magic. I don't care if you're tech company or your. Whatever it is, a film, a product, a book. Magic. You gotta have magic. Something has to pull you in. And that night I saw it, I visualized it, and the songs were there. The songs were so there that when we made the album, their first two singles, we could not beat the demo. They went in to rerecord them for the album. So whatever they made for a few hundred bucks that I had with a lot more money and a lot more time, we Couldn't be. And so those songs, those first two songs on the album are from the demo. So the music was there. They were talented. The band was talented. The singer, Kevin is so great. And they really did it the hard way. They chipped away. They did show after show after show. Took a few years for every week, every week, little by little, little by little. Key word is artist development. And people don't artists develop that much? But something that we all want, every artist wants to have the time to build, have the time to develop. And we really took that time week after week after week developing that one. And that's how we got there.

Interviewer

This may be jumping ahead too far, but what would be an example of that in your investing later? Could be tech. Could be outside of tech, where you saw something or you talked to someone and it was within a matter of minutes, or one conversation where you're like, okay, that is a horse to bet on.

Guy Oseary

Honestly, I would say that 90% of the things I do happen in the first five minutes. 90%. It drives me crazy when we get in a room and talk about it for three months. And I respect process. I know there is a process to these things, but I think I know what I want to do very quickly. It started out, I think the muscle that got built for fast sort of response thinking or intuition was really in the music business. We have such a small label, so boutique, and we're competing with these big companies that have been around forever and have all these other artists, and we didn't have any artists. So when I met an artist and I liked them, Alanis Morris said, I signed off of one song, Muse. I saw them perform one song and I'd stopped them. They flew all the way from London to LA to showcase for me. After the first song, I stopped them. I said, you do not have to play another song. And they're like, we flew out all the way from London. We'd like to play more music. I go, but I just want you to know, I do not need to hear another song. Just be clear. So it shows the artist the passion, which is very important. This person believes in me that much.

Interviewer

High conviction.

Guy Oseary

Yeah, high conviction. And also, if I left it available, maybe someone will offer them way more money or make them other promises. And I couldn't afford to not make fast decisions or else we would never have gotten to where we got to

Interviewer

in any of those examples. And I know this is possibly very hard to verbalize. Someone said to me recently, and I thought it was pretty funny, they're like, yeah, in Silicon Valley, if you say you're using your intuition, nobody listens. But if you say pattern matching, then they pay attention. But if you were trying to explain what you intuited or noticed in that one song, understanding the music is good, but what else are you picking up from those five minutes? Because you can't bet on everything, especially as small labels. What were you picking up on that allowed you to make a fast decision in that way?

Guy Oseary

I have to fall in love, and you can't fall in love every five seconds. I didn't know I was going to fall in love with Alanis when she walked in my office with Glenn Ballard that came in to play me. I didn't know what was going on here. I thought they were a band. He was the producer, co writer. You just have a feeling. There is a lot of pattern recognition later now with experience now I bring other elements into the mix, other things I'm looking for that are different than back then. It was just, I love it, I'm ready to go. I feel it. You have to fall in love. Later today, I would say on my tech investing and what I do there, it's a combination of gut pattern recognition and then there's a few other things. One of the things I look for is, can I help it? I visualize what I can do for the company and that gets me excited too. So I go, oh, wow, okay. I have a feeling I can help in a big way. Or I have a puzzle starts to come together for me very quickly. So that's important. And then of course, there's the other aspect of, well, you got to make sure they do what they say. Let's try this thing out. Let's make sure the car actually shows up when you press the app and it picks you up. Well, make sure the things work, make sure that you can stay at the apartment and it's actually, oh, I press the thing and I can get an apartment. These things have to work. But for me, it all starts with that initial pitch.

Tim Ferriss

Back in the day, this was 2004, maybe. I had someone approach me in a coffee shop and say, g', day, mate. And introduce himself. Who was that?

Interviewer

It turned out to be the founder of AG1.

Tim Ferriss

Believe it or not, way back in the day. And people often ask me, what has survived. After 20 plus years of testing every supplement under the sun, just about what actually has stayed in the rotation in the toolbox box. This episode's sponsor, AG1, is at the top of that very, very short list. I started using it close to 15 years ago when it was still called athletic greens. I put it in the four hour body.

Interviewer

Didn't get paid to put it in

Tim Ferriss

there and it's outlasted almost everything else that I've tried. One scoop covers your nutritional bases, fills the gaps you want to eat good food, of course, but 75 plus ingredients including probiotics, B vitamins and whole food nutrients act as in my opinion, pretty cheap nutritional insurance. I take it first thing every morning

Interviewer

with cold water and at this point

Tim Ferriss

it's automatic, like brushing my teeth. If you're looking for one simple daily habit that supports gut health and fills common nutrient gaps, this is where I'd start. So check them out. Subscribe today to try the next gen of AG1. Listeners will also get a free bottle of D3K2, an AG1 welcome Kit, and AG1 Travel Packs with your first order. So start your journey with AG1's next gen and experience the difference firsthand. Simply go to drinkag1.com Tim that's drinkag1.com Tim

Interviewer

so how does Alanis Morissette fit into your life? Seems like an important piece of the puzzle.

Guy Oseary

Yeah, she played a big role in my life. She was the rocket ship. It just took me to the next level. I mentioned earlier, she appeared in my office with Glenn Ballard and they played me one song. They played a few songs, but the first song they played was a song called Perfect. I didn't understand how powerful those lyrics were until later when I really listened to it. It's really about earning. Your parents do they believe in you? Do they love you? I don't know if you know lyrics. Sometimes it's never quite enough when you're flawless Then you'll win my love don't forget to win first place don't forget to keep that smile on your face I didn't even understand. To me it was just, oh, how is she putting these words together? I just had never heard anything like it. Again later I understood how powerful those lyrics were. But at that time I was just in love with what I was hearing. I hadn't heard anything like it. And I went, I'm ready to sign you. I love this. I'm all in. And I didn't know anything. Remember, I didn't know that the comparisons where people were like, oh, I thought it was Joni Mitchell. People were like, oh, I didn't know Joni Mitchell. So to me she was my Joni Mitchell. I never listened to Joni Mitchell before. I listened to it later because of her I wanted to know what people were talking about. But to me, she was my Joni Mitchell and I didn't know any of the background. A lot of people prejudged her because she had, as a teenager, did a pop album in Canada. And so people had all this background. I had no background. I literally was asked to meet with her and Glenn and I knew nothing.

Interviewer

All you had was that meeting.

