Guy Oseary has proven himself in every field he’s taken on: as a music manager, as an early digital investor and most recently as an entrepreneur in the emerging world of NFTs and Web3 entertainmen…
include early bets on Spotify, Airbnb and Nest, among others. Of late, Oseary has been at the center of the action on the Web3 venture Bored Ape Yacht Club, signing BAYC creator Yuga Labs as a management client and, in short order, becoming a partner — and corralling celebrity pals to bring their star power to the marketplace for acquiring Ape characters .
Madonna vividly recalls first meeting a barely legal Oseary. “I thought, ‘Who the hell is this young punk with all the opinions and stuff?’ He was super naive, but I also thought he had a lot of chutzpah,” she tellsFor his part, Oseary credits Madonna with pretty much everything. “She mentored me and, by working so hard, pushed me to work so hard,” he says. “I didn’t know shit until she grabbed me by the hand and said, ‘Let me show it to you.
It was about a year prior when a controversial ground-to-air war in the Gaza strip divided the music industry. As tension escalated and Israeli military action pummeled the tiny area of land — including cratering a building housing the Al-Jazeera news network — label executives, artists and influencers sympathizing with the Palestinian cause got louder, and those who identify as Jewish supporters of the state of Israel were forced underground, especially on social media.
“If you listen … in its entirety you will hear that the song is based on exaggerated stereotypes to make a point,” Oseary wrote at the time. “I’m not offended by these lyrics. I hear them the way he intended them to be heard. … Giving ‘credit’ to a community that supposedly understands what it means to have ‘credit.’ I’m good with that.”counseling Nick Cannon on the heels of antisemitic rhetoric
Described by friends endearingly as “socially awkward,” Oseary is a natural conversationalist once you get him going. But make mention of his “Arab brothers and sisters” and there’s a pronounced difference in his tone as frustration meets conviction. “I believe some young kid out there who sees the bigger picture will figure out how to solve some of these problems, which are solvable — they’ve been solved in many places and can be solved here,” he adds. “And it’s not just on Israel, on all sides: where are the leaders we can all look up to? It’s been the same leadership for 30 years. … I’m turning 50 and I’m building a lot of my work off of new ideas, not 30-year-old ones.
Today, one fellow music industry player describes Oseary’s investment prowess as “second to none — I’m in awe, and a little jealous.” “In this space, there’s a lot of people who are full of shit, or if they’re not full of shit, they’re trying to sell you a bunch of bullshit,” says Beeple, who first facilitated an introduction between Oseary and Yuga Labs. “I think Guy is trying to build something that’s real.”
Since Oseary came aboard Yuga, which also owns the popular series Cryptopunks, the Ape universe has grown at breakneck speed, rolling out multiple drops of limited-edition digital avatars along with NFT wearables, its own metaverse and a four-night event in New York City called ApeFest that coincided with June’s NFT.NYC conference and featured appearances by Eminem and Snoop Dogg and performances by Haim, Lil Baby, LCD Soundsystem, Lil Wayne and Future.
”You can’t step into this world and expect the community to hand you the keys. You got to be in the streets before you step into the suites. It’s just like the real world. Hustle first then play.” — Snoop Dogg “I lost everything on that one deal — all the money I ever made and saved,” he says. “It also stopped me from being entrepreneurial and innovative and taking risks. I had to, like, survive for a while. It happened so quick, like I’d just been punched in the gut. I was a walking zombie. I only thought about it, like, 100 times a day.”
“Think about Prince or Radiohead — people thought they were crazy. Taking chances doesn’t come without risk, and I don’t want to be fearful.” — Guy Oseary The new entity, brought together under Live Nation, Oseary asserted at the time, “is not a rollup.” Explaining the concept in a 2015 Billboard cover story, he said: “I consider it a collective under one brand, with the goal of helping clients reach their potential.” The Maverick 2.0 experiment lasted five years, after whichDid it fail? That’s hard to say considering all remain under the Artist Nation umbrella and continue to bring in profit to the parent company, Live Nation.
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