QD3 Chairman Quincy “QD3” Jones, III and President Paul Campbell go On the Record…Online with host Eric Schwartzman to discuss utilizing new media to reach consumers, the effect new social media has on their company, and how they tame technology to provide a competitive edge for their company.
Quincy “QD3” Jones, III is the Chairman, CEO, and Chief Creative Officer of QD3. In 1986, with hip-hop still in its infancy, Quincy decided to attend the noted Berklee College of Music in Boston. After one year at Berklee, Quincy grew restless and moved to Los Angeles where he immediately connected with Dr.Dre and a small record label called Ruthless. In 2002, Quincy started a documentary production company focused on chronicling the many dimensions of hip-hop culture. Beginning with the multi-platinum selling DVD, Thug Angel, QD3 Entertainment has emerged as the industry standard for both commercial success and critical acclaim in the urban DVD market. Following the success of Thug Angel, Quincy began working on the critically acclaimed BEEF trilogy, which provides a definitive look at hip-hops most notorious conflicts and resolutions between artists. Under Quincy’s leadership, the company has amassed one of the largest independent libraries of hip-hop content with thousands of hours of programming, much of it rare, exclusive, and never before seen footage. The company is aggressively expanding online to take advantage of the technology explosion of broadband video, user generated content, video on demand and mobile platforms. As the creative and driving force, Quincy is building the first urban oriented digital media entertainment company.
Paul A. Campbell is the President and COO of QD3. In June 2006, Paul A. Campbell joined QD3 assuming the role of President and COO in charge of growing the Company’s organizational infrastructure, production capacity, and expansion onto new digital platforms. Paul brings a unique mix of technology understanding, entrepreneurial energy, strong business discipline, and creative sensibilities. Paul spent the last four years at the Microsoft Corporation as the Director of Business Development responsible for the software giant’s digital media strategy and partnerships with major media companies and the creative community.
05:12 – Paul Campbell discusses what type of company QD3 Entertainment is and gives a brief description about the many aspects of QD3 Entertainment.
06:25 – Quincy Jones, III talks about the QD3 Soundlab and gives a history about the company’s music production and film and television scoring history.
07:01 – Jones talks about launching the entertainment portion of QD3, and why he felt the need to create it, “I was watching TV one day and a hip-hop documentary came on and it just didn’t really reflect what it really was like being there and it didn’t really reflect the culture in an authentic way.”
07:35 – Campbell and Jones describes how they first met and why they became friends.
08:42 – Campbell and Jones talk about how they try to avoid targeting specific groups and attempt to combine different groups and cultures of fans into larger aggregates with the aid of new media. Also, they describe how they can use new media to reach both combined groups and specific subgroups.
11:20 – Campbell and Jones discuss what they think about the belief concerning the need to bridge the digital divide to reach an urban audience, “As the technology becomes increasingly accessible and becomes a priority, there is no digital divide, it’s an economic barrier if there is one.”
12:38 – Campbell describes how QD3 utilizes mobile media and other new media technology, and how they plan to make use of such in the future.
14:20 – Campbell and Jones discuss how QD3 feels about their privately licensed content being used by consumers without paying for it on their own new media sites, such as MySpace, and how that drives them to improve their own content.
16:05 – Jones describes how his visual media business provides opportunities that compliment the music side.
17:03 – Campbell talks about the obstacles that they face in QD3 with the onset of new media, how new media technology has changed their advertising models and how it makes it essential to change the way they make investments in designing the different facets of their business plans.
19:09 – Campbell describes how QD3 utilizes and evaluates technology and how they try to tame technology to harness it for a competitive advantage for their company. “You can have the most creative story-telling capability, but if you can’t deliver it in a compelling way and really take advantage of the new technology advancements, somebody else who can do that and maybe less creative will end up winning.”
22:27 – Jones talks about who his musical and technological influences are.
23:41 – End.
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