Guy Oseary

I knew nothing. They walked in and I thought, oh, wow. It felt like a hippie group, actually. I was like, oh, maybe there's some sort of hippie vibe, kind of what is this going to be like? Kind of thing. But it was again, another life changing moment. When the story's told, it's that everyone passed, but I just felt it in the first minute. And then we ended up working together and working on that album and that album ended up selling 30 million albums and I think top five debut album of all time. That really just took me to the. Not only did I sign it, but everyone else didn't want to sign it. So it's not like I even competed. So it really cemented that I'm in a good place right now that I can do these things. And I. This probably is going to give me more opportunity to do more of these things. So. She's such a big part of my life and she's so talented. How lucky that years later, right now, she's still winning awards, she's still out there crushing. She's actually doing incredibly well right now and it makes me so proud to have played any part of that. It would be so sad to have missed that one. I'm so happy to have been fortunate to have gotten that meeting and to have figured it out. A lot of people when they initially heard it. I remember Freddie once asking me, what do you think this record could sell before it ever came out? And I go, millions of albums. I just had a feeling that I had not heard anything like this and that this was a monumental record.

Interviewer

Rest is history.

Guy Oseary

Rest is history.

Interviewer

I'd love to spend a little bit of time on what you've learned from Madonna. This is an older variety piece, but a quote here that's attributed to you is she mentored me and by working so hard, pushed me to work so hard. I didn't know shit until she grabbed me by the hand and said, let me show it to you. And it goes on, and it goes on. But what did you pick up from Madonna? What are the key sort of learnings?

Guy Oseary

I mean, there are some clear learnings and there's stuff that with. I'm 36 years next to this woman, and there's things that when you look back, you go, okay, I got that. Like people who think about things that got that from my brother or my mother. There are things that I didn't realize I was getting the whole time. So there's both. And the front part is pretty, I think, obvious. Her work ethic is not to be believed. Her commitment to her craft, not to be believed. Her passion for just the greatest gifts of. Whether it's through the books that she's reading or through the art that she's finding or the people that inspire her or the designers or. She's so surrounded herself with a collection of some of the most incredible people in the world. And she identified them, by the way, she is the greatest identifier. She found these amazing talents early and was able to be painters or Frida Kahlo, or they could be designers or musical people. She's an incredible finder of talent. So I think the thing that has really affected me the most is that there's no walls around her thoughts. There's no, oh, I can't do that.

Interviewer

Right. In terms of constraints.

Guy Oseary

Right? Yeah. And I think that even going back to my first experience at Maverick Records, if you went to any record label, they would have put me in a compartment. There's the R&B department, there's the jazz department, the rock department, reggae department, pop department, hip hop department, and what department are you in? And they sort of bucket you into these things. And I think that when I look back and I go, how did I not really bucket myself? I went from this to this to that to that to that. It's really just being around her has allowed me to never think in a limited way. And they all work together. A lot of the stuff I do on technology has allowed me to bring that into my musical world and to understand how these things work together or the relationships. And they're so hand in hand. And of course, a few decades later, now people understand that, but at the time, it was very much like, what are you doing? This tech thing is crazy. And you're not doing. Innovation is innovation and how we can distribute music or how we market and vice versa, all the stuff from music is when you're launching a new company, these founders are rock stars. In my mind, every founder I invest in, I look at them like they are the rock star. I go, that person has music they want to share with the world. They have their album. And my job is to identify that artist, that founder before everyone else, maybe identifies them. And my job is to help you reach that audience. How do we tell the story? How do we reach the base of your audience? How do we grow your audience? What's your first single? What's your second single? I still work in that kind of process, which is very musical in my mind.

Interviewer

We're going to spend a good amount of real estate on the tech. But before we get to it, I want to take a moment to explore the terrain of film and how you ended up executive producing Twilight and all of the rest. Because, as you mentioned, in a different environment, with a different label, you would have been tightly siloed and you wouldn't have had that ability. Right. How did you end up with the foray into film?

Guy Oseary

I'd been signing bands for a long time and running the record label, and I thought, well, why don't we do a film company as well? And Madonna and I were really in a good groove together and thought, let's just start this film company.

Interviewer

Why did that come to mind?

Guy Oseary

I don't really recall that. I just recall thinking about how people do it differently. And so, again, I didn't have context. The best thing sometimes is to have zero context. So sometimes fresh is okay, sometimes having a blank canvas. And with films, I had a blank canvas. I didn't know how it worked, but I knew I wanted to make some films. So I had this idea of bringing in a bunch of producers under one roof. And they were all independent producers. The idea was, I'll bring them in and house them and give them support and pay for a lot of the legal things that cost money. When you're independent, there's a lot on

Interviewer

you, all the back office, all of that stuff.

Guy Oseary

We'll take all that on, we'll help you, and then we'll work on these projects together. We had a lot of producers. If I was to pay for them, I couldn't have afforded it. But we did it that way. And out of that came a lot of films and a lot of different Twilight and Percy Jackson, a few others that I was very lucky to be part of. The guy who ran it, Mark Morgan, was really good at it, but there were a lot of complications. And I was at that same moment that it started to take off. I picked up Madonna as manager with my partner at the time, Angela, and I took on Confessions, which was pretty massive tour that year, and I think the biggest laying record of that year. I don't know how old I was back then, but that was A major responsibility for me.

Interviewer

Hard to ride both of those horses

Tim Ferriss

at the same time.

Guy Oseary

Just that alone, Just Madonna at that moment in time for someone. I had not been a music manager for anything near that level. And so to take that on and to work on all things, the tour and the album and all that, and

Interviewer

for people who have no context on music at all. What does a music manager do?

Guy Oseary

It's a tricky question because no one manager is the same. Everyone's different, I guess.

Interviewer

What was your umbrella of responsibilities when

Guy Oseary

Madonna started working on Ray of Light? I found the producer, William Orbit, but I was not managing her. I was her partner at the record label Maverick Records, and not her own. Not Warner Brothers, which is where she was on Warner Brothers. But we were just friends and working together. But I fed ideas. I found the director, Jonas Akerlund, and so I was creatively really working on this project called Ray of Light. So we're already building a creative rapport. And on music, Stefan Sidonway, the director, introduced me to a producer named Merwaize, gave me a demo. I loved it, and I gave it to Madonna, and I ended up becoming music. So I found on those two albums, even though I wasn't managing her, I was creatively helping here and there, bring in some ideas. So we already had a rhythm on the creative side. Now there are some managers that don't do any creative, and there are some that are very creative. I was coming from the creative point of view on ideas, ideating, here's things we could do, here's things we could build. So I think that's the management that I am. I'm more creative. When I'm working with someone, I'm sort of in it. And there are other managers I've worked with who they don't do the creative, but they do an incredible job managing everything, putting together the tour. But they're not in there going, what if we did this? What if we. There's different kinds of managers. I'm for creative. For example, when I showed her Jonas Arkerlen did a video for Prodigy, which is a band I signed, and it was really provocative. And I just showed it to her, like, this is crazy. And she goes, he's doing my first video. Or I showed her, there's a guy named Chris Cunningham, he made a song called Come to Daddy by Aphex Twin, which is really insane, so $30,000 video. I just showed it to her just to show her, look at this crazy thing. And she's like, that guy's doing that video. So she had Chris Cunningham do Frozen, which is an incredible video, and she had Jonas Ockerlund do Ray of Light. So it was just a really great back and forth. We had really great energy together. She was open to my craziness, and then she would take it to the next level.

Interviewer

What? And this is my. Even when I was very, very young and everybody knew Madonna, I was constantly impressed by her longevity and ability to seemingly reinvent herself. And I'm just wondering why you think she has been so consistently good at that over decades. I mean, it was the first example that I remember even as a pretty young kid marveling over, and I'm just wondering if you could add any color to that.

Guy Oseary

She doesn't sit well on her past. She's not high fiving herself. She just keeps it moving forward. And I think that is part of the inspiration for continually trying to move forward myself is I have a front row seat or shotgun to this incredible journey of this woman who just continually defies all the odds and fights the fight. It is not easy. It's not that she's maintained or stayed around. It's actually that she's had to fight her way through it a lot. She's breaking ground for a lot of other people who are coming behind her who can say, oh, well, Madonna's done it. I can do it. But it is no easy feat. There is a lot of bullshit to deal with. I think it comes from. She just doesn't celebrate her accomplishments. She just starts like it's a brand new day.

Interviewer

How did you end up? And I don't know if this is a good starting point, but I'll throw it out there as an example. Your first consumer investment, Vita Coco, well done. Thank you. I don't know if that was your 10th investment overall or your first, but how did you end up edging into the world of investing, whether it was CPG and consumer stuff or tech? How did that even come to be the original?

Guy Oseary

Original? Original was I was on a plane to Milan for MTV Awards, and I don't remember how old I was. It was my 20s, and I was reading in a magazine about Sky Dayton, and it said he started Earthlink and he was worth $100 million. I'm like, wait, what? What is he doing? And how old is he? And so I go, when I get back home, I want to meet this guy. So I came back and it took me a while, but I finally tracked him down and we went to have lunch, Four Seasons Hotel. And he was like, wow. If you're impressed by me. Have you ever heard of Bill Gross, Idealab? And I go, no. Who's that? He goes, well, he started an incubator, and he's launched $3 billion companies in one year. And I go, sky, I like you, but can you just. Can you get out of the way? I want to.

Interviewer

His time has been great.

Guy Oseary

It's time to move on. I need to talk to this Bill Gross guy. So he sets me up with Bill Gross. Bill Gross ran an incubator called Idealab in Pasadena, and I just loved it. I love the idea of a lot of ideas reminding me of the record label where you had all these artists and you had all these project managers

Interviewer

or the independent producers, a version of that.

Guy Oseary

You can walk in and out of different rooms and you can say, oh, okay, what are we doing here? What are we doing here? And so he was building all these different companies, and I would go in and out of ones that I could be helpful to, and I would learn about it. So that was like a. Oh, okay, an incubator. I really fell in love with that idea. And there's bad news to this story, but like all things, it worked out in the end.

Interviewer

Wait a second. My listeners are going to kill me if I don't follow. What was the bad news?

Guy Oseary

Well, the bad news is that I worked there for a year helping. And then one day, someone I really trust, that they don't know it to this day, they're an incredible human. And I was lucky to sit with them at dinner one night, and they were telling me how Bill Gross is one of the greatest investments they've ever made. So I called up Bill and I go, bill, I want to put money into Idealab. And he goes, well, I was going to surprise you, and I was going to put X dollars in for you from bottom of my heart, for all the work you've done here. And I go, oh, what is that worth? And he's like. He told me what he thinks it's going to be worth when it comes out. And I was, by the way, it's worth a lot. And I go, that's not enough. I'm thinking to myself, that's not enough. So I go, bill, I want to put more in, a lot more in. And he's like, hey, for you, I'll let you do whatever you want. And he did. He's a really, really sweet guy. And that's the bad news. He let me do whatever I wanted.

Interviewer

What year was this?

Guy Oseary

It was before the crash, by the way. It wasn't A year before the crash. I think it was like an hour before the crash. Okay. So I put every dollar I have, plus dollars I didn't have. I picked out three investments at that time. Ideal App because of Bill Gross. Bill was the first guy in, I think in LA to have the blackberries. So I was the first guy from Hollywood to even know what the hell Blackberries were. So I ended up buying 400 of them and I gave them to all the people in Hollywood so I could connect and when I needed to and talk to them. And so I made a deal with Jim Bowsley to be an advisor because I was the guy that put it in everyone's hands. This is smartphones before anyone else was doing it. And then I also, my friend Seth Rotsky brought me Vitamin water. So those were going to be my first three investments. What happened was the ideal app thing, once I put that money in, and I don't know the timeline because I tried it, it's almost like I just thought. It's almost like something you want to wash away from your mind collapsed.

Interviewer

It's a fever dream you're trying to forget.

Guy Oseary

The bubble burst so fast on all of that that I didn't have the heart to invest into. I never signed my deal with Jim Bowsley in Research in Motion, and I never did my deal with Vitamin Water, which both ended up. It's almost like the hole and rage analogy. They both ended up being massive. And then I lost all my money with the first one. So I learned about diversification. I didn't diversify. Put the majority of my money in one thing and I paid the price for it for the next two years. I only thought about that about 15 times a day. It didn't matter if I was sitting with you right now back then. I'd be thinking about it. I'd have a conversation with you, but I wasn't thinking about you. I was thinking about, how did I lose all my money on that one investment? Everything. I saved my whole life. And I was mad at that. Sky Dayton introduced me. I was mad at all the wrong reasons. Everyone was just trying to help me. But now I'm like, why did I even read that magazine? I should just stayed in my music lane. But what happened was years later, after my first Madonna tour, I started to think about it again. And I go, I wasn't so off, really. The timing was wrong on the IdeaLab part. The other two worked. Had I diversified, I would have done incredibly well.

Interviewer

Yeah, you would've been great.

Guy Oseary

So I got two out of the three. And the truth is, it's not fair to Bill because he really built an incredible company. And some of the stuff that he had built ended up becoming search for Google and a bunch of amazing things, but it just didn't work out. And that's life. Sometimes they don't work out, these deals

Interviewer

a lot of the time.

Guy Oseary

But I came back from, I think I had done three Madonna tours in a row. All the money I'd lost, I made that back to survive. And then I had a window where I knew we were three tours in a row. We're going to take some time off. And I thought to myself, I didn't get it so wrong. So I'm going to try this one more time. I'm good at identifying the ideas. I'm good at identifying the talent. I'm going to do it one more time. So I started. The same guy that brought me vitamin water, Seth Rotsky.

Interviewer

Did he later work with Reese Witherspoon?

Guy Oseary

Exactly.

Interviewer

Huge.

Guy Oseary

Yeah. He's done well for himself. And then he called me one day and goes, hey, have you heard of this coconut water thing? So, of course I'd heard about coconut water. 1. My wife is Brazilian and my first son, his first words were like, agua de coco. So we drink coconut water at the house. But the whole coconut water sector in America, if you added all the companies together, it was maybe a five or seven million dollars business. It was nothing. Tiny, nothing. But Madonna on tour. On the previous tour, she would have. The trainer would go in different markets to find fresh coconut for her for the coconut water. And I was like, wow. Every location we went to, we had to find fresh coconuts. So I started to hear that other people were doing that as well. Other people who cared about their health were drinking coconut water. And I started to see. Again, back to pattern recognition. I started to see this thing. And then one day, the New York Post ran an article about coconut water. There's a photo of Gisele drinking from a coconut, and they're talking about coconut water. And I had cut that out. I put that article on my desk. And when Seth called me and said, have you heard about coconut water? I go, you have to be kidding me.

Interviewer

Sitting on my desk.

Guy Oseary

The only thing that I've torn out that's sitting on my desk is an article about coconut water. It's on my desk, and it's my to do. I need to figure this thing out. And here you are calling me. He goes, well, there's a company called Vita Coco out of New York. And I go, count me in. I got on a plane, I went to meet with the founder, Mike Kurbin. The company was, I think it was a $35 million valuation at the time. And I literally just, here we go. I'm jumping back in. And I went in really big and I brought Madonna into that. I brought Demi Moore, I brought Matthew McConaughey, Anthony Kiedis. I brought a bunch of people into this thing because they were all healthy people who drank coconut water. I'm like, let's blow this thing up. That was the first time back after the crazy run for people who don't

Interviewer

know, how did that turn out?

Guy Oseary

It's a public company today. I think it's $4 billion market cap.

Interviewer

So you were back in the game.

Guy Oseary

Yes. It takes time.

Interviewer

It takes time. It takes time.

Guy Oseary

Didn't happen overnight.

Interviewer

What were you looking for? How would you replay that meeting with the founder in your mind? You fly out, you meet with the founder. How did you approach that meeting?

Guy Oseary

I think I approached it the way I approached everything. It wasn't. Let's think about it. It was like, I'm all in. Let's go. I want to do this. Here's what I can do. And I think they were probably overwhelmed by whoa. And we just ran. And he's awesome. What he's done with the company. We went public, I think at 2 billion and now it's at 5. He's done an incredible job.

Interviewer

So we're going to hop to some more recent examples which may or may not include this chair in a moment. But I want to focus on a term or phrase that I've seen applied to you a lot, which is great. Curator of people. Chris Rock has said this. Matthew, you just mentioned said this. Woody Harrelson have all described you in this way. And you seem very intentional with the people you surround yourself with. Not only that, but you have these very long term relationships with a lot of people. I'm wondering how you think about building relationships. I'm not saying you have to come up with Guy's 10 Commandments of Long term relationships, but how would you think about that? If you're in front of a class of students and you're like, look, a lot of people get this wrong, or at least let me tell you how I approach relationships. Any particular rules that you use for yourself or just approaches things you keep in mind? Because that's certainly not true for everybody. You just have this long term cohesion of these people around you. And I'm just wondering if you can perhaps just speak to that in any way.

Guy Oseary

Well, I think it started early in my teens. There was a group of us that were running around and we found each other. So you find the other people who are also on the Hustle, who are also creative. And I wasn't a comedian or a musician or an actor or a director. I was an executive. And there's a little responsibility. He's a responsible one. I don't drink, I don't do drugs. So I found my position was to really be a safe zone for people. And they knew I worked with Madonna, which pretty much gave a lot of credibility to okay, this guy. She trusts him. Maybe we should trust him, maybe back in the day. But I think over a period of time, my house became the place that people would come to or people would congregate and feel safe. Even when I do events here or anything, there's not a lot of photos, there's no cameras. I think safety and support has always been in my DNA from an early age. Just making sure that people are protected. And again, I think identifying really incredible people to be around. Same way identify the greatest companies to invest in. I think I identified really amazing, incredibly talented friends who inspire me. Who early days, you may not have known them 30 years ago, but you identify them and they identify you. And so there's this camaraderie and there's this trust. And I do try to bring them all together a lot. I think it's important.

Interviewer

That was going to be actually my next question, which is along those lines, which is, how often do you gather people? Whether it's at this house or at events that you put together just to facilitate that long term cohesion. How often do you organize or host things like that?

Guy Oseary

If I'm landing in New York this week, I'll probably do a dinner and I'll invite the 15 or 20 friends and we sit down and we talk. I'm always staying connected and in touch. It's not like, oh, I haven't talked to you in a year. No. I'm checking in on my friends a lot, finding out how they are. And always, we're always checking in on everybody. I grew up just with my dad. My two sisters were older, they weren't around. So my friends are. They're everything I had before. I had a family. My friends were everything to me. I'm lucky. I get to work with some of my family. Madonna's, I've been beside her for 36 years. The chili Peppers are my best friend in the world. Godfather of my first son is Anthony. The whole band, all of them, Flea, Chad, John, they're family. So it's a dynamic that I've chosen for myself is to really support and be around my friends a lot. It's a big part of my life, which is to keep that close. And again, if someone's in need, this is the number. Call me.

Interviewer

I want to hop to the back to the investing. You've had a lot of hits. Airbnb, Uber, Spotify. It goes on and on and on. I mean, I don't know how many IPOs and so on that you've had. I mean, gazillion. Let's talk about one. So you put in. Tell me if I'm getting this right. 35 million at a 5 billion valuation into anthropic. This is a company that's been in the news a lot. I think the last round was, what, 965 billion? Something like that. Are those numbers roughly accurate?

Guy Oseary

Yes.

Interviewer

Okay, so that's pretty nice multiple so far. We'll see how things go. How did that anthropic deal happen?

Guy Oseary

Well, it starts a little before the day that OpenAI came out, which was on my dad's birthday. ChatGPT. It was life changing. You remember those moments? And again, I go back to music. I remember when I heard Smells Like Teen Spirit by Nirvana. I pulled over the car and I went, what is this? And when ChatGPT came out, that was a what is this moment for me? And if you saw me anytime after ChatGPT came out, I would have harassed you to show you ChatGPT. There's no one. Every artist, every actor, everyone I walked around and met. I'm like, check this out, check this out, check this out. And I was obsessed. And I called Ashton and I said, ashton, this is it. This is OpenAI. We're doing OpenAI. This is the greatest thing I've ever seen. We have to do it, have to do it, have to do it. And so that was our first. This is the one we're going to go after. But then we visualize that. When we first started investing, Ashton and I, it was when the iPhone and the App Store were happening. And so for the first time ever, you can scale companies like never before. And I think anyone would have done well at that time. We were like lucky people that came in at the right time and were looking at the right time and started our fund at that very moment, which is crazy. And so we had this incredible success because of that. I saw it again back to Pattern recognition. If you fast forward, we're still using Uber and Airbnb and Spotify. We're still using those things from that time period. And we felt that this is it. These foundational AI models in 10 or 15 years will be how we plug into all these things. So we really felt like we had a three month window. We told people, we have a three month window now. It came out November 30, 2022, so there's not much you can do. People are going away, Christmas time break, blah, blah. But as soon as January came, we went out there and told people, this is the vision. We're going to do a foundational AI model fund.

Interviewer

I got it. LPs.

Guy Oseary

Raise money. Raise money and create this fund, which was a crazy idea at the time.

Interviewer

Now, had you already confirmed that you'd be able to get allocations or did you just.

Guy Oseary

Ashton spoke to Sam. We were able to get OpenAI. And what happened was, is I'm very close to Marc Benioff and Salesforce Ventures. People don't really understand how smart they are.

Interviewer

They're really smart.

Guy Oseary

They don't get all the press on. They are one of the best investors in the world. There's two guys there, John Smarjai and Paul Drews, who were. When I was doing my research, because now I'm on the lookout. What should I know about an AI? Once I find out about something, I just lock in and I want to know everything about it. As I was doing my research, I was finding out that they were going to do Anthropic and they were very bullish about it. I found out from a friend that works with a job hunter, people who help find jobs for people.

Interviewer

Oh, like headhunters.

Guy Oseary

Headhunters. That everyone's going to this company called Anthropic. People are really going to this Anthropic place and they're not going anywhere else. Whoa. Okay, I need to pay attention. So I asked Paul and John, connect me with this founder, Dario. So they connect me with Dario and Nirav. And they come here. They're here right in this room. And that's where we made the deal to invest in Anthropic. So we did a bunch of other companies in that foundational AI fund. It was a three month window, so it was before a bunch of other things that have come out since. But we set ourselves up for exactly what we did. This is going to be within three months. We're going to deploy 80% of the money within the next three months. And that's what we did. And that's over three years ago.

Interviewer

How did you know the window was going to be so narrow? Right. I imagine. Did you get any pushback from LPs when you said we're going to deploy 80% of this in three months?

Guy Oseary

Well, we didn't have. There was no LPs. Meaning that was the pitch.

Interviewer

Yeah. Yeah.

Guy Oseary

So it wasn't like we. It wasn't like we raised money.

Interviewer

They either bought in or they.

Guy Oseary

Yeah, it wasn't like we raised money and then told them the pitch. It was like, here's the pitch, here's

Tim Ferriss

what we're going to do.

Guy Oseary

There's a window of opportunity here. We think this is the future. And that was it.

Interviewer

They had opted in. Yeah.

Guy Oseary

Opt in or opt out. We didn't know what we were going to raise. It's just whatever came up is what it was going to be.

Interviewer

I was trying to pull from memory, but looks like sound at this point is at 86 exits and 26 IPOs. That's insane. I mean, that is.

Guy Oseary

It's been fun.

Interviewer

You have seemingly different batteries, certainly. I mean, you've got good batteries. What does the next five years do you think look like for you? I mean, is it more of this type of investing? What do you see? Is it switching gears entirely and looking at the prison through a totally different way? I mean, what is next for Guy?

Guy Oseary

I feel like going back to the core, really honing in that antenna for the greatest talent in the world, the greatest ideas in the world. This is an incredible time where people can scale up a company in the quickest ways. And I'm excited about the potential of what's to come. I've already identified three things I want to do today, so I can only imagine what's to come. But it's just really just. I'm okay doing a version of what I've been doing, which is identify great talent and help them, help them in every which way that I can. Pick the teams that you want to back. I'm feeling pretty good about that. Just continuing on this best in class talent idea. The hard part is for a lot of people is the access. So we're very lucky. We have access and we also do the job. We have more than enough proof of people that come through when you work with them. And we're a different kind of investor on the cap table. We're not in the Valley, we're here in Hollywood. And we bring a different dynamic, different, obviously narrative is something that I'm very focused on. Marketing is something I've been doing since I was a teen, and so marketing strategy, media partnerships, narrative storytelling. Hey, if you want someone like that on your cap table, I might be interesting to you and hopefully I can be helpful and that's what I need to find that dynamic of a company that I'm in love with. And hopefully the founder believes that having me would be a great advantage to them.

Interviewer

A lot of founders listen to this podcast. Are there any particular things that's have your interest right now, or types of companies, types of founders? Anything that you'd like to sort of make clear to people who are listening or otherwise? Also, where can people learn more about what you're up to? Is there anywhere that you would point them in particular?

Guy Oseary

I'm a generalist. I don't care. That particular AI fund was very specific and we may have thematic funds from time to time. If an idea comes and you go, you know what, I've got an idea, it's going to be built around this one idea. But usually I'm a generalist. I really like talented people and in regards to sharing, where can they find out what I'm up to? I'm not really. This is it.

Interviewer

Yeah, this is it.

Guy Oseary

As you know, this is my first podcast and depending how this goes, could be my last. If it goes well, maybe one more. Everything has been fine without doing that. People either find us word of mouth through friends, or I find them. It's okay. It all works out. I'm not out there yelling, hey, find me 1-800-whatever or it'll work itself out. The right people will find each other.

Interviewer

Well, Guy, I mean, we've covered a lot of ground. Is there anything else that you would like to say before we start landing the plane?

Guy Oseary

I'd say that AI and music content, it's on one level exciting that so many people are experimenting, writing songs for the first time, writing beats, creating sounds for the first time. That's pretty exciting. At the same time, the idea that there's companies out there valued at billions of dollars that are built on the top of other people's music where not one artist has ever gotten paid a dollar is not okay. So I don't want to bundle it all up. It all becomes one thing. It's not all one thing. Mikey, he runs Suno. He's a great guy. I mean, great guy. I really like him as a person. But every time I read about the company and it's now at a $5 billion valuation, and next thing you know, it's at a $10 billion valuation, and it's all built off of the world's music, but yet not one music artist has gotten a dollar. So that's not okay. That has to be fixed. I'm hoping Mikey does the right thing and fixes that, comes up with a system that allows artists, if they want to opt in, either let them opt out. Do not use my music to build your business. Okay, I'm opting out. But if I opt in, find a way to pay us. And I'm really concerned for that because the other part, which is right now, currently every two weeks, more music is made on AI than all of the music that's on Spotify today. That's every two weeks. And all of that is going somewhere and people are inspired and they're creating songs. Awesome. Don't build a business using our music without getting those rights. And that's something I've been trying to work on for a long time. I've met with Mikey many times. I've met with lots of people many times. I hope that this gets solved. When Napster first started, I met with Sean and Sean when they started because it was so exciting to see people were all downloading music, but it was illegal, so you were hoping they'd crack the code on. Okay, how do you turn this into how artists get paid? I don't know if they were going to or not going to, but before that could even happen, it got shut down and out of nowhere, Daniel Ek in Stockholm built Spotify and figured out that people would pay for music if you give it to them in this way, where they had all the music in the world without having to try to piece it together or try to illegally download songs that were not even clean or clear. And it could be corrupt. To get it clean, to hold onto it, they'll pay for it. And he was right. They have paid for it. Now, are all the payment plans there? Picture perfect? No, but it is the core of where money is coming in today to music artists is through streaming. And I'm hoping that people figure out how, if you're going to be using people's music, how you pay for it. Fair use is not fair.

Interviewer

Yeah, I'm curious to see where it goes. Because if you say create a song that sounds like Metallica, it'll say, we cannot serve up any copyrighted music. If you say serve me up some music that sounds like Miralica and you just misspell it, then lo and behold, it looks like it was trained.

Guy Oseary

Yeah, that's the problem on this Corpus, there's a lot of workarounds and they'll look you in the eye and tell you, no, no, you can't, you cannot type in Madonna, but you can sort of describe Madonna. The problem is when in discovery we're going to find out a lot and discovery is going to say all of this music is in there. And they know that. And that's not okay. It's just like literally not okay. I don't understand it. And by the way, what's wrong with paying artists? Why not figure out a way to do it, Sit down with a team, figure out how to pay artists, music artists, if you're going to train on

Interviewer

their music, where do you think it goes? Because I could see one future, for instance, even if legally they aren't required or for whatever reason, that's not compatible with the vision they've pitched to investors. And I'm not singling out Suno. I mean, there are lots of different options here.

Guy Oseary

They're the main one, they're the 800 pound gorilla.

Interviewer

But I could see a point at which possibly Claude chatgpt become the interfaces to everything. It's almost like the App Store, but somewhat like WeChat in China. If you want to do anything, you want to book a restaurant, you want to make a song, there are a few interfaces to everything. At which point then Those companies, right, OpenAI Anthropic can gatekeep in some way and maybe they end up being the entities that incentivize these other companies, like the Sunnis of the world, to reimburse artists. I guess I'm just wondering if you have any thoughts on how it gets there.

Guy Oseary

Because if Claude or Chat is the distribution, they probably won't carry it because it's got so many lawsuits involved. It's just not worth taking on that responsibility. And again, the guy who runs Snows, I find him to be a really good guy. I'm hoping that he does the right thing, but it's really their responsibility. They're sitting at the top of this opportunity. Take off the artists that don't want to be on there and find a way to pay the ones that are okay being on there. It's that simple. It's not complicated. I think go in a room, lock yourself in a room for three days and come out and figure out how to pay people and take people off that don't want to be on there. Madonna does not want her music trained on don't care what you want to pay her. She's very clear. I do not Want my music to be trained on. I want my music to be its own thing. So take her off. It's okay, you'll still do fine. Take her off. You don't have to have her music. So we'll see where this goes. But I've been the last few years, I've really tried to figure this out. And even with Sam, at one point, he really wanted to figure this out too. Sam, a lot of people give him a hard time on this stuff, but he really did dedicate time to try and figure out if there was a music thing to do, how to do it in a way that supported artists. Yeah.

Interviewer

I mean there may be someone who comes along also if it's not Suno, someone who comes from behind like a next generation Spotify and figures out how to do it.

Guy Oseary

Well, Spotify could do it.

Interviewer

Yes. More Spotify can do it.

Guy Oseary

Yeah.

Interviewer

You mentioned there were three things that you'd like to do today. I'm not going to ask you to name those things, but how did you find those things or how did those things find you?

Guy Oseary

Well, I'm working on this platform that I'm going to announce in a few months that you're part of is how we connected, you and I. So I'm able to ask investors what companies that they're looking at. And so two of those came from that conversation.

Interviewer

Good information. Yeah.

Guy Oseary

What are you looking at? What are you liking? And then they tell me and then I go, oh, let me look into it. And some things I just read about, I read every single day. I'm checking things out every single day and I'm making sure I'm not missing an idea or I'm hearing about things. Well, I'm on X a lot. I see a lot of the stuff, a lot of information on X that's flying by. That's sort of my start of information.

Interviewer

You mentioned missing BlackBerry and vitamin water. Do you have. And this could go way back in the catalog. Could go back to being 10 years old. There's no limitation here. Any favorite failures or parent failures, meaning failures that taught you a lot or that set you up somehow for later success.

Guy Oseary

There's so many. It's endless. Endless. One of the things that Ashton was really good about, not looking back like that. He sort of just keeps it moving forward. And I'm always like, I can't believe we're not in that. And I had it in my. I had it and we had it. And he's like, come on, let's go, let's go. He Always gives me like, oh, gosh, he's going to complain about not being

Interviewer

in a here we go again.

Guy Oseary

But what motivates him is he just keeps it moving forward and it's awesome. What motivates me is I'm not going to let that happen again.

Interviewer

Looking back, it seems like in some ways, missing hole, missing fill in the blank was almost a prerequisite source of fuel for the things.

Guy Oseary

It's scary though, it drove you towards the thing. It's scary though, when you miss it. Ash and I invested in bitcoin on our own when it was $22. When it hit $250, I thought I just made 10 times my money. Yeah, yeah, I'm a genius. So I sold then. Clearly not a genius, so that hurts. And I remember Anthony, gentleman on that wall. Elon invited Anthony from the Chili peppers to see SpaceX. Early days, very early days. And I went with Anthony. I tagged Elon. It's the first time I met Elon and we went to SpaceX. I was so wowed by the concept that I didn't even pay attention to the business model or what could be the business model. I was just like, wow, this guy's building rockets. That moment in time, Anthony and I had the wherewithal. I go back to that time ago. We just had the wherewithal to go, what business model? I didn't even ask those words. I was just. Sometimes I go to shows, I've seen shows where people are so wowed that they're just like. They're like this from a show. They didn't even take in all the songs. They were just like, oh, my God. If you ever look back at the Sex Pistols shows, people are just like, what? And they're like, was I actually there? I think I was more blown away by the concept of what Elon was building that I did not understand that there was a business model. And I really wish I just would have asked one more question. Hey, how do you monetize this? How does this work? Can we invest? So I have hundreds of those stories, but those are two that stand out today.

Interviewer

I want to talk about the longevity for a second you mentioned, and fact check me if I'm getting this wrong, but the three back to back tours with Madonna, I mean, that sounds impossible just from the demands of the physicality of that. And she's legendary, of course, for her training and endurance and everything else. But for you personally, what were the keys to enduring that and being able to function at a high level for that?

Guy Oseary

I think it's different as the years go by. There was a point around 10 years ago, 11, 12 years ago, where it was a lot for me. I was also changing and growing and having kids, and I was just sort of losing myself. Because you're going to a different city every other day, and the amount of things you're missing back home, you sort of forget you have a family. You forget that you can go do other things. You forget to call back Stripe or you forget to write all the things. You just forget everything. And then one day your dad calls you and goes, oh, hey, I'm at your house with your kids. And I'm like, oh, I have kids. I have had a house. So if you look at the first three tours, those three tours that I did, those are 240 shows, 80 average. I missed. I missed three of those shows. Three out of the 241. I was sick and then I missed two because it was my 40th birthday and I really didn't feel like being in Seattle that day. I wanted to be home with my friends. So my 40th birthday spent here in this house. So I missed three shows out of 240. But we're talking about a different city, a different hotel. In order to move along, you sort of have to block everything else out. You have to forget. And it's a very selfish, very for me. Otherwise, if you think about. If you're. Every day you're thinking about back home or your family or other things, it hurts. So I just go, okay, I'm off and I'll see you. I bet that's what actors do when they go away and make a movie for three months and then they come back. They probably just compartmentalize a little bit. But in the last few years, I've stopped doing as much. I still go, but not as much. I've wind it down. There was a moment there where I managed the Red hot chili peppers, U2 and Madonna, and they're all going on tour. It was a lot to process.

Interviewer

How do you even make decisions about where to be in a case like that? You can't be in three places at once.

Guy Oseary

It's hard, but it sort of tells its own story. You're not going to miss New York, you're not going to miss London, you're not going to miss some of the major moments. And then you look at the calorie and go, oh, we have this time off. Let's go to New Zealand with Madonna. Or let's go to so and so with U2 or let's go to so and so with the Peppers. And you find your way around it, you just make it work.

Interviewer

So if you look at, let's just say the last 10 years, and presumably a lot of your focus is on the investing, how do you mind the different responsibilities? Does that make sense?

Guy Oseary

When I think of responsibilities, I think of management. That's a really big responsibility and I don't take it lightly. There's no way around it. Something's going on there. That's a focus. It is cyclical. So the Peppers are not touring this year, they don't have an album this year, they aren't touring next year, they don't have an album next year. So there's a lot of time in between where they're coming up with the creative. They're going to make an album, they're going to do all the things, they're going to write songs. So that takes time. You get these windows of opportunity where you go all in and you get windows, opportunity where you have a moment to breathe, just like they do. They all need it too. Madonna, after the cycle, will probably need a minute to just sort of catch her breath and figure out what she does next. So these are cyclical things. What I don't do is I'm not out there trying to sign 10 more bands or 10 more artists. So that's where the balance comes in, which is continually be creative through other ways when the cycle starts. My creativity has never stopped so that I still have those things. I'm not starting from scratch. I'm always looking and meeting with people and understanding what's going on in technology. And so when Madonna comes back into cycle, I can bring some of those ideas or some of those new relationships I met while she was off. I found a way to make it work.

Interviewer

I may be, I'm sure misquoting, but roughly paraphrasing much earlier in the conversation. I feel like you said part of Madonna's ability to reinvent was not resting on her laurels, obviously, but not patting herself on the back for what she's done and sort of marching forward. And I'm wondering how you've thought about for yourself the drive and velocity of forward looking achievement versus sort of appreciating what has been done or savoring the time that you have. I mean, I imagine you get a lot of that with congregating friends and so on, but I'm wondering if you have any thoughts.

Guy Oseary

My friends and I don't spend a lot of time talking about what I Do a little bit I share with them, so they're in the know. We don't spend a lot of time on it. We don't work together on these deals. My wife and I don't talk about work much. Like, I think I just keep it moving, too. And again, when you look back 36 years, it's probably Madonna that is responsible for how I also think of. Just keep it moving forward. Keep it moving forward. And maybe one day, sometimes when I'm telling my kids a story about the past or someone asks me a question and I tell them about the past, I go, oh, my God, I forgot I even did all those things. Or I see something pop up and I go, oh, I was there for that. And I don't think about it that much. Things pop up every now and then. But when I wake up tomorrow, I'm like, I haven't done anything today. I better figure it out. I need to step my game up. That's how I feel. I don't feel accomplished. I feel like I still have so much to prove and so much to do. But at the same time, I do know if I really took a minute, I would go, oh, wow, okay. I should probably take a moment and take that in. But I really don't.

Interviewer

Is that okay? Is that a problem? Is it fine?

Guy Oseary

I just keep it moving. I don't know. At some point I can visualize being on the beach and high fiving with my friends and having fun. But again, they don't do it either. A lot of my friends are. We don't talk about it like that either. I think we just sort of working dogs. How cool that we're survived this period of time. How cool is it that we're even able to do what we love? Waking up and being able to do what you love. There's a Josh Kushner quote that I love that he says about success. He says to him, success is being excited to go to work and also being excited to go home. And I got that. I'm excited to go to work and I'm excited to go home. That's pretty cool. Not a lot of people get to do that. And I don't take that for granted. And I work hard because of that, because I go, this is not a given. The potential and the opportunities. And I'm trying to bring in other friends and other people into my world to say, plug into this. Let's help you figure this out. I'm not just doing it for myself. You should use what I have. You should meet Some of these people, you should come to this event, you should go to this. So I like sharing that.

Interviewer

So after 20 years, you and Ashton are going to be doing different things, it sounds like. And I was wondering if you could just share a bit of the background and what that looks like.

Guy Oseary

We've had an incredible run and this AI fund is. I don't know what to compare it to other than winning the super bowl for what we do.

Interviewer

Right.

Guy Oseary

And between the investments in OpenAI and Anthropic and we also did SPVs the whole way up a lot. So we're really fortunate and blessed. And after 20 years, Ashton, I asked the question of now that we've done that and we've hit it out of the park, what are we going to get enjoyment out of doing? So it's a really strong question and we all gave it some thought. This was a few months ago. We looked at each other's visions of what he wanted to do that make him happy and what he wanted to build and what I wanted to do. And we have a third partner, her name's Effie, and what she wanted to do. And it turned out that we had different visions. And when you look at his vision, which he will share at some point, so I'm not going to share any of was pretty awesome vision. It's an incredible vision and the guy is mind blowingly smart and talented and I support that vision for him. It isn't my vision and I will support it financially and I will support it with energy. I want him to win and I have mine, which is the things that we're talking about today and the things that I want to build and I have a version of the things I want to do that I haven't shared with everyone in full, but it turned out that we just have. It's a new chapter and I've had many new chapters my whole life. The record label for a certain amount of time and then I moved on. I went to music management, I went to crypto and I went to film. I have so many different chapters in my life that this is a beautiful chapter, that we're in a celebratory mode. So we're sort of hoping to be on the beach high fiving each other at some point on the work that we've done and have worked hard to get here and taken a lot of risks and a lot of chances and put in our own money. And this decision was made out of joy and to support each other's visions. There are going to be times where we'll cross over and we'll work on things together because we do have some crossover of things that are part of things we both like. But he's very specific on what he wants to do. I'm very specific on what I want to do. Effie and I are going to continue on with sound and what we've built the last 10 years with sound. So we'll continue to build that. And then we've got some surprises of how we want to build that out too. It's all really good. It's all very supportive. It's just another chapter.

Interviewer

Cool guy. This has been a wide ranging conversation. What a life, what a journey. And it's not over. Obviously you got lots of battery left for what's ahead. Thank you for the time.

Guy Oseary

Thank you.

Interviewer

Thanks for inviting me here.

Guy Oseary

My first podcast.

Interviewer

I know, I know. Mine too.

Guy Oseary

Your first podcast with me?

Interviewer

Yes, exactly. And people can find you on Instagram. Xyossiri, no apostrophe Guy. O S E A R Y and we will link to everything in the show notes as per usual at Tim Blog Podcast. And until next time, everybody, thanks for tuning in. Be just a bit kinder than is necessary to others, but also to yourself. Compassion is not complete if it doesn't include you. Thank you, Jack Kornfield. And as always, thanks for tuning in. Thanks, guy.

Guy Oseary

Thank you.

Tim Ferriss

Hey guys, this is Tim again. Just one more thing before you take off and that is five Bullet Friday. Would you enjoy getting a short email from me every Friday that provides a little fun before the weekend? Between 1 and a half and 2 million people subscribe to my free newsletter, my super short newsletter called five Bullet Friday. Easy to sign up, easy to cancel. It is basically a half page that I send out every Friday to share the coolest things I found or discovered or have started exploring over that week. It's kind of like my diary of cool things. It often includes articles I'm reading, books I'm reading, albums, perhaps gadgets, gizmos, all sorts of tech tricks and so on that get sent to me by my friends, including a lot of podcast guests. And these strange, esoteric things end up in my field. And then I test them and then I share them with you. So if that sounds fun, again, it's very short. A little tiny bite of goodness before you head off for the weekend. Something to think about. If you'd like to try it out, just go to Tim Blog Friday, type that into your browser. Tim Blog Friday. Drop in your email and you'll get the very next one. Thanks for listening. Back in the day, this was 2004. Maybe I had someone approach me in a coffee shop and said g' day mate and introduce himself. Who was that?

Interviewer

It turned out to be founder of

Tim Ferriss

AG1, believe it or not, way back in the day. And people often ask me what has survived. After 20 plus years of testing every supplement under the sun, just about what actually has stayed in the rotation in the toolbox. This episode sponsor AG1 is at the top of that very, very short list. I started using it close to 15 years ago when it was still called athletic greens. I put it in the four hour body, didn't get paid to put it in there and it's outlasted almost everything else that I've tried. One scoop covers your nutritional bases, right? Fills the gaps. You want to eat good food, of course, but 75 plus ingredients including probiotics, B vitamins and whole food nutrients act as, in my opinion, pretty cheap nutritional insurance. I take it first thing every morning

Interviewer

with cold water and at this point

Tim Ferriss

it's automatic, like brushing my teeth. If you're looking for one simple daily habit that supports gut health and fills common nutrient gaps, this is where I'd start. So check them out. Subscribe today to try the next gen of AG1. Listeners will also get a free bottle of D3K2, an AG1 welcome Kit, and AG1 Travel Packs with your first order. So start your journey with AG1's next gen and experience the difference firsthand. Simply go to drinkag1.com Tim that's drinkag1.com Tim now guess what I did just before breakfast. I did what I do every morning. I took some creatine. Today I took. I took five grams. If I'm sleep deprived I might take 10 or 15. And I have used Momentous Creatine for a long time as it's been one of the highest quality creatine options available on the market. That's exactly what I used this morning. Now Momentous has taken that quality that they're already known for even further with Signature Spec Creatine, their most advanced version yet. Signature Spec is manufactured in a pharmaceutical facility using reverse osmosis water purifier verification. You can hear those birds in the background. Man. I'm striving for healthy over here. It's verified through a six stage testing process with four independent agencies delivering 10 times fewer impurities, two to five times tighter heavy metal limits and added PFAs. That's the forever chemicals you don't want, and microplastic screening that's the momentous standard. The ultrafine powder also mixes cleanly with no grit. Super super easy Creatine Creatine Sports Strength, Power, lean muscle and recovery. With growing research on enhanced memory and cognitive performance, I take it mostly for

Interviewer

the cognitive stuff, but it's great for

Tim Ferriss

the gym too, so if you take creatine every day like I do, make sure it's the best. Do not cut corners. Head to livemomentous.com tim and use code TIM for 14% off. That's an interesting percentage for 14% off of your first one time order, or a total of 35% off your first subscription order. That's livemomentous. Com Tim. That's live Momentous. Momentous Livemomentous. Com tim for between 14 and 35%

Interviewer

off with code Tim.